Publix Opinion (May 9, 1930)

STARK SPEAKS ON SALES OF MUSIC Music sales policies were discussed at a _ district! managers’ ' meeting attended by Mack Stark, music sales head. Primary objectives of music sales activity, it was stated, are brightening of lobbies with attractive booths, service made available to patrons, and exploitation of Famous songs and Paramount pictures, with accom panying profit a secondary con sideration. Contribution of music booths to live lobbies was covered. Stark stressed the advisability of employing an attendant who can also sing, using a phonograph for accompaniment and _ furnishing lobby entertainment at minimum expense. Young men are preferred as attendants, he said. Arguments Answered | Discussion of possible arguments against music sales by local music dealers brought forth a concrete statement of the non-competitive aspect of this activity by John F. Barry, who answered each argument that might be advanced by local music dealers. ‘‘Considering the facts given, would you, if you were a local music dealer, favor this sale of music in theatre lobbies?’’, the district managers were asked. They agreed unanimously that they would. “Instead of wasting time won dering what objection some local dealers might offer,’’ said Barry, “Get behind this new activity and get its fullest advantages. Any new activity which demands more effort and more thought is met by arguments such as those advanced here. out reasons why something can’t be done than ta go out and do it. ‘In stimulating the sale of sheet music and records we are developing popular interest in music,’ Mr. Barry said, ‘‘and increasing sales possibilities of every local dealer. In addition, we stimulate the sale of new phonographs, pianos and radios, from which the ‘local dealers derive a majority of their profits? Advertise Songs “Our fifty cent records serve to advertise only the songs from our pictures, not the personalities. To procure a Chevalier recording, for instance, one must purchase a Victor record from the local dealer. Our activities in popularizing these personalities in other ways also stimulate the dealer’s business. “Musie booths accomplish many sales which would otherwise be lost, for it is easiest to sell a song or record when the purchaser has just heard and liked the selection in the theatre. Once on the street, hundreds of other things claim his attention, and the music is never bought. All this helps the local dealers. Besides the added show touch, brightness, activity, novelty, etc., which it gives the theatre lobby,’’ Elaborate Service District Manager Frank Hookailo pointed out that inasmuch as Publix sheet music retails at 35 cents, and is procurable elsewhere in each city at 25 cents or 30 cents, the majority of our customers are occasional and irregular buyers of music, and we are developing a strong group of prospects for local’ dealers. Persons who would budget their music purchases, Mr. Barry said, would not be inclined to buy music at this advanced price. Services inaugurated by the Music Sales Division under the supervision of General Music Director Boris Morros include a weekly letter to each theatre selling music, describing songs in programs two weeks in advance and outlining their comparative importance. Forty-eight hour delivery is assured, Stark said, as music is shipped the day the requisition is received. Synchronized music sales trailers are now available, according to Stark. Each states that ‘‘this It is much easier to think’ School, PUBLIX OPINION, WEEK OF MAY 9th, 1930 KNOW YOUR ORGANIZATION These Publix personalities depend upon your effort, just as you depend upon theirs. To know and understand each other’s person alities and problems will lighten the burdens of everyone, and make our tasks enjoyable. For this reason, PUBLIX OPINION is devoting an important part of its space to these brief biographical sketches. ELMER LEVINE Director of Managers’ Training School Staid and dignified college professors would perhaps be the last persons in the world to admit that the principle underlying — the “beautiful but dumb’ theory is equally applicable to their learned and respected profession. Yet, it is undeniably true. Most beautiful girls are dumb. Most smart girls aren’t so hot on looks. Similarly, within the ranks of the teaching profession, the instructors who have an engaging personality and are gifted with a fa¢ulty of transmitting their ideas in an interesting manner, usually don’t know much. On the con: trary, the men who have a sound scholarly background are usually dry, dull pedants who do not possess the secret of getting their valuable treasure of knowledge across. Once in a while, however, a woman bobs up who is both beautiful and smart, or a man who possesses both the