Publix Opinion (Jul 4, 1930)

J. J. RUBENS STAMPEDES; HIS DIVISION INTO “7-5-11” ACTIVITY Instantly falling in step with the immediate action called for by Mr. Katz’ “7-5-11” profit alarm signal, Division Director Jules J. Rubens sent out a dynamic broadside to all division, district and city managers in Illinois and Indiana. This stirring yet practical OCHS CALLS BYRD FILM A MARVEL appeal is sure to elicit the kind of ticket-selling activity which will pay Mr. Katz the greatest Office problems greatly exceed any that we have or We must not and can not be content to merely go along in the face of present conditions, exerting only the usual amount of energy and thought necessary in the past to conduct our business. can imagine. compliment a Publix showman can offer him — the one that speaks through his box-office. ‘In times like these,’”’ said Mr. Rubens, ‘‘every possible ounce of loyalty, effort and ability is reThe Home in New York quired from all of us. “Present conditions demand heroic efforts! This is an opportune time to show what we are made of. We are swimming against the tide, not with it, now. Therefore, we must strengthen ourselves for the task—not by building up our muscles, but our facilities for thinking. No longer can we wait for problems to be worked out as they come upon us. We must think in advance— we must conceive and create beforehand. THINK! It is a small word, but means much, and if we will but make the proper use of it, we can lick the situation that confronts us. “THINK ahead of the construction of each and every program. “THINK exploitation and advertising ideas at least a week be fore you play the picture. “THINK about the physical condition of your theatre a few minutes every day—not once in a while. “THINK right now what can be done to make your house more appealing to your public during this hot weather. . Hanging baskets, ferns, and flowers have been promoted by many of the managers, gratis, in their towns. Green and blue lights give a cooling appearance, Make every wall or ceiling fan, exhaust or blower, count. “THINK of novel stunts that will increase your children’s business, thereby helping to promote the adult attendance. “THINK of the proper house to house distribution of heralds, especially in the adjacent towns. “THINK of inexpensive, yet very effective window tie-ups you can make with your merchants. “THINK of your sound and projection and what you can do to improve it without the help of _ the Maintenance Department. “THINK of sensible economies which may be effected in your operation. “THINK clearly and systematically! “THINK one problem out at a time! “Set aside this ‘THINKING Time’ each day and utilize it for this purpose only. Nothing is more important. “Now, let us think about our third quarter’s business. We have had three different drives during the past three months—the Pageant of Progress, Spring Jubilee, and Lucky June. All of these drives have had a stimulating effect on our business. Must Change Attack “However, we must now change our mode of attack. We are entering into a period of new and better product, and the right time to stage a great revival. By now your patrons are pretty well fed up on outdoor recreation. The American public must have diversion. This is the psychological time to re-sell your theatre. We must create new interst in our entertainment. “Therefore, let us get across the idea of Mr, Katz—that we are (Continued from Page One) the members of the Antarctic expedition had among its distinguished guests Mr. Adoiph Zukor, Mr. Sam Katz, George Akerson, President Hoover’s representative Mayor Walker of New York, Mr. Ochs, and the Times’ editor, Dr. Finley, Floyd Gibbons and executives of Paramount Publix. Byrd, himself, in his address of appreciation, declared that he was astonished at the accuracy of the film. He paid particular tribute to Emanuel Cohen, head of the Paramount Newsreel, and to Rucker and Vander Veer, the camera men who accompanied him. starting on a new year of finer pictures and entertainment. Start immediately carrying the following line in all your newspaper advertisements: ‘New Show Year Starts July 7th” followed by some _ institutional copy, such as: “Starting with this date America’s foremost motion picture producers are releasing the finest array of picture entertainment the theatre has’ ever known. Neither time, thought, nor expense has been spared to provide for your entertainment. Such pictures as THE SPOILERS, with Gary Cooper ANYBODY’S WAR, with Moran and Mack FEET FIRST, with Harold Lloyd ANIMAL CRACKERS, with the Marx Brothers FOLLOW THRU, with Nancy Carroll and Buddy Rogers THE LITTLE CAFE, with _ Maurice Chevalier MANSLAUGHTER, with Clau dette Colbert and Frederic March FIGHTING CARAVANS, ‘with Gary Cooper and Ernest Tor rence TOM SAWYER, Coogan SCARAB MURDER CASB, with William Powell THE RIGHT TO LOVE, with Ruth Chatterton KID BOOTS, with Jack Oalde are only a few of the outstanding pictures of the New Show. Year. . Tremendous strides have been made in the forthcoming productions, with improved methods of recording, lighting and direction. You will want to see every one of these pictures of the New Show Year. a etc.’”’ “Starting July 7th, you will alSQ use the catch-line, ‘Happy Show Year.” “You will shortly receive a manual from Miss Woods, with additional suggestions for institutionl copy. I am having her prepare special mats, trailers, paper, heralds, thumb cuts, and other material, for the New Show Year. Watch Programs Carefully “When you receive this, it will be only the start of the revival. It will then be necessary for you to scrutinize each and every program carefully, giving ample thought to its construction. Thought should be given to the advertising and exPloitation of each and every feature and your short subjects, inending your news and novelty reels. “Do not make the mistake of advertising every picture as being the best and the greatest. Pick out the pictures with “possibilities” and go after the business, whether the picture is classified as an outstanding one, or an ordinary one, with Jackie $0 +-0-+ 0+. 0-0 +--+ 0+ 0-1 8+ 0+ 0+ 0 OO" OO OO O0+ O18 s Manslaughter: -o t A deeply moved and ent thused preview audience last $ night proved beyond doubt ; that “Manslaughter” is not ¢ only an outstanding picture $ but a sensational one. We j all expected a truly big pic > ture and we have it. Olau ¢ dette Colbert and Frederic j March give positively superb ¢ performances in leading ¢ roles, and the finely balanced } supporting cast turned in un¢ iformly good work. George t Abbott deserves great credit } for both his screen play and ¢ his direction, which is digni i fied, honest and sincere, and f yet includes every one of the $ sensational showmanship an ; gles of the story. Title is ¢ one which lends itself to : high powered, attention ; grabbing, seat-selling exploi e tation, and if this is placed ¢ behind the picture it should ¢ roll up grosses enough to * place it among the really big : money getters of the year. 9 ARCH REEVE é “D+ 0-1 0 +--+ 0 1 -D-+ 02-2 0-1 01-09-10 +-O 10-01 0+010+ O10 GOOD TASTE Is ESSENTIAL IN LIVE LOBBIES (Continued from Page One) “that the entertainment I have mentioned may in each case have been so managed that the eyils I see in a general way did not occur. Yet there is always the danger that when these stunts are copied in different situations the opposite will be true, and it is this that I wish to forestall. “I want those showmen who have any ideas on the subject to send them to Publix Opinion, so that the question will be ironed out in an open forum. Each division director has been asked to explain the situation as reflected in his operation, and, when their views are available, they will be published in Publix Opinion for the guidance of district managers and theatre managers throughout the circuit. “The responsibility and judgment of each manager is never more patent than in this case. We cannot afford to have the policy of years, and the investment of millions, endangered by vulgar demonstrations, and distasteful displays.” Health Commissioner Praises Cooling Plant “Publix Detroit theatres,’”’ says Art Schmidt, of the Publix-Kunsky advertising department, “as part of their summer cool theatre campaign, enlisted the aid of the city health commissioner, who made a talking trailer on the healthful advantages of properly cooled theatres.’’ The health official, in his leeture, placed Publix Detroit theatres as pioneers in the operation, of properly ventilated centers. During his talk, shots of the coo1ing apparatus, showing its method of operation were cut in with the commissioner’s voice. DO THIS to June 13, 1930, now OUTSTANDING EXAMPLE OF inserts, whose requests reach P JULY 15TH. which you wish to have handy, accessible form, TODAY! > "ene Sse -PUBLIX OPINION, WEEK OF JULY 4ru, 1930 CAMPAIGNS MUST CONFORM. WITH ESTABLISHED POLICIES Special campaigns instiuted from time to time in Publix must in all instances be carried out in strict accordance With Publix policies, declares Mr. David J. Chatkin in commentiy Apa ivity in connection with Mr. Katz’ statement ; on circuit activity Publix Opinion on the importanes of getting children back into Our Mik ()ik theatres. “With but one exception,’ stated Mr. Chatkin, “campaigns ay, over the circuit for child © -~D+0+-O+0'-O+6"-0+0+-0-+6+-0-+9+-0. O° 106-401-040 +O +0+-O+ 0-00 O-O1O+-O: 0+ 0+ O+-O+O> S++ O+8-O10+ 010+ 0+8+-O-08 PUBLIX OPINION READY The second bound volume of Publix Opinion, considered by company executives to be one of the greatest practical aids to showmanship ever devised, will be off the press within the week. Immediate distribution will be effected through division directors and department heads only. Requests must be made directly to them and should be made at once. They in turn will present orders according to their needs to Publix Opinion. A feature of the volume will be a detailed index comprehensively covering the contents of every issue of Publix Opinion from April 24, 1927, to June 13, 1930. Index will cover merchandising, policy, and operating information. The first bound yolume proved itself so available an idea-aid