Publix Opinion (Mar 7, 1930)

Z GREAT PRODUCT TO STIMULATE ALL GROSSES \ (Continued from Page One) The pictures we are telling you . about are the weapons with which you can lick the Lenten slump.” Mr. Katz points out the additional pictures to which he referred and about which Mr. Saal comments as follows: “Young Eagles’? — A _ second “Wings.” This picture can and should be handled in a big way. Be sure to feature both Buddy Rogers and the title prominently in advertising. Properly handled, this picture will regain any ground Rogers may have lost with ‘‘Halfway to Heaven,’ and place him on the heights of popularity. A Class A picture. “The Benson Murder Case’ — : Brings back William Powell in his best role, with Eugene, Palette as the inspector. This cannot be confused with any of the ordinary murder mysteries, as Van Dine’s stories are in a class by themselves. This picture is no exception to the fine standard Paramount set with ‘“‘The Canary Murder Case’ and “‘The Greene Murder Case.’ A Class A picture. “Light of the Western Stars’’— Should be a record-breaker. The public wants outdoor pictures, and this is the best outdoor picture of all. Great title — Zane Grey — great cast: Arlen, Brian and Kohler. _ “ladies Love Brutes’—A money getting title with a money-getting star. It lives up to Bancroft’s fins standard. A Class A picture, of course. ‘Paramount on Parade’ — Mr. Zukor and Mr. Lasky agree the picture will have a tremendous amount of natural appeal. It’s a new kind of show. Be sure to follow up all advertising angles. By no means allow the public to confuse this with the ordinary revue. A Class A picture. “Puttin’ on the Ritz’? — With Harry Richman. Great song numbers by Irving Berlin, and a fine human-interest comedy drama. Will be booked in 24 houses for day-and-date runs, with a big exploitation campaign by United Artists. A Class A picture. “Under a Texas Moon’’ — Alltechnicolor. Romantic title to sell, and a beautiful outdoor set| ting with a romantic Texas background. Color, action and romance. A Class A picture. “In additon to these pictures,” concluded Mr. Saal, ‘‘be to look out for ‘Such Men Are Dangerous,’ ‘The Golden Calf,’ ‘Sergeant Grischa,’ and ‘Montana Moon.’ They are all great box office attractions regardless of what house you find them in, and Publix showmen should get behind them with vigorous, intelligent sales campaigns.’’ PUBLIX THEATRES ~cmasen ( PUBLEX. epee, Ye Cea Feb. 21st, 1930 That Second Quarter Prize. Contest! It’s not a phrase, not a plan, not a scheme—it is a huge entity, a fact, mountain-high eS wy, cash, thirty thousand dollars } worth of it, a grand pile of * hard cash, that! And it will be divided among a small = group of men who, between March 30th and June 28th, are going to do their jobs and do them so well that this money will be handed to them in packets wrapped in the thanks of the Publix organization. And everybody starts even. A i I¢s a grand idea— ~ sure, A PUBLIX OPINION, WEEK OF MARCH 7ru, 1930 IN MEMORIAM Hoxie C. Farley, City Manager of Montgomery, Ala., and one of the oldest members of the Publix family, died Wednesday evening, February 26. His death, which culminated an illness of several months, came as a great shock to his countless friends in Publix, the industry generally and _ his home city and state. Farley was one of the most beloved characters in all Alabama. He was a showman to the very marrow, for he died in harness. Several years ago, his doctors and family tried to persuade him to retire but he was so attached to his theatres that he refused to do so. He knew everyone in town and everyone loved him. He furnished an ideal example of the perfect relationship between a theatre manager and the community. His theatres and his town were his whole life. His one ambition was to live long enough to witness the opening of a large de luxe Publix theatre in his beloved town. Several months ago, the Paramount Theatre opened there and his dream was fulfilled. The sincere sympathy of all Publix is extended to his bereaved family in their great loss, while the whole industry mourns the passing of ‘“‘a grand old man of show business.” Musical Novelties Production ts Outlined Following conferences between A. J. Balaban, General Production Chief; Boris Morros, General Music Director; and William M. Saal, booking chief, a definite schedule of production for the Musical Novelties Department has been settled upon. In the next twelve months the Musical Novelties Department, a