Publix Opinion (Aug 8, 1930)

PUBLIX OPINION, WEEK OF AUGUST 81x, 1930 ; > SELLING “ON YOUR BACK” BY GLENDON ALLVINE Advertising Manager, Fox Films (Not For Publication) About three million people read “On Your Back” last February in Liberty Magazine. It twas one of those stories that were not only read but were talked about. Whom did Rita Weiman have in mind as-the leading character? Was it Madame—————_?_ Of course. Who else could it be, say those who know their Broadway. You know the story. A story of an ambitious woman who rose from seamstress to salon modiste. And then we use the old formula to make the story—rich old men and pretty young girls, and dresses, frocks and gowns. And when her business and her stock market tips had made her very powerful, one of her cuties got mixed up with her only son for whom she had other plans. It is a story of human heart-throbs against the most dazzling of backgrounds. Guthrie McClintic has tied the narrative together with now a laugh, now a tear, and now a pathetic moment. Irene Rich, a dazzling dame in gorgeous gowns, comes into her biggest role in her superb characterization as the dressmaker who rose from Hester Street to Park Avenue. 2 H. B. Warner almost steals the picture right out from under her in a consummate job of acting that tops anything this skillful artist has done before the microphone. Marion Shilling, borrowed from the Paramount Studios for this picture after her work in “‘Shadow of the Law” plays the part of the pretty innocent who naively thought expensive gowns came without bills, explanations and drama. , And as for Mama’s Boy, played by Raymond Hackett, he would hardly know about life, being just out of Yale. The title “On Your Back” is a natural for commercial tie-ups. Any department store or women’s specialty shop is a legitimate tie-up for this picture. You can do tricks with this title in type teaser ads. The lithographs and lobby displays are exceptionally colorful and striking. Select them from the press book and adapt them to your local pos sibilities. Screen the picture yourself and give yourself a treat because here is one that you will talk about and do your friends a favor by recommending—no fooling! ABOUT CANDY SALES Published ‘below are questions and corresponding answers pertaining to candy sales in the theatre. Perhaps the information will prove helpful in the care and improvement of candy sales. 1. How many machines are required in a theatre? Number of machines is determined by the seating capacity of a theatre. For seating capacity of 1000, with: good spacious locations, use two machines. Below 1000 — 1 machine; 2,000 seats—3 to 4; 2,500 seats—5 to 6; 3,000 seats and up—S8 to 15 machines. How should repairs on machines be made? Should a candy machine need repairs which cannot be made by the manager or attendant, the Pack Shops representative should be called immediately. Where is the candy obtained? The candy is ordered through Pack Shops, Inc., divisional warehouses, which follow closely the set-up of Publix warehouses. Can candy be purchased locally? No. All candies must be purchased through Pack Shops, Inc., who supply only standard brand items which are nationally advertised and well known to consumers. What is the procedure for cash collections? It is advisable to take the cash out of the machines every day and leave it in the safe because in some of the larger theatres, particularly in large towns, there have been cases of the machines being robbed. How many slots are there to each machine? Generally 6 slots — one compartment for 25c, two at 10c, three at 5c. Theso slots are interchangeable so that, for example, the 25c slot can be eliminated. What suggestions are there in the way of animation, color, lights, etc.? Where surrounding illumination is greater, there is no need for animation. If machine is installed in a semi-dark location, the use of animated flasher advisable. Use signs that are available from candy sales department. For information, write Candy Department, Home Office. . Who should be placed in charge of machine and why? In smaller operations, the care of vending machines can be incorporated as 2 particular duty for which an usher is responsible. Part of his duties would be to supervise the sales of candy, give or secure for patrons desiring such services, make periodic inspections for re-fill purposes, report any machine trouble to manager. A _ separate individual can be assigned this duty in larger operations. How much stock should be kept on hand? Two weeks supply is left with theatre at time of installation. The amount of turnover, which can be determined from the weekly candy report, will determine amount of stock to be carried. How should candy stored? Excess supplies should be kept in metal cabinets away