Publix Opinion (May 2, 1930)

a Beary PUBLIX OPINION, WEEK OF MAY 2np, 1930 GOOD IDEA ANY TIME After the ‘Mail’ had run off their regular Saturday night issue, they ‘pulled’ the front page and ran the page seen below instead. Because the theatre enjoyed the good-will of the newspaper editors, no charge was made for the composition of the page. Five hundred pages were printed at the regular price of the newspaper—three cents each. It was estimated that more than two-thousand people read these issues and a good proportion filed them for “Attraction-date’ reference. tures? NEA SERVICE <<=.| THE DAILY REGISTER MAIL GALESBURG, ILL of Circulation ONTIED PRESS SERVICE VOL Lx NO. 37 SATURDAY EVENING, FEBRUARY 1, 1930: ‘SB50CIATED Paegs skavicR Who will repeat this stunt for their next month’s pic i pie | PRICE THREE CENTS Galesburg, Like New York, Gets The Best In Entertainment At The Orpheum One after another they come--Dazaling, brilliant procession of color, ductions and great stars. pret eserearennastnonnncanenneennnsenantanonnannen: February isthe : Monthof Stars and Big Shows eoeneseerenerieerestetenesieesenneensensensoansenes 1930 | ghrnereasntaanensnevenssssnencneast: Harold the Paramonnt “Welcome Danger.” Prodnoed by Harold Lioyd Corp FEBRUARY Crs itee Ss Relesep speech, and light. Never before such an array of tremendous pro Norma Shearer, Robert Montgomery, Lewis Stone, William Haines, Karl Dane, Greta Garbo, Conrad Nagel, Anita Page, Adele Ronson, Rudy Vallee, Harold Lloyd, Gary Cooper, Walter Huston, Richard Arlen, Mary Brian, Pauline Drake, Mary Eaton, Eddie Cantor,HelenMorgan 1930. SUN. MON. | TUES. | : | oo WED. | THU. FRI. SAT. 1 2 3 4. NORMA SHEARER “Their Own Desire” 5 6 7 8 William Haines “Navy Blues” a 107 Greta Garbo “The Kiss” 12 “HER U 13 NBORN CHI | 14 15 LD” Al Star Stage Cast. 16 17 | 18 TEGFELDS “Glorifying The American Girl” 19 20 21 22 Harold Ll oy d “‘Welcome Danger”’ 23 | 24 | 25 HARD TO GET! Co-op ads are hard to swing in New York City, where newspaper circulations are tremendous and rates are high. This 2 col. 120 line ad, promoted by the Paramount Theatre publicity staff, filled space costing at regular rates, $168. Interior display for 3 weeks in advance of playdate and a window during the week’s run went with it. NEW YORK SUN, TUESDAY. APRIL STERN 42nd gard STS. WEST OF FIFTH AVENUE Wear the cute, new “Mary Brian” Pajamas 25.00 ARY BRIAN came to Stern’s for the cute lounging pajamas she wears in “Light of the Western Star” coming to the Paramount Theatre! The jacket is reversible, the bow blouse may be worn outside or tuck-in and the trows have a dashing flare. Of fine crepe silk in: Pansy and American Beauty Lelong Green and Jade Rose Opaline and Patou Rose Black with Lelong Green or Gold, Cleo and Chinese Red STERN BROTHERS SECOND FLOOR 26 8. yi 28 with the showing of “Sally. Billie Dove «Paintea Ange? | “The Virginian” Gary Cooper ORPHEUM a Publix Theatre Mar. 1 SALES SLANT CORRECT! “Selling “Hallelujah” as a quality production, and playing up the colored cast despite local tradition to the contrary, Manager J. C. Cartledge of the Strand, Knoxville, Tenn., devised this elaborate front to let the folks know that the ‘cotton was on de stalks.’ LONG LINE Forty minutes—by the Circle clock — before the box-office opened for the Indianapolis premiere of “The Vagabond King” this line extended around the corner and all down the next block. It started forming at 5.45 P. M. despite the fact that the box-office would not open until 7.20. After the premiere the house filled immediately for a second showing. DORCHESTER STUNTS Reproduced below are photos of various foyer displays in the Strand, Dorchester, Mass. Manager J. J. Dempsey tied-up with a leading shoe merchant who donated a pair of expensive shoes to the patron guessing correct size of Marilyn Miller’s feet, in conjunction 93 The Cunard Steamship Line and a local boy’s naval scout troop also helped liven the formerly drab foyer. A storm of window-stickers, life-saver samples, bookmarks, star tele grams, and other exploitation novelties figuratively drenched the town in publicizing current and coming attractions. % y Rposacssccsosen100ssseses VIISSSSSGELELSSSS Laurence Dukes, artist, and the entire staff worked on the exhibit. The quality campaign on the picture proved so successful that after a run of a week the picture was held over for three additional days. THAT’S SHOWMANSHIP! Some time ago, Publix Opinion printed an ad run in a local paper by an Electric Light Company, showing its sign attached to the Publix theatre of that town. It was excellent free publicity for the theatre. Using the germ of the same idea, Manager Herbert Chatkin, of the Paramount Theatre, Springfield, Mass., improved upon it infinitely by including in the photograph not only his large electric sign but also his marquee, which effectively sold his current show. A paid ad couldn’t have been much better from a ticket-selling view-point. That’s showmanship. The reproduction below is, in the original, four columns wide and fifteen inches deep. Merchandising HE THEATER is your ® pleasure merchant. It sefls you hours of entertainment— hours of flickering shadows-~ as you like it! And to make _you happy=that you will long possess pleasant memories= that’s merchandising! In addition, the theater sells you that entertainment—those memories not once-or twice, but fifty‘two weeks in the year=that, too, fs merchandising! AS merchandisers they rec« ognize the value of electrical advertising — that’s why the Paramount Theater has one of the largest electric signs in western New England. The ‘manager knows it to be a star salesman. United Electric Light Company | OUR business needs the drawing power of an electrie sign. It identifies your concern as a modern business house that is interested in building business for the future. It brings the buyers into your store. Your Electric Sign burns its message into the minds of the people Our Illumination Service Department wiil gladly help you plan your electrical advertising free of charge to you, Call 4-8211 and ask our representative to call. The Agawam Electric Co— Ludlow Electric Light Co. Constituents of Western Massachusetts Companies