Publix Opinion (Jun 27, 1930)

q . q J ‘ : — I SS, EE Oe ey ee oe ~ ee ee ee ae . ; + a ms RE yee _—— em ee a 8 OR me toe IMPORTANCE OF TRAILERS IS. RECOGNIZED (Continued from Page Five) ciate and pay particular attention to the announcement of our next attraction. If the trailer is placed after a slow or dramatic subject, ' it fails to arouse the desire to see our next attraction. | Sameness Always Avoided | Two musical subjects never follow each other nor do two comedies. Likewise two subjects of such similar nature as a Sportlight and a News Weekly do not follow. In those houses where it is necessary to play on one program a Sportlight and a News, our program construction would be as follows: 1. Sportlight 2. Pleasing Musical Subject. 3. Comedy. 4. Trailers. 5. News. 6. Cartoon. 7, Feature. Having discussed the proper construction of the program, attention is given locally to the proper presentation. Representatives of the Production Department visit various theatres for the purpose of instituting colorful ideas, it being our experience that managers need but to be educated to think along certain lines after which they are able to adapt these ideas to their own situations. Such ideas, for example, as being able to tint a cartoon in houses equipped with nothing more than two projection machines, have been broadcast. In these situations, provided that the generator is large enough to stand the load of both machines drawing power at the same time, one of the projectors is loaded with transparent film, obtainable at $.008 per foot, which diminishes the heat and prevents cracking the lens. A gelatine is hung in front of that projector, tinting the cartoon which is being run on the other. Obviously, the reel which follows the cartoon is attached to the cartoon and the transparent film is attached to the reel which precedes the cartoon. House Staffs Drilled Houses equipped with magnascope screen have been drilled in the careful choice of subjects lending themselves to magnascopic treatment. It is our belief that it is better not to have a magnascopic shot than to select a poor one. A judicious use of Brenkert slides is also urged, there being a danger in the over-use of effect slides. It is often recommended that a stipled glass with a color wheel be substituted, so that when an effect slide is used, its reaction on the audience will be as unusual and forcible as it is possible to be. Such minute matters as carefully selecting a Brenkert slide are extreme in importance so that a manager will not have, for example, a curtain effect for an outdoor scenic. In other words, from the booking department to the managers, the point is constantly drilled that if a subject is worth playing at all, the manner in which it is presented and the position it has on the program with relation to the other subjects is most important. The Production Department is receiying copies of all bookings which @re carefully checked with the ecard index system, with recommendations for changes taken up with the booking department and these changes communicated to the manager. Metropolitan Reaction Good At the Metropolitan Theatre we are finding excellent reaction to the combined Unit and Feature ‘Trailer, which is generally constituted as follows: An inviting announcement, | built around the Unit utilizing o.n: a Ad Oe 2 4 Bs PUBLIX OPINION, WEEK OF JUNE 271u, 1930 the title of the Unit for the character of the reading matter —listing the highlights in the cast, etc., is followed with a frame introducing the attraction ‘fon our Living Screen.’ The sound trailer is here inserted, followed by another announcement which ties in both the stage and screen attraction and calls particular attention to the excellence of the entire program. An appropriate Brenkert slide effect is usually selected and used up to the sound trailer, for which the screen is reduced to normal, and brought back to magnascope and Brenkert effect at the resumption of the titles. Our present contact with New Haven gives us an early insight as to the construction of the Unit, so that our Overtures and organ noyelties are built accordingly, avoiding the possibility of confliction and assuring as much contrast as possible. In this connection, of course, the character of the feature is also given prime consideration. ‘ The bible of each employe in the New England Division of Paramount Publix is: NOTHING IS MORE IMPOR TANT THAN PROPER PRO GRAM CONSTRUCTION. . Mr. Koerpel’s Division By J. A. Koerpel Division Director Definite and unalterable instructions have been issued to each district manager to screen, in conjunction with his booker, all short subjects available; likewise, they have been instructed to see all features. It has been made very clear to them that nothing they have in hand to do is quite as important as this. It has been impressed upon them that the show is the thing and is far more important and must take first place over campaigning, physical operation, personnel, etc. It is not to be understood that all other parts of theatre operation are to be nullified in any