Publix Opinion (Aug 22, 1930)

SUGGESTED CO-OP AD “JT received my new bound volume of Publix Opinion Tuesday,” says Manager R. W. Waterson of the Indiana Theatre, Bedford, Ind. '“To day is Thursday, and it has paid for itself already—vwitness the enclosed.” Waterson’s enclosure was a full page co-op ad from the Bedford Times, procured on a circulation tie-up as outlined in Publix Opinion for January 38rd, 1930, and subsequent issues. Picture was the “Dawn Patrol,” with Barthelmess inviting readers of the Times to attend the picture as guests of the paper, in return for a new three-months subscription. The newspaper paid Waterson for all tickets issued under the plan, and he was a full-page ad to the good at no cost other than two mats. Care must be exercised in making this tie-up to use the phrase “Guest Tickets,” rather than “Free Tickets,’’ which tends to depreciate the value of theatre tickets in the eyes of patrons. Live Exploiters Invade Board Walk at Resort On “Animal Crackers,” Manager R. K. Stonebrook of the Asbury Park Paramount, assisted by District Publicity Director Bunny Bryan, promoted 30,000 anima crackers from the local branch of the National Biscuit Co., for use as give-aways in envelopes bearing attraction copy. Asbury Park boardwalk, previously considered uncrashable because of existing city ordinances, had three prominently located weighing machines carry large cards offering guest tickets to persons obtaining weight cards with the name ‘‘Paramount” incorrectty spelled. Twenty well-located grocers’ windows carried ‘Animal Crackers’’ displays. PUBLIX OPINION, WEEK OF AUGUST 22np, 1930 BOUND VOLUME|Dempsey Asks Men to Study Calendar J. J. Dempsey, district manager, has written a letter to his managers, calling attention to valuable information to be found on the Publix Opinion Forecast calendar for the month of August. It says in part: “In the upper left hand corner box is a Fourth Quarter Business Analysis forecast, which if followed out will give you a check-up on last year’s business and will enable you to set plans for the new season. “A. M. Botsford gives you food for thought in the following: The fundamental principles of advertising and publicity are as difficult to practice and as tediously learned for proper execution as are the principles of law or medicine. There are few other fields in modern life, except law or medicine, to equal advertising and publicity as a field to demonstrate the truth of the saying that ‘a little knowledge'is a dangerous thing.’ “An excellent organ check is given for your information and use, and the theatres now using organ solos should find this check very beneficial for proper organ presentations.”’ Editorial Comment On Second Run Picture An §8-inch, 2-column editorial in the Pensacola, Fla., Journal, characterized ‘“‘With Byrd” as an epic picture, portrayed in an adventuresome vein, referring to it as a cosmic wonder. The editorial evoked much comment inasmuch as the picture had just completed a return showing at the Isis. ‘QUIET’ BALLYHOO It was all laughter and noise on the streets of New Orleans when a goose-stepping gent, attired in a German army uniform, paraded the congested avenues to exploit “All Quiet” at the Saenger. FOR BEAUTY’S SAKE! Here are some of the front page photographs and stories which the Seattle Post-Intelligencer gave to the business girls’ popularity contest conducted by the Paramount theatre, in a tie-up with the newspaper and the Northern Pacific railroad. All voting in the contest was done at the theatre, which was felt materially at the boxoffice. See story at right. 998 Weekly Wal Be Ped far Beat Saber of "MASTER MYSTERITS*” TRIDAY PART TeO PerEtSIN yyes vO Le tre {UNIQUE PROGRAM Free Tea and Plugger| FOR ORGAN FESTS Organist Earl Estes had a double-barreled weapon to make his audience sing at the Harding, Chicago, recently. He started the organ singing number as usual and then switched to an accordion to play the final verses. A clever gag incorporated into his screen slides was an added incentive for his ‘fans’ to warble. Funny caricatures were project Tie-Up Brings Theatre Tie-up with Lipton’s Tea on ‘‘So This is London,” effected by <A. B. Luntzel of the Granada, Chicago, featured serving of iced tea on the Granada mezzanine for the entire week, at no cost to the theatre. Lipton ad on the back page paid for a four-page plugger which was widely distributed in the neighborhood. Two co-op page ads netted by tween Keith’s Georgia Theatre and distributor. W.D. Alexander Co, yan Peeteres PS Director N. Edward Beck in connection with a General Electric Refrigerator Essay Contest, tie-up be Prizes were a G. E. refrigerator and $50 in cash, with guest tickets for tenth to twentieth places—latter only cost to theatre. Women only were CONTEST GETS THESE ADS! District Publicity the Georgia G. E. ~ peewee perth One SON tL tied pares be Serpe Be — 12+ ON OUR STAGE -. + o. B UDEVILLE eligible, and entry blanks were procured from a girl stationed in the theatre by the distributor, necessitating