and Datronage have been eminently satisfao. tory. “However, one case has come t, my attention in which an over-en_ thusiastic manager pulled a stunt for which he expected congratyja_ tions, and for which he really ge. serves the censure he receiyeg from home office executives. “This Manager was Severely censured because his activity way completely at variance with estap-. lished Publix policy. I hope that it will never again be necessary to state the fact that when a special campaign is ordered, Publix managers are expected to haye enough discretion to avoid yviolating known policy in further. ance of that campaign. I do not think it should be necessary to constantly enumerate the things that managers must NOT do in connection with any given campaign. “This. is particularly true of price-cutting, which Publix will not sanction under any circum. stances whatsoever without specific orders from the home office. changes Monday, Friday. Bound Volume of Publix Opinion issues fr in preparation contains Merchandising, Policy and Operating: Index wi counted in’ Publix Opinion from the time of Since but a limited number of . be issued, Your Editor has arran ree conn volumes will individual managers to make their back file equally useful by having them bound Lo Copies of this comprehensive bound volumes of past issues Will be furnish ublix Opinion NOT If you have complete files of your local record binder With an j aay valuable, SEND IN YOR REQUE index to a stimulus for jaded minds, that! The manager to whom I refer was every effort was made to make the Suilty of this practice in his atsecond even more valuable. Rea-| tempt to stimulate child patronlizing the future value of material | ase, in spite of the fact that Mr. appearing in weekly issues of Pub-| Katz, Mr. Dembow and myself lix Opinion, the editors immedi-| have repeatedly stated in Publix ately began to appraise all mate-| Opinion that Publix will not rial submitted to them with anj|tolerate any policy other than eye to permanency. Result is a/ that of maintaining a fair, estabcollection of campaigns, merchan| lished price of admission to all of dising stunts, company history,|Our theatres. _ ; policy and personalities unlike; ‘By distributing tickets printea anything else in the history of to the effect that the ticket and 5¢e showbusiness. would admit a child to a certain “ Gat : performance, this manager sucyour debariinentel’ castone ee au [ceeded in ‘Ailing his theatre wit clares the foreword to the second children. In BY doing he has done volume, ‘your company has made’ 25 ee De1e0 for child patronage a considerable investment in order aOst irreparable damage. Ins to make valuable information and stead. of activity intended 10 a successful experience accessible to | CUlcate in those children the hablt you in the easiest possible form. of attending his theatre, by cul: It has done so, despite the fact | (128 Prices he has established in that careless or improper use of ue minds of those children, ar this volume might easily be desof their parents, the idea that it tructive to your company by furn| @2Y be worth while to wait for anishing valuable information and/| er bargain’ show before attendammunition to your local (5) 208° tion, should it fall into their|, “More price cutting will nay be hands. For this reason you are tolerated, and that manager is left being personally charged with the| With the problem of surmounting custody of this volume.” the obstacle which his own indifTo make surd that so copy ference to established Publix pol ic . Dany, each volume will be numberPreviews in South Net ed and recorded. Persons leaving ” the employ of the company, or Space on ““Journey’s End transferred to another post, will ” Previews of ‘Journey’s End turn the volume Over to their suc-!. cessor, in Macon and Birmingham resulted in excellent editorials on the picture in the Macon Telegraph and Birmingham Age-Herald, both extremely conservative papers. City Manager Monty Salmon, in Macon, arranged for a National Guard regiment to parade to his theatre on the picture’s openings hight, which happened to be regular drill hight. FLOWER TIE-UP A three-quarter page ad, paid for by local florists, announced @ display of flowers in the lobby of the Tivoli, Chicago, one wee prior to Mother’s Day. Current attraction was prominently featured. John Joseph of the Publix B&K publicity staff and G. L. Brandt, manager of the theatre effected the tie-up. “MYSTERY” CAR “Mystery” car, with black muslin-covered Windows so that no One could see inside, and whieh created the impression that no one could see out, ballyhooed ‘The Bension Murder Case” for ManaSer Mitchell Conery of the Lyrlt Mobile, Ala. oe ee ted FULL WEEK POLICY Ritz Theatre, Macon, Ga., now operating on full-week basis, with Wednesday and TODAY ! om Novy, 8, 1929, a erty vate tS ex Which lists EVERY PUBLIX SHOWMANSHIP reits inception. ged to make it Possible for S of Publix Opinion CALLY with index ; index for insertion in locally ed to managers LATER THAN Publix Opinion eae Ae up in 4 Muke them doubly ST FOR AN INDEX INSERY .