Publix Opinion (Feb 28, 1930)

e PUBLIX LEADS IN EXPLOITING “TALKIES (Continued from Page One) blood the talking picture has injected into the industry. All show business, taking its cue from Publix, is awake to its new problem, alert, fighting, energetic, broadcasting throughout the length and breadth of the land, the dawn of a new era in entertainment and harnessing it to increased box-office grosses. : A striking example of this new spirit is furnished by a message sent by Division Manager M. M. Rubens to all theatre managers in -fllinois and Indiana. This message is re-printed, not only because it illustrates the aroused showmanship consciousness that prevails in the field but because it’s shrewd ‘analysis of operating methods cannot help but be useful | to every theatre operating under the Publix banner. Mr, Ruben’s message is as follows: “You are operating the greatest theatre in the country and are daily presenting programs with the same orchestral accompaniment, the same famous stars, rendering identically the same performance given in New York City or other metropolitan centers. This has come about through the wonders of talking pictures. You must be alive to this fact, yourself, and your picture merchandising should be a constant ‘reminder to your patrons of the -great wealth of entertainment and education available through talk_ing pictures. If you will combine the above with the realization of the necessity of keeping your theatre in a clean, inviting condition, and have your front sparkling with life and invitation to enter, your success as a showman is assured. You now realize the vital importance your individual theatre is to Publix. In the last . few weeks Indiana managers have been visited by Messrs. Katz, Zukor, Greenberg, Rubens, Dromey, Sandine and other men, who personally conveyed their reaction to the operations direct to the New York office. I believe theatre operation can be classed under the following five important heads, and this office is going to cooperate and assist you daily, in order that they may have every attention: (a) Sound and Projection. (b) Short Subjects. (c) Proper running time of Show Schedules. (d) Exploitation and Mer chandising. (e) Good Housekeeping. | Sound and Projection. Basically these are the things you are selling. If you are not able to give 100% sound and projection, you must advise me in your weekly letters, just what your problems are. I shall expect a report week ly on any bad condition until it is, eorrected. ’ Short Subjects. Through short length features cleverly placed on your program, it is possible to sell any meritorious program feature that lacks drawing star or title. Your weekly letter should inform me of any short subject taken off a program, even for a single show, and your reason therefor. Proper Running Time of Show Schedules. Within the next few weeks, you will receive model show schedules for week days, Sundays, and holidays, covering three, four and five shows a day; with and without stage attractions. schedules for your particular type operation will be discussed with you, personally, by either your District Manager or someone from this office. — Exploitation and Merchandising. In addition to the several valuable ideas furnished you through Pubix Opinion, Mr. Lem Stewart’s Department in New York City and The application of these! ° PUBLIX OPINION, WEEK OF FEBRUARY 28tH, 1930 LIVE LOBBY -YOUR MOVE! Truly a live lobby! Samuel Reshevsky, chess wizard who created a sensation nine years ago on his arrival in this country, and Nathan Rubin, Michigan State checker champ, were engaged for the lobby of the Michigan Theatre by Manager Ezra Levin.. Patrons played with Newspaper publicity as well as entertainment for the hold-outs. In addition, rare chess sets and boards were them—when they dared! exhibited in mezzanine. ADVERTISE YOUR SOUND NEWSREEL Declaring that the sound newsreel is unquestionably one of the major entertainment units among short subjects, Mr. Katz told his cabinet meeting last week that he wanted the sound newsreel stressed in advertising as well as in fullest measure of playing time. ‘SARAH AND SON’ WILL GET MONEY (Continued from Page One) properly handled, it should make barrels of money.”’ This picture, of particular appeal to women, was directed by Dorothy Arzner, Paramount’s great woman director. ‘The screen play and dialogue are by Zoe Akins, noted playwright, who ‘|gave Ethel Barrymore her great est vehicle, ‘‘Declasse.”” The fan mail of Fredric March, the leading man, shows he is building up a big following among girls and women. : ~NEW APPOINTMENT Harry Ashton has been appointed manager of the Rex, Greeley, Colorado. Miss Woods’ Department in Chicago, you will be visited, from time to time, by different men connected with the Indiana and Illinois divisions, in order that you may become acquainted and ex change various merchandising and exploitation ideas. The first man assigned is City Manager B. D. Hooton, of Waukegan, Ill., who will visit the Southern Indiana District, under the supervision of District, Manager Guy Martin. Good Housekeeping. Nearly all managers’ letters received this week show that great strides have been made in connection with this phase of theatre operation. I am highly pleased with the interest you are showing, and I feel sure consistent improvement will be noted each week. M. EH. Gottesman, connected with Department of Front House Operation, under the direction of C. L. Stoddard of the New York office, has been as , signed to the Indiana division and will render valuable assistance. You have recently heard, or will hear in the near future, a