Publix Opinion (Aug 8, 1930)

ORGANIZED STURDIVANT PROVES MOVIE NEWS BUILDS CIRCULATION Actuated by the constant re-iteration of Publix Opinion that motion pictures are news, and that newspapers should be sold on that idea to the point where they depend upon theatre news for much of their circulation-building reader interest, B. V. Sturdivant, Publicity Director of Publix-Skouras Theatres in Indianapolis, has sold the three papers there so completely, within the size and effectiveness. “Fere’s another result of constant job-ticklers which we get from Publix Opinion,” Sturdivant says in reporting on the success of the campaign he carried on in accordance with ideas which Publix Opinion has set forth on a number of occasions. “Everyone knows we _ should have more publicity space in newspapers, but it is the company’s ever-reminding ‘sheet’ that spurs us on to do something about it.” ; Circulation Question The Indianapolis campaign was |. based on the desire of every newspaper to build up its circulation, which is the most important factor in running any paper, with the exception of its paid advertising linage. The latter, particularly national linage, depends directly in its volume on the circulation which the paper can offer to national advertisers. Study, and help from HanffMetzger, Inc., the aggressive advertising agency which serves Paramount, gave Sturdivant the number of film and theatrical fan publications which come into the Indianapolis territory. The total, there as everywhere else, was both appalling and astonishing, so it served as a genuine eye-opener for Indianapolis publishers so far as the reader-interest value of motion picture material was concerned. Sturdivant’s argument was that if the public eagerly paid as much as 85c per copy for fan magazines, it would certainly appreciate similar material in local newspapers. Not only would the public appreciate it to the extent of buying more newspapers and reading them more avidly, but merchants, Sturdivant told the publishers, would appreciate both the increased circulation and increased reader-interest. Letter Opens Drive Sturdivant opened his drive for more publicity space by sending each of the three local publishers the letter at lower center of the reproduction on this page, on June 28rd. In it he told them of the readerinterest in motion picture news, and frankly stated his position. His arguments were backed up 0-020-000-1050 © 10+ O10 + 0-1 0+-O-+ 8 +-O-+ 0+ 0+ 050-0 O10 OOF OO ‘space of one week, that motion picture sections have doubled in $+ 0+ 0+ 0+ 06+ 0-0 0+ 0+ 0+ 0+ 0+ 0-0-0 050-0 OOO AS USUAL } Publix’ personnel again proved its worth in behalf of the community, by lending support to a civic movement in Tampa, Florida. In securing pledges for a “Forward Movement’’ fund, sponsored by the local Chamber of Commerce, Division Director John J. Friedl reports that City Manager Harry Weiss, Manager Paul Short of the Tampa and O. G. Finley, manager of the Franklin, _ were highly commended and graciously thanked by the. committee for their outstanding efforts. DO 010-0 0+ 00-0 0-0-0 00+ 00+ 00-010 0+ 0+-O DO 0-01 0-1 0-0 0+ 00-01 0+ D+ 02-10 O19 +O 8+ OG ++ 100-6 by the actual figures of fanMagazine circulation in the Indianapolis territory, a total which shocked the newspaper men. This letter was follcwed by personal interviews with each publisher, in which Sturdivant brought up all of his auxiliary arguments. Timed Punch The follow-up punch which landed a clean knock-out came five days later. In almost every city such as Indianapolis there is an out-of-town paper which eats into local circulation. In the case of Indianapolis, it is the Chicago Tribune. Sturdivant had watched trends in the Tribune carefully, and had bided his time to open his drive until the Tribune was featuring motion picture material in a big way. At the time the opening wedge was shot at the Indianapolis publishers, the Tribune was playing up motion pictures in splendid fashion, probably at the instigation of other Publix merchandisers in Chicago. The flashiest part of their feature material was a series of reproductions on the front page of their magazine section every Sunday, with pictures of four stars in colors, so beautifully done that they were eagerly sought by fans for framing. Sturdivant simply mailed copies of this section to each of the Indianapolis publishers, accompanied by the letter dated June 28th, and repeated with the next Sunday’s section on July Ist. These letters and _ enclosures SOME LIGHTING POINTS TO REMEMBER For low mounting, place lamps close together. For high mounting, place lamps further away. Shadows and colors on pictures and objects, properly used, create very pleasing effects. Get natural colored lamps for coves, foots, borders, etc., not sprayed lamps. Inside color spray for outside lighting is better than outside frosting. It’s not desirable to continually move lamps of high wattage. (Decreases life.) New York Underwriter’s code demands 1/20 foot candle power