Publix Opinion (May 2, 1930)

fective selling. PROFIT IS AIM OF MANAGER, SAYS BARRY “Maximum consistent profits,’’ declared Jack Barry, director of personnel, in the lecture opening the eighth session of the Managers’ Training School, “is the objective determining the theatre manager’s every decision. “Maximum profit can only be attained by the most efficient direction of all the factors involved in operation.’’ How this affects the training session was explained in the stirring talk that sent the men off to a good start the opening day, April 14, to a week in which the schedule included the following: Instruction in ventilation, chair maintenance, theatre insurance, accident and fire prevention, per formance check, buying and booking, routine, and program construction. In introducing the men to training, Elmer Levine, the school’s director, outlined the training sched ule to be followed during the thir teen weeks, and explained regulations covering conduct of the men in training. Henri Schwartzberg, associate, explained the system of files which are in use in Publix theatres and which are built up for future use by the men in training, | Training Advantages Following them, Barry explained the advantages to be derived from the training session. Talk ing on the principles of manage ment, Barry indicated its objective as “maximum profits” which requires the efficient direction of all the activities involved in operation. He showed how profit depends primarily on the elimination of unnecessary expense and on the increase of gross. The factors which determine expense were then indicated, and taking up each phase of operation, he showed how details of the training schedule would develop the ability to properly regulate expenditures. He explained that gross depended on program selection and presentation, and on efHe indicated how details of the training schedule were arranged to cover these important subjects. Barry then pointed out the difference between the real theatre manager and the chain store manager, who because of the very hature of the product he handles, does not require those qualifications which are absolutely essential for the theatre manager. What these qualities are, he then explained and stated, “You men have all been in the employ of Publix long enough to know that the company expects its theatre managers to operate each theatre as if they owned the theatre. The heavy expense involved in your training here would not be justi fied if you were to be automatons. “Above all things, you will be taught to think—to analyze every phase of theatre operation—to know _ product—to analyze sales possibilities in communities so that all the possible dollars will be brought to your box offices, You must know your community better than any one else—know what you have to sell and know how to sell it to that community. No one can do that for you. There countenanced here. “Bvery detail of your training should help you make some thea tre somewhere more _ profitable than it otherwise would be. Remember that during every hour of your training and get rid of any academic attitude you might have. _ You are being given only methods and practices that have proved successful. You will not hear any fanciful theories. There is no time for that. Responsibility “J emphasize the responsibility that will be yours of thinking for yourselves no matter what Publix theatre you are assigned to. Thea tre operation can not be minutely “DR. FU ALIVE” IS SELLING ANGLE Paramount’s tip on publicizing “The Return of Dr. Fu Manchu” is to heavily emphasize the RETURN angle, conveying to the public the correct impression that Dr. Fu is still alive and back in a new picture. This selling angle obviates the possibility of creating an impression that your attraction is a return engagement of ‘‘The Mysterious Dr. Fu Manchu.” All paper, ad-sales accessories and press-sheet copy and art will play up the “Return” in the title, and the line ‘‘Fu Manchu is Alive”’ will be incorporated in practically all advertising items. Identical casts in the two pictures and the fact that the first was a smash hit make it imperative that all advertising emphasize “The Return of Dr. Fu, Manchu” as a new account of the further adventures of Warner Oland, Jean Arthur, Neil Hamilton and O. P. Heggie, avoiding the possibility of misconception. Illusion of Dripping Honey Created By Shadow Box Smash feature of a_ latticed front on ‘‘Honey’’ built by City Manager V. L. Wadkins and his staff at the Empire, Montgomery, Ala., at a cost of $15, was an illusion of honey dripping from the picture title. Title and