Publix Opinion (Aug 22, 1930)

FALL ACTIVITY PROFITABLE FOR PUBLIX (Continued from Page One) rictultural, with little or no t manufacturing, proved to be the prosperity leader for the nation in July.” Figures Are Proof To get an idea as to correctness of the Babson figures and analysis, Publix Opinion has checked over box office reports for July, and found that Des Moines reported much better for. July 1930 than in 1929. Davenport reported the same. Marshalltown, Council Bluffs, Cedar Rapids, Missouri Valley and Sioux City maintained a prosperous pace. ten Iowa cities, principally the largest ones. Council Bluffs, Newton, and Marshalltown, which are among the smallest Iowa towns, were the weakest on the Publix list. “This information is of great importance just now, to Publix showmen,’’ Mr. Dembow declared. “We all know the value of quick action at the psychological moment. Fortunately for Publix, we have most excellent entertainment to offer in our theatres at this time, which fact will help the returning prosperity movement for us. About the time that the plans for Paramount Publix Prosperity week actually get under way, we fully believe that Oct tober 5-11 will have every chance to fulfil the most optimistic hopes. Conditions Favorable “Generally speaking, business at the box offices has fallen short of expectations since last winter. Fortunately, Paramount Publix has been in a splendid position to Withstand the seige. Now that Conditions are again favorable, We must lose no time, nor spare any effort in regaining our usual Winning pace. We have the attractions and the theatres, and the orfanizational policies that are the best in the industry. If anyone has been discouraged or timid in making the most of these factors, it now behooves him to change his attitude.” Times-Union, was so successful that Manager Harry L. Royster. Collect Various hobbies were borrowed fo theatre Mmleresting ones. Publix operates theatres in |’ imit was extended, according to District Advertising lobby, and prizes were awarded for the most A collection of forty beer steins ; $500 MUSIC SALES Installation of a new specially-designed music booth in the Michigan theatre, Detroit, increased average sales from about $50 a week to about $140 a week. During the week ending August 7, music sales at this theatre grossed $601.15, a net profit of about $200. This was due to the personal appearance of Helen Kane, who stimulated demand for certain numbers by singing them on the stage. BLUE BOOK AIDS SHOWMEN ON SHORTS Newest aid to the showmen who are concentrating on deriving the maximum of benefit from the great shorts which Paramount has scheduled for release during the coming season ‘is the Paramount Ps D+O D+ 05S 01-0 +O O+O+ 0+ O+ 8+ 010+ O-+0+O-16+0-10+O-0+-0-0" $0 S++ 010+ O+0+-+0+ 010+ +0 S10+O+8+ O+0-o+8:-O+0-O+9-— © : : ¢ Publix Blue Book of Shorts, com-] ‘ piled by the Paramount Advertising Department under direction of Russell Holman. The Blue Book, which is of the durable, leather-bound, loose-leaf type, contains a presentation of our, 1980-31 line-up of shorts, a detailed description of each short scheduled for release from August 1st to November ist, 1930, and a Summary of all shorts produced by Paramount to date. As subsequent release schedules are compiled, sheets containing descriptions will be furnished to holders of the book for insertion as received, keeping it always completed and up to date. A list of the members of the theatre department to receive the Blue Books has been furnished by A. M. Botsford to Holman, who requests that receipt of the books be acknowledged to him at the home office. Supply is limited, and must be extended as far ag possible, as the book is not only an invaluable aid to merchandisers but an expensive piece of advertising material. Paul S. White has assumed the management of the Riviera, Anderson, Ind., Massey, resigned. the original time tons representing r display in the / ENE: Chin? Pith es BAS As be | vial {§ Wot esti : TAMILS CINON TAVAY THEATAR SSS FREE! A Trip to Bermuda Isle! ~tm RIALTO THEATRE OFFERS THIS MARVELOUS VACATION TO JOLIET’S MOST POPULAR EMPLOYED GIRL WS Be Led won Rrory Dnces Parca a Tee ay Pe Barrett Hardo are Co. Me toes 6 LF Beach Gx Block & Kuhl Co. haar The Book Shop Dinet & Co. ae ene meee Mat Le Rite The Eagle 2 Yaa oe Robt. P. hiep Sons, Jewelers Pt N tanaee Kline's Dept. Store theme be Leslie's Hosiery Co, ae ee ee Lewis Bros” Shoe Store 18 tage Licbermann’s, Jewelers ponreeaed Lincoln Bakery & Grocery Co. rer F. E Marsh Shoe Co, mk National Clothing Co. a cae Rialto Millinery ti Yaa ove + H_A.Stillman Co. mk oe Tesdall-Pratt & Co. bee The White Store non Yahn's Jewelry Store ak ee THEATRES CLOSE Luna Theatre, Kankakee, the Grand, Blue Island, and LaSalle, in La Salle, Ill., all in J. J. replacing Carlos|Rubens’ division, closed on <August 3rd. eee HOBBIES DRESS UP LOBBY! A hobby contest, recently conducted by the Eastman theatre in Rochester in conjunction with the from all corners of the globe is shown at the top of the layout below. At the left is a case of hand written manuscripts, dating back to the year 1260. At the right is a@ group of century old firearms, and in the center is the first prize, a silver trophy. A display of fifty various kinds of minerals, won first place. The owner of the manuscripts was awarded second prize, a six months’ guest ticket to the theatre. Coupons Good for 5 Votes ee. PUBLIX OPINION, WEEK OF AUGUST 22nd, 1930 THIS IS RESOURCEFULNESS! Here is an exam recent demand for handicaps throughout the circuit, Illinois, refused to tie-up with the “ test.” This did not stop the Publi to twenty-one merchants, with the result shown prize trip nor the full page ad cost the theatre twenty-one merchants interested, tional free space to the contest. to Madeline Woods, to get the prizes. 175 N. State St., Chicago. Jolfey MONDAY MERAID YT WR Ty 1A Ime JN celebrating the NewShow Year, which has Re, ple of the ingenuity referred to in Mr. Katz’ resourcefulness in overcomirig opposition and The only newspaper in Joliet, most popular employed girl conx showmen. the newspaper devoted plenty of addiIf you want this tie-up contact, write REEVE OFFERS ‘PROSPERITY. AMMUNITION (Continued from Page One) one of the “greatest undertakings in the realm of national institutional exploitation,” and bound to “be of inestimable value to Paramount Publix,” Mr. Reeye presented a score of suggestions which are now being considered by Home Office executives. . Whether adopted or not as national steps in the campaign, the ideas contain valuable aids for individual theatre managers during the week. They are Srouped as follows. : Efforts will be made to get They sold the idea below. Neither the accent! And with She can tell you where » just beguo, The Publix Theatres in Jollet have made Py) ve Tepresentation and announcearrangements with the Amerop Travel Service, the Penn3 =} ments on all national broadcasts Sylvania Railroad, and the Furness Bermuda Steamship NAN As ems Oe Company 10 dive to Joll's most popular caplop ed Bi xe ‘manating from the West Coast. the vacation of a lifetime. j Jn addition to this manclous trip the Publix Theaters are offering the ee ey soe office will enre tions of the years during this period, such ANY SIN y ‘i See a rabes eh Basie Fae as pet uch 3 rapa Meigen ache One“; Joan Crawford in “Our Blushing Brides"; Jack Oahie in “The Villiam Powell in “For the Defense”; Lon Chaney in “The Social Lio: Unholy Three"; William Haines in “Way Out West": Gary “The Spoilers”: Moran & Mack in “Any body's War" and other spectace ular productions WHO IS THE MOST POPULAR EMPLOYED GIRL IN JOLIET VES fast eee ESS Ry Ree Maybe it’s You! I!so, you will receive a glonous tour to Bermuda. Think of it. First to Chicago, then on the celebrated Broadway Limited over the Pennsylvania Railroad to New York, where Jou will stop atthe McAlpin Hotel, havea day ol sightseeing and then gro via the famous Liberty” —another crack Pennsylvania train to Washing+ ton, D.C, seeing all the sights and stopping at the Mayflower Hotel; then back to New York. A day of sights anight at the McAlpin and then you will set sail on the big trans-Atlanticliner, “The Veendam” on the Furness-Bermuda line. Marveloys days on the ocean, a'de luxe ship, glorious fun and then Bermuda—with days and nights of sightseeing and sport, and finally, back againon the shiptoNew York. Two more days of sightseeing and hack home. Two grand and