Publix Opinion (Mar 21, 1930)

YOU HAVE THE MERCHANDISE SELL IT! Vol. III OF; The Official Voice of Publix pinta Publix Theatres Corporation, Paramount Building, New York, Week of March 21st, 1930 YOU HAVE THE MERCHANDISE SELL IT! If every theatre, district and division manager, as well as division director, were to have one or two men ready to step into his) place at a moment’s notice, not only would it mean more numerous and rapid promotions for everyone, but we would have an array of manpower which would push our company to a development and growth far beyond anything dreamed of in the industry, to the mutual advan—SAM DEMBOW, JR., Executive Vice President, Publix Theatres Corp. tage of both Publix and) its manpower. “Leave no stone unturned to help Publix maintain the high standing it holds in the world of theatres.” Publix S Opinion Published by and for the Press Representatives and Managers of PUBLIX THEATRES CORPORATION 2 SAM KATZ, President A. M. Borsrorp, Dr. Advertising Benj. H. Serxowicu, Editor Contents Strictly Confidential WE HOPE WE’RE WRONG We hope we’re wrong, but it seems to these wonderfilled, starry eyes, that in too many cases, the corking exploitation stunts, advertising ideas, and. promotional efforts in behalf of attractions in Publix theatres, are made for attractions other than Paramount Pictures. If we’re wrong—and we repeat, we hope we are—we'll pull our head down under our whoopee undershirt, and say no more. But if we’ re right, we'd like to see a prompt “about face.” If we’re correct in the supposition that Paramount Pictures are getting the worst of it in selling effort i in many Publix theatres, we further surmise several possible ‘reasons.’ The first probably is that when some other producer gets his pictures into a Publix theatre, he’s so proud that he turns his whole crew of shoot-em-upboys loose on the job of stampeding the townfolk. In some cases the Publix manager gets the additional help of a visiting press agent, and an increased advertising budget. The Paramount Pictures—by far the best average and special attractions—simply roll along on their own momentum. The other reason is that we play so many Paramount Pictures in comparison to pictures of other companies, that we're easily stampeded into making unusual effort in behalf of the outsiders. Of course, if this is in any part true, the situation is the height of folly. Publix prosperity depends upon Paramount prosperity, and vice versa. Everyone in Publix must sell Para‘mount first, and always. Make the most noise about Paramount Pictures! They ARE the best pictures! Utmost public apprecia tion of ‘Paramount pictures means more to Publix showmen than | appreciation of any other product. It’s the height of suckerdom for anyone in Publix in any capacity to let any attraction out-talk Paramount attractions in a Publix community. Granting that some other company’s product is also meritorious, the cold facts are that if you use your Publix-Paramount resources and manpower to give them dominance over Paramount product simply because it’s “only once ina while,” you're really building up some limitations for Paramount film salesmen who have to sell second-run Paramount product in your zone. Let’s make it easier instead of harder, for Paramount salesmen to get all the secondrun playdates possible in your territory. Cracking those big publicity ideas for Paramount Pictures, is the best help we can give those Paramounteers. ‘ CRIMINAL NEGLECT On page one of this issue, Mr. Dembow points out that the theatre manager who does not pass sound information contained in PUBLIX OPINION to his projectionist, is wasting the company’s effort and money. The same is true of anyj_ other aids sent out by the Home Office. Recently, when a ad-artist from the field, who had written into the Home Office for suggestions on ads for “The Vagabond