Publix Opinion (Jun 6, 1930)

PUBLIX OPINION, WEEK OF JUNE 6ru, 1930 BRING CHILDREN BACK 10 THE THEATRES, URGES MR. KATZ Signalizing it as one of the recent Paramount Publix Convention, from the viewpoint of future box-office health, Mr. Katz has called for a rigorous and intelligent circuit-wide effort to bring the children back into the theatre. “It is not a question merely of immediate ticket sales,” declared Mr. Katz. “Those, it is true have fallen off for child attendance in neighborhood houses. But these children will not be our patrons in five and ten years from now if we per mit them to lose the movie go-| ‘ing habit. Already they have ceased to be the powerful word of mouth advertising medium that they have been in the past. With a loss of child patronage we will soon find a loss in adult patronage. “The far-sightedness and cooperation of the Production Department,” continued Mr. Katz, “is well illustrated in this connection. For, getting the children back into the theatre was one of the things insisted upon by the theatre department in the joint conference preceding the general product plan for the coming year. As a result, three definite children’s pictures, ‘Tom Sawyer,’”’ ‘“‘“Huckleberry Finn,’ and “Skippy,’’ will be made by Paramount, and a juvenile interest will be introduced into as many pictures as possible. By that, I do not mean that these pictures will not also make first class entertainment for adults, as they undoubtedly will. ‘Very shortly all children will be on their summer vacations. Hundreds of outdoor diversions will alienate them more than ever from the theatres. As clear headed merchandisers we must do everything we can to offset this opposition. “J expect every’ house and advertising manager to prepare NOW a summer campaign of exploitation aimed at children from 10 to 15 years of age. I want every Publix Showman to devote a considerable part of all his efforts to children’s matinees, publicity stunts that will make adults bring children to the theatres, contests, giveaways, and special screen trailers. I want as much originality and constructive thought to, go into this problem as has been applied to any other of our major problems.” Special Manual Issued In line with Mr. Katz’ thought, Madeline Woods, Director of Publicity and Advertising of the former Great States Theatres, has already issued a manual designed especially for the manager anxious to promote child attendance. Highlights of this manual will be found on page 4 of this issue. As usual, Publix Opinion is anxious to serve as an idea exchange in this connection and to offer to all theatres the best ideas on the subject conceived all over the circuit. It is an order from Mr. Katz that all material of this nature be submitted to this publication for that purpose. Ice and Flowers Contrast In “Spring Is Here” Lobby Florist tie-up arranged by Manager Ted Emerson of the Strand, Des Moines, on “‘Spring is Here,” transformed his lobby into a garden, with spring flowers, ferns, palms, and hanging baskets, without cost. = Local ice company furnished a cake of ice with a bunch of roses frozen inside, and Emerson based a contest on the length of time it would take the ice to melt. In the outer lobby, blanks for estimates were handed out by the cashier, who usually sold a ticket or two with every blank. most important features of the . C. PERRY NEW DIRECTOR OF WEST COAST (Continued from Page One) Perry’s rise from a theatre manager to a division director in two years is an illuminating commentary both upon the opportunities for advancement in Publix and his unflagging zeal. Made a manager of the Granada Theatre, San Francisco in April, 1928, he was promoted to City Manager of Kansas City four months C. C. Perry later. In December of the same year, he was promoted to District Manager of the Denver district. In June of the following year, he was transferred to the important Rochester dis trict, from where he was promoted to his present post. Finske has attained the high post of Division Manager three years after his graduation from the Managers’ School. He was assigned to the Palace Theatre, Dallas, Tex., as assistant manager on June Pe Qe ola. Transferred ‘to the same post at the Alabama, Birmingham, he was promoted seven months later to manage the Royal Theatre, Kansas City. On the first of the following month, he was again promoted, to City Manager of Kansas City. On June 8th, 1928, he was made District Manager of that section and now, one year later, he becomes Division Manager. E. A. Smith, veteran creative showmen and executive, managed the St. F rancis and Granada ‘Theatres on the Coast and the Minnesota Theatre in Minneapolis before he was made district manager of the Midland Division in December, 1928. He was transferred to the Twin City District on January 5, 1930. All matter pertaining to Division Director Perry’s territory should be addressed to him at the Home Office. Division Manager E. A. Smith will have his headquarters L. J. Finske E. A. Smith at the Paramount Theatre Building, San Francisco, Cal. Matters pertaining to his division should be addressed to Perry with copies to Smith. Address of Finske and Woods is Denver Theatre Building, Denver. uv ported by Low Smith. SCHOOL BEGINS 6 WEEK AD COURSE The six weeks advertising course at the Managers’ Training School, eighth session, was ushered in with an explanatory talk by Elmer Levine, ‘director of the school. Henri Schwartzberg, assistant director, followed this up with a discussion of the executive use of proper type faces in eye-catching layouts. : The fundamentals of proper layout