Publix Opinion (Jun 6, 1930)

© OOO 0-0 + G2 0-H Oe-B-0Oc-G-+ 9 0-O-1 2-H B-G-9O-O-90-G-B-S-GGS-1 -G-1 B-SOs O-0°-S Ge SOG OS 6 \ PUBLIX OPINION, WEEK OF JUNE foe 1930 ATLANTA SHOWMEN DEVISE MASTER PLAN TO ENHANCE EFFECTIVENESS OF PICTURE Publix Opinion takes ae te, its hat to Publicity Director N. Edward Beck of the Georgia-Alabama districts and District Managers Emmett R. Rogers and W. C. Patterson, for one of the most intelligently planned and showmanly picture presentation plots to come,to the desk of Your Editor for some time. Plan is for “Journey’s End,”’ and will be carried out by all managers in these districts, supplementing Beck’s master advertising campaign on the picture. Setup is presented here as it was originally laid out for the Atlanta Paramount. Photostat of the front’ sketch made by Rogers, which accompanies. the presenta tion and sales outline to all managers, is reproduced elsewhere on this page. “Presentation suggestions for ‘Journey’s End’ as outlined here,” Beck states, ‘‘are a culmination of Divisional Director J. J. Friedl’s constant reiteration, on each trip over the division, that each picture presents an individual merchandising and presentation problem. As a result of Mr. Friedl’s insistence on this point, each picture is given concentrated analysis and attention from the time bookings are originally received. Individualized advertising campaigns are laid out, tested on the first run of the picture in the district, then revised and sent to all theatres for guidance. Whenever possible, effectiveness of a picture is enhanced by presentation touches, always tying them in with the advertising campaign. Presentation plot on ‘Journey’s End’ is* the most complete thus far, because the picture lends itself to such treatment, but it is indicative of the intense thought expended on each picture by everyone in the Southeastern division.’’ Details, as set forth by Patterson, are as follows: Front Entire scheme represents entrance and interior of a dug-out, supported by rafters with muslin banner across the front, bayonet at each end. Three sheet posters have general appearance of bulletins used.at front during the World War. Posters to carry limited selling copy. Box-office is atmospherically treated. Inner Lobby _ Inner lobby is to represent interior of dug-out, complete in every detail. Lobby will have suspended ceiling, and there will be an entrance to separate rooms on either side of the grand stairway. ‘Grand stairway will be cut off, and one-third of it used as fire steps leading out of the dug-out. Entrance to dug-out will be complete in detail, using a towsack DO OeD+ Be-OO2O22 O-2 Oe BS #Oo-D-$B0-B-Se-B Oe G-Oe BS 0Oe-@ Ee FUNNY TRAILER SILENCES ’EM A new silence trailer, humorous in character but definitely impressing the necessity of quiet during sound programs, has been completed and soon will be sent to each city for the alternate use of Publix theatres there. Its cost is nominal and its running time is less. than ae minutes, according to A. M. Botsford. The trailer is a specially prepared Fleischer talkartoon, demonstrating the use of the “‘gab-muffiler’’ in theatres. A talkative youth annoys the rest of the audience with conversation about last night’s “party” until a neighboring patron drops a coin in a slot and a mechanical hand silences the noisy fellow’s mouth. The trailer will get laughs. ~B-9 82D Oe-S + Oo-D Os 2BsG1 O*GS 1G-G2O+G15 OSs O08 4 <B-0@ e-B-0 @ 1-9 e-D-9 Oe-S-0 O e-BO-S-+ H +-D-2Ge-S-9 Ge-SW-S-1O+-G-BeS19: -S--G-+Os-O 1 Oo-D-O*SO s-S18s-O1Oe-S Ge S for the fire curtain. Upper end of stairway will be massed by a scene. representing front line trenches, and a flasher is to be provided behind this set piece to give appearance of bursting shells. On left side of lobby, a double deck bunk is to be built. Wall brackets are to be removed and interior lighting worked out with spots and hanging lantern effects. At center of lobby. there is to be a roughly hewn table carrying bottles, several tin cups, and a candle in a small flat can. Bunk will be furnished with blankets. Clothing and helmets are to be hung from edge of bunk on a nail. Floor is to be covered with a ground cloth, using tan side. Grand stairway is to be treated to represent a muchly traveled, dirty, stairway leading from a.real dug-out. One of the dug-out supports is to be provided with a broken piece of mirror. Fire laws are to be considered in planning display. Auditorium Boxes are to be draped with two United States flags, one on each side, or United