Publix Opinion (Feb 28, 1930)

P Publix Theatres Corporation, Paramount Building, New York, Week of February 28th, 1930 >: eee en a el ale CU ana ee ie a, tl Wi aan ee ee TOUT ee eee eee +n))aHu HH HANANNNNHAHHNNHANAANNNNNNHHNKNNHNHNNMHNANANNNANAHANNANNNNHNNNNHNNHHNNNHHNHHNNHMNHN HHH 2nd Quarter Profit—Stampede Coming — March 10! z 13 a ee Se eae ee es ee Ee oa SSUUTIEUQUUETERUUUOEOOORERERENOOOOOOUEEEEERDOEDS®2 SSUDEENEODOSUODUOBUONDORDDBOONOBNODBORBORNOERDS: = 9 = = 9 = ae bd — ae, = Don’t Let = = Don’t Let = = —= — = = = po i . —y cd od a = td = = = ae = Lent Sap = = Lent Sap = eae , = — ; NE) = P e @ oa — e e — = rofrits = = rofits = = s © — = ' ® — = = = : = AUEURORAGREERUEOUERERUUGUURGHOGEOORORO0R Rue EVENDBUOUGBNDBDOENOUDEDODDOUBOROBDOBBBROBROUGS No.. 25 NE W SHOW ERA SOLD GHATKIN GALLS FOR THEATRE RENOVATION With the recent warm bea spell furnishing a clear indication that Spring is ‘just around the corner,’ David J. Chatkin, General Director of Theatre Management, called upon all Publix to start planning how to brighten up and freshen theatres for the new season. “At about this time of the year,’ declared Mr. Chatkin, “most people’s minds are beginning to drift toward the cool and colorful freshness of outdoors. This atmosphere should be repre: sented in our theatres. Maybe soap and water will do it. Perhaps new paint will give the desired refreshing and renewed appearance. “Now is the time to start thinking about Spring house-cleaning. Each theatre should be thorough ly gone over from basement to roof. “The warm winter colors of your draperies, hangings, lamp coverings, etc., should be changed to the brighter and fresher colors suggesting Spring and outdoors. “Inasmuch as a large percentage of your patrons are women, most of them house-keepers, they are bound to notice and criticize the cleanliness and decorations of your theatre. Not only will they notice it but they will talk about the appearance of your house, your entertainment and hospitality. Therefore, put your house in order. Now is the time. Spring is the most attractive of all the four seasons, and its fresh, colorful appeal should be reflected in every one of our theatres.” See your local florists about decorating your lobbies with flowers. Your Bound Volume of Publix Opinion, Week of March 30th, page 11, column 5, will give you the details of this tie-up. Also, in preparing for the cool, summer tones in lighting effects, see Publix Opinion, Week of June 8th, page 6 ,column 1, 2 and 3, for * helpful lighting hints. DETROIT THEATRE ADDED TO PUBLIX Latest addition to the rapidly growing roster of Publix Theatres is the Ramona, Detroit, acquisition of which was announced last week | by Division Director Walter Immerman. : The Ramona, a 2,300 seat house in one of the most progressive districts of Detroit, will be operated on a second run policy, with two changes a week. : } 4 ; | 1 ‘LIVE? LC LOBBY Unique snore live lobby attractions is one at the Michigan Theatre, Detroit, where Ralph R. Richardson, whose home is in Detroit, gives instruction in contract and auction bridge on the mezzanine each afternoon from 2 to 5. The contract bridge fever is prevalent in Detroit, and Mr. Richardson is considered second only to Work himself at contract. He was persuaded to conduct the series of lessons at the Michigan by Walter Immerman, Division Director, who conceived the idea of capitalizing on the popular interest in contract bridge. 0 o-D-2 @ 2-0 Be-S-0O0-O-2Oo-OOe O28 O-BsOOo > § 20-0 +0:-0-+0:-0-+0+-010+-O10+ 010+ O10+-O+0" O10" O 101 O10" O20"-S 20" D0" 210+: 4 O° OeSO -O + Oe SO e-SOe °O°-S-°6oBOO 2~B-2O°-@D-Bo-O-9O-D-2 Oe O-O-+O+-B-O*-O+Os-O+O+SO: GO: OS SARAH AND SON IS YEAR'S BEST HEART DRAMA Classifying “Sarah and Son,” as the greatest mother picture ever made, A. M. Botsford, General Director of Advertising and Publicity for Publix, confidently predicts it will make barrels of money at any theatre if properly handled. One of Mr. Botsford’s many duties is to pre-view every picture that plays the Publix circuit. Somewhat reticent by nature, seldom has he displayed the enthusiasm in boosting any picture as he did in commenting on “Sarah and Son.’’ “It is far better than and Son’ or any mother picture ever made,’’ declared Mr. Botsford. finest work anybody has contributed to the screen to-date, with no exceptions, including the greatest screen personalities one can think of. The entire cast is marvelous! The story is splendid. It will have a tremendous kick for women and, (Continued on Page Two) ‘Sorrel “Ruth Chatterton does the! PUBLIX LEADS. IN EXPLOITING TALKIES Following the iw instructions: of President Sam Katz to sell the public on the startling revolution in entertainment effected by the new show world era, a furore of activity is sweeping all along the line of Publix operation. The objective is the drenching of local communities with the remarkable entertainment and educational advantages brought to them by talking pictures. Old policies of operation, old formulae, old ideas and methods have been generally and unceremoniously. scrapped. The new problem ‘has been approached from a new view-point. The entire field of an individual theatre’s operation has been carefully and intelligently re-analyzed -from the new status it enjoys as a result of the vigorous life-giving (Continued on Page TO) ‘Vagabond King’ Previews Rouse Men in Field Previews of “TE ne Vagabond King”’ in the field have made Publix showmen everywhere doubly enthusiastic over the picture. Here are excerpts from typical wires to Mr. D. J. Chatkin: “Preview tremendous success all boys just as_ enthusiastic about picture as anyone in home office and bound to react with their efforts.’ —E. R. Ruben. “Tt exceeds our greatest expectations. The men are positively amazed and enthusiastic beyond ‘words. It is unquestionably the most valuable piece of motion picture property ever released and we will handle it accordingly.”’ —John J. Friedl. ‘USE THIS MONEY-TIP!! Get program-directors of local radio stations, ball rooms, and music dealers to start today drenching the community with the two hit tunes of ‘“‘The Vagabond King.” These two tunes are “Only A Rose” and “The Song Of The Vagabonds,” both of which have often been recorded. Every orchestra has a set of orchestrations. Dennis King, and Jeanette MacDonald, stars of the picture, are also recording stars. Make your tie-ups now, so they’ll be constantly working for you up to the date of your showing. This is one of those times when musical exploitation of a picture, far in advance, will help tre mendously at the box office. Start today, and be sure that you get tie-up announcements on the tunes. Never mind the fact that you don’t yet know your playdate or even what theatre gets the picture. —and it doesn’t matter. A local Publix theatre gets it—maybe yours Alert City Managers will see to it that starting today, the picture that is expected to be the industry’s gross-record-breaker for all time, gets off to a prop erly timed exploitation start. | IFFICE CONTACT AIDS! NEW BENEFITS MUST BALANCE ADDED COSTS With many Home Office departments enlarging their activities and staffs so as to come in closer contact with the men in the field, , President Sam Katz now calls for a more general and intense utili CRITERION HITS BOX OFFICE PEAK Exceeding “He: tn most sanguine expectations of Paramount and Publix Home Office executives, the first four days of ‘‘The Vagabond King” at the New York Criterion theatre have broken nearly every record ever attained by that famous Home of Paramount Su-| per-Hits. Manager John P. Goring, of. the Criterion, sends in the following report for Thursday, Friday, Saturday and Sunday of last week; which represent the first four days of this stupendous picture’s run: Every daily record broken with high gross of $4244.00 for a Saturday with a seating capacity of 878. This extraordinary gross due to the fact that the previous $2.00 top was boosted to $2.50. Not a single complaint was received at the raise, and the box-office reports a faster sale of top price seats than of any of the others. This sentiment will doubt Saucers on Page Two) Support of of Lobby Merchandising Plan Asked Full hearted ‘support of the ing Department is demanded by President Sam Katz as part of the program to fully take advantage of every possible source of income. In a statement issued to managers Mr. Katz states: ‘In an effort to tap every possible source of theatre reve everyone connected with it, the Lobby Merchandising Department was organized and is at stalling candy vending machines in our theatres. I realize that not all theatres can get these machines as rapidly as managers desire, but a whole hearted effort is being made to equip the entire circuit just as fast as the venders are manufactured. “Bor the best possible returns, these machines should be placed in advantageous spots. All managers should apply serious thought in aiding M. Schos place the vending machines, and to exploit their revenue possibilities.”’ newly created lobby Merchandis|’ nue for the good of Publix and | present actively engaged in| berg, head of the department, to |. zation of the facilities available under the new plan. Unless this is done, he done, he points out, the the addition additional expense and effort involved will not be justified, and efficiency of the organization as a whole, seri ously impaired. “In order to enable the opera;tions in the field to benefit more directly by the advice and experi ence of specialized experts,’’ de|clared Mr. Katz, “many Home Office departments have gone to'considerable added expense to enlarge their activities so that their representatives might personally ‘‘¢ontact every field of Publix activity. Much Expansion § ~ “Thus,*the Booking department has created the positions of ‘divisional booking directors, to -supplement the district bookers, al-ready in the field... The Advertising Department has appointed divisional and district publicity men to supervise the functions of, advertising in the individual theatres. The same is true of the Mu sic, Maintenance and many other. Home Office departments. “This departmental expansion represents a great added operating expense, a proportionate part of which is carried by each theatre as a Home Office overhead. Sound business policy dictates that for every additional expense, there should be a corresponding additional gain to the individual theatre. Are you getting it? If not, then there is something wrong with your operation, and jthat deficiency must be remedied at once. Carefully Planned. “This new policy of departmental expansion was instigated, not as a hurried experiment but as a result of careful deliberation on the part of all Home Office execu‘tives. The pros and cons were carefully weighed, and the new plan was put into effect only because the sober judgment and mature experience of seasoned execu (Continued on Page Two) ie ee Important! | On premiere ath Warton, of “The Vagabond King,’’ Publix managers are being instructed to ‘‘break’’ the show with an intermission on the scene where the herald for the Burgundians receives the ultimatum from the king of France. By order of Mr. Chatkin, transmitted yesterday to all divi-— sion directors, insert-trailer, or slide reading “Four Minute Intermission,’ will be shown. At the expiration of that period, a bugiler, dressed as a royal herald (not an ad-accessory) will sound off a few notes of ‘‘assembly,”’ and the picture will continue. After the premiere, try 1 or 2 minute intermissions, bringing up lights with no music after die seligne ee “ Oc O-+8°S°O* SO 1Oe-O-900-@ +r © 10+ 1O+-S +O +-O-1Os-O-1O:-O-+O+-G-1O0D100: S10" O0:-OO'-O-O-@ & ; 1G °-S-+O<-OOs-S O*-G-Oe-O-+6+-O-+O*-O Or O 0+ O° 6:-O Os Os o. Bi ee os Bb aa ees eee ee DO o-S9O+-O-2O2-B-9Be-GH2Gs 0Bo-O-Ge-O-1O+-O-OeOG re