division of the Music Department, will produce nine subjects. commemorating the following holidays: Easter Mother’s Day Fourth of July Armistice Day Thanksgiving Christmas New Year’s Day Lincoln’s Birthday Washington’s Birthday In addition, an indeterminate number of musical novelty subjects similar to ‘‘Ain’t Cha’ ”’ and “Garden in the Rain’’ will be made up, dependent upon the songs or pictures worthy of such a plug. Completing the agreement of the booking’ department under Mr. Saal to book these novelties whereever possible, they will be supplied to theatres everywhere in the circuit on a cost basis. Charges will be determined by the booking department after consideration of costs outlined by the music department, and in this way theatres will be supplied with these timely subjects at the lowest possible charge. GOOD WILL GESTURE Primarily as an expression of good will and thoughtfulness, District Manager Maurice Barr arranged for a midnight benefit performance at the Saenger Theatre, New Orleans, for the widow of a policeman slain in the course of duty. The stage talent and orchestras of three theatres, the Saenger, Orpheum, and Loews State, contributed their services gratis, the newspapers ran stories and display ads, and prominent members of police department and other civic organizations co-operated. PUBLIX ON EDGE AS CONVENTION DRAWS NEAR (Continued from Page One) the planning and perfection of this massed profit-earning effort.’’ Complete details of the prize awards and of the functioning of the various campaigns will be announced at the Convention. It will last three days, the headquarters of the delegates and the meeting rooms being in the Drake Hotel. Newspaper Tie-Up Helps Double Matinee Gross Saturday matinee business was ‘doubled at the Publix Broadway, Chelsea, Mass., when Manager Joseph J. Sullivan conceived the idea of admitting children free, if they presented a coupon at the door, with a paid admission by a parent. The coupons were clipped from the local paper through the use of a tie-up with the theatre. Friendly heralds, sent to the children, re-acted favorably with the kids, who were overjoyed at receiving such “‘important’’ mail. Navy Shares Boards With Iowa Theatres Having cemented friendly relations with representatives of the Navy Department in Des Moines, to the extent that Navy boards could be procured whenever a picture with any marine angle whatever showed up, members of the Des Moines publicity staff went a {step further. One side of each Navy board in Des Moines now earries Publix copy every week; the Navy gets the other side. SAVE THIS RECORD! WARNING CUES At Opening of Feature At Title Gives Coin ; Heggie Says: bond Song WHY I DID THIS” When Mr. King Exits When Music Starts On Drum Roll After Guard Halts Music Close Up of “LOVE ME TONIGHT” FEAR OF DEATH” When Mr. says: AND THEN” Fade Out On Battle Scene As Beggars Reach Steps During March to Gallows When Miss MacDonald Says to Mr. King: THE WOMEN OF FRANCE THANK YOU” 4 After Miss MacDonald Speaks Close Up of. Vagabond In Tavern Bone Mr. King and Miss MacDonald Singing, After iSinein eo 5 ii0 nie eiecncasdinjetecove : When Mr. Heggie Says to Mr. King: BFS ERE eae PUM E HSCS... Se ERO eS 2 4 Here’s A Hunch! “The Vagabond King’’ is not only Paramount's first 100 per cent Technicolor picture. It is the outstanding achievement to date in color photography. Everyone who has seen it raves about the breath-taking beauty of its color effects. In column one of Page 9 of the January 3 issue of Publix Opinion is a feature story about the Technicolor process. Plant this in your local newspaper and tie it up with ‘‘The Vagabond King’’ as the best example of this new art. © 2-9 Oe-S2Oo-O-+O-S +O @ 1 Oe-O-2Oe-O-°Oe-S-G2-SOe GOs SG 1G+ Gee SB OO 9OOS 282-09 O2-B +O 2-O 9 O'-G-2O0-B-08s-G08+-O-0G:-O-18:-OO ELIMINATE UNIT SHOWS IN 7 THEATRES. (Continued from Page One) stitute a straight sound volicy in these six deluxe theatres, which will henceforth play outstanding first choice product on a weekly exchange basis.’’ Houses affected by this decision, together with dates on which units close, are as follows: Paramount, Des Moines, March 10 Paramount, Omaha, March 16 Denver, Denver, March 19 Palace, Dallas, March 16 Texas, San Antonio, March 13 Saenger, New Orleans, March 14 ASH GUEST M. C. Paul Ash will appear as Guest Master of Ceremonies at the Metropolitan Theatre, Boston, for one week, beginning March 20, and will ‘open with the same show at the New York Paramount, on March 28. MUSIC DEPT. ISSUES FADER — CUES FOR “VAGABOND KING” A fader cue sheet to be used during thé showing of “The Vagabond King’ has been issued by Boris Morros, general music director. It was prepared by Ludwig Berger, the director of the picture, and Maurice Lawrence of the music department. ; Variations in volume, it has been found at the Criterion im New York, vasily improve the quality of the presentation, the proper emphasis being placed automatically. It is assumed that the normal fader setting is 9. If this is not so in your house, change this schedule to correspond to your readings— i.e., if your normal is 10, change the 10 on the sheet to 11, etc. FADER SETTING “PARIS SEEMS HELPLESS” When Miss MacDonald Leaves Mr. King Kneeling.... When Miss MacDonald Leaves Mr. King After Sh “THIS MAN MUST HANG”’.. . King Separates Fighting Girls . King Jumps on Tabl . King Jumps on Stairs . King Starts Singing First Chorus of Vaga On Second Chorus of “VAGABOND SONG” On Third Chorus of “VAGABOND SONG” On Second Close Up of Warner Oland When Mr. King Is Being Carried In Thru Door When Mr. King Is Being Placed In Bed When Barber Says to Mr. King: GOLDEN BROCADED CLOAK” : When Tavern Prisoners Are Brought Before Mr. King. When Mr. Heggie Says to Mr. King: “MAY I SUGGEST A “DO YOU KNOW When Miss MacDonald Starts Picking a Rose. ; At End of Miss MacDonald’s and Mr. King’s Singing... When Burgundy Heralds Enter ‘MY LORD ere ce ee eee so eo whe ew ow Vee ee “HAVE YOU NO When Mr. Heggie Pulls Curtain Closed : sta “HIRST THE BIG FISH As Mr. Heggie Appears In Doorway As Song Is Heard In Distance “ose Uv of Battle Scene Build Up.............+-02---Close Up of Battle Scene Build Up Close Up of Battle Scene Build Up Close Up of Scene of Beggars Marching When Last Scene Fades Build Up...........-., ae ©@e-@-9@-B-$B 0-SOe-G-2G+BG 9-G-9O-S-° Be-B-OoGB s-B-+Ge-G+O+-G-G>-S-O:-S-@ PARAMOUNT ON PARADE’ WINS ACCLAIM (Continued from Page One) promises will be shattered. When Mr. Zukor says that ‘Paramount on Parade’ is the biggest box office attraction the trade has turned a in years, you can depend on i we. Wiring Mr. Katz, Mr. Lasky corroborated Mr. Zukor’s opinion. Mr. Lasky expressed himself, in part, as follows: “Smashing Hit’’ “Preview demonstrated we have one of the greatest box office attractions of all times. Picture was smashing hit from start to finish and pronounced by disinterested spectators as being far more interesting and undoubtedly topping in entertainment value all other musical comedies. As a typical motion picture audience exited from Belmont Theatre last night I heard enthusiastic comments on the different numbers and there was atmosphere of unquestioned success about the whole evening that I have seldom seen in a preview theatre. “Comedy predominates in picture and one big laugh after another followed in rapid succession. I can assure you now that comedy elements are outstanding. If same campaign can be put behind ‘Paramount on Parade’ as you are doing with ‘Vagabond King’ I am confident it will roll up largest gross box office receipts of any picture we have produced in the last few years.’’ GIVE PROCEDURE | ON YOUR TIE-UPS Constructive criticism of Publix Opinion such as is contained in the weekly letter of South Dakota District Manager A. E. Ableson to Mr. Chatkin is exactly the sort of com | ment this paper is desirous of ex citing.. Mr. Ableson makes his suggestion as follows: “Publix Opinion is proving more valuable with each issue. It presents many valuable ideas and solves many difficult questions as to how to sell pictures. There is one thing that I believe can be improved in this paper, and that is that when a special tie-up is obtained, besides pictures of this tieup, the exact procedure of obtaining it should be printed.”’ If Publix showmen contributing details of tie-ups and other exploitation activities to Publix Opinion will include an account of the procedure successful in making tieups, these explanations will be printed whenever possible. PUBLIX, THEATRES ir ad BLOX. Es=>> Feb. 25th, ’30 You Area Publix Man And so— without the stimulus of a prize to spur you on— you would put forth your best efforts for the greatest profit procurable during the Second Quarter. \ You admit that! You don’t mind winning a fat haul of good American dollars, do you? Well then: that normal loyal Publix effort, plus that special extra heave-ho for a century-or-two prize-cut— And the trick’s done! MARCH 30th