fundamental knowledge and experience required of good teachers and the necessary showmanship to get it across. Such a man is Elmer Levine, Director of the Managers Training whose long and detailed experience in the theatre business plus a showmanlike manner of imparting that information to his students, has enabled him to bring such a distinctive success to the fulfilment of his duties there. Native of Boston As befitting a teacher, Levine hails from the City of Culture, having been born there on Nov. 5, 1898. He attended Boston Public School, Boston English High School and Boston Business College. Fortunately, at the age of 19, he entered show business, where the Latvian idiom of the majority of his associates, counteracted his cultured Hub City accent, so that now he speaks English like any other human being . music can also be purchased at|and not as a Bostonian. your neighborhood music store.”’ Levine’s first job was with the Federated Film Exchange where, in six months, he was promoted to salesman. Some time later, he went with Metro and sold film for] that firm for a period. of four years. In his constant contact with exhibitors, Levine became greatly attracted to the theatre end of the business and when the first opportunity presented itself, he accepted the job as assistant manager of the Central Square Theatre, Cambridge, Mass., then operated by Olympia Theatres Inc. It was not long before he became manager of this theatre, which was a vaudeville and_ picture house. He was later transferred to manage the Harvard Theatre, North Cambridge and the Allston Theatre, Allston, Mass. Special Training When Paramount took over the Olympia Theatres, Levine was among those selected to attend the first Managers’ School, organized by Jack Barry. Upon completing his course, there, he was sent to Chicago for special training as student manager in several PublixBalaban and Katz large deluxe houses, including the Chicago, Uptown, Tivoli, Roosevelt and McVickers Theatres. His first assignment, after finishing the training course, was as assistant manager of the Lockport Theatre, Lockport, N. Y., from where he was promoted to manage the Stratford in Poughkeepsie, N. Y. When Jack Barry, Director of the Managers School, was looking for an assistant at about this. time, he remembered the _ outstanding achievements of one of the graduates of the first class, both during the term of the sessions and since his graduation. Consequently, it was Levine who was chosen to assist him, during the third and fourth classes. His job at the School was interrupted by an assignment to manage the i £00 +OOo 8s-O8>-SO>-O28+ 081-02 8>-O 8-0 8-O8> DO OO: S-1O° SOS 8: B8* G8? © 9+ @ 8° S28 D8* SO Coast to Coast _ Automatic candy vending machines now boast installation from coast to coast, About fifty machines have been placed in theatres in Los Angeles, San Francisco, Portland and Seattle. Ralph Crabill, division director, has expressed his thorough satisfaction with the equipment. It is planned to cover the Rocky Mountain states within the next ten days. Demand for equipment goes on at a consistent urgent pace. Last reports are from Australia, where managers of Paramount theatres, learning of the venders from Publix Opinion, have written for them, M. Schosberg and Bruce Powell of the department of Lobby Merchandising are considering the practicability of making shipments when the houses in the United States and Canada have been satisfied. ‘ DO S02 G+ 0+ OO GO S$ Oo -@Os GO-GO o-G-1O2-SOo -G-1O+OG e-S-Oe-D-0O1-S-1 61-0 O-O-Oe-@-:O+-SO+-G-O:-OG'S G-O 4 202-0 sO02 S50 s-S 2 Os-O 02S SG 0-OO+-D 1 Os-SOs-S 9 O:-O-O+-G-O:-S-2O°-O-1Os-S 1 O-S 1 O+OG :-G-+O:-OOs-S+6:-G-19:-G-08:-@ Mitzi Green Entertains By Long Distance ’Phone Re-opening the Rivoli, Beatrice, after redecoration, Manager Max Tschauder arranged to have Mitzi Green, playing vaudeville in Omaha, greet patrons on the opening night. With District Advertising Manager Rowan Miller handling details at the Omaha end, the Beatrice telephone company ran a wire to the Rivoli stage and hooked it up with a radio. At a pre-arranged hour a long distance call was put through from Omaha to Beatrice, little Mitzi spoke to the Rivoli audience, and sang ‘‘Sing You Sinners’ for them. Only cost was the regular price of a long distance call, and the *phone and radio companies saw to it that the stunt received the publicity it deserved. Jersey Theatre, Morristown, N. J., the Columbia Theatre, Davenport, Ia., and the Des Moines Theatre, in the city of that name. He returned to his post at the school for the fifth class. Succeeds Barry At the end of that session, Levine was sent to Fort Smith, Ark., as City Manager. From there, he was sent to manage the Colfax, South Bend, during the illness of Maurice Baker. When