way, but regardless of how clean a theatre is, how well the ads are written, how courteous the employees may be, how good the projection may be or the sound, it does not matter, if the show is wrong. District managers, city managers and house managers have had sample programs from me and constant talks explaining how to get variety, routine, balance, rhythm and tempo into their shows. They have been instructed to first have a thorough understanding of their feature and its theme. They have been instructed to bear in mind at all times that the variety of a show must be composed of as many of the fundamentals of entertainment as is possible to put into a performance, but that these various units must be selected so as not to clash with each other. They must be set up in the best routine show fluency and comparable continuity. When playing a heavy drama, for example, that contains no comedy, no music, no relief of any kind and is composed entirely of serious situations and dramatic acting, they are instructed, aside from opening their show with a news reel, to follow the show with something of either a musical or straight comedy vein and not too much slapstick. They are instructed to see to it that, in closing these shows, the audiences are brought out of their doldrums by & snappy cartoon, a light act, or something which will leave the value of the play with them, but will send them out with their tensity removed. SE I Feature “Short” Names They are also instructed to be sure that where the feature is of only fair or mediocre audience value, the strongest musical and comedy balance is injected into | must always confer with the dis > . Att = a the show by the surrounding program. They are instructed not to overlook the featuring in their ads of outstanding players in comedies. k Theatrical values and atmosphere based upon the mass mind have been carefully gone into. They have been instructed regarding the handling of sound in comedies where only the wisecracks and repartee are involved and the acting plays no part so as not to permit the laughter of the audience to drown out the following gag completely. They have been instructed as to the value of color in certain situations and how to lend something to the show for the serious-minded and, likewise, give it balance when the feature is of the willynilly comedy type, based upon improbable situations, but nevertheless having its value as entertainment. We are careful to see to it, whenever possible, that acts do not jar even with subjects that may be in a news reel. To this end we use the advance sheets of the news reel issues. In other words, in summing up, I would say that we build our shows on the basis of a continuity and composition that will permit us to cover the greatest area in entertainment, having each subject help the others make the show harmonious and endeavoring to have -the show built in a manner that everybody is bound to find entertainment in its final composition and delivery. Mr. Friedl%g Division By E. R. Rogers District Manager The opening performances of today’s show at the Paramount, Atlanta, were the smoothest J have seen in the theatre. The continuity, color effects and the manner in which the units were tied together represented one of the prettiest performances the theatre has had. The show opened with the News. Next was “The Sunset Hunters,” which was projected by a small lens on the magnascope and was cut into a background of a green forest with a sunset glow, which was very effective. The next subject was “A Chinese Fantasy,” which was followed by “Wise Flies,” a Talkartoon, colored by the use of a vivid green gelatine. A ‘“Friml Cocktail,” the organ solo, came next and was Warmly received. A _ rose arbor Slide tied into the color effects used on the pit decorations, the colors gradually changing on the slide as the color wheel slowly moved from top to bottom, catching the various moods of the solo. The special life preserver slide was used for the opening title of the feature, “True to the Navy.” Red foots were flashed during the firing of naval guns. The feature was followed by the sound trailer for ‘‘Devil’s Holiday,” which was Hoa aieaa a red background in entirety, an at aca y d which was most This show was plotted Sa for the booth and the saceaee as & consequence, the opening performances ran with Splendid precision. There was not a single break between each unit, the introductory music of each subject picking up simultaneously with the closing of the preceding unit, the curtains movi while, Pe the. mean ee Mr. Walsh's Division By L. Montgomery and Ray V. Powell District Bookers NOTE: The district manager trict booker on the subject of A COSSACK BRIDE 4. short subject booking and every district manager is required to see any short subject that is booked into his territory. A regular screening is held in the screening room daily except Saturday and Sunday for two hours beginning at 1:00 p. m. and attended by the Committee, consisting of the Divisional Director, Divisional Manager, District Managers (when in New Orleans), District