Publix Opinion (Aug 8, 1930)

4 PUBLIX OPINION, WEEK OF AUGUST 8rx, 1930 ANNIVERSARY CELEBRATION (J -=>xcccsc cL BRINGS SPLENDID REACTION |) eee eee enn npn mm AT NEIGHBORHOOD THEATRE RODEO CROWDS — PICK PUBLIY THEATRE Howard News, a local newspaper, congratulating the Norshore dente. A reproduction of the first page of the supplement ts shown below. It carried, in addition to the congratulatory advertisements, institu \ t In departing from the usual week in and week out, business with good and bad product, the Norshore theatre in Chicago,’ located in a far outlying neighborhood, experienced a remarkable reaction to its anniversary week, product. ‘ C. E. Giesseman, manager, handled all of the details of the successful celebration, assisted by some sparkling and appealing selling copy from the typewriter of Roy Kalver, district advertising manager. Following is a resume of the campaign. Lobby Stunts Lobby decorations were put up one week in advance consisting of balloons strung from the center chandelier to six different points * of the lobby in a canopy manner. Between the strands of balloons were fire proofed vari-colored crepe paper streamers. Over the front balcony rail of the lobby proper, a gold drop that wasn’t being used back-stage was draped gracefully, with glittering cut-out letters, “FOURTH ANNIVERSARY WEEK—tThree Smashing Hits! ‘THE TEXAN’ — ‘DIVORCEL’ — ‘YOUNG MAN OF MANHATTAN’.” On the mezzanine rail -(at the head of the grand stairway) a large colorful poster read: ‘‘Year In—yYear Out—THE NORSHORE THEATRE PRESENTS THE WORLD’S FINEST ENTERTAINMENT.” , A four hundred pound birthday cake, elaborately decorated, baked and furnished by a local bakery, was on display in one corner of the lobby, appropriately spotted, and carried four electric birthday candles. All sides of the cake were decorated with small photos of picture stars, each framed with icing, and on top of the cake on a small platform sat a tiny minstrel band and above all, a golden ball carried the word “PUBLIX.”’ In the lobby, an artist sketched pictures of anyone who cared to pose, which kept her quite busy, and in addition, she made pictures in pastel of the current week’s feature stars. A lobby act billed as “Jack and Jill,”” provided lobby entertain ment (song and piano.) Canopy Treatment Decorations in front were the same as were used for the 1930-31 show season, consisting of paper plumes and pennants, and in ad color and shadow effects. THIS IS GOOD ECONOMY! John J. Friedl submits this effort of James H. McKoy, manager of the Olympia theatre in Miami, Florida, as an outstanding example of good economy. This set, placed in the lobby in advance of the playdate of “Gay Madrid,” did not cost the theatre a dime! was on hand and McKoy made the cutouts himself. The set material was on old Spanish set once used in the theatre, and the plants, birds and trees came from different spots in the theatre. The guitar and the cape for the figure of Novarro were borrowed from shops. Real effectiveness of the set was in the lighting. Two 500 watt spots, one pale pink and the other purple, were trained from different angles above and gave color shadow effects. Two 60 watt red lamps were behind the Novarro cutout, and a row of 50 watt blue lamps behind the wall effect and the girl cutout. the left a 500 watt green lamp, hidden by a real palm, gave wonderful its advertising campaign and its dition, five strings of electric gar-: lands from front top of theatre to edge of canopy. Top lines of marquee front and ends carried a line reading ‘Fourth Anniversary” in red letters. Trailer copy used two weeks in advance, one week in advance and during current week of anniversary. Waggoner Parking Station paid for 10,000 pluggers, carrying Fourth Anniversary Week copy, three feature pictures of that week, Special Kiddie Matinee, and other institutional copy, Back page of plugger carrying their ad, three other pages carrying Norshore copy. These pluggers were stuffed in mail boxes of apartments and hotels. Five hundred tack cards with Anniversary Week copy were tacked up in the neighborhood and surrounding suburbs. A 24 sheet at the corner of Sheridan Road and Howard Street, five blocks from the theatre on the main traffic artery, north, carried special anniversary copy, together with the three feature pictures. Howard News Supplement A four page supplement in the Howard News (a local newspaper) was paid for by advertisers solicited by. the management, with the aid of the newspaper. This supplement was headed “THE NORSHORE THEATRE NEWS.” It carried stories of projectionists, stage manager, organist, cooling system, night cleaning force, perfect sound equipment, special Kiddie Matinee, Punch and Judy Show, moving picture newsreel taken of children, 400 pound cake and orange juice refreshments. It also carried a photo of the Norshore Theatre personnel, An eight column strip on the front page of the Howard News carried the headline “NORSHORE THEATRE FOURTH ANNIVERSARY.” This paper goes into 20,000 homes. Sound Truck The Publix sound truck was used two days prior to opening of Anniversary week and two days the first part of the week itself. This truck covered all the entrances to beaches, ‘‘L’’ stations, Tom Thumb Golf Courses, busi ness centers and suburban towns A six sheet From the floor level on Giesseman. PUDLIX-DALABAN & KATZ RSHORE [ronsonc socom} B1G ICE PLANT, Tape) COOLSHORSHORE, ‘Congratulations to ‘the NORSHORE THEATRE: from Chris Paschen 49th Ward Committeeman near the theatre. On Thursday, the closing day of the Anniversary Week, there was a@ special matinee. In addition to the regular program, this matinee consisted of an old release of an Our Gang Comedy and Mickey Mouse Cartoon and Special Organ Solo. In the lobby the children were entertained by a Punch and Judy show, artist, and