Publix Opinion (Mar 28, 1930)

SOUND VOLUME CONTROL IN THEATRES. upuix ; CIRCUIT IS SET PUBLIX OPINION, WEEK OF MARCH 28rn, 1930 KEEN OBSERVER IM IMPORTANT PUBLIX LE! LEADS); susre TO MAINTAIN PROPER LEVEL by DR. N. M. LA PORTE Director, Department of Scientific Research, Sound and Projection In sound picture projection it is of the utmost importance to maintain the proper sound level in the auditorium. By far the greatest criticism made of sound pictures is that directed against the excessive volume too commonly found in theatres to-day. While this condition exists we must admit that there is some justification in the use of such derogatory terms as ‘‘Squawkies’’ and such descriptive words as bellowing, harsh, blasting and shrieking. In reproducing synchronized sound and scene we are primarily concerned with realism, and realism has hardly been attained if such terms apply. Extreme care must be used = the selection of the observer who| is to control the sound level in the! auditorium by signaling changes in volume to the projectionists. The first requisite for such an observer is good hearing, Good hearing for this job, however, means more than is commonly jaccepted as satisfactory hearing for ordinary purposes. The observer should be able to hear all the frequencies that the system will reproduce. Audiometer Test To determine whether he can, it may be advisable for him to make a trip to the nearest Division Office of the Electrical Research Products Incorporated and have his hearing checked by an Audiometer Test. There are other qualities to consider outside of hearing when selecting this observer. The man should be a showman, ear-minded rather than eyeminded, and should be appreciative of music. If the observer is selected with these considerations in mind a great deal of the cause for criticism of sound pictures will be eliminated. It is helpful to think of the sound leaving the horns as a fixed amount of power that must ‘in some way be absorbed. This energy must be finally dissipated by setting in motion the particles making up the contents of the auditorium including the _ drapes, walls, carpets, seats, audience and soon. This fixed amount of power is doubled every time the fader setting is increased one step. This means that twice as much energy must be absorbed and we may look on it as twice as much power pounding on the ear drums of the audience. Of course as the au-dience increases, the absorptive power of the auditorium increases but before you step the fader up just pause and recollect that you are doubling your power for every step. Watch the Volume At some time in the not too distant future we hope that all sound films will be recorded in such a manner that the need for volume control in the house will be greatly reduced. Production methods will be such that all the desired effects of loudness and softness will be|: recorded under studio direction and few changes will be necessary in the fader setting. A few points for the present, however, must be borne in mind by the observer. Use conversational volume for ordinary conversational shots and greater volume for close-ups, shouting, screaming or desired loud effects. Orchestras in general should be loud to more nearly similate actual conditions, while solos are for the same reasons generally reproduced softly. These settings of the fader will of course be predetermined at the rehearsal. With the present almost universal advent of sound equipment to theatres, superiority of showmanship is now evidenced by higher quality of sound in one house than in another. Note the quality of sound in your house and above all, keep it from being re-, produced so loudly that the naturalness is destroyed. NEW MANAGER BE. M. Dowling has replaced Elmer Brill as manager of the Broadway Theatre, Newburgh, N. Y. Brill is no longer connected with the organization. ‘PARAMOUNT ON PARADP SOLD AS ‘PARTY’ (Continued from Page One) from which all Publix theatres who will subsequently play the picture will derive immeasurable benefit. In spots where it is advisable to avoid the ‘revue’ or ‘‘Musical Comedy’’ angles in selling ‘‘Paramount on Parade,’’ Russell Holman suggests that it be exploited as ‘‘a movie stars’ party.”’ Holman has prepared a _ nifty broadside from this angle, an attractive folder filled with intimate photographs and quotations of the various stars, each based on some sequence’ of the _ picture. The “party” idea is carried throughout the booklet and the copy stresses the intimacy and informality of the production. Paramount will get out a portfolio containing all the highlights of the picture with stills, advance proofs of the press sheets, ads and other aids for the thorough selling of the new coin-getter. These will be particularly valuable because the Home Office Advertising department will be unable to see the picture early enough to prepare the manuals in time for the April 26th showing. Tying-in directly with this sug| gestion, Vernon (call me Bud) Gray, publicity director for the Rialto Theatre in New York, will exploit the picture as the feature of the Rialto’s birthday celebration when it opens there on April 19. The fifteenth anniversary of the Rialto falls on April 28. The occasion will be advertised as a huge birthday party, informal in character, which all the Paramount stars will attend. In further celebration, the reseating of the theatre will be completed at this time, and annual renovation will be accomplished before the opening. If the birthday anniversary of your theatre does not co-incide with the playdate of this picture, perhaps completion of alterations, or even the usual Spring renovation would supply a reason for the Big Celebration and the “party” with Paramount stars as ‘‘guests.”’ From all indications, ‘‘Paramount On Parade” is going to be another one of those Paramount masterpieces which will rock the country, and the smart Publix showman would do well to start thinking now about how he is going to get the most money from this most recent shocker. Victor Company Plugs : Two Big ‘Honey’ Songs The two hit songs in ‘‘Honey”’ certainly are being plugged by the Victor people, Here’s the paragraph noted in their advance dealer list by Morris Press of the Paramount Department, lauding “Sing You Sinners” and ‘“‘In My Little Hope Chest;’” “‘The person who hears these fox trots and doesn’t go crazy over them is not in the market for dance music. It’s almost impossible to keep still while they are being played, they are so compellingly danceable.”’ RELIEF MOVE FOR ACTORS (Gontaned from) from Page One) clubhouse activities, it provides actual cash for those artists and showmen who are in desperate need. “The purposes of the NVA are well known to all in show business and it is our duty to support this appeal for funds in every possible manner,” . clared Vice-President Dembow, in announcing Publix Paramount participation. Publix showmen will co-operate with showmen of opposition theatres in raising the largest amount of cash possible, in each community, for the NVA fund. This will be done in the form of special appeals to the public, as well as local benefit-shows, proceeds of which will go to the fund. Special letters of instruction to all theatre managers and publicity men are going forward this week from Mr. Chatkin and A. M. Botsford, outlining plans for the best possible results. The following is a statement issued today by Mr. Chatkin, on the NVA Drive. Mr. Chatkin’s Letter “No doubt you are familiar with the very fine philanthropic work done by the National Vaudeville Artists Association. Aside from maintaining fine club houses for actors in sev eral cities in the country, a san-, itarium for tubercular unfortunates in Saranac and the individual help extended to down and out actors, this organization has done much to encourage a friendlier and more cooperative spirit between the actor and his employer. This organization has been maintained by funds collected in theatres during one week each year that has been designated N. V. A. Week. In the past these collections have been made chiefly in vaudeville and theatres play‘ing live talent. Publix along with all other major circuits, has decided to participate in this work this year to the extent of making collections in every theatre we operate. Act Makes Appeal “In vaudeville and presentation theatres the appeal is usually made by an important act appearing on the bill. Other members of the cast make the actual collection. Supplementing these collections, in cities where more than one theatre plays live talent, a monster benefit performance at which the talent of all theatres appears, is given. In many instances acts rotate from one theatre to the other, so that an act appearing in one theatre makes the appeal in the other theatre. This plan will be continued in those cities where there are theatres playing live talent. “Wor theatres playing sound pictures only, a talking short subject in which one or more prominent actors will make the appeal, is being prepared. While this is being projected, house lights will be brought up and the collection will be made Co-operate With Opposition “It is important that you immediately organize each of your districts to participate in N. V.: A. Week. Being a strictly charitable proposition, you are to co-operate with opposition circuits and theatres to the limit to secure maximum contributions. It is suggested that you immediately confer with the representatives of opposition theatres and circuits in your territory, so that you can make your plans jointly with them. The drive will occur during the de. : JUST PUBLIX SERVICE! Dear Mr. Serkowich, ! Just to let you know that the t Publix Opinion is greatly appreciated and used. You printed the stunt about the cards wit 4 the corresponding numbers. and ¢ we used it very — successfully here, thanks to Publix Opinion. Springfield has a big Catholic population, but Lent doesn’t ; mean anything to us. Ash Wednesday was as good as Christmas Day and we just had the best Monday since Christmas week with one exception. : | icy Many thanks. Very truly yours, Edward Harrison, Mer. Broadway Theatre Springfield, Mass. ee FIRST QUARTER GIVES IMPETUS TO CAMPAIGN (Continued from Page One) the showing of