Publix Opinion (Aug 15, 1930)

LOBBY EXHIBITS BOLSTER WEAK PERIOD Appealing to the women for theatre patronage in a ‘‘right-intothe-home” idea, has helped tide the eight Publix Detroit suburban theatres through a slump period brought on by the recent prolonged hot weather. : Through the efforts of District Manager Harry Lustgarten, the Annex, Century, Tuxedo, Alhambra, Redford, Royal Oak, Birmingham and Ramona theatres, for two weeks, transformed their lobbies into domestic science laboratories to house various home appliances, which were subsequently awarded to holders of lucky numbers. These gifts and the services of a well known home economist were all sponsored by Wextark, Detroit’s leading radio store. Demonstrators for each theatre were also supplied by that firm. The lobby of each theatre was appropriately decorated, with background furnished and erected by Wextark. Radio publicity, circular, co-operative and newspaper advertising were all paid for by the radio firm. Newspaper advertising, aggregating 440 inches, announced the exhibition and also current attractions at the theatres. Newspaper stories and photos were also obtained as shown ‘in adjoining column. Reprints of a four page section in the daily paper, were distributed to prospective patrons within a radius of one mile of each theatre. Letters mailed to 4500 stockholders of a displayed product, advised them of the exhibition. The only cost to the theatres was the showing of a trailer prior to and during opening of the exhibition. CARDS FROM STAR Capitalizing on Clara Bow’s sojourn in Dallas, shortly before “True to the Navy” opened at the Palace, Corsicana, Texas, Manager Leslie Wilkes had postcards supposedly from Clara mailed from Dallas to his mailing list. PUBLIX OPINION, WEEK OF AUGUST 157x, ' BOLSTERING THE BOX OFFICE Reproduced below is some of the free advertising and publicity obtained by District Manager Harry Lustgarten for his Detroit theatres, in an effective tie-up with a local dealer. The full page ads seen in i hen the layout were paid for by the merchant and t 10,000 copies were re-printed and distributed. Note the predominance of theatre attractions listed. Story of the activity of the campaign is in adjacent column. = 10,006 2 1930 Raped Clergy Tis nd SSS pital) DRILL GETS SPACE By inviting the Chief Engineer of Biddeford, Maine, who is also Fire Chief, to the regular fire drill at the City Theatre, Manager Frank Vennett landed an excellent | Unholy Three’ institutional story in the Biddeford Journal. Chief spoke to the GARBO IDEA GOOD|Beauty Shops Help On ON CHANEY FILM| “Love Among Millionaires” Important factor in selling ‘‘The at the Florida, Jacksonville, was a “talking” Chaney cut-out devised by Pub staff, and commended Vennett’s |licity Director Jonas Perlberg. work in training them for handling of emergencies. MINSTREL BALLYHOO Cowboy minstrel, on a horse tied to a hitching post in front of the Kirby Theatre, Houston, taying a guitar and singing, ballyhooed ‘‘The Border Legion” for Manager C. E. Carden. intersection in the city. Clock at right is sample made up by factory, which accommodates standard. size stills, and is pictured at left as actually in use in Jackson. The cloe! ¢. GIVES CLOCK AND ADS TO CITY! Presentation. of a thermometer, barometer and clock to the city of Jackson, Tenn., by the Lyric Theatre, netted Manager John C. McKenna the news item reproduced below, as well as an ace-spot for advertising display on the corner of a prominent bank at the busiest Stunt was a modification of the talking Garbo poster used at the Imperial in Pawtucket, R. I., by Joseph Borenstein, and described in Publix Opinion for April 11th, 1930, on page 10. Card on an easel beside the cutout suggested to patrons that they ask “Chaney” questions about the picture, and that he would answer. Microphone in the ear of the cut-out relayed questions to a concealed usher, who answered them via a loudspeaker behind the mouth of the figure. Stunt is particularly applicable to any picture in which an established star talks for the first time. Pictures Exploited By Merchandising Tie-ups Merchandising tie-ups which Advantageous tie-up of Manager Paul Short of the Tampa Theatre, Tampa, on ‘“‘Love Among the Millionaires,’ had five beauty shops co-operating with windows on Clara Bow’s new coiffure, displaying appropriate stills, panels and copy. One beauty parlor set up temporary equipment in the Tampa lobby, featuring the Clara Bow haircut, and offered a guest ticket to see the picture to patrons. Theatre was reimbursed for all admissions, under the plan, which continued for the run of the picture. COMMITTEE HELPS Macon Better Films Committee campaigned on ‘With Byrd at the South Pole” for City Manager Monty Salmon. Efforts were di INVITES CUBANS TO PREMIERE IN MIAMI Noteworthy stunt pulleq by Manager Narl Holden of the Fajr fax, Miami, on “Dawn Patroj» netted many front page newspaper stories. Learning that the president of the Miami Junior Chamber of Commerce was going to Havana Holden made arrangements for presentation by him to the Pregj. dent of Cuba and the Chief of Staff of the Cuban army of an in. vitation from the Fairfax to attend the premiere of the picture, Responding to this invitation, the Cuban Government sent two airplanes and four army aviators to Miami to spend three days, as representatives of the Cuban Goyernment at the ‘Dawn Patrol” opening. Accompanying the two military planes was a Pan-American transport plane bearing Assistant Secretary of State Ybor, who is also president of the Cuban National Press Bureau, as personal representative of President Machado. An A. P. correspondent came with Ybor. Holden promoted rooms and meals for the visitors from a local hotel, and arranged for a representation of city officials and prominent persons interested in avlation, to complete the party of guests. Junior Chamber of Commerce and the theatre sponsored a dance at the cooperating hotel, in honor of the Cuban visitors. Miami papers united in giving the affair front page space, with plenty of plugs for the picture as the motivating factor in the international exchange of courtesies. : CUCKOO PARADE Exploiting ‘The Cuckoos,’’ Manager H. E. Webster of the Majestic, Kanakee, Ill., staged a kids’ parade with prizes for the funniest costumes and make-up. Newspaper co-operated. POLICY CHANGED Colorado Springs Paramount Theatre is now on a twice-weekly rected principally at the schools. |change basis, instead of one. REPEATABLE GAG! When the Des Moines Theatre closed for remodeling and re helped exploit ‘‘Love Among The Millionaires” and “Anybody’s War,” when these attractions played at the Paramount, New Haven, were consummated by Publicity Director Ben M. Cohen. On the Moran and Mack picture, 20,000 samples of Mason’s Black Crow candy drops, with appropri decorating, Manager R. C. Gary fingered through his bound volume of Publix Opinion to find a stunt that would break in the daily papers and also cause considerable word-of-mouth comment. Reproduced below is the idea obtained. The photo shows Governor John Hanv mill of Iowa, after he had affixed his signature “Wishing the Greater Des Moines Theatre Good Luck.’ The giant black board, compose of compo-board, was placed in front of the theatre. The sign $50,000 cooling plant violates the policy expressed in this issue Page 1, col. 2. It should have read, “New mammoth cooling plant—Biggest In Iowa!” tharmomaeter, eter and i ent ER thevelty by ir, ount | sleds. town section. ?|the city. ate copy pasted on the boxes, were distributed in stores throughout The Philco 24 sheet was sniped with a sig cut and playdate announcement in return for lobby display and distribution of 5,000 heralds on the picture, paid for by Philco. The Clara Bow picture was publicized through the circulation of 10,000 samples of Domino cane sugar in restaurants and hotels, to be used instead of customary bowls. PARKING TIE-UP Parking tie-up effected by Manager C. H. Giesseman of the Norshore, Chicago, entitles patrons to park at a nearby lot for 15c¢ instead of 25c; coupons are distributed to patrons in cars by the doorman. Trailer tells of service, and parking station advertises feature in newspapers at its own expense. STAGE COACH BALLY Old time stage coach, with boy and girl appropriately costumed was the ballyhoo for ‘The Border Legion” at the Strand, Shreyeport, La. A. Brown Parkes is manager, PEN BT Ha