Publix Opinion (Feb 21, 1930)

| PUBLIX OPINION, WEEK OF FEBRUARY 2lst, 1930 One of the finest large scale theatre and newspaper tie-ups in motion picture history has been effected by the Publix-Balaban and Katz theatres and the Chicago Herald and Examiner, one of the ace papers in: the nation-wide Hearst chain. Pictured below are excerpts from a promotional book sent by the newspaper to 30,000 prospective want-ad buyers explaining the advantages of this tie-up to the advertiser. The details are as follows. Names chosen at random from the telephone directory are inserted among the want ad columns of the paper. Those listed receive from the paper a GUEST ticket good for two ad_ missions. Fifty of these names are printed every day. Note how reference to FREE tickets, which cheapen both the giver and the receiver, ate fahe—eith a compe’ ‘ewn choosing: UNITES AQTIBTS be te z at learn any role qualifications Tickets. Tell your about the Rensavait Theater fiends and_neighbors | "Show Bow Guest Movie ae iM want to look fo + daily. every Ree is ery day fable reading Si have the Guest ADDITIONAL FO DISPLAY Al SU eee eee eee ASSIGNMENTS — Si CTU TILL ee ee ene Ten TT TT 1 res ULL D. D. Phoenix, formerly manager of the Rialto Theatre, Durham, N. C., has assumed management of the Palace, Raleigh, N. C., replacing H. T. Lashley. T. Y. Por succeeds Phoenix in Dur am. W. Collier has assumed the Management of the Strand Theatre, Birmingham, succeeding C. D. Haug, who is no longer with the AA oxes. igne' . qwell-desigr ie Tick! Want Mov qth ers 0 ag it rene the ae LLOW UP DVERTISEMENTS 1.500.000 MOWVEE HANS INDUCED to READ Wour WANE ADS organization. W. L. Wadkins, formerly assistant manager of the Alabama, Birmingham, has been appointed assistant city manager of Mont gomery, as well as manager of both the Empire and Strand Theatres. William Wolfson assumes the management of the Paramount, Montgomery. Frank Ferguson remains as manager of the Plaza, Montgomery. Thomas James is no longer connected with the organization. A Bouquet! To all Managers— Gentlemen :— I am wondering if you are all taking full advantage of the bound volume of Publix Opinion. Are you digging into it and making use of its information office? or is it just lying around your To me the book is marvelous and the greatest help that any theatre could possibly have. Look at it in your spare time —make it a point to spend fifteen minutes with this book each day. You can do it if “mensely for the time spent. you will, and you will be repaid im Please advise me if you have received the Daily Forecast. Calendar from New York. This is a wonderful -calendar—the most comprehensive theatre manager’s aid that I have ever seen. It must have caused someone a lot of work, and it has information on it which will remind you of coming events. Hang it up where you can see it every day. Read the notes of each day conscientiously, andi this will cause you to think and plan ahead in a manner that you might otherwise overlook. City Manager, Minneapolis, Minn. Harry B. Watts No, 1—of a Series of Promotion Campaigns caraits QJ : to Create Greater Reader Interest in Herald and Examiner WANT ADS. has been avoided. In return the paper runs front page teaser ads, boxes, large display ads and banners on 267 trucks and on all newsstands in Chicago. The campaign will run indefinitely. It proves without a doubt the value of theatre co-operation with any line of business endeavor whether in a large community or in a small one. This campaign bears repeating throughout the country. Publix Opinion herewith brings it to the attention of district managers and advertising men. Details will be found in the adjoining column. Also see Page 5) of March 19, 1928, issue of Publix Opinion, which originated this type of free newspaper help. School Offers Boys For Ushers As an excellent commentary on the changed attitude of educators to motion pictures is.a letter sent to Manager J. B. Harrison of the Fenway Theatre, Boston, Mass., by the vocational counselor of the Dorchester High School. The text of the letter is as follows: There are a large number of boys in this school who are desirous of obtaining positions in the local theatres. These boys are tall and well set up and will make good ushers. Will you state your requirements in detail so that we may promptly send several candidates to your theatre for your personal