Publix Opinion (May 9, 1930)

CONTEST CALLS FOR COOLING SLOGANS Instead of simply repeating the use of the refrigeration slogan which was used to good effect in New England last summer, ‘‘Every Seat a Cool Retreat,’ J. J. Fitzgibbons’ division will use it in connection with a refrigeration slogan contest in all operations. Usual trailers selling refrigeration will be replaced by trailers announcing the slogan contest, and presenting information about manufactured weather. The contests will get under way. before cooling plants are placed in actual operation, so that patrons will be ‘‘cooling-conscious’ by the time hot weather comes. Plan, briefly, is for local managers to promote prizes in the form of Frigidaires, etc. Tie-up is obvious, with lobby displays, window displays, and co-operative dealer advertising. : First trailers on the contests will incorporate the following slants: “Can you, write a slogan? This theatre will offer valuable prizes} for the best slogans about the Paramount weather manufacturing plant, which automatically provides ideal atmospheric and temperature conditions at all times. Last summer’s slogan was ‘Every Seat a Cool Retreat,’ ete.”’ Comprehensive Campaign By Hoenscheidt, Oklahoma Complete follow through on Publix Opinion’s tip on _ the Saturday Evening Post, characterized campaign of Manager Fred Hoenscheidt of the Rialto, Chickasha, Okla, on ‘‘The Vagabond King.’’ Hoenscheidt placed bookmarks in all copies of the Post which carried Paramount, Philco or ‘Technicolor ads on the picture, and inserted heralds in all magazines sold at Chickasha news _ stands for three weeks in advance of playdate. Those carrying ads were rubberstamped as well. Complete Philco tie-up assisted. Remainder of Hoenscheidt’s | campaign was quite as thoroughgoing, and included inducing Mayor of Chickasha, six-day town, to permit a Sunday night premiere. Guessing Contest at : Preview Brings Space ._ When the “Benson Murder Case’”’ played the Indiana Theatre, Bedford, recently, Manager R. N. Waterson arranged a preview to which were invited prominent civic and business men. Show was stopped just before the solution of the mystery and guests were asked to put on paper the name of the murderer and their reasons for thinking so. Only one person in the group picked the right one. Newspapers played up the story, a number of reporters being in attendance. BASKETBALL SCORES When the Chelsea, Mass., High School basketball team went to Chicago to play in the national tournament, Manager J. J. Sullivan of the Broadway Theatre arranged for wires giving scores and highlights. Repeatedly scooped the local paper, and Western Union co-operated with its press rate of one cent a word as against ten cents. PRINT-SHOP TIE-UP Buck, Boston printer, gave the Metropolitan Theatre $1,500 worth of 3-sheets, 1-sheets and car cards on the installation of a new Wurlitzer, posting them himself. Copy angle was _ institutional, featuring Martel, organist, depending on Buck to tell Boston about his return and the new instrument. -PUBLIX OPINION, WEEK OF MAY 9th, 1930 COOLING PLANT COPY each set, available for any theatres that wish to use them. Cooling plant advertising copy to be used with these mats, and reproductions of these ads, are contained in the Hot Weather Suggestion Manual, No. 1196, issued March, 31st. ; Get your requests in early! One hundred sets of mats have been made up of the artwork used in the refrigeration advertisements pictured here, announces A. M. Botsford, and sets may be procured by addressing L. L. Edwards of the Home Office Advertising ‘Department. Each set includes six 2 column mats, one 3 column mat and six 1 column mats, a total of 13 mats to BERG ; ; Ain’t it a Grand and Glorious Feelin’? : : WHEN OM A HOT AND SULTRY “AND You DRINK A BucKeT EVENING You STAND IN FRONT OF AN ELECTRIC FAN THAT ONLY STIRS UP & LOT OF HOT AIR OF ICE WATER WITH ANY Te a nee ‘pur 3 ee c OUT AN HE PoRcH BU B RELIEF FROM THe HEAT THAT iS WoRSE BECAUSE oF 7% MOSQULTOS GETS CRoss AND BLAMES EACH OTHER FoR THe DISCcomrorTt $ [AND THEN YOU READ IN THE maps | AND SURE ENOUGH iT ise WOW NICE AND COOL if 1s AT OH-HBoy! awst ita SHEAS BUFFALD-~ANO You O£CIOE GR-R-RAND AND Glor-R-Ricv *O 69 awo SEE FOR Yourse.ves ' F€eum' ? cool at Shea’s Buffalo We can’t send you samples, so you'll have to find out for yourself. When you come you'll admit it’s nothing short of a miracle. And it /s a miracle—a miracle of science. Air svashed, and cooled to the precise point on the thermometer that means utmost comfort. The exact ratio between temperature and humidity steadily maintained. No draughts, no chills, no unevenness of temperature. It’s ideal climate, and “It's a grand and glorious feelin’ " to be in it. And, just as though that weren't enough, we're putting on the great Buffalo shows every week all through the summer—just as big now as they are any other time of the year! You keep THE REFRIGERATED ~ cool and see a great show at the same time! PA i Shows a fresh d, Cleaned Chumidifieg \ RATED THE _REFRIGERT. week, right THEN You ¢ TWE HIPPODROME — woes e 1T® Aways @ou Go where it’s . always COOL! Get away trom home couting for an hour or Debesee dit oe8 better job when you come back! And get ages frome Sea wit tel hotter’ The healthy excitement ¢ Me aaitat in a quiet, couled theatre is 4 happy pena seater aficrman. W'hy aot this afternoon? Arrange 3 atc erst a hone with sour fricads. Make it Shea's Hippodrome —s ere ies elas Pease weed! Wie hase die mont mle seathee oe we ; he 1 curse tyes And is much cooler an ss t aie outdone, On afternoons