two rows of “drips” beneath were a shadow box in three sections, with lights showing through yellow transparent cloth. Top row of lights, behind title, were steady, and two bottom rows were hooked up in series with the flasher board of the vertical. standardized so that all the think|’ ing will be done at some central point, Every theatre is different because it has its own particular problems. Every community is different with a variety of problems which I shall indicate. Even the problems of a particular theatre are constantly changing because new conditions bring new problems that require a new solution. All this only makes it clear er that you men must learn to}. think for yourselves, to think hard, and to think straight. The intensive training here will tax all of you. Hard as it is, it will not require any more effort than you are expected to give to every detail of your later work of theatre management. “There is no more ‘easy money’ in theatre operation. Competition is keen. Patrons everywhere are more critical. Even the smallest details of operation have an important influence on profits. Theatre management will never be a closed book, What you might be given here in the way of instruction should leave you convinced, not that you know very much about theatre operation, but rather that there is.a lot for you to learn. Your learning will continue as long as you are in the business. If you are not the type that likes to learn, you won’t stay in the business. The company undergoes a heavy investment to offer you the opportunity that has been given you. Whether the in vestment is justified depends on you.”’ PUBLIX OPINION, WEEK OF MAY 2np, 1930 day as the basis for questions. “INQUIRING REPORTER” Here’s a gag effected by Lou Smith in Detroit. It’s a great publicity stunt that can be used for any attraction, etc. as a regular feature inthe local newspaper? many large metropolitan papers as a daily feature, using topics of the Who can get it This stunt appears in Earn Cash for Your Views on Marion What did you think of “Not So Dumb” with Marion Davies as Dulcy? If you are asked your opin‘ion by @ camera man and an MARGARET COCQUETTE., 15145 Lakepointe avenue. . “Did I lke it ae ‘I loved it! It’ | the funniest com edy that eve happened. It’ really too cleve for a sing] picture. I wish had time to sta and see it all ove tion the best!” Davies Film quiring reporter,” you. will receive one dollar if your picture and interview are used. Here are the first “inj winners of one dollar each: MRS. G. M. GEOFFRY, 62 Pine street. “Y think ‘Not So Dumb’ is. ‘Marion’s best Tye never | ae seu taughed so much in my life. I’m going to see it again before it leaves the Adams. The story is The play parts grandly— particularly Marion. I liked Raymond ‘Hackett jand 1 MARIE LANGE, reas 18170 Dwyer street. iad “Tt was awfully funny. I laughed | BESSIE. PALACKY, Eloise, Michigan. _ “It’s a scream! Honestly! And that Donald Ogden Stewart—he’s a, perfect fool. ae! got a big wallop out of the “Guess 'Who” game also. Vd like to, try i on some of my friends. 8 one should g ‘and see this pic ture. It’s not hal hed. That ‘Guess Who?’ game is a new ne. IJ’ll have to ry it. I can’t.remember when ust seemed like HELEN CHOPE 9072 Lyon street. It’s just the best picture Marion Better Davies has ever played in. than ‘Marianne I went with m sister and w laughed fro start to finish. IE always see Mar-2 ion’s pictures, bu never tire of it i they were all a funny aa thi one.” Strand, Gulfport, Gives long enough fo the fun there’s i it.” JOHN SERASEI, 9143 Fulton avenue. Wis ee “Sure I liked it, The best. THE (BEST. I laughed fall the time. Marion Davies is a panic. Nugent and ‘Stewart are great ‘and the old gent rhad a good time for himself, too, even if he did iseem like ay]. | Zfouch,” AIRPORT OPENING Unused Organ to Church} BREAK FOR SIMMS Unused organ in the Strand, Gulfport, was presented to the First Baptist Church there. At an acceptance and dedicatory service in the Church, Publix and Manager Ray Peterson came in for profuse thanks and praise. Papers gave the good-will gesture generous play. : \ District Manager Ricardo Montiel states that this act has strengthened Publix immeasurably with the church element in Gulf port, where theatres only recently met with success in opening Sundays, following American Legion activity in their behalf. is no mere theory GET YOUR DATE BOOK! Each manager of a Publix Theatre should be supplied with a copy of the “Exhibitor’s Date Book’’ — for the season 1930-31, issued by Paramount Pictures. These books are now being distributed, They cover