Publix Opinion (Jun 6, 1930)

. thorough and complete and a con 10 DISTRICT GROUP) COVERS FRONT | HOUSE WORK District managers recently assembled in New York discussed activities of the Department of Front House Operation with C. L. Stoddard, department head. Stoddard outlined the organization of his department, which has a representative assigned to each division. These men _ supervise cleaning, ventilation, service and box office, insofar as selection, training and supervision are concerned, laying out organized procedure for these phases of operation. District itineraries of these representatives are set by the divisional director and the department head, Stoddard said. Theatre coverage is determined by the representative and the district manager, and subject to the Divisional Director and Stoddard. Representatives consider front). house operation as it is reflected in the box office, and strive to in_gtill appreciation of this angle into staffs everywhere. ‘ 4 Principles of economy, efficiency and quality are applied to front house operation of each theatre in accordance with its particular requirements. The representatives put these principles into effect and demonstrate their workability to managers. Operations are rechecked frequently to supervise the working out of front house set-ups. Representatives are present at openings of new theatres, organizing staffs and setting up procedure. Primary purpose of service organization within a theatre, Stoddard said, is to procure organized crowd movement and turnover. Efficiency in this is directly reflected in receipts. Secondarily, but equally important, a properly organized front house department is the means of securing institutional good will in the ereation of an atmosphere of quiet, courteous refinement. Stoddard stressed importance of selecting employees of a stamp suited to development, a training sistent, direct supervision. This will be the means of reducing costly turnover and maintenance of a standard of efficiency that will reflect itself in the success of the operation. He urged the district heads to see that managers: take an active part in the handling of staffs and not leave it entirely in the hands of an inexperienced| junior. Representatives of Stoddard’s department will instruct employees in fire drills, which should be held bi-monthly, he said. He suggested that district managers ask for reports on these drills and also for minutes of weekly staff meetings. Directions for use of all Publix cleaning materials, Stoddard said, have been assembled into a set of cleaning bulletins, These may be obtained on request from J. H. Elder. . : Stoddard recommended a follow-up check by district managers of the detailed reports of front house operation representatives. He concluded the meeting by giving the men present a suggested spot-check of front house operation for use in visits to their theatres. Firms Get Behind Girls In Popularity Contest Kansas City’s popularity contest, promoted by Manager E. S. C. Coppock of the Royal with the cooperation of a chain of drug, .stores and cosmetics manufacturer, is clicking merrily, with fifty girls plugging the Royal. _ Bleven of the girls entered. are in some way connected with organizations or firms with over 500 employees. Latest theatre party was arranged by an executive of the Missouri. Pacific, for 960 people at one time. One girl has put.on a campaign which Coppock believes would elect a governor, buying her own posters and her alds, doing her own publicity. daily. If You’re New to PUBLIX— Read the Bound Volume of PUBLIX OPINION @ —if you’re new to Publix—or to showbusiness—remember this— the easiest and quickest way to learn about Publix policies, departments, personnel,—the quickest and easiest way to learn how to intelligently co-operate with the operating power that is Publix —is to READ BACK ISSUES OF “PUBLIX OPINION” It’s the step by step story of Publix, carrying a chronological history of everybody and everything within the company—revealing the correct methods of departmental procedure—giving you inti| mate portrayals of executive personnel—playing up the highlights in the growth of the organization with which you expect to make progress. : : Ree Publix Opinion is an easy to read—and an easy to handle—compilation of outstanding examples of effective showmanship, and ; sensible, consistent merchandising. District managers—managers—see to it that each one of your staff is made thoroughly cognizant of the contents of the official No senior executive, even if he spent whole days in lecturing to each theatrical staff, demonstrating and answering questions, could as quickly and effectively do the job of teaching as can be done by the current and back issues of Publix Opinion. “Voice” —past and current issues. MUSIC COUNTER HAS PUBLIX DISPLAY Not content with selling Sears Roebuck’s . gigantic Minneapolis retail store the idea of installing a striking Minnesota theatre display as a permanent background for its new music department, the northwest division publicity department induced Ted Lewis to personally dedicate the booth. Resulted in a 6-column streamer and the punch portion of the big store’s ad being devoted free of charge to “Ted Lewis In Pergon” the night before he opened at the northwest division’s ace house. Also, several 2 x 8 ads in which character halftones grabbed the play. Doing the second largest sheet musie business of any store on the Sears Roebuck chain, the new music counter is so placed that as many as 20,000 persons pass it It is a three-sided affair, 16 feet to each side. The Minnesota theatre’s name, with the Publix shield, and the slogan “Show Place Of The Great Northwest”? centers on each side. Shadow boxes in the center of each side carry current copy on the Minnesota theatre show, with ‘side shadow