King,” was asked why he didn’t refer to the manuals and press books, he replied that he never received either. His manager had them. The keynote of the recent huge and expensive convention was “Know Your Organization.” It was staged, as explained by Mr. Katz, to thoroughly inform everyone of the facilities available at the Home Office to aid them in doing a better job. The theatre manager who neglects to turn over to his staff or acquaint the people who are actually doing work for him no matter whether they are ushers, artists or outside billposters, with the materials that come out of the Home Office such as manuals, press sheets, Publix Opinion and other aids, is disobeying a command from Mr. Katz. The same is true of accessories and aids sent out by any and all other aS ORice departments. SSeS, SOUND TIPS From Publix Department of Sound and Projection. . HARRY RUBIN, Director To provide an opportunity for projectionists to check on their application knowledge of projection, a series of questions and answers will be run in Sound Tips. Managers will do well to study these, too. Typewritten copies of these questions and. answers should go to the projection booth just as in the past. QUESTIONS 12 If, with a universal base there were no sound on dis¢, one machine okay, other machine and both movietones okay, and charging reproducer did not Help, where might the trouble be and what could you do to keep the show running? 13 If, with two units, one unit blows out, and sound from the other is not enough to fill the house, — what adjustments would you make to obtain additional volume? 14 Suppose volume on Red movietone had been slowly getting bad, and then suddenly went very low and noisy, where might the trouble be and what could you do to keep the show running? 15 Sound seems distorted, tained notes irregular. is the trouble and where would you look for it? On disc? On film? What could you do to repair it? 16 Light of exciting lamp as seen on paper when used for focusing, is yellow all over, focus apparently correct. Changing exciting lamp doesn’t help. What is the trouble? ANSWERS 12 Look for loose connection on 700-A apparatus unit or dirty connections on the film disc switch and disconnect 7‘A eqalizer. 18 Raise the horn setting on the horn control panel to zero for the remaining unit to restore unity impedance until defective unit is replaced. More volume could be obtained by running fader at higher point. 14 Change P. E. Cell and change tubes in film amplifier. Change “B”’ batteries or a poor exciting lamp. 15 Flutter. On disc—rubber con nector holding rings loose or Bristo set screws holding con necting shaft loose. On film — take-up out of adjustment. Take-up chain too loose, or leather disc on take-up worn. Loose tension holding film to sprocket or guide rollers, or defective projector fly wheel. Accumulated dirt on face of sprocket in sound gate. Sus 16 Dirt or oil on optical assembly, Candy Venders Installed In Six Chicago Theatres Announcement of the installation of vending machines in six theatres in Chicago was made by M. Schosberg, head of the lobby merchandising department upon his return from the convention. The installations were made with the assistance of L. H. Dally, supervisor of the territory. Most theatres in Chicago were surveyed for additional installations. t What P10 -O-+O+-O+O+OOO 02-182 OO+-@-0+-@-100-@-1O+-O-9 02D Or O'S Or-DO:-O+0° SO O89 DO" O89 SOOO" O-O.g SOF OOF OO © +O -0+-@ 50+ © 50+ O-28+@+0°O10"-S 18° O07 O08 S708 O Page Col. MERCHANDISING General Advantages of Balcony s Stress Lower Admission i 1 Feld’s Advice on Lobby t, 2 Talk to Kiwanis Earns Space 4 Lobby Posters ane Displays Effective Lobby Art Work. Great Dry Cleaners’ TieUp 3 Trailer and Ad Copy Sell Story 1 “te Talent for Live Lob Special Pictures Vagabond King . Paramount on Parade by Russell Holman. Be Yourself