design, together with proper application of press sheet mats, were carefully outlined, prior to practical demonstrations which were assigned the students. The various methods of photoengraving were described by a representative of the Walker Engraving Company. This lecture was followed by a visit to the Walker plant, where the entire processes of line, half-tone and color jobs were expertly and nontechnically outlined by various members of that organization. The making of stereotypes, mats and electrotypes were viewed at the National Electrotype Company, where too, the process was explained. After the rudiments of typography were learned, the students were instructed in the production of effective layouts. Balance and focal points of newspaper ads were also discussed. These lectures were followed up by assignments in various sizes of ad layouts. Copy, in newspaper ads and posters was given considerable attention as a means of delivering selling ideas to prospective patrons. The lobby, which was referred to as “the show window of the theatre’ also received a great deal of comment. The purposes of a poster in the lobby was explained as follows: To make immediate sale and to supplement other advertising. A poster artists’ file was suggested, following a lecture tour at Duke Wellington’s TO BE DONE AT ONCE! The finest bit of easy publicity on hot weather cooling systems devised yet! Picture shows head of the U. S. weather bureau at Detroit turning on the cooler at the Fisher Theaire, predicting fair and comfortable weather throughout the entire hot season. Picture was taken in advance and planted with one paper exclusively to be run on first hot day. Repeat if there is a weather man in your city! Re poster shop, where the proper application and construction of shadow boxes, cut-outs, marquee banners, etc., were practically demonstrated. To supplement the study of lobby displays, the students made a tour of store windows on Fifth Avenue, making particular note of lighting effects, window layouts, drapings, eye-catching copy and other forms of attraction getting media, which effect sales. Headquarters of District Manager George Cruzen are now in the Paramount Theatre Bldg., New Haven, Conn., instead of at the Paramount, Springfield. It takes many types of minds realize how it is possible for why he has been selected. Think it over! are in. Make it count at the LET’S GO! ‘| department THINK IT OVER! In the press of work, managers may forget that a constant problem is that of keeping their house organizations working up to scratch. As a reminder that constructive effort, like charity, should begin, at home, L. H. Dally, division manager in Publix Balaban and Katz division, sent the following message to the men in his district. ORGANIZATION NEW UNIT SHOW POLICY BOOSTS LIVE TALENT A new policy, which will restore live talent programs to @ number of Publix theatres which have been operating as straight sound houses, has been put into effect with the co-operation of the — der the supervision of I. M. Halperin. Cc. A. Niggemeyer, producer, has been sent to New Orleans, where he has established a production in the St. Charles theatre. Units will be put together there with talent supplied by New York, either directly booked or from units originating in New York which have completed the regular, circuit. These New Orleans units, which will work with stage hands, will appear in the Saenger theatre, New Orleans; the Metropolitan, Houston; the Texas, San Antonio; and the Palace, Dallas. Chorus girls will be recruited in each city and will remain with the band as a permanent group at each theatre. \ A similar arrangement has been Harry Gourfain will produce units for the Paramount theatres in San Francisco, Portland and Seattle. Talent for the most part will be signed on the Pacific coast, however, with occasional recruits from eastern units or from New York. Whether this group production plan will be extended to other sections of the circuit in which New York produced units are not available is undetermined and will depend upon the success of the scheme operation in the south and west. Paper Plugs “Show Girl” And Comic Strip As Well Most effective of B. V. Sturdivant’s tie-ups on “Show Girl in Hollywood” at Indiana Theatre was with Indianapolis Star, resulting in free line under the Dixie Dugan comic page strip for ten days, copy changed daily. Star assigned feature writer to prepare stories and art on the picture, selling comic strip as well as picture, and ran it in a two-column layout prior to opening. Liberty Magazine tie-up netted 300 news-stand displays and delivery of 5,000 heralds in homes by Liberty carriers. and personalities to make up an organization such as ours. Have you ever stopped to some one person to have the knack and qualification that just fits in? The qualification may not be personality, it may not be knowledge but somehow, somewhere, he does fit and that is Our organization can only function insofar as the strength of its weakest link is concerned. We do not have any weak links—they are all strong and solid. Is your ewn house organization that way? If it is, fine! You will reap the reward. If it is not, you, your assistant managers, your treasurer, your chief of service, and the rest of your staff, will suffer—you and they will not be producers, and producers of box office results we must have. Check and double check your own organization—make it produce results. Make it worthy of the great business we box office. LARGEST PROFIT QUARTER! ne = Wf stage production department un; effected in San Francisco, where ° SEG OS