boxes given over to direct plugging of songs featured in Paramount productions. GETS NAVY BOARDS Navy boards were a natural for Manager A. Brown Parkes when “Wit the Deck’? played the Saenger, Hattiesburg, Miss. | Do you file current issues? Have youa bound volume? | Its yours for the asking! Fresh Stocks and Clean Venders Help Candy Sales At the bi-monthly meeting of the Candy Sales Department presided over by Max Schosberg and Bruce Powell, the following points of value to those managers whose houses are equipped with automatic venders were discussed, Keeping machines brilliantly polished and well filled with fresh stocks of candy will increase sales. Changing the position of the ma-: chine may result in considerable improvement in amount of sales. Keeping too great a stock of candy on hand will eventually result in selling stale -products. Most managers find a supply of from eight to ten days sufficient. It was pointed out that small change is essential to the proper use of the machine, and cashiers should be instructed to make change in small coins. Usher near machines should also have change and should be instructed to offer change to patrons who want it. : TIES IN DERBY Timely stunt of Eddie Hitchcock in connection with the Kentucky Derby centered on 30,000 envelopes labelled “Derby Day Special —Today’s Best Bet,.’’ Inside, a slip carried copy on New York Paramount attractions with the heading, ‘You can’t beat the races, but here’s a bet you can’t lose!”? Envelopes> were distributed on all trains to Jamaica ‘track on Derby Day. PUBLIX OPINION, WEEK OF JUNE 6rx, 1930 oe | SPACE IN BUFFALO When ‘‘Paramount on Parade,’ hit Buffalo, a number of exploitation stunts were launched which resulted in excellent business at Shea’s Century despite the first onslaught of warm weather. | One of the best stunts was the placing with the Buffalo Times of an identification contest which ran three days in advance of the opening and which brought a layout of six photos each day of stars from the picture. There were more than 3,000 replies which was proof — positive of the interest in the picture and its popular players. Only $10 and twenty pairs of passes were required to put the contest over. a Cedar Chest Tie-Up Another good tie-up was with the Bing and Nathan furniture store through which a Lane cedar chest was given away. The store was prompted to buy 15,000 heralds for distribution both in the theatre and the store a week in advance, The store even paid for printing the backs of the heralds. A coupon was printed on back of — the herald which patrons were asked to tear off and place in boxes in the lobby of the theatre, The store also put on an elaborate window display with large cut-outs of Nancy Carroll and Mary Brian, stills from the picture and other display material. The drawing was held on the stage of Shea’s Century. oe Much attention was drawn to the picture through the co-operation of the local naval recruiting office. Enlargements were made from one of the stills showing Clara Bow, Jack Oakie and Skeets Gallagher. These were placed behind card board mats on which the theatre tie-up was attached. Twenty-five of these A-Boards were placed at the most prominent ‘spots in town, spots which could not otherwise be procured for love or money. Heralds and Windows : Thousands of heralds were used by the local Victor dealers with the theatre tie-up on the back and the list of all the song hits available on records. The Philco tieup brought 25 window displays and another 24 sheet smash. The dow on Main street which tied ’up MEN MODEL FOR F ASHION SHOW with small photos of stars. A See TET, large central sign tied in the pic A novelty Fashion Show in ture at Shea’s Century. A co-operwhich men modelled Kuppen-|ative ad was promoted with Brunsheimer clothes was successfully| wick and a local dealer, using the worked out by M. D. Cohn, Man1 : mat supplied by the home office. ager of the Rialto Theatre, Den mae s + SS PARADE” WINS ~ Woolworth store put ina big win— ; , ; : There also was a co-operative ver; in conjunction with the presentation at that house of “Puttin’ on the Ritz.”’ The Fashion Revue was staged the opening three nights of the nine o’clock show. : : In addition to enhancing the value of the program, the stunt also occasioned a tie-up with 4 highelass store. The management of this store bought 3,000 heralds which they had distributed and which carried an announcement of the Fashion Revue. They also gave the theatre a great flash with an eye-appealing window display. GETS IN ON STUNT Al Smith of the State, Winona, Minn., found a local department store using a robot in their window, and crashed it with a display on “The Green Goddess.’’ ad with Victor records and photos of the Victor artists featured in the picture. In addition to all these stunts, 24 sheets were used all over the town. There was a Paramount assistant ad campaign. all the newspapers, with the Times using an eight column strip of cartoons in their Sunday edition. Fine reviews were given the picture in each newspaper. Special stories were sent to 25 community newspapers. PLANE DISPLAY Two miniature planes built by local boys, prize-winners in a con-— test conducted by a local department store, centered a lobby dis-— play for Manager R. K, Fulton of the Broadway, Council Bluffs, on “Young Eagles.” ANNIVERSARY AHEAD?. Within the next few weeks, the theatre listed below will celebrate its anniversary. Is it your theatre? If it is, start — thinking NOW how you can turn that event into money at your box office. Exploitation stunts? Newspaper stories and tieups? Also, don’t forget the Home Office special anniversary _trailer you may get by writing to L. L. Edwards. : THEATRE Princess TOWN Bloomington, Ind. OPENING DATE June 23, 19138 Special stories and photos were used in |