Publix Opinion (May 23, 1930)

6 IN SUCCESS OF SOUND NEWS Emanuel Cohen, Editor of Paramount Sound News, ad‘dressing the Atlantic City convention, attributed much of the success of that program feature to the whole-hearted support of Publix. “Publix Theatres lived up to every promise made at the convention last year,’’ Cohen said, ' “and gave us a great start. Since last August, Mr. .Cohen said, President Hoover and 21 other international figures have appeared in Paramount Sound News, always in connection with news of current interest and never merely for the sake of their individual fame. Operating Smoothly Paramount Sound News is now operating smoothly onnational events, and the next step is to give fuller local co-operation by covering local and state events for limited distribution, wherever and whenever possible. This service is much more difficult with sound than with silent news, he said, but will henceforth be rendered whenever feasible. A definite structure for the national issue was _ first necessary, and former prevalence of disc accounts and attendant synchronization difficulties delayed progress for a time. This and the comparatively huge cost of sound filming have been the chief obstacles to perfection of a local service. “Odd’’ issue of the Sound News, Mr. Cohen said, now plays 2,500 theatres, and the “‘even”’ issue, introduced in February plays in 700: theatres. One remaining issue of silent news will be discontinued June 28th. Plans for an English and French sound news are now under way. Short Subjects Increased ~ Detailing the short feature production schedule for the coming year, Mr. Cohen stated that the total number of subjects is being increased, to cope with the inereased demand for Paramount’s quality short subjects. One hundred and seventy-eight short subjects will be made in addition to the 104 issues of the Sound News. Of these, there will be 18 Screen Songs, 18 Talkartoons, 12 Paramount Pictorials, 104 one-reel acts and 26 two-reel acts. The six Fleischer talkartoons made to date have been so successful and remunerative that their number is tripled for the mew schedule. Pictorials, a new series, will embody subjects which cannot be treated in the news or as acts, Intimate glimpses of Paramount stars, interviews with national personalities, and similar themes will be included, and a special organization is being built for production of this reel. All acts will be made at the Long Island studios, and we will not be dependent on outside sources, Cohen announced. Joe Rucker and Willard Van ' Der Veer, Paramount cameramen who accompanied Byrd, were introduced by Cohen, and described events included in ‘‘With Byrd at the South Pole.” BOs O02 SO rDO Os-S1 O+-O-2 0 OOO O2 GO SOS Se Thanks! ; * ¢ Boston, May 10th. ¢ Dear Mr. Serkowich, We're certainly making PUBLIX HELPED |the auction promises to become a ‘| Kettler, ; PUBLIX OPINION, WEEK OF MAY 23rp, 1930 Cohen’s Vision Is Lauded By Executives Declaring that the Byrd Expedition film will take its place as the greatest production in the history of the amusement industry, Sidney R. Kent paid high tribute to Emanuel Cohen, whom he credited with. the imagination and showmanship. that made it possible. Mr. Kent’s statement was after ward corroborated by Mr. Lasky, and again by Mr. Katz, both of whom have seen the picture in its incomplete form, ’ “Such constructive showmanship is the means by which it is possible for this industry to make progress,’’ Mr. Kent said. Not’ only did Mr. Cohen conceive the plan for the film, but Publix Opinion has discovered that | he actually guided the promotional effort that made it an actuality. In addition, for the last three weeks, instead of turning the film over to studio experts, he has personally spent nearly 18 hours daily to add his knowledge and genius as a showman and an editor, to that of the other “great showmen who are cutting the ‘35-miles of film into one mile or six reels. LOBBY AUCTION STIMULATES. PATRONAGE Something like $250 worth of merchandise is auctioned off weekly in the lobby of the Regal, Chicago—at no cost to either the theatre or patrons. we Idea is Manager I. J. Faggen’s, and was accomplished with the active aid of his assistance, R.