from radiators and plenty of air circulation around them. The base of machine has provisions for storing candy. Care should be taken that rodents do not enter these cabinets. Does the theatre require candy license? No. be TIE-UP THIS ONE WITH LOCAL DEALERS A tie-up between Charles Rog ers, Paramount star, and the Salisbury Shirt company of Salisbury, Md., effected by Milton Schosberg of the Brooklyn Paramount publicity department during Rogers’ personal appearance there, will reflect its benefits throughout the circuit. The Salisbury company is one of the largest manufacturers of high grade shirts in the country. Rogers, who posed for photographs in several of the shirts, gave the company his personal endorsement and permission to use his name and pictures in advertising thé product. Life size enlargements of the photos, 22 by 28 colored enlargements and window streamers are being prepared at the expense of the Salisbury company and will be sent to 1,000 of their dealers in principal cities throughout the country. Communicate with Jackson & Jackson of Salisbury, Md., to learn who your local Salisbury dealer is, then hop into a tie-up for window displays, ads in newspapers and special contests. Do this at once, so the benefit of the tie-up can be timed to sell your next Rogers picture. ’ Statistics compiled by the Men’s Wear association indicate that women purchase a greater percentage of men’s shirts than men. This fact increases the value of the tie-up from the _ theatre’s standpoint and should not be overlooked in outlining details of contests or stunts connected with it. MIDNITE PREVIEW DOUBLY HELPFUL A stunt for the successful merchandising of the new type of talking picture, one that is excellent entertainment but has no star value, has been evolved by Eddie Hitchcock and Alex Gottlieb of the New York Paramount publicity department. Monday night prior to a Friday opening, a midnight preview of the picture is held. The name of the extra feature is not mentioned, merely “midnight preview of a new picture.” This helps build the Monday night last show gross. Telegrams are sent to all newspaper critics, advising them that the special preview is for the purpose of enabling them to see the new picture in advance, with the benefit of audience reaction, instead of viewing it in a “cold” projection room. The critics print their reviews in advance of opening date, which has aided materially in selling pictures of this character. A POINT TO REMEMBER At a recent managers’ meeting of the Utah-Idaho division, Division Manager Harry David urged the assembled showmen to consistently display Sunday bargain prices in the weekly institutional ads. This move would appeal to parents in bringing the entire family to the theatre in order to take advantage of the reduced rates. A point that should not be overlooked by other theatre managers! PRECEDENT BROKEN A front page story in the Waco, Texas, Times-Herald, which broke a long existing precedent of omitting motion picture stories in week day issues was effected by Maurice Rosenfield, manager of the Orpheum Theatre, by means of a special “With Byrd at the South Pole” preview. Photos of Byrd’s homecoming accompanied the story on page one. GIVES AWAY GUM Beech Nut gum tie-up provided Manager L. BE. Davidson of the Cedar Rapids Paramount with giveaways on the Will Rogers picture, “So This is London.” SELLING “QUEEN HIGH” By RUSSELL HOLMAN Advertising Manager, Paramount Pictures (Not For Publication) “Queen High” was originally the very funny and successful stage Schwab and Mandel produced it as a stage musical comedy and played it all over the country for hit runs. It farce, ‘‘A Pair of Sixes.’ went especially well in New York, Chicago ard Philadelphia. Now “Queen High” reaches the screen. It is roaring comedy, with a couple of very incidental songs. (The music is introduced logically and is good music; they’ll like it after they hear it; but I wouldn’t advertise it in advance.) “Queen High” introduces Schwab and Mandel as motion picture producers. The picture was supervised personally by Frank Mandel and made in our studio by our production department. Schwab and Mandel are probably the most successful hit producers in the world. They already have such stage successes as ‘“‘The Desert Song,” “Good News,” “Follow Thru” and ‘‘Queen High” to their credit. Their entrance into the motion picture field is important. They are in via Paramount. We have another of their big hits coming—“Follow SET with Charles Rogers and Nancy Carroll, a big all-Technicolor smash. Comedy and cast should be stressed in selling ‘‘Queen High.”’ Charlie Ruggles—who played the same role in the stage version. A ladies’ legsicographer; dealer in silk stockings and fancy garters. Unmarried, but willing. ; Ginger Rogers—cuddlesome cutie of ‘‘Young Man of Manhattan” and Oakie’s oo-la-la in ‘“‘SSap from Syracuse.’’ The snap in the garter shop. The stenog who sees all, knows all and says plenty. Stanley Smith—the ‘Sweetie’ and ‘Honey’ hero. Charlie’s nephew. His idea is to put pepper into the business but his eyes are on Ginger. Frank Morgan—star of the Broadway stage hit, ‘““Topaze.”’ of America’s foremost actors and comedians. ner, business and sparring. fighting. A Dozen Beautiful Garter-Getta Girls. Always rushing into the stocking department when the arguments between Charlie and Frank get too hot and turning the hose on the boys. Charlie and Frank bust up their partnership and cut the cards, low man to become the other ex-partner’s butler. Frank wins; his queen is high. Hence the title. Charlie becomes the butler, confining most of the service to Frank’s wife. It’s a scream. Smart, wise-cracking copy is the way to sell it: “Queen High’’—ace of laugh-hits... . He took his partner’s queen and started a riot of mirth....Flushes and blushes, clean-ups and mix-ups, pairs and peaches. ... Inside Stuff on the Big Sox Market Crash. ... Two big stocking market kings run after two queens and are taken by a joker. ; Serious copy: Schwab and Mandel, Broadway’s greatest hit producers, offer their funniest success—‘‘Queen High.” Playing cards are logical backgrounds for ad art work. Letters could be written to business partners in your town inviting them to see the show and observe how one business partnership works out— Ruggles and Morgan. Make-a trick herald out of a queen of hearts, with copy on the back stating this was the winning card and dope on your show. One Seen as Charlie’s partTwo minds with but a single thought— Soletefetelegeteiesetetefedeleiedete degeietetetetedesedetedeiesegseiegieteseleieletebetetegeges SHORT REVIEWS OF SHORT FEATURES By LOUIS NOTARIUS Publix Theatres Booking Department fusfeotnfefeoferfeateateafenterteaterteaterferferfe feofendngesfesfesfeafeagenfesfesfesfefeterfeageote fferferfeteaferterfertererterertete PARAMOUNT THE STRBIN SONG (6 min.). A Song Cartoon with Rudy Vallee’s sensational hit as the piéce de resistance. It is introduced by Vallee in the opening shot with his voice being used throughout. It is a subject chuckfull of laughs and gives 100 per cent entertainment. Maintains the high calibre of entertainment typical of this Fleischer Song Cartoon series. : THE HOT AIR MERCHANT (18 min.). Here we get Ruggles as a street corner lecturer on ‘Love.’ As he pokes fun in a satirical vein:on women and their intrigues in their efforts to ensnare men into a state of matrimony, the actual scenes of such procedure are presented in the person of an innocent young man and a designing woman. When his lecture is concluded there is a surprise finish in which Ruggles himself becomes the victim of one of the objects of his tirade. Entertaining from start to finish and will surely get laughs. THE STORY BOOK PARADE (11 min.). Another Kiddie subject that will serve its purpose as an opening number. Scene—mother and two children. As the mother tells the stories, fairy tale characters are presented in the form of children, who sing and dance. A flashback to the trio, and, as they fall asleep—tade out. Will go well with an action picture catering to the younger element, especially children. VITAPHONE 1009 YAMERKRAW (9% min.). “The St. Louis Blues” and “Black & Tan.” noted negro composer, James P. Johnson. The emotional and spiritual moods of the negro are here portrayed. It is a fine piece of artistic work which presents negro spirituals in a manner which will be appreciated by ‘class’ audiences. The photography, which is different throughout, giving the subject a colorful aspect, is of the best. The subject is sombre and should be booked with a light feature comedy. It will undoubtedly get comment from the critics. Should be booked in class ‘“‘A’”’ houses wherever the negro is not taboo. Will not be appreciated in Second Choice Theatres. 1000 Jim McWilliams in “GRAND UPROAR” (8 min.). <A burlesque on Grand Opera by this famous nut-comedian of the vaudeville stage. His yen for satire contains a laugh here and there but as a whole just fair entertainment. His name may mean something in towns where vaudeville is shown. 1004 Lee Morse in “THE MUSIC RACKET.” (744 min.). This wellknown blues singer does her stuff in her own inimitable way. The hit of “Artists and Models,” and ‘‘Hitchy Koo,” she renders two of her numbers in a very entertaining manner; namely, 1. In the Middle of the Night. 2. Those Blues. Supported by Leo Donnelly, with a bit of interesting production, a colorful subject is presented. Will open the show to advantage with its first class entertainment. This subject may be classed with It was written by the