purchasing a ticket to the theatre both to enter and to deposit essays. These were 100-word length, on “Why I Want a General Electric Refrigerator.” Use your magnifying glass on the attraction copy in the news-style columns. i tan seiner te Sla-Gen ed on the screen in the act of telephoning. By means of a bell hook-up and the P. A. system, a dialogue was held between Estes and the comic figures, who, when requesting certain numbers, were rewarded with an affirmative reply and the subsequent rendition of the number for the enjoyment of the audience. ‘Pictorial News’ Window Card Stunt Effective Tie-up arranged by Dave Davidson, advertising manager of the Publix Greater Talkie Theatres in Detroit, and District Manager, Harry Lustgarten, had the Copeland refrigerator distributor paying for 500 ‘‘Riviera Theatre ‘Pictorial News’ ’”’ window posters. Poster carried three stills from “Man From Wyoming” and one photo of Sammy Dibert, M. C., Don Miller, organist, and girls from the Riviera ballet, posing around a Copeland refrigerator. Copeland was plugged on a strip at the bottom.. Posters .were placed in windows of restaurants, drug stores, etc. Neither printing nor distribution cost the theatre one cent. SHOOTING GALLERY Lobby shooting gallery furnished atmosphere at the Electric, Springfield, Mo., during showing of ‘Border Legion.” Manager Theresa Nibler hung a target in an old shadow box, and allowed each patron one shot with an air rifle. Those scoring bullseyes were admitted as guests—about one in two hundred. SCOUTS PARADE Boy Scouts, headed by an orphan’s band, paraded for Manager H. C. Winham of the Rapides, Alexandria, La., on “With Byrd.” Orphans were admitted free, of course, but scouts paid regular admission. CTRIC RATOR or your home! \¢ 11 SEATTLE TOURS CONTEST GETS RESULTS A popular girl contest has had a definite reflection at the boxoffice of the Paramount theatre in Seattle, according to Bob Armstrong, director of publicity. The theatre was tied in with the Northern Pacific railroad and with the Seattle Post-Intelligencer. Note display at left. The first prize was a vacation trip to Chicago with all expenses paid, and the second was a tour of Yellowstone Park, also with expenses paid. The contest was limited to business girls between the ages of 17 and 35, unmarried and regularly employed. All voting was conducted at the theatre. Each patron was given a ballot, to be filled in and deposited in the theatre ballot box. Votes could not be mailed, nor deposited at any other place, Some of the contestants had their own literature printed and circulated, and one candidate took the telephone directory and called ag many persons as possible each day, requesting them to attend the Paramount theatre and vote for her. Many theatre parties also were organized by contestants. The theatre paid for the printing of the ballots and ran screén trailers showing scenic shots along the routes the winners would travel. These shots were not ordinary advertisements, but were Marvelous scenic shots on multicolored film, views of the Grand Canyon, water falls and other points of interest. Folders explaining the rules of the contest, paid for by the railroad, carried attraction copy for the theatre. The newspaper was liberal in the space devoted to pictures and stories of the contest. IMPRINT OUTFITS WILL CUT COSTS As an aid to small theatres everywhere in reducing printing costs, Paramount’s Ad Sales Department is offering herald and window: card imprint outfits at reasonable prices, to eliminate imprinting costs altogether. Herald stamp, which is priced at $1.50 complete, has a knob handle for speed and ease of operation, theatre name and address set in permanent type, two metal grooves for dates, necessary type, and an ink pad. On the window card imprint outfit, priced at $5.00, the theatre name and address is in permanent type 114 inches high, and the outfit also includes type and date pad. The latter outfit is also suitable for imprinting roto sections, insert cards, stand-cards, etc. A Jumbo Stamp, for larger display of theatre hame, is $7.00. These imprinting outfits may be obtained from any Paramount exchange. Unusual Advertising Idea Clicks in Detroit Weekly paper published in Birmingham, suburb of Detroit, carries an unusual page of advertising each week. Dave Davidson, advertising manager of Detroit’s Publix Greater Talkie Theatres, and Mr. Holah, manager of the Birmingham Theatre, sold owners of the neighborhoods two most important buildings, one of which contains the theatre, on advertising for their tenants. Amidst a general depression, the stunt has silenced kicks of tenants that rents are too high, and convinced them that their landlords have their interests at heart. Tenants have united in offering bargains for Friday only, and the large weekly cooperative ads feature these. Theatre, in addition to its alloted space, gets a plug in the institutional heading, and is one of the inducements offered to shoppers to come to the business center of Birmingham on Friday.