in auditorium during picture. Never have bright light sources in the vision of audience. Contrast correct color on colored object to produce ‘punch! effect. Color shadow effects are very pleasing and entertaining. Choose dimmer according to wattage used. (Rated capacity.) One percent drop in voltage means 3 percent drop in lighting efficiency. Use a few lamps of high wattage rather than: many lamps of small wattage. Scour reflector fixtures periodically to insure maximum lumen efficiency. PUBLIX OPINION, WEEK OF AUGUST 81x, 1930 CAMPAIGN WINS PRESS! clinched his arguments in decisive fashion. Hasy Success Success of his efforts is indicated by the two front pages of the theatrical section of the Star, on two consecutive weeks. June 29th issue had a large mercantile ad on the front page of the section, an undistinguished appearance, and a relative paucity of motion picture features inside. Theatrical material inside, in fact, was limited to one full page, and small parts of two other pages. A glance at the section’s first page for July 6th, however, tells the complete success of Sturdivant’s campaign. Inside, there were three full pages of motion picture news, and breakovers on several other pages. In addition, the head on Louella Parson’s daily column in the Star was jumped to two columns instead of one column, as had been the custom ever since the paper had bought the release. Daily papers also began carrying more stories and art on pictures. Complete Change At the present time, all three Indianapolis papers are ASKING Sturdivant for more human interest material to make theatrical sections more interesting. Circulation gains have accompanied the change in policy, and the local dailies now have a fighting chance with the fan mags and the Chicago Trib. Critic of one paper is conducting agitation for return engagements of ‘‘With Byrd at the South Pole” and “Journey’s End,” Here is concrete evidence of truth of the fact which Publix Opinion has constantly re-iterated, that editors CAN be convinced of the value of motion picture news and art as a circulation-builder, if the problem is approached properly. Read on this page how B. V. Sturdivant, Publicity Director of Publix-Skouras theatres in Indianapolis, followed the counsel of Publix Opinion and tripled the amount of publicity for his theatres in the columns of three Indianapolis papers. CONCRETE EVIDENCE At the left is the front page of the motion picture section of the Indianapolis Star before Sturdivant unloosed his arguments. At the right is the front page of the same section the next Sunday, one week later. At the bottom are the three letters which, coupled with personal calls, turned the trick for Sturdivant, and which will turn the trick for you if you use them as wisely! Use your magnifying glass on them. and filling plenty of space in doing so. “We are not bragging about the results,” Sturdivant says, ‘‘but we are certainly elated. I sincerely believe that this fine spirit of co-operation will continue just as long as we keep giving the papers suggestions as materially constructive as those which aided us in this activity.’’ Issues of Publix Opinion in which Sturdivant and his staff found inspiration for their commendable activity are as follows: May 14, 1928 (editorial); March 30, ’29, page 9; April 27, 29, page 11; Nov. 22, ’29, page 10; Feb. 7, ’30, page 10; Feb. 14, 30, page 8; March 28, ’30, page 5; May 28, ’30, page 9; June 18, *30, page 11. Prize Loafing Sells Picture in Florida “Loafing” is what you may call it, but still results warranted its usage in St. Petersburg. Walter Morris, manager of the Florida theatre, got the local baking company to insert printed sheets bearing ‘Paramount on Parade’’ copy, beneath the wrapping paper on each loaf of bread. On the printed sheet was also the name of one star in the picture, and guest tickets were awarded as prizes to the people bringing in two sheets with the name of the same star on both. Schosberg Predicts Candy Sale Increase Although operation of the candy sales machines is functioning smoothly in theatres where they have been installed, possibility for an increase in gross sales of at least one-third were outlined by M. Schosberg, candy department head, in a recent meeting with assistant managers at Chicago. Substitution of items in popular demand for those which are moying slowly will boost sales, he said, and results are being obtained by use of trailers and by installation of illuminated signs above the machines. Keeping the machines filled, keeping the stock fresh and supplying patrons with change are other important factors which will greatly help to increase sales. Stamped Messages Reach 4,000 Patrons With merely the expense of & rubber stamp, Manager H. . Brown of the Modjeska, Augusta, Georgia, cleverly requested 4,000 local residents to ‘“‘Hold Everything For Hold Everything.” The message was stamped on 1,000 paper bags at the chain grocery stores, and on the paper napkins of ten of Augusta’s best restaurants,