Publix Opinion (Sep 19, 1930)

PUBLIX OPINION, WEEK OF SEPTEMBER 19rn, 1930 2 ALL DEPARTMENTS READY FOR BIG PROSPERITY WEEK picture players and act as master of ceremonies in the radio playhouse. Jesse Crawford will render “The Gypsy Love Song” as his organ solo. The complete program: Overture—George M. Cohan Cyclo A Romantic Short “Why Am I So Romantic?"—duet “MIOROCCO” REGISTERS! Telegram from Jesse L. Lasky to Sidney Kent charac. {] terizes “Morocco” as one of the greatest box-office attrac. tions produced by Paramount. Telegram follows: “Just ran ‘Morocco.’ It is the biggest box office picture in m: (Continued from Page One) as it contains two separate ele ments. First: the main por; t Broadway Hits and Latest Popular Melodies : be Ms pie 4 tion, which runs less than two ; FT ooPnafora Select‘on with Male Chorus “Marlene Dietrich dominates the picture and we all believe she minutes, and contains, in addition Publix theatres playing ¢ | Presentation: i will be hailed as a new and greater Garbo. Her performance ig to some clever titles, a short, M-G-M pictures may obtain, a aes te Raed! ie! = Aika sawed superb and impossible of description. ; y j 3 ’ ° row-—troy 7 . . snappy message from Charles by getting in touch with TD aaineene “Joe Sternberg’s direction is masterly and he unquestionably ‘Morocco’ one of the greatest of our directors, Rogers, who is introduced in a pleasing manner and whose talk is localized for the community touched by the theatre running the trailer. In his message, Rogers stresses the fact that hard work and intelligent spending is the only way to maintain prosperity. This part of the trailer is to be run one week or more in advance of October 5. eT er eet oe et ee ee eo le Get These? their Metro exchange, attractive booklets for distribution to patrons, outlining forthcoming Metro product. No charge is made to Metro accounts for the pamphlets, but since the available supply is limited, managers should get in touch with their Metro exchange immediately for their allotment.. ODO. + 0-0-1 0+ O0'-O-0+0-0-0 0-0-0 0-0-0: OD 2 0-0-1001 0+ O10 O10 0-10-0910 O01 0+-O8 A Melodic Scenic “Canadian Capers” The Musical Newsrcel Organ Solo-—‘Gypsy Lovo Song” j Jnsse Cnawronp rival Beau Geste in popularity heights in a very colorful, proves himself in BALLYHOO KIDS | CURRENT CRAZE Novel variant of the tree-sitting idea was used by Manager W. H. Hall of the Saenger, Pine Bluff, Ark., to attract attention to “Caught Short.” Obtaining a 15 hailed as one of greatest, first rough cut.” ‘MANSLAUGHTER’ opinion we have produced in many months and will undoubtedly “Gary Cooper gives a yr eS. performance and rises to new diffe \ “If ever a picture spelled box office throughout, ‘Morocco’ ig jt, “We believe when the returns are : if not the greatest picture of the year, and this opinion has been voiced by all who have just seen the and romantic appeal. rent role than he has ever played, all in ‘Morocco’ will he BOTSFORD ASKS Secondly: there’s a short title,| ¢ oo felt Ks BPG. a: BO den de Lae cn ete? synchronized to music, which S10-0-0-0-0--0-0-0-0-0-0-o-0-o0-ere-eereve-o-e: | FOOL tree, Ne Pp i ost “As its contribution to his theatre and chained a monkey FEATURE STORY in its branches. Caption called FOR FAIR Paramount Publix Prosperity Week, this theatre takes pride in presenting”: This title is to be run on the screen right ahead of the main title of the picture that the theatre is playing during the week of October 5 to 11. Each of these two parts is separated by a piece of blank leader so as to be easily cut. One print of this two-in-one trailer is being shipped to each exchange in a very few days and wil be available for managers to screen. National Screen Service will distribute the trailer for a charge that covers just the printing costs. It is not intended to charge any rental for it; but to give it to theatres at a price that will recompense National Screen Service for its printing costs. Order the Prosperity trailer through one of the following branch offices of the trailer con COHAN’S SONGS 10 BE HEARD ON RADIO A cycle of George M. Cohan’s most popular melodies will be the feature of this week’s program in the Paramount Publix Radio Playhouse to be broadcast over the Columbia chain, Tuesday, September 23, 10:15 to 11:00 P. M. (E. D. Ss. T.) ‘Little Johnny Jones” and many others will be revived for the benefit of listeners-in. Jerry ‘Closeup’? Madison will continue his series of weekly comments on the activities of motion the monkey the original tree-sitter, kidding the current craze. i A feature story about the unOther