Publix Opinion (May 16, 1930)

2 PUBLIXBEGINS “SECOND LAP VIGOROUSLY (Continued from Page One) itial period in office with a 100 percent strong display of activity along the entire battle-front. Fervor of Zeal The New York and New EngJand Division is today undoubtedly at a new peak of organization enthusiasm, as evidenced everywhere in the recent trip of Fitzgibbons and Divisional Director M. J. Mullin through that territory. What with this fervor of zeal on behalf of a new generalissimo, the successful division convention just concluded in Boston and the awarding of prizes in the New England Master Showmen’s Contest for the conclusion of the first month, it may be stated truthfully-that this division is up and doing. Incidentally, it was Manager W. Howe of the Gorman in Framingham, Mass., who holed out with an accumulative standing of 266 percent at the end of the first month. He was closely followed by J. J. Dempsey of the Strand, Dorchester, with 250 percent, while M. Corkery of the Capitol, Allston, and Frank McShane of the Allston, Allston, tied for fourth place, each with 220 percent. The New England Master Showmen’s Contest, which as previously reported in Publix Opinion is a divisional drive within the national contest, has proved its value through the very efficient work which is being done throughout the New York and New England Division. To Show Ludwig A situation similar to the above exists in the Northwestern Division where Division Manager L. J. Ludwig, fresh from his executive post in the home office, has assumed the position of division manager following the promotion of M. J. Mullin from that post to the great-er one of divisional director. Ludwig, accompanied by Divisional Director EH. R. Ruben, has been visiting all sections of the division and has found his territory organized in one huge effort to “show him,’ in the first period of ‘his leadership, just what able showmen are grown in that neck of the woods. Here we have the triple stimulus of desire to make a brave au dwike for a new chief, plus determination to achieve standing in the Quota Club, newly organized throughout the Northwestern Division, plus the even greater determination to attain success in the Second Quarter contest itself. *~ Among the special campaigns in if the various districts of this divi sion, that conducted in A. L. Anson’s Northern District for Anni_versary Week at the Lyceum Theatre, Duluth, is noteworthy. lowing are some of the high-lights in this excellent campaign as gathered from district advertising agent E. Seibel’s report: Campaign Angles No increase in advertising other than six additional inches on Monday to call attention to special matinees planned for the balance of the week; cooperative double page in News-Tribune built on angle in contest furnished by theatre; no paid advertising taken by theatre; merchants’ ads featuring dresssuit worn by George Baneroft in “Ladies Love Brutes” and dress worn by Mary Astor in same picture; built from erector sets capitalizing ‘an incident in the above picture, which is current attraction; clever lucky-number heralds distributed, selling the anniversary, special features of each day and the current attraction. Also telegraph machine installed in lobby by Postal Telegraph so that Mother’s Day wires could be sent from lobby on Saturday and Sunday; lobby extensively decorated and containing displays of gifts given away at special matinees each day, all gifts being contributed; huge electric candles, | ee from department store, Fol| a model of the theatre} PUBLIX OPINION, WEEK OF MAY 16rz, 1930 : used in lobby and front; congratulatory telegrams from civie notables and film favorites displayed in lobby in advance and on front currently; local florist furnishes flowers and palms for lobby, and nursery furnishes potted greens; box office made into huge cake and ‘other appropriate and festive at tire on the front. Special Matinees A special morning matinee for members of News-Tribune Kiddie Club scheduled for opening day; the Tribune is giving this ten-day publicity and the last five days will use scene cuts from picture along with stories about the plot of the picture; they will also print up tickets which will bear advertising on picture and anniversary. Postal Telegraph will banner windows of their offices with copies of congratulatory telegrams and _ will construct gigantic telegram which twelve of their boys will carry about loop and busy suburban districts. Local baking company is furnishing huge cake—the largest ever baked in Duluth—for lobby; a dummy of this placed in window of important store in loop, and this store inclosing heralds in all their packages in return for window attraction; displays being arranged for stores selling candy given away at candy matinee; display in window of photographer who is giving away autographed pictures of Bancroft; huge candle planted in window of a loop store, with prizes awarded to _ those guessing how long it will burn. that City. Special matinees were arranged for every day in the week, each one of these matinees being accompanied by a gift of some sort to patrons. The huge birthday cake referred to above will have baked into it $50 in gold and sil ver and this cake will be cut and served to patrons by costumed girls furnished by the baker at a “theatre birthday party’? to be held Monday night of Anniversary Week, the Mayor of the town cutting and serving the first slice from the treasure cake. Good—And Cheap Credit Conrad Holmes, City Manager, West Palm Beach, Florida with a good: little stunt boosting his campaign for the Jubilee season, in behalf of the Kettler, Areade and Stanley Theatres of Finding himself, with a number of stands for 24‘sheet posting on his hands—and bearing in mind that economies practiced during the Second Quarter Prize Contest are beneficial to results— | Holmes promoted good-will expressions of opinion from local civic bodies, including the Chamber of Commerce and others. With the cooperation of these}, organizations, congratulatory mes-| sages were addressed to ‘‘The Publix Theatres, West Palm Beach, Florida.’”’ These messages were in turn lettered on 24-sheet stands by the theatres’ poster artists and were posted for permanent showing on all the empty stands. The value of this stunt was that it had a triple cutting-edge on the side of good will. One message, # F 4 chieiet eieree The Lyndale Theatre, Minneapolis is closed. James Hshelman, formerly manager of the theatre, has been transferred to manage the Unique theatre replacing A. Janssen, who has been transferred to manage the Palace Theatre, Minneapolis. The Shubert Theatre, St. Paul, closed. The policy has been transferred to: the Lyceum Theatre. Bert Nix, formerly manager of the Shubert, is now managing the Lyceum. F. H. Owen Has replaced W. C. Huie as manager of the Capitol for instance, read: “May the summer Jubilee. of entertainment at the local Publix Theatres be enjoyed by the residents: and visitors of. our City. We wish success to the Merchants of Entertainment. Chamber of Commerce P. S. Visitors stay thru May” Such a message is a booster for the Western Union, whose regulation blank receives a 24-sheet display; for the local Chamber of Commerce and its campaign to retain visitors during May; and principally for Publix Theatres, the recipient of the compliment. It is such stunts as these—that cost practically nothing but brain work | —which point to showmanship. TO PREPARE YOU for Coming Events— next year *s Reminder Colendas is now being compiled. It goes to press in 60 days. We want it ready for you by next November—and © we want it to be flawless. That’s why we want you to’chip in with ideas—good, practical, common sense ideas that show real constructive effort. Look through the bound volume of Publix Opinion and through your tickler file, put the spurs to every one in your organization and have them make a list of additions corrections suggested forms and shoot it by air mail to —Calendar Division UBLIX OPINIO 2 ae ae a ASSIGNMENTS _ F Theatre, Raleigh. Huie is no longer connected with the company. | ‘ag H. T. Lashley has assumed management of the Victory Theatre, Salisbury, N. C. A. GC. Kincey, formerly manager of the Strand Theatre, Salisbury, N. C., has been appointed manager of the Queen Theatre, Hendersonville, N. C. Rudy A. Born, temporarily manager of the Empress, Decatur, Illinois, has been appointed City Manager of Rockford, IIl., succeeding Harry Ellis. Ellis beaes City Manager of Danville, Il ; L. C. Worley, formerly manager of the Fischer, Danville, has been promoted to the post of City Manager. in Peoria, succeeding C. L. Winans, recently advanced — to the district managership. ‘e M. A. Baker is acting manager of the Eastman, Rochester, N. Y., — during a three weeks leave-ofq absence of Manager Robert Slote. A. H. Vincent is managing the — Rex, Greeley, Colorado, succeeding Harry B. Ashton. Ashton ~ goes to the Sterling, Greeley. \ Walter Morris has been trans— ferred from the Palm Beach Para mount, which closed for the summer on March 31st, to the Florida, St. Petersburg, succeeding Dixon Williams, Jr. Williams has been transferred to J. A. Koerpel’s division. The Grand Theatre, Paris, Texas, opened with sound on April 23rd, under the management of. J. T. Hughes. Mark Silver has been appointed manager of the St. Francis, San Francisco. He succeeds Milton Samis, who is no longer connected with the organization. Cc. A. Cunningham, formerly assistant manager of the Strand, Portland, Me., has been promoted to manage the Rialto Theatre, Lowell, Mass., replacing James O’Donnell, who was transferred to manage the Strand Theatre, Portland. Thomas James, of the Scollay — Square, Olympia, Boston, has as_ sumed management of the Regent ~— .|Theatre, Norwalk, Connecticut. W. H. LeValley, former publicity man, has been transferred to — manage the te Theatre, Stamford, Conn. G. E. Sargeant, ae of the Strand Theatre, Portland, has been assigned to manage the State Theatre, Portland, succeeding Charles Bassin, who has been assigned to the Boston Production Department. W. G. Mitchell, manager at. the | Salem, Salem, Mass., has been transferred and is now managing the Palace Theatre, Stamford. 3 Leonard A, Dunn, manager of — the Federal Theatre, Salem, has ~ assumed management of the Salem. Salem. A. T. Donovan, manager of the — mpia Theatre, Chelsea, Mass., succeeded J. J. Dempsey as er of the Strand, Dorchester. . O’Hern, manager of the a mount Theatre, Newton, Mas (iusetts, has assumed management of the Olympia Theatre, Chelsea. Marvin Harris, formerly manager of the Irvin, Bloomington, — Indiana, has been promoted to the ~— city managership of East St. Louis, Ill., in direct charge of the Majes© tic Theatre. Harris succeeds M. E. Remley, transferred to Marion, Indiana, as City Manager, stationed at the Paramount Theatre. Remley replaced A. E. Smith, resigned. L. HE. Barlowe, formerly City Manager in Blue Island, Ill., has _ been transferred to Joilet as pub— licity director of all theatres there. |Barlowe will also manage the Or pheum, Joliet. Walter Guth, manager of the Academy, Waukegan, has been promoted to the city |managership of Blue Island, suc4 ceeding Barlowe. Census Tie-up Newest Stunt of Live Manager Gordon McKinnon, manager of the Chateau in Rochester, Minn., landed front page _ stories and thanks of city and federal officials by permitting census enumerators — {to place a booth in his lobby. ~