Publix Opinion (Feb 28, 1930)

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BUFFALO PLUGS| ORGANIST WITH SONG. TIE-UP The newspaper serial theme song has opened a rich field for the publicity seeker. In Buffalo several weeks ago, Shea’s Buffalo tied-up with the Courier-Express in plugging Phil Lampkin and the stage band and got a barrel of free space. During the last two weeks, two tie-ups were made, again through the efforts of Publicity Director, Charles B. Taylor, one with the Times and the other with the Courier-Express and this time that genial console artist, Henry B. Murtagh was given the plug—and what a plug! | In the Times there was a half, page and a quarter of another in the Sunday roto section, with Henry’s photograph prominently featured on the title page of the song. With much additional type matter, mentioning both Murtagh and the theatre, this song went on to the pianos of thousands of homes in the city. During the week, the theatre also got some good space by having Jack Dempsey pose with Henry in additional tie-up stories. There was a two-column headed story every day. . Other photos showed Mur-. tagh playing the theme song for the girls in the Publix production ‘““Match-box Revue.’’ At the conclusion of this tie-up in the Times, came a similar one in the Courier-Express. This also ran for a week, with a two column head story each day and some at-| tractive photos, one of which showed Murtagh playing the theme song of ‘‘Lovejoy,’’ as members of The Ingenues, playing the Buffalo in ‘‘Ingenues’ Gambol,’’ sat around “reading the first chapter.”’ In return for all the publicity, of course, Murtagh mentions that 6 / é lers, footage, running time, order, [isles shorts, trail > campaign plans.) PUBLIX OPINION, WEEK Following up on the newspaper serial theme tie-up, noted in former issues of Publix Opinion, Charles B. Taylor, publicity director of the Publix Shea’s Buffalo Theatre, continued ‘plugging’ sonalities, by using Henry B. Murtagh, organist, as the means for publicity stories and photos—and how 1% FEBRU on sn OF The he got ’em! his theatre’s per iy whe at Shea’s Buf Falo ng the Week Begmnmg © January 24th Season’s Greatest Song Hit as feanired by Henry B. Murtagh This ts che theme song of the serial story “Red Headed and Broke.” which begins Jan 30th, m The Buffalo Times. The song 1s a hit—and the story 1s a masterpiece. the song he is playing is the theme song of the serial now running in the Courier-Express, and whatever paper is concerned. Ai layout of all the free space obtained is reproduced above. « the Times. Theme Song from The Buffalo Times Serial AS FEATURED BY HENRY B. MURTAGH "FAMOUS ORGANIST 4T SHEA'S BUFFALO TRUCK BALLYHOO A one ton truck, covered on both sides with giant banners exploiting ‘Burning Up’’ was the highlight of a campaign conducted by Manager David J. Dugan and ij RY 28rn, 1930 © BUILDING YOUR PERSONALITY story in the adjoining column will explain how Taylor was able to ‘build up’ his organist and the layout below will show the material used to produce the results. sonalities continually being ‘plugged?’ help to the box-office, you know. Are your theatre perIt’s a great “RED HEADED AND BROKE” his assistant Melvin Morrison of the Publix Paramount, Newport, R. I. Dugan, who is Commander of the local Veteran of Foreign Wars also was able to secure favorable window displays. _“PUBLIX OPINION” DAILY FORECAST CALENDAR hether full-week lie week 1k : lots fe 5 fae LOM, Se, carats meek here Ag oe de ce DON’T:— 1, Use unnecessary words: ness with the idea of shifting costs. 6. Use over 50 words on 2 vAsh foe steoly Dy 7. Include 5. Send telegram collect to tations such as “Re Distribute dodgers, Ave your heralds and other literature at golf courses, baseball fields, etc. convincing? fsoeat Veale ' Cheerful? | “Coolein” trailers | Tack cards: in tourist auto camps! Hotel lobby. Today is Independence Day. Decorate Marquee. |another local -paper. GETS 3 CO-OP “ADS IN ONE WEEK Thanking Publix Opinion for tips on exploitation, Manager J. C. King of the Arcadia Theatre, Harlingen, Texas, sent tear sheets of three co-operative ads he promoted in one week. pees On January 25, a full page ad appeared on the “Love Parade” with an identification and picture parts contest worked into the individual merchant’s section of the page. The name of Chevalier did not appear in any of the billing, and the purpose of the contest was to mount the parts of the picture distributed throughout the page and name the star. Ten free tickets were given to the ten neatest solutions submitted. On January 28, a five-column fifteen inch ad was promoted in This ad fea-. tured Bebe Daniels in “Love Comes Along’’. 4 The next day a_ six-column, seventeen inch ad contributed by the newspaper appeared. Half of this was devoted to the theatre while the other half carried a message of bargain days in Harlingen. This success at newspaper promotion did not cool King’s ardor for other means of exploitation. In\addition to co-operative ads and regular space, window tie-ups were effected with banks and florist shops. Snipes Magazine for ‘Marriage Playground’ Phil Fourmet,; manager of the Rialto, Denver, utilized an unusual idea when he procured 100 copies of Liberty Magazine and placed a snipe on the front pages. calling attention to the review on | Page 28 on “The Marriage Playground.’’ Another snipe on the page indicated stressed the threestar review and Rialto playdate. Got. down here WHAT is, unfinis! week and WHO was atagned te fale ages Don’t let your MONDAY BUSINESS turn into “blue” or another branch of busi_—gards.”” Does your promotional effort sell tickets—or does it just make ‘“eye-wash” to fill a scrap book?, What do you do to sell your tickets by tying up with the weekly '‘Paramount-Publix Radio Hour? Are you building SUNDAY matinee business? (See PUBLIX OPINION, Vol. III, No. 10, 12.) Are your lobby and marquee properly lamped? Does your ad-artist obtain all engraving aids? (See PUBLIX OPINION, bound volume.) Does your Projectionist read “Sound Tips”? What areyou doing to bring the people to your theatre and away from the beaches? Interesting? Brief? | Place signs, tack cards, etc., on roadside refreshment | stands on highways leading into your city. _ What are you doing for local ~ holidays? (Copyright 1930—Publix Theatres Corporation) exploitation? | . Hold staff meetings for exchange of ideas and constructive criticisms ofoperation. Spontaneous combustion takes place‘in soft coal— to avoid possible fire, turn coal over. | Help to stop the waste in good, repeatable ideas. Tell ’em TODAY to PUBLIX OPINION (the official “voice” and “idea exchange’). DON’T FORGET SCHOOL RE-OPENINGS IN SEPTEMBER! Get ready to fight the Septembér Slump by selling PARAMOUNT Make sure your 6 | staff reads ALL o} PUBLIX OPINION. “ped”, Don’t let ~ your MONDAY BUSINESS turn into “blue” or “red”. Don’t let your MONDAY BUSINESS turn into “blue” or “red”, Don’t let your MONDAY BUSINESS turn into “blue” or “ped, “TIEEM-UP” These firms get you free prizes,