every day in the calendar from Saturday, June 28th, 1930 to Friday, July 17th, 1931—embracing the distribution season of 1930-31 with a margin of extra dates at the beginning. Space is provided under each day in the year for the listing of pictures in the program, length of features and shorts, prices, receipts, and information as to accessories, cost of advertising etc. | Every manager of Publix Theatres should receive the date book from the Paramount Exchange which serves his theatre. Should you not get your copy within the next few weeks, inquire of the Paramount Exchange salesman who serves you. If you have further difficulty, communicate with Vivian M. Moses in the Publix home office. The date books are distributed gratis by Paramount to its customers. Opening of the New Bedford, Mass., airport on the day ‘‘Young Eagles” opened at the Olympia was a bonanza to Manager Morris Simms. In one paper Simms had a co-operative double truck featuring a contest on the picture, with plane rides as prizes. In a second paper a six-page section was made up of ads from merchants who donated wedding gifts for a couple married in the air; gifts were presented on Monday night when the couple appeared on Simms’ stage. Airport distributed heralds, spotted a huge banner on the picture at the field entrance, made announcements through their super-loudspeaker, and engaged a cameraman to film the opening air meet at no cost to the theatre. TRACTION TIE-UP Street-car tie-up , arranged by City Manager J. A. Jones of Pensacola, Fla., on the ‘Vagabond King,’’ procured a 3 x 10 banner on every street car and bus in the city. EASTER EGG HUNT Hight hundred children participated in an Easter egg hunt on Easter Saturday, sponsored by Manager Jack King of the Arcadia Theatre and the Valley Morning Star of Harlingen, Texas. They saw “Under a Texas Moon” at the Arcadia first. é SYNCHRONIZED TRAILER LIST AUGMENTED List of synchronized trailer strips stocked by the Music Novelties Department and ready for dis-. tribution has been augmented by 35 additional trailers, announced Boris Morros, General Music Director. Original list was published in Publix Opinion of April llth, on page 11. These trailers in sound may be ordered from the Music Novelties Department, Publix Theatres Corp., at a cost of 10 cents per foot. Needed trailers should be specified by number only. Special copy not included in the stock supply will be made up and synchronized as ordered, at special low prices obtainable upon supplying E. H. Kleinert of the Music Novelties Department with full specifications, Additions to the list are as fol lows: ; 34——The scenes you have just witmessed are from the picture to be shown at this theatre starting next Monday. 35—The scenes you have just witnessed are from the picture to be shown at this theatre starting next Thursday. 36—The scenes you have just witnessed are from the picture to be shown at this theatre next Monday—Tuesday and Wednesday. 37—The scenes you have just witnessed are from the picture to be shown at this theatre for four days starting next Monday. 38—The scenes you have just witnessed are from the picture to be shown at this theatre next Thursday—Friday and Saturday. 39—The scenes you have just witmessed are from the picture to be shown at this theatre Monday—Tuesday and Wednesday of next week. 40—he scenes you have just witnessed are from the picture to be shown at this theatre Thursday—Friday and Saturday of next week. 41—tThe scenes you have just witnessed are from the picture to be shown at this theatre Friday and Saturday of next week. 42—The scenes you have just witnessed are from the picture to be shown at this theatre Friday and Saturday of this week. 43—Our next attraction, 44——All next week. 45—Next week. 46—Monday — Tuesday and Wednesday. tp 47—Thursday—Friday and Saturday. : 48—Three days beginning Monday. 49—Four days beginning Monday. 50—Three days beginning Thurs-. day. 51—Monday and Tuesday. 52—Wednesday and Thursday. 53—Friday and Saturday. — 54—Coming next week. 55—Opens for one week starting Monday. 56—Opens for one week starting Saturday. : 57—Starting next Friday for one week only. 58—Next Monday—Tuesday and Wednesday. 59—Next Thursday—Friday and Saturday. 60—The end. 61—Opens a_ three-day ment at this theatre Thursday. 62—Opens a three-day ment at this theatre Monday. — 63—Starting Sunday. 64—Starting Monday. 65—Starting Tuesday. 66—Starting Wednesday. 67—Starting Thursday. 68—Starting Friday. 69—Starting Saturday. engagestarting engagestarting THEATRE SUB-LET Liberty Theatre, Minneapolis, Minn., has been sub-leased by Publix. Y