Publix Opinion (Feb 28, 1930)

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Hy bs i a FASHION SHOWS GREAT LENTEN AMMUNITION Most effective among the aids to the Publix showman combatting the Lenten slump is the Spring Fashion Show, centering pre-Haster spring style interest in the theatre and providing a housepacking added attraction. Promoted in connection with a leading local department store, or in conjunction with a newspaper and a group of stores and specialty shops, no opprobrium can be attached to the theatre in any way for this sort of effort in Lent. The fashion show is simply a culmination of the activity of the store ‘or stores in popularizing spring styles for pre-Easter buying. They Want Them Of great assistance in securing a fashion show for your theatre is the fact that ‘‘Spring Style Show’”’ looms large on the calendar of the alert department store advertising man, whose merchandising program is in most cases as intensive as that of the theatre. gressive department store will hold some sort of style show before Easter, whether or not it has the co-operation of a theatre. Procuring a theatre for his Fashion Show signalizes a victory to the merchandiser, for in this way he can secure far greater circulation and attention than is possible in the limited space available in his store. This being the case, all that is necessary in many cases to promote a style show is to signify, in as restrained a manner as you can, that it is not impossible to tie-up with your theatre for this purpose. Let Them Pay With preliminary negotiations placed on this plane, the merchandiser will immediately proceed to sell you on the idea, and in so doing he will take upon himself the burden of expense. Smart showmen will find that the depart i | L ment store will promise to assume |. every cost, including advertising, talent, production and _ staging costs, and music, in the event that | the theatre has no orchestra. As a result, the department store, probably the only local user of full-page space, will center all its advertising for a week or more upon the theatre and all its attractions. Enlisting a newspaper, which will promote the co-operation of practically every prominent store and shop in the city, is even more effective, for such a tie-up will assure much more newspaper space, diversify interest, and culmMinate in a special section devot-ed to the show. _RCA Theremin Interests N. Y. Paramount Patrone An RCA Theremin in the Music Room of the New York Paramount is attracting a great deal of attention, according to Manager 8. L. Barutio. It is played at regular intervals by Lionel Partegas, and the uniqueness of the instrument, which “draws music from the ether,’ excites much patron comment. Managers wishing to duplicate this live lobby stunt, particularly in connection with their music sales booths, should experience little difficulty in securing an operator, since anyone who can hum a tune can play it. Information concerning the Theremin, and possibly a great deal of cooperation, may be secured from your ' local dealer handling RCA radios. eS ec; a a SPACE IN ‘WAR CRY’ H. J. Thacher, manager of the; Tivoli Theatre in Michigan City, Ind., has the distinction of being the first Publix showman to win space in ‘‘The War Cry,” the official newspaper of the Salvation Army. His picture was used in the publication with a story about his co-operation with Army relief by staging potato matinees, food! matinees and other benefits. planned for use in advance of the picture, may be procured from the Music Department. lix Opinion will print a fader cue The pro-| terial on ‘‘The Vagabond King” OF PO+ O01 O01 @ 1O+-@ 20> +O+-O+O'-O+ Os @+Os-O+02 O00 e { HOT TIP! ¢ The March issue of “Science and Invention” devotes its four color cover and its opening story to an account of the filming of thé picture “Burning Up” at the Riverside Speedway on the West Coast. Make use of that cover and tear sheets of the story for one-sheets, lobby panels, etc., and impress your patrons with'*the fact that “Burning Up’ was filmed and recorded from the front of a racing car traveling at 100 miles an hour! OP Oe OOo OOO Oe @ 1O0-O-1O+-O-9Os-O-2 0-1 Oe-O-O2-O-Oe-O-O0O-8. UY 2-D$O$-O-9Oe-O 9 Oe-@9Oo-S-+O*-O©-1Os-O-2G2-G1O0-S-0O-O-O--O-08:-O-0 VAGABOND KING? MUSICAL AIDS “READY — by Boris Morros, General Music Director for Public, that all ma promised by the Music