-Bisselle and J. Tolmaire, and the publicity director, Miss G. R. Robinson. / Large furniture company .was induced to supply $100,000 in stage money every week, one side ‘of each bill bearing the company’s name and the statement that they will honor it for one dollar on any purchase. Other side tells the plan of the auction. | Twenty neighborhood merchants supply merchandise auctioned in return for credit on a lobby sign. More valuable merchandise is auctioned off bi-monthly instead of weekly. Basis for plan for distribution of money is the known business of the theatre, with more money handed out at light hours than when business is normally good. Schedule of/this distribution was advertised throughout the neighborhood by means of heralds, lobby signs and screen slides. Double amounts were distributed the first week, to insure activity at the first auction. Real money, of course, is valueless to bidders, and merchandise can be paid for only with the stage money issued by the theatre. Although only two weeks old, permanent feature of the theatre’s promotional activities, Once the idea got across, merchants became enthusiastic, and more stores are volunteering merchandise than the theatre cares to handle. ROADHOUSE FRONT _ Beer barrels, standing up and lying down on the sidewalk and even in the street, contributed to the atmospheric front conceived by Manager Conrad Holmes of the West Palm Beach, on GREAT INSTITUTIONAL COPY Charles B.: Taylor, director of publicity for the Publix-Shea — theatres in Buffalo, N. Y., is responsible for these two excellent examples of institutional advertising which were published in April and May, plugging the Pageant of Progress and Spring Jubilee. Get this excerpt: ‘“Spring cleaning” happens 365 times a year in Shea Theatres. Every night expert cleaners, armed with modern appliances, make the interiors sweet and wholesome, Selling copy of ventilation and programs follows in this logically forceful copy. MAY is “SPRING is “Pageant of Progtess” ¢ — Joytime SHEA-PUB ows of size Pe caentea: it + I. BIL——Springtim u Sie to the LK Theatres | : ae splendor unprece Buffalo’s history: il roducer is plete importa". PAIL releases f*| en able to S¢fir outstanding ‘q;° Xheatres! AND—No matter what the weather man is doing outside, we assure you that you’ll al‘Ways be comfortable in the refreshing Springtime atmosphere of every SHEA THEATRE—PIONEERS IN AIR st : i # cure the sno of the year Fl CONDITIONING! & talking P tea this month. ‘ 0 for presen eck ¥ SHEA THEATRES are able pictu fH COOL in WARM Weather— ff these remarkable pic's Z ; asd be ge To these, faced the finest stage A WARM in COOL Weather! Je productions, sthenis and the | jm ALWAYS JUSE RIGHT! 4% dious music hits. 2 : : best of talking comedy ; ae oa cleaning’ happens 365 : f offer Bufé imes‘a year in Shea Theatres. ; e SHEA THEATRES tertainment “g Every night expert cleaners, KG {alo’s Grea emmeto & Shea “4 armed with modern appliances e —ALWAYS. weex in APRIL 4 make the interiors sweet 3 is Theatre € Pn éi no nth for the and wholesome, | and every 0 You owe ; vs s. world’s finest eee to miss 2 jt to yourself no single program , After that, great volumes of A pure air, cooled or warmed to ; the. temperature desired—by A vast and ‘scientific air-con ditioning systems; sweep & in the Comminities SHEA’S KENSINGTON SHEA’S NORTH PARK “Be Yourself” Starting Thursday RIG PARADE OF = iBropen covery, nook of the. WONDER SHOW? ig seis somite fou! Is ON! FORTABLE—ALWAYS! 4 # Now. Playing é i sees nie aot nee ee é tx: resenti i : e SHEA’S BUFFALO age screen _and ies Ayes H oR’ @0ur history. Programs so “i “HELL HARB m.varied, so colorful, so senY vith Lufie Velez MZ sational that they mark the &§) on sisee aie ema “ALADDIN’S BEVELS = ENTERTAINMENT! ey —_—_— Be # SHEA’S #3 THERE’S , 5 bs HIPPODROME 4 ALWAYS FAIR “ROADHOUSE Vt WEATHER 1 NIGHTS 7 and 7 GREAT ss in MORGAN : | HELEN m,,, ENTERTAINMENT ay VTA 5 as al ao in f ws) : : Heaae EB x . “J » PEG RIN TIN TIN %& waka ‘i eet (IN PERSON) ‘© BUFFALO ‘a : ; : See Bx 6 ) a , . SHEA’S Rs Uileace : et a: CENTURY “s CENTURY a P| taugn Wallop of 1930 G\ SHEA’S & Wed PANNIE BRICE & HIPPODR i HARRY GREEN 4 OME a i" Conk ‘UNDER A anes MOON” SHEAS SENECA All Colors. SHEA’S BAILEY All Qutdoors. LET’S GO! FREE DRINKS Coco Cola tie-up effected by Manager Theresa Nibler of the Hlectric, Springfield, Mo., provided Lobby Guard of Honor Lends Dignity to Film Manager J. J. Cahill of the Publix Opinion our Bible “Roadhouse Nights.” They were | Brockton Theatre, Brockton, Mass., a bottle of the beverage for each up here in New England. With all the _ city ordinances against street ballys and the conservative local press, we’re oftentimes hard put for ideas. THAT’S WHEN I TURN TO MY ‘BOUND COPY OF PUBLIX OPINION, and I always find something worth using. Bunny Bryan. B10. 