States and British flags, softly illuminated by spots during entire showing of picture. Flags and bunting to be secured for inside foyer—red, white and blue. Organ to be covered with red, white and ‘blue. bunting. Under no condition use flags for this purpose. On wall brackets, inside house, green and blue lights should be used, and all overhead lights treated likewise. . Uniforms If possible, secure Canteen worker’s uniform for organist. Same as that used during the war by Red Cross and canteen workers —grayish blue uniform, with overseas cap. If impossible to secure this, be sure she wears an overseas cap and blue coat. Doorman should wear officer’s uniform with cap. Ushers to wear doughboy uniform, and must wear tin helmets—to distinguish them from officers who will be present on Military Night. Cashiers should wear blouses and overseas caps. Program Show will run as follows: 1. News. 2. Trailers. Close in. On front of this show, in News and trailers, no effects on magnascope to be used. After close in—behind trailers—blue foots half way up. A dead pause of one minute. 3. Organ Presentation. First—Muted trumpet, back stage; should blow a few bars of British Assembly, organist’s cue to start. ; | Organ Solo. 1. Opens with “It’s A Long Way to Tipperary.”’ 2. Segue to ‘“‘Roses of Picardy.” NOTE:—During rendering of “Roses of Picardy,” ‘ground run with roses banked on either side of stage willbe illuminated. 3. Segue to chorus of ‘“‘Pack Up Your Troubles.” 4, Segue from first four bars of ‘“‘Tipperary,’’ to soft chorus of ‘‘Madelon’”’ —picking up first four bars of ‘‘Tipperary.” 5. Segue to ‘‘Keep The Home Fires Burning.” At this point a soft blue light is turned on organist, and trav white ACE PRESENTATION FOR “JOURNEY’S END” | IN THE FRONT LINE TRENCHES! This is the front which District Manager E. R. Rogers designed for “Journey’s End,” the Atlanta Paramount. eler is opened to presentation of canteen worker, around whom are grouped four men in uniform in an impressionistic setting. Soloist is first picked up by overhead stage lighting, singing ‘“‘Keep The Home Fires Burning,’’ and as number is concluded, all overhead spots pick up group of soldiers to form proper picture. At conclusion of song, title of picture, with fader down and slowed down considerably. on machine, is projected on scrim, as picture sheet is let in. Organ segues from ‘Keep The Home Fires Burning” to “Tipperary,” interpreted as battle movement. Simultaneously opening of ‘“Journey’s End” hits scrim with picture sheet coming in, and movement is emphasized by organ on the opening shot where soldiers are. seen moving toward front. Organ fades out, as dialogue starts. Picture Picture is to be divided three acts, one minute, during which time effect of booming of big guns is heard back stage, from effect machine, or by the use of bass drum back stage. Introduction of ‘second act to be announced by muted trumpet playing two or three bars of British Assembly. During the one minute intermission, blue foots half way up, with cross lighting of green and blue. During scene of Osborne’s conversation regarding his English garden, muted violin is to play chorus of ‘‘Tipperary,’’ perfectly timed by signals provided from booth to stage, using two lamps, red and white. ~Red light will be warning, white to start. In scene following death of the First Lieutenant, as Capt. Stanhope rises to leave dugout, organ and muted violin combine in soft rendition of “It’s A, Long Trail,’’ which swells up as the picture concludes. During scene following explosion in entrance of dugout, all lights in theatre are to go blue, and gradually dim down as light in dugout: fades. During trench raid, interior lighting is blue. Augment booming of guns with muffled boom of drum back stage, and burn a little gunpowder on a pan in the fan, so smell of gunpowder during raid will permeate atmosphere. Announcement of death of Osborne—muted trumpet back stage sounds taps, very lightly, as if distant. into Cues Written All cues are to be typewritten for Operators, Musicians, Stage Hands, Organist, Manager and Assistant Manager. No instructions must be delivered verbally regarding this presentation. It will be necessary to screen Intended to convey the impression of entrance to a dugout, banner across top is to be quite as crude as indicated, with bayonets thrust in each end. Posters have general appearance of bul _ letins used at front during the war. pauses not to exceed | as sketched for Box-office, at SUGGESTED GAG FOR STUDENTS