by Bruce Gallup Reviews of ‘‘Shorts’’ by Louis Notarius...... Honey Burning Up Special Stunts Brightening Empty Pits.. Letters Invite Theatre Parties Straw Hat in February... Florida Bus Tie-Up...... San Francisco Parade.... Afternoon Tea in Detroit. © Spring Fashion Show.... Hostess in Rock Island... “Vallee’s Valentine Party... Shirt Shop Tie-Up Typewriter Picture Contest Traffic Cops on Dynamite 2. "Oe OOo @ Oe OOo DB Be @ Oe O-9Os-O-1 O-S-9Be-O-+Oe-O8 ¢GO-GO SOc BB > GS-1 Oe G18 -S8 '-S + O'SB -O-O:-S 0° GO" O-6> INDEX Student Tie-Up Boy. Scouts on Monday Railroad Pays for Trailer 10 Tea Fortunes inLobby... 10 Newsboy Club Celebrates. 10 Auto Show Aids Gross.... 11 MUSIC Songs Featured in Pic Music Booths Installed.... Weekly Radio Program... Victor Record Exploitation Ai PROJECTION ROOM ADVICE Dr. LaPorte Discusses Sound : GENERAL INFORMATION Important Order on Sound 1 Mr. Dembow Urges Preparation for Prize Contest Convention Proves Success of Manpower Policy.... Meet the Boys Industrial Head Confirms Policy on Manpower... Metzler Requests Club List Institutional Advertising by William K. Hollander John Balaban’s Biography Bound Volumes Available. New Addresses Chicago Institutional Ad.. Editorials Chicago Gets Candy Venders New York Program Plots. GENERAL NEWS Mr. Dembow’s Apprecia Advertising’ Men Assigned Assignments Managers’ School Surveys Windows Goldberg Speaks to School 12 Class dS ‘ . < 0D eSB e-D Be SOc DOs SOs OSs B+ S:-PeGs-S-1Be-S +S e-S Be SBS Be HB e-H2B>-D Oe D+ Se-O-Oe -HS-e Be. V2 Bs-S+Bs-D 9 Oe-D-1 O-D 0h 1-H +H e-B 9H e-HSe -BD 1 Bo-S Be Oe-H-9B>-D@o-D Oe-S Bs SOs O° Se See ay i a Oa LR ie ee are ss a Age et eae 4 -0-:0:-@-0--0-10--@-0:-0-:0:-0-+0-@-0:-0--6: -D-9Oe-D-2Os-O-Os-D-O2-S-+O2O° O:-OO*BO :-O-2G:-G-0O0-G-Go-S Ge. *-S-8*-S-28°-O--8--S © Goldberg Speaks) to School on Trailers Students aeneie ‘the current Managers Training School were addressed last week by Lou Goldberg, Supervisor of Publicity for Milton Feld’s division, on advertising and promotional activity within the theatre. Asserting that too much emphasis cannot be placed on the trailer, Goldberg devoted the greater part of the morning to an exposition of writing trailer copy, following this up with constructive criticism of trailers written by several members of the class. “Realize and eapitalize on the circulation value of your screen,”’ he said. ‘It is possible to sell 60. per cent of your audience on the next week’s attraction by employing trailers properly. You cannot spend too much time in preparing |them, for you can accomplish a great deal of your merchandising task if you have the right kind of trailers. “Since trailers reach people who are actually in your theatre and therefore present less resistance than any other class of prospective future patrons, they are by far the most effective as well as the most inexpensive form of advertising at your command. Brevity and selling punches should characterize copy in your trailers. Above all nn nnn SION Week Beginning March 21st New York Paramount . “Strauss Melodies,” Overture —Rubinoft . Paramount Sound News and Sound Trailer on ‘‘Honey’’. . “Getting a Break’’—Paramount Talking Comedy . Organ Concert—Crawfords. . Publix Unit—Art Kahn.... . “Young Eagles’ — Paramount Picture . Trailers\ Brooklyn Paramount . Prelude Paramount Sound News and Sound Trailer on ‘‘Honey’’. . Organ Concert—West . “Getting a Ticket’’ — Paramount Sound Act . . Publix Unit—Vallee, Sammy . Cohen “Young Eagles’’ mount Picture . Trailers AI anrF ww LK Aon pw NOH Rialto (20th) . Paramount Sound News. % oe — Paramount Sound “Blowing Bubbles’? — Paramount Screensong . “Hell’s Harbor’? — United Artists Picture . Trailers no oR 0 fe “Love Parade’? — Fourth Week Criterion “The Vagabond King’? — Sixth Week Srl NNT avoid boring or irritating your au dience with too many of them. Keep them short.’’