choice. There is nothing finer for af theatre than an attitude of trust and commendation on the part of a community. When edueators are not only willing but anxious to have those under their care find employment in a Publix theatre it is a sure sign that such a condition exists—and whatever apprehension managers may have about the standing of their business may be dispelled at once. bs Ng tre To PEM; LEVIED iage TRAIN IN MIAMI Distribution of institutional circulars along the boardwalk and crowded thoroughfares, as the Entertainment. Special rode through the town of Miami, Fla., helped H. E.. Tillotson, supervisor of the train, in again “‘crashing’’ the local papers. PUBLIX, THEATRES oD 1, 4) Et eee otenaaeeet ~=== \), YT mm RQ SY oe February 11, 1930 JUST AHEAD ! Through all the busy days of February and March keep this thought in the background of your mind— The Big Chance lies just ahead. Getthe people . coming to your theatre now in great quantities; it will be easier to keep them coming during the SECOND QUARTER PRIZE CONTEST than to digthem out and get them started at that time. Weare busily planning for your prize-winning. You plan too, by patronage-buildingnow! —V.M.M. 11 MAMMOTH WANT-AD TIE-UP IN CHICAGO! WHAT THE THEATRE GETS! HEARST PAPER BOOSTS B&K IN SPLURGE ‘So valuable did the Chicago Herald and Examiner, ace newspaper in the Hearst chain, deem the attention value of the movie fans in Chicago, that it promoted a special want-ad tie-up with the Publix-Balaban and Katz thea tres in the Loop.on a hitherto unprecedented scale. It prepared and sent to 30,000 possible users of Want-ads, an elaborate prospectus parts of which are reproduced on _ this page. . It is devoting columns of rspace in explanation of the stunt, and has bannered all its delivery Wagons and all news stands in Chicago with advertising material. So far reaching should the results of this campaign be that Publix Opinion is making a special effort to call it to the attention of district Managers, district advertising managers, city managers, and to all those not afraid to tackle big things. ; This tie-up proves what Publix Opinion has stated again and again ——Uu is just as easy to promote stunts on a large scale as on a small. Guest Tickets The theatres supply 50 double patron Guest tickets every day which are distributed by the news-_ paper to those persons whose names appear among the classified ads, The names are chosen from the telephone directory. In return the theatres receive the following: First, large display ads which tell about the names hidden among the classified sections. In each ad appear a star head anda program announcement for each of the-five theatres in the loop. Two such display ads appear in the layout in the adjoining column. Secondly, attention Set t icnee front page boxes referring readers to the proper pages inside for details. Thirdly, teaser ads scattered throughout the paper arousing interest in the stunt. Fourthly, posters and banners on 267 newspaper delivery trucks and on all Chicago paper stands advertising the project and creating reader interest. Fifth, the distribution of 1000,000 hand bills weekly. Additional Benefits Indirectly, the following benefits accrue to the theatre. The name of Balaban and Katz and the theatres are brought to the attention of practically every adult in Chicago. Because of the material in the display ads, the individual shows are advertised to a greater extent than ever before. And because the newspaper is offering the guest tickets, it gives an unusual amount of space on its amusement pages to the attractions at the theatres. Note particularly that the tickets offered to the public are “guest tickets” and not “free tickets.”” That which is offered free is not much good, that which is offered to a guest is the best. Publix Opinion would like to see this type of campaign reproduced throughout the eountry. It suggests that in every Publix town, the promotion manager of the newspaper or the classified manager be approached with complete details for a stunt of this sort, that the case of the Chicago Herald and Examiner be cited to sceptical newspaper men, The magnitude of. this tie-up proves that public interest in motion pictures has made picture theatre tie-ups of tremendous value to all other organizations. Remember this when you offer the use of your theatre and patronage in any tie-ups. e