glorious wechs of travel! Allfor you, if) ou enter the contest and win. DON’T DELAY! ENTER YOUR NAME 7 5 W ! aft: <i} & N O . “Sit ES S) ae i FOR FURTHER INFORMATION SEE lt <SAR CONTEST MANAGER, RIALTO THEATRE SS Ye a = Ill., traction Yuma. Then bearing a his perch “So many theatre in I decided In line with civic HOT SPOT-NEWS HELPS SELL ATTRACTION One test of genuine showmanship is the ability to tie up an at Newton Brunson, manager of the Yuma theatre in Yuma, Arizona, demonstrated this faculty recently in connection with a 12-year-old “cactus sitter.” Lawrence Peters perched for 115 hours and 47 minutes on top of a prize Saguaro cactus near Decision of his parents finally forced him to abandon his sitting stunt, but Manager Brunson was ready for him. He induced Lawrence to appear at his theatre and tell of his experience in “the most uncomfortable chair in America.” printer for sage from the why I came down from the Cactus! The real reason was that my ‘refueling cr Haines was coming to the Yuma be the only one in Yuma to miss that picture!” ROTARY HONORS of managers identifying themselves manager of the Saenger theatre in Meridian, Miss., has been active in the Rotary club, recently completing a term as president. , WILL COUNTY nouncements on programs on the chains of the Columbia system and the N.B.C. The argument that prosperity will be of aq vantage to all business will be used. Locally, the coast publicity department ‘will try to plant some popular star with the California Melodies Hour broadcast over the Columbia chain between 7:30 and 8 Wednesday evening, thus securing Prosperity Week announcements. The broadcasts of October 1st and 8th are considered the most timely for the purpose. In addition, every local radio station will be contacted and sold on the idea that prosperity means a good deal to them. On the strength of this a series of half hour programs will be promoted on the various stations, with company stars and musicians used to furnish the entertainment. Promoting special radio broadcasts from local stations is one step that should be adopted in every Publix city. Use the slant, “As radio station XYZ’s contribution to the gospel of Prosperity, we present, ete.” Theme Songs The power of music in establishing psychological moods for the crowd is well known. If no prosperity song is written for the week, local managers might do well to play “Happy Days Are Here Again” and “Cheer Up, Good Times Are Coming”’ whenever supplying music in connection with the campaign. EMPLOYED GIRL MAY ENTER THIS CONTEST BY SUBMITTING Cooper in HER NAME TO THE CONTEST MANAGER AT THE RIALTO THEATRE QUALIFICATIONS for CONTESTANTS VOTES anc ODTANNARLE AT THE CO-OPERATING STORES AND AT RIALTO AND PRINCESS Tater” Photographs Stars bearing banners and printed signs relating to pros perity will serve as models for posters and photographs. The idea that thrift is intelligent spending will be stressed. Newspapers Paramount Publix Prosperity Week offers unlimited possibilities for newspaper sections and stories. Each paper in each city ought to be good for some such section. Story possibilities are unlimited. Each city should get a proclamation from its mayor. Hach state should get one from its goyernor. A series of financial stories would be grabbed up by those papers which have been making an issue of prosperity. Good prosperity stories, making mention of Paramount Prosperity should be planted without any difficulty. Main Titles with hot _ spot-news. Brunson rushed _ the a flock of heralds, picture of the youth on and the following mes“sitter” himself: people have asked me piece of film precede all main titles of pictures to be released during prosperity week. Copy would be ‘As its contribution to Paramount Publix Prosperity Week, Paramount Presents, ete.’’ This matter is now under advisement. UNITS OPEN IN L. A. ew”’’ told me that Bill “Way Out West,” and that I didn’t want to Stage show units, produced on the Coast, will open at the Los Angeles Paramount on Thursday, August 28th. San Francisco Paramount will open new shows on Friday instead of Thursday, begining September 5th, to accommodate routing of the units, with the Publix policy affairs, Harry W. Rice, It is suggested that a silent