Publix Opinion (May 2, 1930)

‘they s By ae reo geen et eT Feats A . > ‘ bs Be ee ‘ ' None of this alters the fact that all in all we are definitely behind by a very substantial figure on the Second Quarter and that every possible effort must be made to make up for this deficiency in the two months of the quarter still remaining. Never before was there need of putting the shoulder to the wheel as in the present instance. “The effort in the past,’ says Mr. Chatkin, ‘thas been splendid, taking it by-and-large, but it is nothing as compared with the effort which must be made in the future if we are to overcome the handicap of bad. business in the first four weeks of April. “The Publix circuit will respond to this call for redoubled effort, and will deliver—of that I am sure. Our men have never failed to come through in a pinch at any time in the past. We are in a pinch now—a very tight squeeze indeed —and I look for, and confidently expect, that supreme additional effort which alone can put us definitely ahead of the schedule.”’ Evidence of the thoroughness with which the Pageant of Progress has been prosecuted in various parts of the circuit continues to reach the home office. With the personal assistance of Divisional Director J. A. Koerpel splendid tieups were affected in Chattanooga and Asheville on behalf of the Tivoli in the former city and the Imperial in the latter. Elaborate Displays In both places cooperative efforts of merchants and Chambers of Commerce and all civic commercial organizations such as Rotary and Kiwanas were enlisted one hundred percent in making the townsfolk of these two cities pageant-wise and _ theatre-conscious. Carefully worked up window displays throughout these towns were effected on an elaborate scale with much newspaper publicity and recognition as well _ through the action of civil bodies. personal -Dorcester, Mass. ce King,”’ In each place the display reached its height in a pictorial exposition arranged in the lobby of the Publix theatre above mentioned: This was carried out with photographs, drawings, posters and other exhibits depicting the progress of the communities from historical, social and physical viewpoints; and not neglecting the most important element of local personalities. Divisional Director Koerpel even loaned for the occasion his collection of old-time hand-bills and theatre programs preserved over a long period and constituting one of the finest of such collections in the country. The exhibits in the Tivoli at Chattanooga and the Imperial at Ashville created wide-spread comment and elicited no little newspaper publicity; their effect on theatre attendance was extremely beneficial. ~ Airport in Lobby A different type of lobby display tied-in with a local Pageant of Progress celebration was that staged by the Strand Theatre, This playhouse ELECTRICAL FLAG Selling color in “The Vagabond Manager Montague Salmon of the Rialto, Macon, Ga., got an electric company to display a flag, in colored lights, on this theatre front. Completed display contained 450 lamps, making a splendid flash at no cost to the theatre. CARTOON HELPED Effectiveness of the Paramount Talkartoon, ‘Fire Bugs,’”’ was enhanced at the New York Paramount by tinting backgrounds in the fire sequences red, using a slide and the Brenkert. -PUBLIX OPINION, WEEK OF MAY 2np, 1930 HIGH PRESSURE NECESSARY — TO OFFSET EARLY HANDICAP IN 2ND QUARTER CAMPAIGN (Continued from Page One) — exhibited a model airport completely equipped with miniature airplanes in conjunction with an exhibition of progress in. transportation. The aeronautic portion of the lobby display was borrowed from the Colonial Airways Company. The Capitol Theatre in Boston, Mass., also staged a progress-intransportation exhibit which was accompanied by a parade, one of the features of which was a 1914 model of a Dodge car which paraded the city under its own power. This antique automobile showed up in strong contrast beside models of the most powerful and luxurious modern cars. which accompanied it along the route of march. The parade passed by the Capitol, Allston and Central Square Theatres and stopped in front of each of these houses for a ballyhoo with good results on theatre attendance. The Rivoli Theatre in Muncie, Indiana, tied-up with the local newspaper, The Muncie Press, for a thirty day excursion on “The Pageant of Progress Special’ with window displays throughout the city tying-in and prizes being arranged for on a_ cooperative basis, the newspaper offering the capital prize of a loving cup for the best display made in the pageant. Newspaper Tie-Ups Similarly at New Castle, Indiana, the Princess Theatre effected a tie-up with the New Castle Courier News, not only resulting in cooperative window displays throughout the town, but also in the mailing out of special cards and posting of one-sheets on Pageant of Progress by the newspaper in New Castle and in all the surrounding towns of the frade area. Here, too, prizes were cooperatively promoted. Another transportation tie-up was effected by the Princess. Theatre in Sioux City with the Milwaukee Railroad which furnished a very fine lobby display showing the progress made in transportation. Typical of the many fine journalistic tieups effected for Pageant of Progress exploitation is the special issue of the Tribune Republican, the up-to-date newspaper of Greeley, Colorado. This sixteen-page newspaper proclaims Pageant of Progress from every page, the merchants of