Publix Opinion (Jun 27, 1930)

4 P ROGRAM B ASTS 1. asp a aa (Bruce Scen DETERMINED BY FEATURE jor Page Three) (Continucd solutely free of in partment is a terruption. : The basis of every program is: News Weekly : Organ Solo (if theatre has or gan) | Comedy Trailers The length of the feature picture determines the number of minutes required to make up the balance of the program. The nature of the feature picture is carefully considered, and the type of short subject which will make up an enteftaining program is decided upon. | Guide Posts | 1. Type of feature. 2. Number of minutes available for short subjects. 3. Contract commitment for short subjects. 4. Program change day. 5. Managers’ requests. A feature such as ‘‘Shadow of the Law”’ requires that the balance of the program be bright and amusing, contrasting in costume and subject matter, with the feature as much as possible. Anything in the nature of a dramatic act, sportlight, travelogue, etc., is not shown with a picture of this type. With a Western picture, the same procedure is followed. With a picture such as ‘‘True to the Navy,’’ we use subjects such as a Robert Bruce Scenic, or a sportlight, dramatic talking playlet, and a comedy of the type of Educational’s ‘‘Western Knights.’”’ Hach feature is considered in a like manner, With exceptionally long features, the comedy is usually eliminated and a talkartoon, or a screen song is used instead. At no time are our programs constructed to please children exclusively, but in the neighborhood houses, in our Friday and Saturday programs, care is taken not to include any subjects which would cause unfavorable comment. Sportlights, and acts such as, Vitaphone’s “His Operation,’ ‘‘Buddy Traps,” and ‘“‘Lobo,’’ and Paramount’s “‘Toys,’’ and “‘The Piano Tuners,’ are favored. After programs have been tentatively arranged by the Booking Department, they are submitted to the District Manager, and the Theatre Manager, at a regular weekly meeting, and changes are made if advisable, | Show Routines Show Routines are then made out for each theatre, copy going to each theatre Manager, Publicity Department, and heads of all other Departments. Typical samples of these Show Routines follow: ALHAMBRA THEATRE Sunday—Monday—Tuesday Subjects Min. 1. Pathe—Sound News No. 40..... 9 2. Para.—La Paloma (screen song) 6 S; Bound Trailere ....0..s006. Sole 4. M-G-M—DEVIL MAY CARE (Ramon Novarro) ............. 97 5. Para.—His Honor The Mayor (SSE PITTA) cnscixedecadvee 18 SIME TCRUETE oo ccscnvcesncuasy 2 : Total 137 : Wednesday—Thursday 1. M-G-M—Sound News No. 265.. 9 + 2. Epic—Hunting Tigers No. 2.... 24 —3,.:‘Vita.—Jazz Rehearsal (Act 3760) 10 4, Sound Trailers ......cceceoese. 5 §. M-G-M—ANNA CHRISTIE | (Greta Garbo) ..........+-+.. 90 6, Para.—Fire Bugs (talkartoon).. 8 ey EOE SE ee Re ake pe. a, Tonal 148 ' par . ve gh @ eee ae ras he } PUBLIX OPINION, WEEK OF JUNE 2/tx, 1930 Friday—Saturday 2. Para.—Sound News No. 83.... 9 3. Para.—Shade of the Old Apple Tree (screen song) ........... 8 4, Sound Trailers ««..+...c.ceen. 5 5. U. A—BE YOURSELF (FanTIVO TICE) ane ett sows wre ba wt 66 6. M-G-M—The Hoosegow (Laurel & Hardy comedy) .......e000, 7. Silent Trailers . : Total 120 Sunday—Monday—Tuesday 1. Pathe—Big Top Champions (sportlight) ..... sinatra VG dele se 9 2. Pathe—News No. 44.......... 9 3. Para—The Rube (Jimmie BarTVA wats Mare araae nie bic nietete cawieione LO Heoound Uratlersis cw. t ae pune sn 5 5. Para— YOUNG EAGLES (Buddy Rogers)! 2.02165 rarretea seats 68 6. M-G-M—Brats (Laurel & HarAY) rv cette Risberg Sientis te nie clnieei el Zo POUCNC OU TATELS ae wee vow areee ce 2 2 Total 124 Wednesday—Thursday 1. M-G-M—News No. 269........ 9 2. Vita.—Barber Shop Chord (Act TEL0 Wn esas esas 8 ZPVOOUNG “LTALlers eanic swe cistste ga oi 5 4. U. A—LUMMOX (Winifred WMCStOVED) 7 osteswinie prtoa maenteen 82 5. Para.