Department is now ready for distribution. Most important of these aids is a film overture, similar to the “Love Parade” overture, which is being used in conjunction with the $2.00 showing of “The Vagabond King” at the Criterion Theatre in New York. It is conducted by David Mendoza, musical director attached to the Paramount Long Island Studios, who, in addition to his personal following in metropolitan centers, has a tremendous radio following throughout the Theatres desiring to use this in connection with “The Vagabond King” may book prints now through district bookers. Theatres having orchestras should immediately get in touch with Mr. Morros for orchestrations of “Vagabond King’ hit songs. These are arranged as overtures and as stage band numbers, and the tuneful num; bers from the impressive Friml score of ‘‘The Vagabond King” lend themselves effectively to orchestral presentation. These arrangements, used in advance of the showing of the picture, should be tied in with the opening, by trailers in the case of the overture, and by announcements if used by the stage band. A brilliant organ solo, also «In addition to these aids, Pub 2Oe-O-°O+-B 2 Oe-O-Oe-O + O--O-°O+-O-2O+-G-1O:-B 1 O:-G-O+-@+O:-@-O>-@+0:-S-6:-O 0 country. |. sheet on “The Vagabond King,” worked out by Mr. Morros and Ludwig Berger, director of the picture, who is also a musician. Corrected to take into account the normal fader setting in each individual theatre, this should prove of tremendous importance to man Vagabond King.” The great sign, of super-hits. Music Corporation, the Victor Company will immediately release its recordings of ‘““Vagabond King”’ music. Records included in this release are No. 19987, “‘Song of the Vagabonds,’’ sung by Dennis King with the Victor Mixed Chorus, and “Only a Rose,’ sung by Carolyn Thomson with the Victor Mixed Chorus; No. 22263, ‘If I Were King,’ sung by Dennis King; No. 19901, ‘‘SSong of the Vagabonds’”’ in fox trot tempo, and “Only a Rose,’ dance arrangements; No. 20512, ‘‘Huguette,’’ played by Nat Shilkret’s Orchestra, and No. 1448, “‘Only a Rose,’’ sung by Richard Crookes. THREE REVIEWS ‘BY SAME PAPER Critics will disagree on some pictures but not on a “‘Taming of Feeling that a certain amount of unanimity would help the picture City Manager Paul Witte of Deeatur, Ill., promoted a newspaper stunt with that in mind. The newspaper sent three critics to see the picture, and ran the the Shrew.’’ agers in the field as an assistance in bringing out the stirring climaxes in the film. At the insistence of the Famous three reviews simultaneously. A note explained that each reviewer was under the impression that only his version would be printed. King’? They only cost you 50 L. Edwards at Home Office. bonds’ (Solo). Followed by Vagabond King.” Excerpt Huguette Waltz. special production. Full of fire, love-interest, you see this picture. No matter what you have bond King.” GET THIS BALLYHOO DISC! Do you know there is a ballyhoo record on “‘The Vagabond Here is what the record says and sings: Excerpt of song by Dennis King, ‘Song of the Vaga That’s the voice of Dennis King, New York’s greatest musical romantic star, soon to make his debut in the greatest entertainment ever offered on stage and screen, Paramount’s perfect all-Technicolor de luxe production of ‘The In musical charm, in romance of story, in beauty of color, in magnificence of settings, neither stage nor screen has ever remotely approached the overpowering thrill of this great appeal and overawing splendor, no words could possibly convey to you the gigantic treat that is in store for you when Excerpt: ‘Song of the Vagabonds”’ Chorus. neither heard nor seen anything yet until you see ‘‘The Vaga cents each. Order through L. talk: SMASHING ALL RECORDS! This front display at the Criterion Theatre on Broadway, New York, is pulling record breaking crowds to see: Dennis King and Jeaneite MacDonald in the new show world’s finest achievement, “The is in brilliant colors and catches every eye along the thronged street. A gross of $4,244 on a single day set a new high mark for the house immeasurably, | -Minneapolis, has resigned. gorgeousness, romance, heart ever seen in your life you have with its heroic sized cutout of King, ~ UTEP ATE OTP TT TT, ASSIGNMENTS ECU EOE nT TAT J. Rosenfield, formerly manager of the Riviera, St. Paul, has become manager of the Paramount, St. Paul. A. Sosnosky, formerly