Publix Opinion (Aug 29, 1930)

PUBLIX OPINION, WEEK OF AUGUST 291u, 1930 CARLILE OFFERS BROADCAST AID John S. Carlile has on the official rates for pebeae casting services offered by every station in the United States and Canada, These =~ S =m = Fn —~ W > <= P7i Zz i ! i i ! ¢ i f t ! t ¢ PROSPECTS ON PARADE! PUBLIX BACK TO | AWeidtine that tall alaitl __ W NORMAL, SAYS eadline that tells a daily story! A daily story that plays an important role at the box-office! DEMBOW Are you taking the part of the prompter, as you should, ON WINDOW 9 OO 0-0 0-0 0+ D+ 0-0-8 + 0-0-0 0-0-0 OO 0-0 O05 OO 0+ O0+ 90 +-0-0+-0-0+-0-0-00-00-00 0-0-0000 9-0 0-0-9 O 8+ 9-0 Lloyd Lewis, experienced “a tc and vivj ee Fromidiser of the Publix-Bala-|+ Gato Gute; wsonably up to Reese these prospects the cue to visit your theatre (Continued from Page One) merce Katz publicity staff, Publix changes here are any and see the best in entertainment midst surroundings of burden of excessive and needless pinion has eauble eerr napa ae He will be glad to corres eae ad a andl ie * it i mae A ECnle Nene Hee ston a irereciteein ee | nwin a e a n art in . 8 ; pon of Publix managers everya aa of the ‘diviities th ae eee ee eee pau SAE ely Vast Amount Saved pene Lewis’ varied exploitation with regar d ody managers & these prospects to a dulapidated-appearing theatre? A vast amount of money has wher es qualify him to speak as broadcasting ois local hat are you doing been saved by voluntary informaact sxpert on window displays, and the use of stati ee rien to direct the countless tion from various quarters in both ; an @*lts which he culls from his! $ for theat On facilities destri ar the Home Office and the field, ne fac ld b eatre publicity is bepedestrians that pass } the experience shou e of uting considered th which served as reminders to exJon& value to managers in cultiy: your theatre every day ecutives and enabled them to forere the friendship of merchants | --*-e-0-e-0--0-0.0-c--e.0-0-0-e-0-o-0-e-0-02, to enter its portals? Is mulate new policies, putting the atin curing worth while disthe co in your lobb comprehensive savings into effect. d pro i. ee Py ry) y an It is too early for an estimate ay SP panels readable from a ace. play nen you stop to consider that dows. A large number of retailof total savings, as figures are not : ? average person spends only selbe tes 30 per cent of their een Is your lobby yet available. It is known, how rteen seconds in front of a BOMenOE ndow displays, and in ront inviting? Have ever, that the saving effected is a STOW window,” Lewis says, “you Rents of the larger cities the peryou effective selling gigantic one, and Messrs. Dembow, aT realize that one does not see} Dor Be Fide 50. Real estate exCopy on your posters, marquee, etc.? Are your marquee Chatkin, Botsford, Saal, Gowery much in that short period. Ion ar me on a lot 100 feet lamps properly matched? 5 thorpe and others who have colne biggest trouble with mer-| 5 as 0 feet wide, the first Th : : laborated in the planning and exenants today is to get them to realae oer are worth 20 per cent of ese questions, in addition to the very many others cution of the cost cutting campaign chant they should not stuff their entire rent of the store. clearly apparent to Publix showmen, when affirmatively are highly elated by the results. dows with everything they| ‘Next to animation, color is the answered, will hasten the steps of these “Prospects on Ripert) LIS USC Set id in the store. best medium for attractin tt Parade” t h i 1 se E step of the trimming precess will Ee Sax Hour Valuo tion. miDasheniok enlace aaa el ade” to nowhere in particular to Prospects on Parade” have been taken and everyone in ua window should be working/ quite naturally enhance the atten pomours yell exploited and inviting theatre. te pe ein mee eye it oi for @ See enh aiee a as| tion-creating value. Are the people in the above picture, crossing from the eno edie tHAE IDA ibe: Ten dex Bi tor at least fifteen nowraa of spe OES eed io ae a? Tahoe Re ie pate thes me oo tobe edie ee day. It should be pulling passersA well illuminated window atve non ae eae San neo peranOnan aa SE OE oon li ae fof a cite py from eight in the morning Tie just as ee moths. these ae an patrons to buy tickets for his show, or is iiblieapenecieielt eda until eleven at night, or in some]; anagers, with their pbrilyour theatre the eye-arrester that definitely sells comfort cities, even ae eereaaat OW HL Bee eee enjoyment, courtesy and service. 2 PARADE EXPLOITS who darkens a window by turning| io °CGt a on iiehtad window ig If it doesn’t, it should! HEIDT AND SHOW the light at six o’clock in the , Pah loses five hours each day a prominent feature of any street quring Which it should be working|*t night. From the standpoint of for him. The evening hours are attractive displays, the size of the| ¢ 9 even more valuable to the theatre, window 1S a secondary considerafor it is during that period that von Comparatively, a small win‘ the greatest number of entertain-|©OW Can produce as good a result ment-seeKers pass a window. as a large one. Do not fill a large SUGGES IONS “The height of a window diswindow with small objects unless they are grouped. A high d lay should never be above the Sma ee of the eye, as people will| 22tTOw window can be made to FROM RUBIN Two 5 dollar bills covered the bel pce g police escorted parade and subsequent stories and eesti cen orece, or com-| photos in the local papers for the on moving cloud and air-| arriyal of Horace Heidt and band plane effect, is suggested by Rubin who were to play at the Chicago for use on Magnascope screen at Theatre. The Chicago and Alton start of “‘The Dawn Patrol.’’ He railroad, the line on which Heid { : suggests Effect Design No. 151 for | arrived, paid for alee aeeel of the t the screen reduced to normal size. presentation of “The Girl of the} parade whi h | Golden West” and Effect Design aeli B a eee hentwes pee ‘. No. 7 8 for the United Artists pic-| Heidt’s run. f ture, “Eyes of the World.” mucluded in the parade, autos i Seo eee for which were supplied by local ft HOUSE RE-NAMED agencies, was an orange float a i] which contained several girls who | Empire Theatre, Mercedes,| threw oranges to the many on} Texas, was re-named the Capitol|lookers. Milton Levy of the PubMi when it reopened on August 29th.|lix B & K publicity staff arranged i | Policy is four changes, Friday,|for this stunt which also resulted i Sunday, Tuesday and Wednesday.|in free window displays in orange i | drink stores, plugging Heidt and | FULL WEEK VAUDE the: current attraction. _| appear wider by the use of horioe ee ne ate under ordin zona Hines ion ae ceca raston, “In this country we walk on an ERS sOns 10w, WiNGOwLCnS veral suggestions for the use the right-hand side of the street, eran ver ucal lines gives the effect | .» ae deste slides in the predrive on the right side of the road. | °* “@S3': sentation of various feature picExperience of retailers shows that| _ The facts outlined above, Lewis|tyres have been outlined by Harry merchandise displayed on the right| Stated, should not only convince} Rubin, head of the Home Office side of the entrance sells more|™anagers of the worth of mer-| projection department, for the quickly than merchandise in the|Chants’ windows to them, but] guidance of showmen in the field. window on the left. should assist them in securing disLook at the charts in the August Passing Figures play space. 8th issue of Publix Opinion for the ‘It has been estimated that in a “Tt should never be difficult to] effect designs to which he refers town of 1,000 inhabitants, 178|convince merchants of the desir-|by number. people pass a window in a day.| ability of theatre tie-ups,’’ he said.| An effective atmospheric backTp HH In a town of 50,000, 8,900 pass| ‘Linking the lure of the theatre to| ground, Effect Design No. 88, can| Olympia Theatre, New Bedford, PARAMOUNT i} | to and fro each day. From these| their more or less prosaic mer-|be used for presentation of the} Mass., has gone to a split-week ——___— 4 figures one can gain some idea of| chandise will assure them of a| Paramount picture, ‘‘Let’s Go| vaudeville policy, instead of play-| \ New theatre under construction ; how many people look into a well-| passerby-interest in their windows| Native.” This design is a South| ing vaudeville the last half of the| for Publix in Nashville, Tenn., will . located window or would look into| which cannot be attained in any|Sea setting and should be pro-| week only. be known as-.the Paramount. it during one day if it contained| other manner. Once you gain} jected on the Magnascope screen attention-attracting displays. entry to a merchant’s windows, | just before the picture is started. “Not long ago an effort was| thereafter it is simply a matter of The effect should remain on the made to ascertain the value a mer-| letting him know when you have] Magnascope until all of the credit chant places on his displa in-| something for him.” titles have been run off and the 2 eee ee e cast of characters fades out. Then the Magnascope sheet is drawn in, the effect is faded off and the pic THIS ONE’S FREE! ture continues in the regular way “LEGAL” TRAILER PROLOGUE! To place added emphasis on the trailer for “Manslaughter” at ||" the Detroit Paramount prior to opening of the picture for the run, an impressive prolog was devised. An inexpensive judge’s bench up to Reel 8. was built, robes promoted, and a doorman trained to make a short ft Enhancing Scene : Renae? < i | Sensing likelihood of competition from miniature golf courses, In this reel, there is a dance speech Uelore ue ee a eee aa Cee ee ee ee i} Manager Lionel Wasson of the Omaha Paramount forestalled any by Hula el a eta be lnen stage. “Judge” rapped for attention, and spoke to this effect: hi such possibility at the start of the craze there. He installed a Seas, and this seq “Hear Ye; the case.of Lydia Thorne comes to trial in this theatre hj course in his grand lounge at a cost, of $250; and thousands have made very effective by enlarging on Friday; the charge is ‘Manslaughter. The defendant is Claudette ii Colbert, the prosecuting attorney, Fredric March. We take this Ti Opportunity to interrupt the program, feeling as we do that our next : attraction, ‘Manslaughter,’ is one of the truly great pictures of all Bm I time, etc. And now we show you some of the thrilling scenes from i ‘Manslaughter.”. Idea, which was developed by Manager Carl i} Ai gueete and Publicity Director David Lipton, drew applause at oH each show. i} played it. Photo of part of the sporty nine-hole course is repro|||to Magnascope size. WE Oa duced here, ; ‘ : No cha laying is made to theatre patrons; they are f the song, ‘‘Let’s outfitted aah Hee se el ball upon presentation of their ticket poe ee Reta W. ae elites is stubs. Women have found it a convenient place to check mete oO bands. Wasson is publicizing it as the world’s first refrigerate 8olf course. used, but two moving effects were projected on the Magnascope screen. A moving cloud effect was employed on the top section for the sky background, while a moving ripple effect gave the illusion of water on the bottom section. ‘The portion of the screen occupied by the projection film blocked off both moving effects. The double effect was faded off at the end of the credit titles, and