—Belle of the Night CODMOCd Ye iiioite ceiakon ooe eae 20 Ga OUeENbo LrallerSises «ccc eacecee mes 2 Total 126 Friday—Saturday 1. Para.—News No. 87.......<e-9 2. Para.—Afraid To Go Home In The Dark (screen song)....... 7 BS PGOUNCI cL Lallergirtas on oo eases oe 5 4, U. A—HELL HARBOR (Lupe Velez) ee i ee ee ea 90 5. Para—Marching To Georgie (Buster West): .2...2<0 cess ose 1 GzrSllenty WralerSvamcmiaudee epee s 2 Total 134 REDFORD THEATRE Sunday—Monday—Tuesday 1. Pathe—Sound News No. 45.... 9 2. Para—Wanderlust (Bruce PLSCOMIC) als es crane eit cviecis sete wees s 10 Speak Louder 3. Organlogue ..... 4. Para.—Actions Than Words (Act) dWidiasicie CS SP OOUNG MIIrATIELS) cute ss ce si eeg-e 5 6. Para—YOUNG EAGLES (Buddy Rogers) ..... aS atetnyd a hfalcatarec’ 68 7. Para——His Honor’ The Mayor maChariie Murray)! caideecaenes « . 18 BeSilent Wratlers: scnceccccc cece 2 Total 128 Wednesday—Thursday 1. Paraw—Sound News No. 87.... 9 SeGOPRAMO LUC Loess bs sisiie blake’ o cits0's 3. Para—A Million Me’s (Lee Morse) 5 isactavs aeisers einleleaie eieiaate« 11 FeSound’ Drailers’ «.. cede casecas 5 5. ParaSARAH AND SON (Ruth Chatterton) ............ 76 6. Paraa—Marching To Georgie CBistere West): lacks acs cex'es a ths SUSE CSE Seer aera matweie ae Total 132 Friday—Saturday 1. M-G-M—Sound News No. 267.. 9 Pim PPATLOP UG serabre a6 w/prel giaiw vee’ edie e 3. Epic—Hunting Tigers No. ee 22 4. Sound Trailers ......... a oe oe 5. M-G-M—FREE & EASY (Buster eedton) 9 a.aen ess Pp Nigwinteian Oe 6. Col.—Night (Mickey Mouse).. 7 PommlLeOt UTALIALA wel uate x0 avac 2 . Total 145 ROYAL OAK THEATRE Sunday—Monday—Tuesday 1, Para.—Sound News No. 82.... 9 2. Pathe—Golden Pagoda (travel) 11 3, Organlogue ...... 8 UM PRORETE) sos 5 ois oo orig we so 7. M-G-M—Bouncing Babies (Our Geng Comedy) wnccccvacasc. eee 0 8. Silent Trailers seeeeeueeeeeeeene 2 Total 129 Wednesday—Thursday 1. Para—Sound News No. 85.... 9 PO MTMRNIGRAE, oc ceecsvacncvvccese 8 3. Vita—Master Sweeper (Act PRS O44 werninanexeccsss 10 4. Sound Trailers ....... eoeeereoaneee 5 5. Para—ROADHOUSE NIGHTS Charles Ruggles) : 6. WEG Gera Gobs (Charlie Chase comedy) 7. Silent Trailers .......... Total 122 Friday—Saturday 68 eeovevonveer ee # . M-G-M—Sound News No. 267.. 9 . Epic—Hunting Tigers No. 3.... a . Organlogue . Vita —Buddy Traps (Act 949).. 7 OOUNGE UU LAllerd sais emule wincsit oie 5 . M-G-M—SHIP FROM SHANG HAI (Conrad Nagel) ........ 68 . M-G-M—Below Zero (Laurel & Lardy COMER Vb vanes slsstxisacerels 21 Sarorlente Urailersy wcccacie war's sais 2 Total 142 Sunday—Monday—Tuesday 1. Param—News No. 84........... 9 25 Organlogiexec tw. den vakiees ccna 8 3. Para.—Actions Speak Louder Than’ jWords (a@act)=s..,.....%-8 Wx OOUNGML AllGrs: sealant saeuie saves 5 5. M-G-M—DIVORCEE (Norma Shearer) ions acwasiccea healed siete 82 6. Parax—Marching ‘To Georgie UBuster sVVGst) ne eo cea «cere 21 Pec Silent scl ravlersecisicsccacs cece: 2 Total 135 Wednesday—Thursday 1. Paraa—News No. 87..........9 Pe Oxvpanlogue Jiatsieusies slass EIS 3. Para—vVoices of Lonely Men ° (BIUCENSCENIG) teem ones nines ce 10 Ae OUNG “LTAallers’.. ws.case cw acess 5. F. Nat—NO NO NANETTE (Bernice Claire) mes ccivacieent ¢ 78 6. Para—Red Headed Hussey (Anna Chance, Charley GrapeWII) a heres cata coe niet le ae 17 FepOLent Wirallers: tanec. « a ini: <fein 2 Total 129 Friday—Saturday . M-G-M—News No. 269 eeeeeven 9 1 PMOTZANIOLUEH hous c's ves cae sween 8 3. Para.—The Rube (Jimmie BarLV OARS sisleve ewe Us pla va wae coe 10 Ao NOUN (Pxrailers <3.'.4 << sees cass 5 5. U. A—HELL HARBOR (Lupe WElOZ) renee van waite... 90 6. Para——His Honor The Mayor (Charlie Murray) ......0csec. 18 MPOUCNUMLTAUCrS eiNesoe snes cates s 2 Total, 142 RAMONA THEATRE Sunday—Monday—Tuesday M-G-M—Sound News No. 267. 9 MOTPAMIOPUCS Cot Lowers oh cece: 8 . Para.—Getting A Break (act). 