Baker returned, Levine was called back to the Home Office as special assistant to Division Director L. E. Schneider. In June, 1929, while on a tour with his class, Jack Barry became seriously ill and Levine was sent South to take his place. When the class returned to New York and finished its training, he remained in charge until the close of that session. Then, he returned to his former post with Mr. Schneider. Shortly after, Barry was made Personnel Director ard Levine was permanently assigned as Director of the School. He was in charge of its activities through the sixth class and ever since. Levine’s long and rich experience has familiarized him with every minute detail of theatre operation in every possible branch, technical, front house, ete. He is a keen student of the theatre’s problems and is endowed with an enthusiasm which comes only from a profound interest in his work. That he has been able to transmit his enthusiasm and his knowledge of the theatre to his students accounts for the splendid work accomplished by his graduates upon receiving their assignments. CEDAR CHEST AD A quarter page co-operative ad on the Lane Cedar Chest ‘‘Honey”’ tie-up helped the Irvin Theatre, Bloomington, Ill, boost its grosses. STUDENTS VISIT G. EK. LIGHTING INSTITUTE The General Electric Lighting Institute, Harrison, New Jersey, recently played host to the students of the Managers’ Training School. The session, lasting three days, was under the supervision of A. L. Powell, who delivered the bulk of addresses on ‘Light In, and Around the Theatre.” Other eee of the Edison plant who ave interesting, educational and practical talks were T. A. Pilkey, W. C. Brown, A. D. Bell and A. Rodgers. <A consistent and concise plan of procedure was carefully mapped out for the three day period, taking into consideration the various phases of lighting fundamentals and problems. Illumination calculations as applied to methods of light control and measurement were first discussed, with emphasis placed on the principle of having proper light distribution with proper light apparatus. Fundamentals of color production, the effect of colored light on colored objects and directional and shadow effects concluded the first day’s proceedings. Best Effects After the history of stage lighting was outlined, from the early ‘Roman days until the present era, suggestions were given to obtain best effects in footlights, border lights, striplights, spotlights, etc. In order to obtain closer color results on foots, double rows, staggered, were advised. Darken edge of apron to avoid glare in balcony. Spotlights to have 8” lens with mirror attached (prefocused base spot lamp) to produce narrow beam and greatest amount of candlepower. The proper illumination of the theatre auditorium, in coves, fixtures, proscenium, ceilings, walls, ete. were comprehensively analyzed in order to create the proper atmosphere and eye comfort during and after picture presentations. The costs, quality, maintenance and correct usage of these lamps were also discussed together with the relative intensities in and around the theatre. A ‘lengthy dissertation on electrical advertising; exterior signs, marquees and uprights, that make the theatre building attractive and different at night, closed the following day’s lectures. The final day’s discussions were devoted to the more intricate use of lights on the stage, in the lobbies, foyers, entrances, and lounges. Special stage lighting equipment, and the _ satisfactory results obtained in the effective blending and contrasting of color upon the stage, received intensive attention, Also lighting for prologues, by means of layer lighting. Importance of proper voltage; regulation and maintenance of lighting equipment as_ practical economies for the theatre received considerable comment. ’ Color and Music Psychology of color, and the application’ of these principles in connection with musical selections was the final topic discussed. The co-ordination of color and music theme, as applied to audience emotions was interestingly illustrated with various classical overtures. A highlight of the three day session was the display of a miniature city, with the hours of the day exemplified in natural color tones, from the early rising of the sun until the last glow of the moon fades in the sky, interspersed with a downpour of rain and the resultant rainbow. DETECTIVE BALLYHOO Ballyhoo on “The Bishop Murder Case’ at the Florida, Jacksonville, was a supposed sleuth, with a huge magnifying glass. Sign on his back said ‘“‘Looking for a clue, ete.’’, and a large book under his arm was lettered with the title, theatre and playdates. Manager Al F. Weiss, Jr., also gave away copies of the book as | prizes at his weekly mezzanine — bridge party.