the town having got behind the campaign being celebrated by the two Publix Theatres in Greeley—the Sterling and the Rex—managed respectivelly by A. H. Vincent and Harry Ashton. , Slogan Effective In order to bring forcefully to the attention of all readers the slogan adopted by the merchants for this campaign: ‘‘Pageant of Progress — Keep going’’ — this phrase was incorporated into a design consisting of a circle with two arrow-heads pointing to it and slugs, large size and heavy in outline presenting this device, were included in ads scattered throughout the sixteen pages of the paper. These circle and arrow devices instantly attracted the attention. of the reader on [every page. The paper contributed its own half-page advertisement bidding all citizens to “Get Aboard the Pageant of Progress” and illustrated the text with a half-pagehigh locomotive rushing ahead at full speed with a screamer “‘let’s go’”’ at the top. This advertisement, incidentally, had also been published by the newspaper in many issues for several days in advance in order to engender interest in the forthcoming special edition. There were special stories and write-ups and a co-operative ad from the two local theatres with a Pageant of Progress line at th: top, but with the individual attractions properly dominating each CONTACT WITH PARAMOUNT URGED (Continued from Page One) out what kind of items are needed" and wanted to exploit Paramount pictures, procuring first-hand information for the Home Office.” Clark suggested that Publix’ Division and District Managers extend a standing invitation to Paramount Exchange Ad-Sales managers to attend the regular district and individual theatre meetings held for the purpose of determining upon advertising campaigns. “In addition to the opportunity that would be afforded the AdSales Manager at these meetings to show to everyone concerned samples of the Paramount Ad-Sales material available on such Paramount pictures as may be involved in the discussion,’’ Clark said, “T feel that by reason of his experience and the necessity that compels him to be a student of entertainment advertising, the average Paramount Ad-Sales Manager should be able to contribute a great deal in the way of ideas and suggestions that would be helpful in the merchandising of Publix entertainment. “There is the added opportunity for the Ad-Sales manager to gain valuable suggestions that may be followed by the Home Office in developing advertising aids that would be more effective for Publix theatres. _ “Above all,’’, Clark concluded, “attendance of our men at these meetings should be helpful in bringing Paramount and Publix into a closer relation which is enimently desirable.’’ advertisement. This edition of the Tribune Republican is a testimonial to enthusiastic cooperation created by the work of two Publix managers determined to forge ahead in the Second Quarter contest. . Novelty Contest A novelty prize contest was worked out for the Pageant by George Irwin, Manager of Paramount Theatre in Brainerd, Minnesota. Seventeen local merchants contributed unusually — effective window displays for this purpose. In each window there was a splendid card advertising the current attraction, “Sunnyside Up,’’ and each window bore on a placard outstandingly displayed one _ letter taken from the words in the phrase ‘‘Pageant of Progress” together with the rules of the contest. The object was for citizens to find and check-up all window displays in the city, copy down the letters and arrange them so as to spell ‘‘a phrase which described the season \of celebration at the Paramount Theatre.’ Prizes of passes to the theatre for ‘“‘Sunnyside Up’ were awarded to the first ten correct answers brought to the box office. Jubilee Trailer’ A novelty Jubilee trailer, proclaiming the approach of the Spring Jubilee campaign was prepared in the home office and shipped to district managers in all territory in which the Spring Jubilee is being celebrated, May 4th to May 24th. These trailers were of the creeper variety and were done in the familiar style of ‘‘K.C.B.’’ newspaper verse, extolling the season of entertainment to be ushered in with the opening of the Jubilee and the virtues of the pictures to be presented in Publix theatres during the ensuing three weeks. These trailers were made with synchronized sound-track, about 85 feet at the end being left open for the addition of local announcements. The sound-track ran on for these 85 feet so that the local announcement, made as a silent trailer and run on the other projection machine would have the benefit of the synchronized music provided by the special Spring Jubilee trailer. These trailers were shipped, parcel-post special delivery, on Friday, April 25th. 4 In Memoriam John Burns, manager of the Orpheum Theatre, Joliet, suffered a heart attack in the City Manager’s office at Rialto Theatre Building, Joliet, Monday evening, April 21. At his request, he was taken to his home, where about an hour later, he suffered a second attack and passed away, ‘Burns was associated for years with the Rubens brothers, served as manager of the Crystal Theatre during the Great States operation, ‘and has been in charge of the Orpheum Theatre since the merger with Publix. To those who knew him intimately, his loyalty, faithfulness and sincerity will be keenly missed. 