11 MOOUNME CU YAlers sok lok cee ik 5 M-G-M—DIVORCEE (Norma SHEATEN) mr eno eet cea 82 6. M-G-M—Below Zero (Laurel SOPTIATAVACOMEGY))) cavelee ss seek 21 PepOUENteLraers . nt vous os askew. 2 Total 138 Wednesday—Thursday 1. Fox—Sound News No. 67...... 9 ZaOLRAN ONC ureter vse cnce s 8 3. M-G-M—Geo. D. Washington (CA CERES) Bee ocr aewctaartc Oc ok eeOOUNG. coralers ace cucu eu neces : 5. Para——SEVEN DAYS LEAVE (GarysGooper) Soe oe 81 6. Edue—He Trumped Her Ace (Marjorie Beebe) ............ 18 (mouentebralers catey ice. ck ook. 2 Total 130 Friday—Saturday 1, Fox—Sound News No. 70...... 9 2. Tiffany—Voice of Hollywood IN ONES tiie ss Acie arsine delan ita 10 Bee OLPANIOONA. ee slag ea vS eivia de eo ore 8 4. Vita.—His Operation (Act 947) 9 DerSOUNM TAGs s2 5, eset Uy 6. M-G-M—SHIP FROM SHANGHAI (Conrad Nagel) ......... 68 7, M-G-M—Bouncing Babies (Our Ganpycomedy,)) ag sve> s Gulews ¢ 2s 20 8. Silent Trailers ......:.... Kha ae Total 131 Mr. Feld’s Division ——— By Louis J. Finske Division Manager Program construction, like advertising, is based on certain general principles, the application and effectiveness of which largely depends upon the individual manager, as well as local’ condi ions: what Denver thinks 1s Sere be only fair in Kansas City. All audiences are not as appreciative. This being the case, once the basis is given for the construction of a program, a SUCCeSSful application and execution 1S dependent upon the manager. First — every program or front show should: be routined so that by progressive successive steps it reaches a climax at the opening of the feature picture. There are two essentials for the obtaining of the above result: (1) the proper selection of short subjects (seeing that they give contrast and balance among themselves, as well as supplementing the feature); (2) the proper routining of these subjects. As to the proper choice of subjects, that in the-first instance’is a problem for the District Booker but at the same time everyone should be alert to see that there has been no slip-up in the selection of the short units of the program. Sending in audience reaction reports weekly greatly aids a Booker in making a program of shorts fit both a feature picture and the community—bad selections can ruin an entire show. Here is an actual example of what bad short selections can’ do: (This is an actual show booked in a Publix Theatre). 1. News 2. Audio Review (No number given) 3. Sunset Hunter 4. Lummox The shorts are bad for the following reasons: The feature is heavy and requires comedy relief —none is provided; Audio Review and Sunset Hunter are of the same type and should not be included on the same program. An added factor to consider is the fact that where a feature attraction lacks selling value, either because of a bad title or a no-name cast, it is well to supplement the short show with strong name attractions. Routining Shorts | The matter of routining short subjects is equally as important. Bad order of placing them will cause a front show to drag; will depreciate the value of good Shorts, and the people are not placed in the proper frame of mind to accept the feature. The following is an example of good and bad routining: Bad Good 1. News 1.N 2. Trailer 7% Trailer 3. Fire Bugs 3. Chords of (Para. TalkMemory artoon) 4. Desperate 4. Conor acs ofr Sam ae ic) 5. MeN . Scenic 6. Fi 5. Desperate ne Bugs Sam (Para. Comedy) 6. Framed The first show was held under the bad arrangement and the reaction was as follows: Fire Bugs, good; Chords of Memory, fair; Desperate Sam, bad. Then after rée-arranging the same each unit on the program scored and the program received some of the best comments in weeks. Here is an analysis for the reason of the success of the new routining: 1. “Chords of Memory’ is an excellent subject but it is somewhat slow and it should be an opener. If it follows a fast musical short its slowness is emphasized and it becomes boresome. That is what happened in the original routine. “Desperate Sam” ig an excellent comedy if not contrasted with other comedy material too Strongly. Following talkartoon it is not well received; in the present location it was excellent. 