out, go te the {Genesee where i's always cool and where ty alegy> a greats! : Shea's REFRIGERATED | HIPPODROME round ‘ nea eo “My, but it’s good to get inside!” ‘Ra MC manu. in Say “My, bur it's §ust fot that—1o fay HIPp Or GERATED Big Shows all year "round Al Shea’, c At Shea's HIPPODROME its much. morte fun THE REFRIGERATED at PALAGE a ) i g : ve fevays coolat THE REFRIGERATED FRIGERATED |PAL AGE Publix policy brings big lz! SN BE ae featetnale See the great summer-time shows -—just as big now as at any other time of the year. Every hour 25 tons of cool,cleanairare poured nto the theatre. This means that every particle of air is replaced with a fresh one every five fninutes. The temperature never exceeds 72 degrees F and the relative humidity never exceeds 55%—an ideal condition. sy J C Now Y we manufacture our own weather Great news! We have installed 2 new refrigerating plant. The most modern of its kind, the most s1encific, and the custliest. Actually manufactures weather. Every particle of air in the theatre thoroughly washed and cooled — every hve minutes. Humidity scientifically lowered by refrigeration. No draughss, no chills, 90 uncvenness af teraperature. Just ideal climate. We repeat. it's great aces. And you won't know how great it is unl you come here some hot, sweltering day and sit through 3 great show in the most comfortable, most healthful REFRI GE. atmosphere you ever breathed! HE ‘ Ri TED Shea’s REFRIGERATED PAL AG: | PALACE en BUFE a At Shea's Shea’s REFRIGERATED BUFFALO —but.keeping cool at Shez's Buffalo requires absolutely no effort or bother. In fact, the formula is ridiculously simple. All ic requires, ladies and gentlemen, is the low price of admission. And we guarantee results. A great change will come over you the minute you step off the baking street, into the cool theatre. And you'll never again wonder what to do or where to go when the: thermometer starts to climb. It's always cool at Shea's Buffalo! The same big shows now 4s you enjoyed in the =e ter—and they go 00 summer long! Gf sive (PUBLIX : Theatres Wee SZ Another way of keeping cool is by going to Shea’s REFRIGERATED HIPPODROME_ TRADE JOURNAL ASSATIS HOT AD TACTICS Leaders in show business always have known the attitude of 7 the public and of official boards — of censors on questionable pic4 tures, suggestive advertising and “ vulgar exploitation. Repeatedly, the voices of Mr, Katz, Mr. Chatkin, Mr. Botsford, and your editor have been raised in warning ~ against any attempt to wave the |red flag before governing bodies, a whether appointed by civic authorities or self-appointed. Now Martin Quigley, the perspicacious editor of the Exhibi-— tor’s Herald World, joins the ranks of those who _ inveigh against the high handed practices of some press agents and managers, He cites the case of ‘Party Girl” in Chicago where, after an injunection had been obtained to restrain the censors from closing the picture, the exhibitor widely advertised the fact that the picture was under scrutiny, openly trying to sell it because it was questionable. The editorial follows. It makes concrete the foolishness of trying to fight popular tastes. When in doubt, play safe—change your tactics so that they offend no one, Sensational Advertising The recent controversy in Chicago over the showing of “Party Girl’ resulted in bringing into action various persons and organizations which seek to continue and to fortify the existing scheme of political censorship. This result is not surprising because almost invariably this type of subject leads to developments of this character. The unfavorable aspect of this case was greatly exaggerated by a tactless advertising policy which was _ followed. Over the protest of the Chicago board of censors an injunction was obtained relative to “Party Girl,” restraining the police from interfering with the showing of the picture. This isa course which is frequently followed in cases where producers or distributors are unwilling to abide by the dictates of the censor board. Usually, however, persons obtaining such an injunction have the good sense to use the injunction for the purpose for which it was intended and to let the matter rest there. In the case of “Party Girl,’ however, just having the injunction, and the accompanying liberty to show the picture in Chicago, was not enough; it was thought proper and practicable to use emphatic references in advertising material to the fact that the picture was being shown under a writ of injunction, The use of this sensational appeal conveyed to the minds of many persons that, very likely, the censor board was quite right in its opposition to the showing of the picture. At any rate, the agitation created —due in a considerable part to the character of the advertising used—led to a reversal of attitude on the part of the judge who issued the injunction. The writ was dissolved. _ Apparently there will always be press agents of highly restricted taste and judgment. But if the industry is to escape the severe penalty which inevitably follows in the wake of. such efforts as the advertising used in connection with ‘Party Girl’ the responsible heads of the business must see to it that their agents in the field are properly instructed as to what they may and may not do—and after such instruction has been delivered they must see to it that it is understood and: obeyed. If carnival-like methods are to be employed and exhibited broadcast before the public, the industry must know that the public will credit it with but very little in the way of responsibility and trustworthiness.