GRADUATING Summer graduation exercises for students throughout the coun try are rapidly nearing. It is helpful, as a good will gesture and as a ticket-selling medium, for every manager to tie-in with them in some way. An offshoot of a merchants’ cooperative stunt common in girl’s popularity contests, where several trades men donate articles to the winner, can easily ‘| be adapted to a novel lucky name contest. It follows. Promote two large eight day clocks. Remove clock faces and substitute circular cardboards with names of boy graduates on one, and girl graduates on the other. Place both clocks in lobby of theatre. If jeweler insists on getting more than a credit line, which the other merchants will receive, place one of the clocks in his window with attraction copy in center of face. Announcement of the contest can be made at the graduation exercises, in the merchants’ windows and _ through stories in the local paper. When the clocks run down, the minute hand will point to the winners, who will receive the donated gifts. Here’s an idea for a good stunt —go out and put it over in an effective way!. “Journey’s End’’ to get proper time for these touches, and to put in the Ce points for Acts 1, 2 and 3. PROP LIST 1. Sketch for front attached. Ground roll on stage, in addition to set to be used for ‘‘Keep Home Fires Burning.”’ 2. Flasher for lobby to be used for bursting shell effect at mouth of dug-out. 3. Rough hewn table and one bunk for lobby. 4, Blankets, helmets, bottles, tin cans, cups, tallow candles, clothes, etc., for use in lobby. 5. Swinging lanterns to hang on side of inner.lobby. These are not to be filled with oil but to have electric line dropped inside. Olivettes, etc., to be used for indirect lighting. Brown ground cloth for lobby floor. . Broken mirror for lobby up right at stairway. . I'wo United States flags, 2 Brit ish flags. . Bunting to decorate organ and. inner lobby. 10. One bass drum, to be used back stage for effect. One violin, and one cornet. If possible secure musician who Oo Co FO valuable’ center right, is atmospherically treated. Inner lobby. of theatre carries out impression created by this skill— ful and intelligently planned front. Sketch is part of a complete presentation plot created for theatres in Georgia and Alabama playing “Journey's End,” by Rogers, W. C. Patterson and N. E. Beck. can play both instruments. 11. Blouses and overseas caps for cashiers. 12. Dough boy uniforms and helmets for ushers. Talent Four clean cut looking young men, preferably boys just out of school (try Military Academies) with full fighting equipment, helmets, guns, ete., which can be secured from National Guard. Soprano—Should be dressed in white blouse, grayish blue skirt and overseas cap. “BIG POND’ SMASH AS PRE-RELEASE Playing ‘‘The Big Pond’’ as-a pre-release, Manager Roy PP. Drachman of the Rialto, Tucson, concocted a successful campaign without a press sheet or manual. Arch Reeve sent a wire signed by Chevalier, congratulating Tucson on having the Western premiere, and asking for audience reaction. This was used in newspaper ads, on jumbo sheets in lobby and Postal windows, and as a herald for hotels.. It was good for a story in the papers, as well. Department store tie-up with copy “Don’t sleep in your tuxedo as “Maurice Chevalier does in ‘The — Big Pond’—use a pair of our Beltless Pajamas,’ hat tie-ups were other phases of Drachman’s' exploitation effort. Engagement was coincident with annual ‘‘University Week,’’ and he concentrated on high school students from entire state, in town for the event. Midnight show for this group was packed. Drachman found “The Big Pond’ Chevalier’s most pleasing picture to date so far as male patronage is concerned, with women liking him more than ever. BANJO BALLYHOO Ballyhoo of Manager H. T. Lashley of the Victory, Salisbury, N. C., on ‘‘Hallelujah,’’ was a negro banjoist seated on a cotton bale in front of the theatre. Preview for prominent white people, newspapermen, negro ministers and negro college heads received wide publicity. Straight selling of all-negro cast, ete., turned the trick for Lashley, even in North Carolina. OPPOSITION HELPS Current attractions at the Saenger Theatre were announced at each performance in a tent show which played Hope, Ark., for a week. Manager Matt Press sold the idea with the argument that the tent show would have no return patronage, and couldn’t lose business by making announce ments to persons already inside. netted a knockout ~ window. Soda fountain and straw. <<<