Publix Opinion (Aug 1, 1930)

~~. \ PUBLIX OPINION, WEEK OF AUGUST ist, 1930 9 HUSTLERS GRAB NEWS SPACE IN OREGON Pick up @ newspaper in Portland, Oregon, these days, and the name of the Paramount Theatre leaps out at you — read each of the several stories which appear, scan the captions under the pictures, and you’ll have no excuse for not knowing what’s playing there, on screen and stage. Conrad Holmes, manager, and Bert Henson, publicity director, . have the Indian sign on: the Portland mewspapers, for the simple reason that they’re making news all the time. It’s easy for them to garner the flood of publicity the theatre is getting, because it’s all NEWS, and every inch is backed by plenty of ingenfous, resourceful thinking, with maybe a peek now and then at the bound volume of Publix Opinion. Clean-Up Campaign It would take a big advertising budget to pay for the space they’ve netted in the past few weeks. Among their major accomplishments is a Clean-up Campaign which they conducted in cooperation with the Chamber of Commerce and six Portland papers. One hundred and ten inches of publicity, most of it front page, told of the leading part the theatre had in the campaign. It was instituted with a C. of C. luncheon | In the engine room of the theatre, followed by a speech to the audience from the Mayor, and a parade, led by Phil Lampkin, M. C., and his band, in a bannered truck. Lampkin was supposedly the movying spirit behind the campaign; photos of the Mayor ‘shaking hands with him after a ceremony of adopting him as Portland’s Favorite Son made three leading papers. Portland Shrine Band wanted an Oregon song to play at the Imperial session of the Shrine in Toronto. Henson organized a contest, with Lampkin, Con Mafiie, the theatre’s organist, and the Shrine band leader as judges. Portland News cooperated, to the extent of 75 inches split into Beyen stories, daily for a week, with two pictures thrown in. Theme Song Gag Portland News also cooperated with a contest on ‘‘The Benson Murder Case,” and printed a fullpage insert playing up the murder as a news event. Back of the inSert plugged a serial story soon to start. Henson sold the insert, with its 40,000 circulation, to the paper in return for a shorthand contest, which was carried in the regular issue. Gag used successfully by Charley Taylor in Buffalo, of having Lampkin write a theme song for a newspaper serial story, Was planted with the’ Portland Telegram. Lampkin and Maffie tore out the song, and the newspaper Plugged it and them _ heavily. While not distinguished for muSical accuracy, Publix Opinion susbects “Short Skirt Sue” of being the same song Lampkin and Taylor used in Buffalo, and published in its columns as an inspiration to other M. G.’s engaged in tearing out a hit at the behest of an enthusiastic publicity man. Stunt Photographs Portland exploitation has one definite object in mind—landing of photos of stunts in the papers. Stunt pulled in cooperation with the Union Pacific netted photes in two papers. Henson took Lampkin, Maffie and the stage show chorus down to the yards to inSpect a new Mallet locomotive; installed his M. C. and organist as engineer and fireman, draped girls all over the big engine, and beckoned the photogs. When Eugene Pallette played a week at the Paramount, Holmes and Henson arranged for him to pilot a bannered street car on its regular Broadway run, attired in motorman’s cap. Picture of the car’s front, with Pallette grinning out over a banner which Stressed playdates on ‘Paramount a on Parade,” landed in every paper. Theatre has not lacked for cooperative advertising, either. Portland merchants paid for a double Spread on “With Byrd at the South Pole,” built around a photo identification contest, and also for a full page welcoming stage shows back to town. Telephone Memo Pad Gag Brings Response J One thousand slips of paper Biving effect of having been torn from a telephone memo pad were used by Manager Edgar Simonis of the Strand, Texarkana, Tex., on “The Flirting Widow.’ Bore a message from “‘the flirting widow,’ and the theatre’s ’phone num er. Two hundred and fifty people were curious enough to *phone, and were told playdates. SHOE TIE-UP A tie-up with a local shoe dealer was good for free publicity in the dailies and merchants ads for “True To The Navy’ at the Saenger, Vicksburg, Miss’. Manager J. iF. Thames, Jr., sold the bootery shop on the idea of donating a pair of Clara Bow shoes to the lady it fitted perfectly. : e 9 ‘J 1 C t v’ B Gate Amateur Singers’ |? n orn two Weeks Contest Gets Radio Plug Tie-up with Atwater Kent radio dealers and local radio station was made by Manager Leonard Worley for the engagement of ‘‘The Rogue Song” at the Palace, Peoria. Amateur singers’ contest was announced and over 100 entrants secured. Prizes were a radio set, loving cup from Lawrence Tibbett, watch donated by local jeweler, and wearing apparel, also promoted. Dealers used two co-op pages during the week prior to playdate, and devoted their windows to the contest. Judges were recognized leaders in Peoria musical circles, and to judge the contest, remained in their homes and listened to the auditions over their own radios. Winners appeared on the Palace stage during showing of ‘‘Rogue Song.” Radio station and dealers are asking for another similar tie-up, Worley reports. his latest “Kiddie Klub” stunt, to of the combination campaign, and dubbed “treasures,” and featured Press bought 500 prizes at $2.50 a novelty firm; bottling company PAGE SIX “Treasurers of the New Show World” was theme kids the feature. Six attractions were grouped, ments and ads one week in advance of playdate on opening subject of group. Treasure hunt was announced four days in advance and wound up with a full page co-op ad, reproduced here: HERE’S A CHILDREN’S STUNT! Long known for his success with his children’s club, Manager Matt Press, of the Saenger Hope, Ark., combined his Greater New Show World campaign with smash results. treasure hunt for in all announceoperating store at per hundred from came across with HOPE STAB AND DAILY PRESS, HOPE. ARKANSAS 600 bottles of Coca-Cola; fruit company furnished apples and bananas. cream, pop corn and candy. At 10 A. M., morning of the hunt, the 600! children who belong to Press’ “Kiddie Klub” were divided into groups of 100, each under a leader. was arranged so each group would appear at a co thing,” opening picture of treasures group, was the war-cry, and the kids carried dozens of banners. Ad, conclusion of tour, the kids paid their way into the theatre, where games were conducted, prizes awarded, announcements made of coming “Klub” events, and a special program screened. Contest to select the best Al Jolson imitator in Council Bluffs, Iowa, was conducted by Manager R. K. Fulton as part of his exploitation on ‘“‘Mammy.” Contestants appeared at the nine o’clock show for four successive nights prior to opening of the Jolson picture, and winners of the four eliminations sang it out on Sunday night, day the picture opened. Prizes were a $75 diamond ring and $25 watch, promoted from a jeweler, who displayed them in his window a week in advance. Contest not only garnered plenty of publicity for the Jolson picture, but helped the preceding week considerably. LOG CABIN FRONT Marquee of the Ritz, Anniston, Ala., roofed a log cabin on “Light of the Western Stars.” Manager George Hoffman had it constructed with pine tree veneer, with Tealistic effect. Ample doorways prevented obstruction of the sidewalk, Other merchants furnished ice Itinerary different intervals. “Hold Every Monday, June 16, 1930 COME ON! Members of the Publix-Sacnger KIDDIES CLUB Get in on this big treasure hunt 10:00 A. M. Tuesday Meet at the Theatre for this big surprise. When your Summer apparel is cleaned by J. L. Green IT'SHA TREASURE OF FINE CLEANING “We Know How” Phone 226 LAsr Tones TODAY BUDDY ROGER, 4 [Good Health | --A Treasure SAITTY IN NUMBERS™ We have the, Drugs ahd accesories to help you keep that way. There nee tenameren of vabore ail ever HES Briant’s Drug Store wt Marematenrt Saenger Theatre Handicap —brings Weasures of health American Legion Miniature Golf Couree HOPE Special Tuesday! SANITARY KITCHEN GARBAGE CAN WITH AUTOMATIE FOOT LIFT . wur choice of several colf ne thle nitractive can will fit << im with the color scheme your kitchen, Just step on the lever, and the lid lifts, Nothing could be caser to operate. A Treasure Tuesday at 98c Hope Furniture Co. CALL FIVE TREASURE HUN WINNIE. LIGHTNER and JOE E BROWN “HOLD EVERYTHING” AT THE SAENGER THEATRE One of The Treasures of The Show World 3 DAYS + ; Treasures . . STARTING TUESDAY + for the home for the family as well as special treasures Tuesday morniny for the kiddies ontgomery Ward & & 112 E. Second Phone yu COMING TREASURES OF THE SHOW WORLD CAmyY COOrTR AL JOLSON te fCo Sorts Ary nin TEXAN \ kK yRDAY Three Days \\ \ = ‘3 h FRIDAY ANU SATUR Torses Wedaentey ) pad, ead = SUNDAY AND fone 1 3 EE SON: OF THE A Surprise for Treasure Seekers WEDNESDAY House Dresses 59c