Bookers, District Publicity Men (when in New Orleans), and New Orleans Theatre Managers. Special screenings are frequently arranged when necessary. Product for screening consists of shorts as well as features and are viewed with the idea of using Brenkert lamps and special lighting effects in order to get maximum results. | Bookings | | ‘‘A”’ house feature bookings are set in New York by the Divisional Booker, mailed to New Orleans, for discussion by Divisional and District Managers. Bookings are then sent out in the field and are later followed by short reel bookings and program plots. These shorts are set with the utmost care since easily 90 per cent of them are screened before being booked, thereby assuring us of a well balanced and properly plotted show on each change of program. Program Plots Program plots are made up by District Bookers in advance of play-date, copies of which are sent to the house manager, District Manager, Division Director, and Division Booker. If, for any reason, there is a difference of opinion in the routine of the plot, same is discussed between District Manager and _ District Booker. Listed below are a few samples of program plotting in our large theatres which will show what we are doing in this respect as well as the scheduling of the best shorts obtainable. In this connection, I would like to state that we are minus the service of Vitaphone Shorts in our ‘‘A’”’ houses. Saenger Theatre—New Orleans SUBJECTS: Min. . PRELUDE (10 seconds) News and Trailer (TRUE TO SS — NASVIV!) Unsere nine eek ae ee 12 3 ORGAN SOLO (Twisting the Dial) ee caacce at io 4 STAGE SHOW (Florida Revels) minicar te ai te 40 5. BIG POND (feature), <2, 2... 78 6. OPRY HOUSE (cartoon) ..... 6 7. New Orleans Bulletin.......... 2 Total 145 1. PRELUDE (10 seconds) 2. News and Trailer (Journey's ENG) eee wcten mire tin inlet. 12 3 Pacey SOLO (Human NaUC) Mine elsidie vereialets ee eae eek cc, 4.STAGE SHOW (Carolina : CADETS) Mretan sexe aa ee 35 $. TRUE TO THE NAVY (feat. RG) iainialees's Wes ales | alunos G BASHION REBT, 1.) 4p 7 VOICE OF HOLLYWOOD as Burin eee aaa, 10 Total 138 (The Texan) 10 (Cheer-Up).. 30 (feature) i115 06 » News and Trail . STAGE SHOW JOURNEY’S wWPwrnoe New Orleans Bulletin seve ny Total 163 Strand Theatre—Newy Orleans, La. 1, News and T ai MANTIC NIGHT ee ae CHINESE FANTASY S96 ole ¢ us to in f yj eb ies] a} ®) ‘e) wa O O < » New Orleans Bulletin Total 115 (NOTORI ENRER CRA ew ce 5 1. News and Trai OUS AFFAIR) |" ES a ea vay Total 126 1. News and Trailer (MAN FROM BLANKEYS’) ....... ov eneaane 15 2. AUDIO REVIEW No. 17...,,. 3 3. BILTMORE TRIO (act)...... g 4, NOTORIOUS AFFAIR (Feat. ULE) secvesecjesvcccdecen@agm . 6 5. FIRE BUGS ......-.008. re. 6. New Orleans Bulletin .......,, 1 Total 106 1. News and Trailer ..... Ee. . 18 2. 3. SUNSET HUNTERS nPwhd 3 1 ivje's'e cle o.c)0ielalesiole icin) iol cleletataials eeu 4, TRUE TO THE NAVY (feat ULE): 160 sieeiece ceiwicig cis ctletsenaeae 71 5. THE KING (comedy) ........ 19 6. Other Trailers and Ads. ...... 5 | Total 127 |» 1. News and Trailer (Next Attrac‘ 1 Saenger Theatre—Pensacola, Fla 1F 2. Scenic) wccccccesevcccsssecans 8 .MAN FROM BLANKEYS’ (Feature) ....cccccecccccccons 67 BARNYARD CONCERT ..... 7 . New Orleans Bulletin . News . JAZZ FOOL (Mickey Mouse).. 7 . MAMBA (Feature) 75 . New Orleans Bulletin.......... 1 . KILLING THE KILLER (Novty 9 . VOICE OF HOLLYWOOD No. CIO) | cies ea'xeiere seein s pieteratee ame . STREET OF MYSTERY (NovOC]EY) nine wie ls eierein.ccececnssia recente 10 . THE BAD ONE (feature).... 73 DAD’S DAY (comedy) .....++ 20 . Other Trailers and Ads, .....3 Total 120 . News and Trailer (Next Attrac . THE GENERAL (comedy) ... 15 . RETURN OF DR. FU MAN . MATCH PLAY (comedy) ..-. 22 . Other Trailer and Ads. ......-+: 3 Total 127 . News and Trailer (Next Attrac. HOM) dissin boc. o.daie arate aie ene 1+ . A MILION ME’S (act) ...++ 11 . THE TEXAN (feature) ...:. 80 -. FAST WORK (comedy) ..-«:: 21 . Other Trailers and Ads. ...«+: 3 Total 129 HAUNTED SHIP 20 20'S OS wigs EVANS AND BELASKO (act) 3 (Bruce Total 106 and Trailer (SOCIAL LION) OH DARLING (Comedy)..... 18 Total 116 Saenger Theatre—Mobile SUBJECTS: News and Trailer (Néxt Attraction) CL EY) acercie'n'e diots-esivie'w.sinacs) eaten tion) CHU (feature) —=— News and Trailer (Next AttractO) 5 Serciewlererbin cia cet eee ene 1+ I’m FOREVER BLOWING BUBBLES (screen song) 9 3. DEVIL'S HOLIDAY (Feature) 7% 4. PICK EM YOUNG .....++++ : 5. Other Trailers and Ads....“Ss Total 122 1. Trailer (Next Attraction) «+++ 1 2, AUDIO REVIEW No. 7.-+:** ; 3, FIRE BUGS ... 20 ada 4 SPILLS AND THRILLS |, (Sportlight) .........00eee ee! 76 s. CAUGHT SHORT (Feature). “| 6. Other Trailers and Ads. ...+++" aa Total 111 SUBJECTS: Me 1, News and Trailer (Next Attrac4 HON). seas ce wees cic sacra eee . | 2, CHORDS OF MEMORY...-++ 3 3. THE BAD ONE (Feature).-4. UNACCUSTOMED AS WE, ARE (Comedy) ...... big ane ON . 5. Other Trailers and Ads. v7 oe . News and Trailer (Next Attrac 14 . Other Trailers and Ads. ..scoes § Total 121 TON): . saa vuau cane cae eee Total 116 ; (Continued on Page Sever)