0-80-106 010+ O10 0-6-0100 O18 O28 10S 18 G19 : é (285-10 1-O-@-@-+O:-O-2 O+-O 0+ O-O+-O-10-O18?-O8°SO" O18" S lettered with the picture name,| used a lobby stunt that lent digete. nity and color to the presentation GOLDSTARMOTHERS |“ catin secared the sei Cahill secured the services of a Tying-in on current Gold Star group of boys, members of the Guarde de Honeure of the French Mothers publicity, Manager G. W.|colony. These boys in full-dress Carlson of the Peoples Theatre,! uniform placed themselves on the Superior, Wisc., cooperated with | approach to the ticket-taker, with a newspaper in arranging a party | sabres crossed, in such a manner of mothers to see ‘“‘Seven Days| that patrons had to walk under an Leave.”’ arch of crossed sabres. patron. Coca Cola distributors furnished ‘a soda fountain, tables, chairs and attendants, for a thoroughly live lobby. TWENTY WINDOWS Concentrated drive of E. A. Booth on ‘The Vagabond King” at the Saenger, Texarkana, Texas, netted twenty window displays. Ds SOUND TREATED BY ENGINEERS OF ERPI Supplementing several lectures on silent projection with an intensive and practical sound projection course at the Electrical Research Products, Inc., has thoroughly equipped the students at the Managers’ Training School, eighth session, with a lasting working knowledge of sound projection, defects, causes and their remedies. Prior to practical demonstrations on the Western Electric Sound Reproducing Systems, T. A. Hurlbut, H. R. Jones, H. O. Wright and P, H. Singerwall, all members of the operating department of ERPI, discussed the various mechanisms of the sound system, by the application of block schematics, or graphic illustrations. Lectures on disc and film reproduction were intensively handled during the three day period of the two weeks course on projection in the theatre. Defects, causes and remedies of sound reproduction were carefully outlined. The functions of the 4A reproducer, 7A equalizer, exciting lamp and photo-electric cell were dis. cussed before mention was directed to the methods of amplification and rectification. An intense discourse on the installation, functions and maintenance of the various amplifying systems was followed by a lengthy talk on the workings of the 200A and 209A horn panels. Considerable mention was.also devoted to the fader, A and B boxes and various meters and batteries located in the sound system, Previous to the consummation of the lectures on sound reproduction, the students gathered at the Rivoli Theatre, where a great deal of time was spent, under the guidance of an ERPI sound specialist, discussing horn pointings and sound distribution throughout the theatre. q Various points of importance for obtaining sound perfection were stressed throughout the many talks, many of which have been noted in former issues of Publix Opinion. As a final reminder for the procurement of perfect sound reproduetion, emphasis was placed upon the proper adjustment and proper handling of all sound. equipment. FREE AUTO! A Chevrolet motor car promoted by Manager M. E. Berman of the Rialto of Joliet, Ill., with the assistance of District Manager Roy Rogan helped boost Holy Week figures to an unprecedented high. Theatre could not take care of the crowds—and on a Monday! Total cost to theatre was $7.00. FIRST CO-OP AD Manager A. K. Veach broke the ice with the first co-op ad ever swung by the State, Lexington, Ky., with a half-page paid for by merchants cooperating in a treasure hunt. Promoted a radio as the capital prize. Puts Milk Bottle Tops in Ticket-Selling Category Milk company tie-up of Manager Harry Marchand of the Saenger, Mobile, is paying dividends to the theatre. Theatre will admit children up to 6 P. M. Saturdays, on presentation of 10 bottle caps, and adults between 11 and 1 Saturdays, for 25 caps. Milk company pays theatre full price of tickets issued, plugs programs twice weekly via radio, prints and distributes heralds, and places window cards in all stores it services. At rate of growth of extra theatre receipts since inception of idea, it is expected to reach 100 weekly within a short time.