10 EXECUTIVES FROM FIELD IN SESSION (Continued from Page One) cause of the understanding and contacts formed while they were in New York. Valuable Schedule “You are at an advantage over them in attending this second meeting, for the home office itself is better organized for proper presentation of the fund of information which you will carry away. The interchange of ideas during}. the past. session has enabled Mr. Barry to arrange an even more comprehensive schedule, and I know of no other way in which you may accumulate such a store of knowledge concerning your organization, to be passed on to your managers upon your return to the field.” D. J. Chatkin also spoke briefly to the assembled men, ‘‘Your time will be fully occupied, day and night,’’ he promised, “but at the end of the two weeks I think you will concur with me in saying that the session will be remembered as one of your most valuable experiences. The series of conferences in which you will participate with home office department heads will be of immense value to you personally, to the opera tions which you supervise, and to the company as a whole.”’ Discussions Planned Following introduction of the department heads present, the district managers re-assembled at session headquarters, where Director of Personnel John F. Barry outlined the schedule to be fol-. lowed during the two weeks’ session, indicating the application of each subject on the schedule to the District Manager’s work. “Tt remains for each of you,” Mr. Barry said, ‘‘to tie in every discussion here with your work as a District Manager. If the two weeks’ session does not make you a more capable District Manager, it misses its aim. It will not only make you more familiar with the services available from the Home Office but will help you to utilize those services more completely. It is expected that each of you will bring up for discussion any problem on which you need advice. “Because of time limitations, | the schedule requires intensive application. Time has been allowed you to analyze your job—to think out just what it entails, the ability and information expected of you, the mistakes you have made, and how you can improve your work. “Mr. Chatkin, at the end of the session, will meet you to discuss this question—‘How has this two weeks’ session improved you?’ This cannot be answered with gen eralities. Mr. Chatkin expects definite and specific response and you ean give it only by applying each of these discussions practically and pertinently to the work of a District Manager.”’ DINNER MARKS FITZGIBBONS’ PROMOTION A testimonial dinner as an expression of appreciation will be tendered to John J. Fitzgibbons on May 6, on the occasion of his promotion from division director of the New England Territory to his new assignment. According to plans now being made by Ralph Branton, chairman of the committee, among those who will be present to honor Fitzgibbons will be Mr. Sam Katz, Mr. Frank G. Allen, the governor of Massachusetts, James J. Curley, mayor of Boston, and a host of notables representing Paramount Publix, and the business and civic leaders of Boston. In commenting on the tribute, the members of the honorary committee have declared, “Mr. Fitzgibbon’s leaving makes a void in our ranks which will be keenly felt, for in all his dealings he has evidenced a type of manliness clean reasoning and wholesome business practice which has made — him an outstanding member of our industry, a man worthy of our highest admiration and commendation.’’ : M. J. Mullin, division manager in the territory of E. R. Ruben, will succeed Fitzgibbons. CIRCUIT CULLED FOR ‘FRONT SHOW’ IDEAS (Continued from Page One) program, and as effectively advertise it to the public.” As’ the situation stands today, the management of each theatre is required to preview all “‘shorts.” This is also done, of course, by district managers and _ district bookers, and is a considerable improvement over the old method of ‘blind’ booking and routining of shows. Some of the plans under consideration include a_ special service-department in the home office, which will gather all possible information on every short and make this information available each week to every theatre manager and other executives, as an aid to proper arrangement of program plots. In addition, ‘‘suggested routines’ will be laid out as a guidance which the local theatre manager’ may either accept or improve upon where possible. The two stumbling blocks in the path of the theatre manager heretofore have been his inability to preview his ‘‘front-show’’ product or to get enough reliable advance information on each short, to enable him to give the matter all the necessary attention required to build and sell an _ effective show. In the hope of removing these two obstacles, Division Directors are working with Home Office officials to devise ways in which all necessary information and all possible ease in arranging previews, will be at the disposal of the theatre manager. By accomplishing this, and placing within easy reach of the theatre managers the opinions of those showmen who have already played particular shorts, everyone believes that there will be a vast improvement in both the quality, of future Publix programs, and the effectiveness of advertising them, { RADIO CONTEST Contest based on_ selections played for a broadcast by Owen Ogburn, organist at the Carolina, Charlotte, was extremely successful. First letters of song titles spelled ‘“‘Honey,’’ and guest tickets were awarded for the best letters giving the picture title and telling why the writers liked the Carolina and its shows.