For the day after the Treasure hunt—but its worth wailing for, Allour Wash Dresses—former values up to $2.00, for ladies and mizsea, sizes 2 to 14, and from 16 to 64, all strictly fast colors, and in all the wanted, summery materials, for less than the cost of the materials. Wedneslay only 59¢ Geo. W. Robison & Co. / *THE LEADING DEPARTMENT STORE” : PRESCOTT HOME OWNED AND OPERATED BY ONE FAMILY TOR MORK THAN 32 YEARS RELEASE SALE Bringing genuine savings to you. Our tlock must be reduced, anit the best way to do it is to cut prices. © That's Just what we ou, too,! can have done. And how the crowds are costing! take ocdvantayre of these savings. BIGGER BARGAINS:--BETTER VALUES For Value Seekers For Kiddie Klub Members SHOWGML OF NOLLYWOUD" MONDAY vor i NASHVILLE valleisons TREASURE G > IQEPARTMENTAS TORE of All Salés $60,000 Mammoth Tuesday, June 17 Come On, Shoppers Get in on a load of TREASURES Offered by Hope merchants upon the occasiv: of their next Trade Day, July 3rd. TREASURES uf the newspaper and magazine world. iling fiction for every taste. Stand ,, COLD DRINKS, TOBACCO SHINE STAND, DOMINOS The Treasure of all Drinks CxbRE IN BOTTLES It had to be good to get where itis Eight million aday. Bottled in Hope by Hope Coca-Cola Bottling Co. Take Home A Case, Phune 302 The Treasure —of fruits from ull Jands—at rvasonable prices ‘Hope Fruit Co. THE TREASURE ~of all canned foodss—a balanced ration MORELAND'S. CHILI Mexican Style With Beans «at your Grocers’ \ Girls’ Popularity Contests Click in Mid-West Four round trip tours to Bermuda have been promoted by the Publix Great States Division, for prizes in Working Girls Popularity Contests now current in four cities of the division. Trips were promoted entirely free of cost by Division Publicity Director Madeline Woods, through the Amerop Travel Service, Inc., in cooperation with the Pennsylvania Railroad and the FurnessBermuda Lines. Popular Working Girl Contest recently conducted at the Colfax, -| South Bend., Ind., was so success ful that it is being repeated by Miss Woods in Gary, Joliet and Rockford. Theatres in each town have cooperation of a local newspaper. Ballots are distributed among contestants, and are good for 100 votes when deposited at the theatre with a paid admission. Newspapers run ballots each day, good for 25 or 50 votes when deposited at the theatres with a paid admission. Number is increased on playdates of pictures in need of extra stimulation, increasing the incentive to attendance on those dates by doubling the votes possible. In Rockford, local paper is offering additional votes to girls who get subscriptions to the paper or turn in classified advertising. Since a similar contest has already been conducted in South Bend, the Bermuda trip is being given there to the man or woman over 18 who gets the most votes, with ballots handled in the same manner as elsewhere. © Travel service is providing every town with thousands of dodgers advertising the contest, free of charge. Classified Ad Contes Exploits ‘On Parade’ “Paramount on Parade,” playing at the Ellanay, El Paso, Texas, received splendid newspaper cooperation in the form of a classified ad contest, through the efforts of Manager Carlos Frias. A 60 inch ad, with copy on the picture and contest, given by the El Paso Post, preceded the actual contest. On opening day of picture, a full page co-operative ad, exploiting the picture appeared in the Post. Frias also secured, gratis, one hour of radio time for “Paramount on Parade” phonograph recordings, which were interspersed with mention of theatre name and playdate. This broadcast was in the form of a request contest, Baby Photos In Lobby Exploit Mother Film A baby photo stunt, used in connection with the showing of “Sarah and Son’”’ at the Paramount, Cheyenne, Wyoming, created a great deal of interest among the local residents. Photos taken ten years before were obtained from the local photographer and placed upon a large panel in the lobby of the theatre. Mothers identifying their children were admitted free. ‘CUCKOO’ MATINEE “Cuckoo Matinee,’ with prizes offered to children attending in most unique costumes, packed the Morton, Dorchester, Mass., on Monday afternoon during the showing of “The Cuckoos.” Au dience did the judging, and only cost to Manager Albert B. Lourie was $6 for prizes, \ PLANTS TREES Exploiting ‘‘The Cuckoos,’”’ Manager Ed Toerpe placed small trees in the flag holes in front of the Orpheum, Galesburg, and put Wheeler & Woolsey and cuckoo cutouts in the trees,