film speech made by Mr. Sam Katz to our managers. Mr. Katz particularly calls attention to existing opportunities, and the fact that Divisional Directors, District Managers and other important positions are filled by our managers in the field. My ambition and objective is to assist you in such a manner that the ultimate result will be the greatest number of appointments to such positions from the Illinois and Indiana division.” \ MANAGERS MUST UTILIZE NEW AIDS (Continued from Page One) tive showmen decided that several minds working on a problem are better than one. It is essential, therefore, in order to preserve the favorable balance between profit and expense, that all these minds and all the added facilities provided by the new plan be utilized to the fullest extent. “The Home Office is your Service Station, for advice, materials and the necessary details of your operation. Any man who fails to avail himself of the potential profit possibilities of this Service Station is neither a showman nor a business man, and as such, has no place in Publix.” $0 0-O-2 Oe BO e-S OD Oe S-Oo-O-O:-SOe S202 G+ Be SGe Oe SO OB OB @ $0 e-D 0 e-O-OrO18 +O-0 Oe SOO O'-O-1O°O80 OO OO G-180-@( 4 OPENING HUNCH! , Selling the Womens’ City Club of Rochester the idea that the opening of “The Vagabond King”’ at the Eastman Theatre was so important an event in the civic and social life of the city that it warranted full representation of the club, Manager Robert E. Slote. made arrangements for the club to take one-half of the house for the opening. In _ this manner he has guaranteed a great opening for the picture, with every indication that the impetus thus acquired will last through the entire engagement. O00 -@-0@e-@-2O2-@-2Oo-O-1O2-O-28>-O-2 8-1 O-O-1O*-O-°O'O82 OO?OO" OO" G-O"-¢ O00 -@-00-@0-0-0 -O0-0-1 O-S-10-O-10*-O+0"-O 0" O-O> CRITERION HITS BOX OFFICE PEAK — (Continued from Page One) is lessly be echoed in other cities where prices will be raised, the public realizing the extra value of the attraction and being willing to pay for it. Sale of sheet music, records, and souvenir programs have reached a record volume in a proportion similar to the increase in ticket receipts. An additional row of seats has been added to the orchestra. Tickets for these at $2.50 sell as rapidly as anywhere else in the house without any complaints from the occupants after the show. Comment from all patrons seems to be enthusiastically and sincerely excellent. ‘The Vagapond King’ has thus not only broken all records for grosses, but also all records for favorable audience reaction. BUDDY’ BREAKS PARAMOUNT RECORDS Buddy Rogers, youngest Paramount star, proved to be the biggest attraction ever presented at the Paramount Theatre in New York when his personal appearance drew crowds that shattered all existing box-office records. The opening day total of $14,000 was $800 above the preyious high mark. On the following day, Saturday, a new house record of $20,700 was established, eclipsing the $20,100 mark last. New Year’s Eve at $1.50 prices. iA total of 24,700 person saw the six deluxe shows on Saturday, although the seating capacity of the house is only 22,000 for six hours. Popular prices prevailed. Manager S. L. Barutio and his staff operated at an efficiency of 110 per cent in handling these mammoth crowds. At 1 o’clock Saturday night, for the first deluxe midnight show ever presented on Broadway, great throngs still were standing patiently, waiting q for a spill. Hourly slips on the advancing ‘totals of business were distributed during the march toward a $100,000 week. The previous weekly record was $93,309, during New Year’s week with ‘‘Pointed Heels’ as the screen attraction at $1.50 top for New Year’s Eve. The feature picture during Rogers’ engagement was ‘‘Roadhouse ~ Nights,’ with Clayton, Jackson & Durante, Helen Morgan and Charles Ruggles. The policy of the Piccadilly Theatre, Rochester, N. Y., is six acts of vaudeville with the feature picture. iii. INSTITUTIONALIZING THE THEATRE! A ticket-selling suggestion oft repeated in Publix Opinion, that has been effectively put to use by Earl Hall Payne, of the Publix Lexington, Ky., theatres, is reproduced below. The smaller boxes appeared on the front pages of the Lexington Herald, supplementing the larger institutional display ads, also seen be 4 the Me 4 f Picture Plays j ; i] All over Lexington & the best Motion Pic@ f| ture Theaters are en § deavoring to give @ m their patrons the most attractive en tertainment possible. ® They tell you today § in The Herald's 7, “Amusements,” ad[ff vertising what is the pictures. He can find out just those are showing which both the kiddies and grown-ups will enjoy, looking through e “Amusements advertising. Printed Daily in The Herald are the programs of Lexing ton's best theaters | | { Dad Takes The Family To A Good Picture poe HAPPIER _ evening results for everybody when’ Dad takes the family en masse to etald being featured tonight in your favorite theater. Make your choice @ from programs listed ture theaters. by ¢ Oe. low. All that is necessary to take full advantage of such a “movie-conscious” gesture, on the part of the local paper—if you can get your newspapers to do this to help their merchant advertisers—is for you to prepare well thought out ads, which will readily attract the eye and then convince the prospective patron to visit YOUR theatre. Sag Som, w Drop In to See the New Picture poesia Sag a while and spend a restful hour or two in one of Lexington’s good pic The Program will refresh, entertain you and renew your ebbing energy. There are listed the announce. mene of Lexington'’s best