the last quarter is Oo encouraging. For a distinct progress is shown in every phase of our operation which, quite naturally, has translated itself into a marked increase of box-office receipts over the preceding quarter. “In order to continue this healthful growth, it is essential that the energies of everyone in Publix be concentrated upon successfully attaining the goal set in the coming Second Quarter Profit Campaign, The momentum generated during the final stages of the past quarter should serve as an impetus to the start of the second quarter. All your machinery is working smoothly and effectively. You have only to add a little more pressure and the desired effect will be obtained. “T feel certain that Publix theatres throughout the entire circuit will more than respond to the requirements of the situation and will, similarly, return for the Second Quarter a percentage of profits over quota even exceeding the reasonable expectations set as a mark to be attained in this period.”’ Mr. Dembow pointed out that in the few isolated instances where, because of special conditions, the first term quota was not attained, the deficiency should be more than made up in the intensive campaign for greater profits during ae Second Quarter. BRAINERD TRADE WEEK Front page stories and an editorial in the local paper greeted the suggestion of a “Spring Trade Week,” offered by George D. Irwin of the Paramount Theatre, Brainerd, Minn. ; week of April 27th. “Special material, decorations, ments, paper and window cards, is being prepared by the N. V. ‘A. and will go forward along with detailed instructions as to accounting, ete., in due time. The publicity in a concentrated charity drive in which all theatres jointly participate, takes off the sting of making collections in individual theatres and, if properly handled, may have the effect of increasing business during the week. Maximum Collections “While certain general plans will be suggested, there are no restrictions as to procedure, the important point being to devise ways and means of collecting the maximum amount of money from the public during this week to carry on this very worthy work. such: as screen announce— FOR BIGGEST PRIZE-DRIVE (Continued from Page One) basis of about one to every six theatres in the circuit, are, so to — speak, any man’s goal. The capital sum of $30,000 is an allure never equalled in the history of contests set for any circuit of theatres, lights the course of this contest. Profit beyond quota is the goal to which every theatre will strive. ‘Profit is the sun which ~ “Tardy performers are already q suffering from a handicap; those ~ who are set ready to start at the — firing of the opening gun are out ahead of the field; the race is to q the clever and the long-winded. There are thirteen weeks over which computations will be made based on profits (net profits, not — P. F. L. share) and the awards will be made on this percentage of : profits over quota. “The three campaigns to the 1 public are integral factors in the race. Celebration of the three periods contemplated, and laid out in detail in the manuals supplied to all theatres and all officers in the contest, will have direct bearing on the results. The race is to the astute. Hook your wagon to a star, is an old phrase, but in this contest the slogan is, ‘Hook your wagon to profits.’ There are only thirteen weeks to the Second Quarter and these weeks are soon over. “The fact that divisions are not in competition with each other, but that districts and theatres in each division are in competition one among the other, is a powerful stimulant: never was competition arranged on so propitious a basis. The impetus generated for the wind-up of the First Quarter carries us on to the start of the Second Quarter Prize Contest with the advantage of a flying start: let’s capitalize that advantage — we are off to a great start, to great business, and to great profits! The race is on!” Birthday of City Celebrated by Theatre John B. Goodwin, manager of the Aster, Minneapolis, observed the city’s 63rd birthday with a Minneapolis Birthday Week at the theatre. with the Minneapolis Journal made his theatre the chief celebrant of the event. Activities Theatre-Minneapolis atre; materials a bakery. theatre was prominently featured in all publicity, and the increased — gross for the week demonstrated — the effectiveness of the idea. “It is therefore advisable for a you to consider each situation individually. Please moment how this drive will be organized in your territory.” vv Goodwin had the idea — first, and by immediately tying-in lay out plans covering the theatres un— der your supervision and ad— vise me at the earliest possible — q o included an Aster — Journal ex— hibit of historical relics at the the— were obtained from the library and old citizens. — The first white child born in the city was presented with a cake — bearing 63 candles, promoted from — The week’s program featured a reel taken in Minneapo— lis in 1906, dressed up with old— fashioned slides requesting ladies — to remove their hats, ete., and ac— companied by a piano record. The ~