3. “Fire Bugs’’—1it received g00d comment in both prosrams. When placed after a heavy feature, the reaction was much better than following a light news reel or an interesting trailer. Audience comment was improved when it was placed after the feature attraction. | | I—STRAIGHT SOUND: | Individual Touch Necessary | In every program some indiyig. ual or creative touch should hey, cluded so the audience is impre.. ed with the freshness of each New show. Let them have the feline of being surprised. Try to avold the impression of mere Mechanica] presentation and the fact that all-sound show is without pergoy_ ality. It is hard to show these j,_ dividual touches with mere pro gram outlines because of the grea variety of ideas that can be pre. sented. The following are actug} programs that have been present. ed during the past few weeks. Jy each we have tried to follow the above principles, always bearing in mind what our towns appre. ciate most. Week of May 30 Newman, Kansas City 1. Paramount Sound News. 2. Trailer Presentation for anniversary show in center of birth© day cake, slide on magnascope ~ and smaller size lens used to project trailer. . Toys (Paramount Act). . Prologues to “‘Journey’s End.” Used war scenes from Pathe subject “‘The Trumpeter” on magnascope and then presented picture regular size in center, using sound from ‘‘The Trumpeter” as the opening scenes of — ‘‘Journey’s End” have no other sound than cracking of guns, _ 5. “Journey’s End.’”’ At the finish of the picture gradually. pulled down the house lights, as the candle faded out and held the house dark for a couple of seconds at the finish of the picture. 6. ‘““‘Wise Flies’ (Talkartoon). Creative thoughts: Prologue to feature, anniversary trailer presentation, and finish of the picture. Week of June 6 Newman, Kansas City 1. William Tell Overture—Nonsyne record with slides and house lights interpreted moods of overture. Used this as it was the original overture when theatre was opened _ eleven years ago. 2. News. . é Contained also shots of the original Pathe news used at the opening of the theatre eleven years ago. Styles and events received many laughs. Magnascope on last shot of the news. Paul Ash “I’m Wild Woman” (Para. sound short). Burns & Allen “Fit to be Tied” (Para. sound short). . “Hot Time in the Old Town Tonight” (Para. song cartoon). 6. Nancy Carroll in ‘“‘Devil’s Holi day.” In the feature all agreed that the story was laid in Kansas City so had slide of Main Street, Kansas City, Missouri, that was used on magnascope for opening scenes of the picture. We took regular telegram out of the film and substituted telegram with same message’ and added date line of Kansas City to emphasize fact that it was a “home town” story. 7. Institutional trailers tying in this program with first of Great Picture Season and presented in a positive negative slide. General, Positive negative slide of @ birthday cake with 11 candles " used on the curtain between each unit. House lighting was changed during various short Subjects, with complete change for the feature as well. Reac tion to the entire program was excellent. Creative thoughts: Overture, news, the opening of the picture, telegram in the feature, and the institutional trailer presentation. CO ~~ CO ol ‘ in) — om Sinton Mies | II—ORCHESTRA AND. SOUND nh tem ame tet ae gt eee Denver Theatre, Denver 1. Danube Melodies, Overture featuring music of Johann Strauss. Special back— ing on orchestra pit, depicting Continued on Page $ a