city manager of North Minneapolis suburban theatres, replaced ‘Rosenfield at the Riviera. SoOUNUTLCEEU UTM AD Russell Murphy, formerly assistant manager of Granada Theatre, Minneapolis, has replaced Charles | Zinn as manager, Mike Mayen has assumed charge of all suburban theatres in Minneapolis. Thomas James, formerly city manager of Montgomery, succeeds Albert J. Donovan, as manager of the Scollay Square Theatre, Boston. Harry Watts, city manager of Wm. C. O’Hare, formerly manager of ‘CHAUVE SOURIS? NEEDS SPECIAL SELLING That the superior stage show, “Chauve Souris,’’ requires unusual selling methods, is the concensus of opinion among Home Office executives who are busy preparing publicity material, lobby display aids, and advice on exploitation for the theatres at which the Balieff production will appear. The experience gained in the campaign staged by Publicity Director Eugene A. Curtis of the Paramount in New Haven and George Florida, publicity agent traveling with the troupe, is the basis on which future activity with the unit will be conducted. “‘Chauve Souris,’’ has played in practically every capitol of Europe 'and has appeared for five seasons in New York and eastern cities. It has become: a by-word in cosmopolitan circles, but is not a name attraction to motion picture audiences outside of New York. For that reason the greater part of all exploitation will have to be informative in character, selling the extraordinary achievement of the troupe in the showworld. Specific advice from A. M. Botsford, Director of Publix Publicity, is as follows. Theatres must underline coming of the unit three weeks in advance in all newspaper advertising. German, French, Russian, Jewish, Polish, and other foreign papers should be used. The word ‘Russian’? should not the Paramount, St. Paul, has replaced Watts. Dave Wells, manager of the Uptown, Minneapolis, has been transferred to manage the Paramount, Bismarck, N. D. Charles Zinn, manager of the Granada, Minneapolis, was transferred to manage the Uptown Theatre, Minneapolis. Weekly for Theatre | Printed by Restaurant The “Paramount Inn Chat,”’ published weekly by a restaurant neighboring the Brooklyn Paramount, at no cost to the theatre is almost entirely devoted to that theatre, and backs up the name of the restaurant as evidence of the high cpinion business men have of the theatre as a means of drawing people to the district. The publication is packed with stories, pictures and institutional copy on the Brooklyn Paramount, all at no cost to the theatre, and is distributed in the restaurant, by mail, and in packages delivered by four leading stores. Coming out on Thursdays, it provides seven-day coverage on the Paramount programs, which open on Friday. be used, the emphasis being, rather, on the international character of this revue. “‘Chauve Souris” should receive top billing over the picture with strong notices that there will be no advance in prices. | The New Haven and Boston campaigns were focused on news-~ paper ads and publicity which could best do the work of instructing readers. Lobby, screen, and radio were also employed in regular fashion, emphasis in each department being placed on the stage show rather than on the feature. Among the cautions to be exercised are first, not playing Balieff up above the revue since audiences may be expecting too much from him, secondly, comedy. should be referred to as subtle rather than ‘‘fun fest,’ ete., thirdly, ‘fon the stage’ should be strongly emphasized since the modern tendency of putting stage shows on the screen will undoubtly confuse many. ‘The reaction of those audiences in New Haven and Boston that had been properly sold proves that. the unit will be a powerful drawing card wherever the public will be made to realize the record of achievement rolled up by this troupe of jolly, suave, and nimble comedians. PUBLIX, THEATRES Fran FURL Yytatn — mer The race for the many money awards in the Second Quarter Prize Contest will start from scratch. The first day of the Second Quarter is the starting. post; there will be no handicapped performers. And yet— what an edge those entrees will have who are now bringing every element of operation to routine perfection! Sure, they'll start from scratch —but they'll be way out in front, just the same! Do your: grooming now, before the starting signal. x ~V.M.M. MERCHANTS OF ENTERTAINMENT