singing. Then they were directed to the mezzanine floor and served cake and orange juice. At no cost, the Universal Newsreel took pictures of the entire activity of the party. Closeups were made of the children eating their cake, the cutting of the cake and long shots of them were taken in front of the theatre. These pictures were shown the following week. There were 1561 children in on this special matinee, most of whom were accompanied by their parents, and they came within 200 seats of filling the house. Chicago Movie Critic Finds Story in ‘Shorts’ A story appeared in the Chicago Evening American a few days ago that undoubtedly was worth cool cash money to Chicago theatres. Written by Rob Reel, movie critic, story was about the improved shorts being exhibited. Their development since talking pictures has been striking. With the advent of vaudeville acts, cartoon and singing novelties, and scenic stuff, their entertaining value has been increased a hundredfold. But this development would have gone on unheralded for some time perhaps, had not a member of the advertising staff of Publix Balaban & Katz pointed it out to the movie critic. The latter, incidentally, was grateful for being given a tip on a subject which was highly important to her readers. GIVES $100 PRIZE Drawing for a $100 diamond ring kept patrons of the Majestic, Jackson, Miss., in an uproar for a week. Ring was promoted from a local jeweler by Manager Henry Seel. tional, stories and pictures about the theatre and plenty of publicity on current attractions. In addition, an eight column strip on the first page of the newspaper headed a story upon th Reaction to the celebration was excellent, according to Manager C. E. the anniversary week. \ ws [22] ——<—<—$_$—$———————— 2 = ea |" Tee Pertect Seond — —— tease mos 7 + “| PUBLIX Howard Balaban & Katz NORSHORE Aare C'MON FOLKS! Tomorrow Starts the GreatestEventin the History of The NORSHORE! 4th Anniversary Celebration! Fader, =_ = Rerheing Fel, doy He too Soe, whe cok The ome Seamea vepsce pee eaten Say ee Come Calebrats the Mershers’s Bathday See Leery Ona ol Theve Qutotandiog Progromal sy Qu: Sneine Witdag wok Sateeter, day AY ond 1B “The Virsiniew” Rides ond Loves Aran -\GARY COOPER “The Texan” The You's Outuanting Sensation * Norma Shearer, in “THE DIVORCEE"’ with — PATRONS ENJOY FREE BEVERAGES ‘Old Man Summer’ certainly is running a poor second to many Publix theatres, especially to the Capitol, Paramount and Victory, in Salt Lake City and the Orpheum in Ogden. Here, patrons are congregating to enjoy exceptional attractions and free cooling drinks, supplied by the theatre through the courtesy of local beyerage companies. Refrigerators, and water coolers are furnished by General Electric agencies. The free drink idea seems to be most effective at evening and midnight shows. At one theatre, it was estimated that receipts for these performances, since the inception of this service, have more than doubled. Division Advertising Director Fred B. Hamlin is urging all of his theatres to fol low suit in combating the hot weather evil. The value of the consistent institutional campaign to familiarize the public with the ‘‘Publix” trade. mark was demonstrated during the recent rodeo in Cheyenne, Wyoming, according to a letter from |C. T. Perrin, manager of the Par. ‘amount theatre there. The crowd in attendance at the famous rodeo was a cosmopolitan one, almost every city and state in the union being represented, with many visitors’ from Canada and South America. The fact that most of them as. sociated the name of ‘Publix” with beautiful, comfortable theatres, courteous service and excellent entertainment was shown by the fact that, although other theatres in Cheyenne did only a normal business, patronage at the Paramount increased about 40 or 50 per cent. Perrin writes that this was not due to an unusually good attraction, nor to special exploitation. He attributes the increase to the reputation of the trade-mark “Publix” as an institution, to the fact that most movie-goers hold the name synonymous with good shows. “Thousands of strangers were in town,’ he writes, ‘‘and while standing in front of the theatre I heard many conversations similar to this one: ‘I wonder how this show is?’ ‘This is a Publix theatre and they always have. good shows.’ ‘Yes, there is always something to give you your muney’s worth.’ ” In several cases, potential patrons inquired of Perrin or at the box-office, whether this was a Publix theatre. And in every instance, the affirmative answer sold a ticket. “Tf there is any manager in our organization who believes that it doesn’t mean money at the boxoffice to have a Publix signature cut in his ads and on the front of his theatre, something should be done to awaken him,” Perrin concludes. PLANTS PICTURE Margaret Lee, publicity director of the Tudor, New Orleans, crashed the ultra-conservative Times | Picayune for the first time with a photo of a group of elderly Frenchwomen, invited to a special performance of ‘“‘La Grande Mare,’ French version of “The Big Pond,’’ as guests of the theatre. FREE KISSES Candy kisses, promoted from a local candy company, were distributed by Manager John McKenna of the Lyric, Jackson, Tenn., with a tag attached plugging ‘Safety in Numbers.” ee Eh a Mtl UN RC, Xa ee trict Manager Charles M. Pinct current attraction copy tw wardbound citizen’s mind. THESE HELP THEATRES ati sic While advertising contracts of the street car lines in Omaha will not permit a direct plug for the Paramount Theatre on car cards, Dis 4s procured permanent display of the car-card reproduced here, a well as use of the front dashboards for 1 ¢ 0 days a week. Card is in three colors, and certainly serves to implant the idea of taking in a show in the home tonight ~ Sree SAFETY. Uber CERTAINTY Ver COMEORT / Jee CONVENIENCE |