copy tied-up the picture. : s Practically ate of Pine Bluff usual angles of the laws covering came by or to the Saenger to get manslaughter cases was planted a look at the ballyhoo. Hall cred-jin the Times-Leader by John M. its a Publix manager in Houston, | Galvin, manager of the Poli theawhose stunt was reprinted in altre in Wilkes-Barre, Pa. Of trade paper, for the idea. course the story stated that the discussion was inspired by the title of the motion picture coming to the Poli theatre screen. Unearthing a man in Rochester; Many pictures have similar huwho had served in the German| man interest angles, if given local ann with anne Bas author of! application. In this case a local SS uiet on the Western Front,” ; aert n the subActing Publicity Director E. S. C.|\2¥¥°" Wes Peo oa aan Coppock of the Hastman Theatre ject. © OM é , induced Station WHAM to donate all a matter of record, and pointed three free periods in which Cop-|out the interesting angles of the pock’s find discussed the picture. | law. RADIO BREAK TIE-UP (Continued from Page One) inaugurates the co-operative stunt He is entitled to credit for originating the idea. But it is up to him to see that he gets his share, “Carefully analyze each proposition before you approach a merchant. Itemize the benefits that will be realized both by the merchant and by the theatre. Sel] yourself as thoroughly on prospects for his advantage as on your own. : “Otherwise he’ll tell you how much he is doing for you. He'll talk you into paying for the window cards or other expenses, or he’ll get you to give him screen mention, or lobby display space. to fairly exploit your attraction. cern; 126 West 46th Street, New York City; 810 South Wabash N W Y | 1 ° In othes words, Kell ee tiiaaan Avenue, Chicago, Illinois; and ever as ere Ime unfairly, instead of periiiiie a 1922 South Vermont Avenue, Los Angeles, California. Reeve’s Zero Hour Idea Hollywood continues to actively “Public interest in motion pictures and in picture players is a very definite thing. It is an in lan its contributions toward F pigs. § eeoanerity Week. The following ie d Ui ff ee ae or be cana in “ ” ; when concentrated selling effort was ays by the merchant. It is zero. hour suggestion comes £ a good. thing to siecesu theme from Arch Reeve: “An idea has developed that I may help put over special advertising sections with newspapers. “Milt Howe of my department originated the idea, which we are using locally. I think it hot enough to air-mail to Publix Opinion at once for national use. “The thought is to have a ‘Prosperity Dollar’ appear in an upper corner of all such ads, with segments marked off for clothing, food, rent, transportation, amusement, etc. This ‘Prosperity Dollar’ should look something like a dollar—notched rim, suggestion of a “Liberty” head, etc. “Accompanying this ‘Prosperity Dollar’ is some such line as ‘Your Dollar Buys More Today Than Ever Before — Spend It.’ In the grocer’s ad, for example, an arrow from the segment marked for “food”? will direct attention to the bargains to be had in canned goods, sugar, butter, etc. “J think such a ‘Prosperity Dollar’ would definitely tie-up the advertising in a special section with the Prosperity Week idea. It might be well to sell the newspapers on running a big cut of such a dollar, with arrows running from it to the various ads.” O00 0-0-0 O0+ 0 0-0-0 OO OO S180 O-O1 D O° O20* 0-0-0 0-0-0 8 2-0 0-0 20-20 O18" O18 S090" really needed as it will be during Paramount Publix Prosperity Week take advantage of this interest, if he reciprocates by helping you sell tickets in some fashion. It is a bad thing to put him wise to oneway schemes which benefit him, cost him nothing and do not help *| your box-office. OCTOBER 5-11. W iva the coming of Fall, will your community say “We're having prosper ity,” or will it be too glum to talk? W uz you provide your town with the necessary suggestion of and reasons for prevailing good times or will you sit back and be satisfied with a financial “kick in the slats.” Pananzs, merchant co-operative ads and tie-ups, special matinees, stunts and hun “Merchants who have participated in successful tie-ups don’t have to be sold the second time. Usually they ask for more, if they are not approached. Give it to them, but get your share of the benefits!” Publix Standard Must Be Upheld _ (Continued from Page One) sibility to our patrons. “To fall down in even a single phase of management is to endanger the entire structure that has been so painstakingly developed. Faulty sound projection, poor program planning, slipshod front house operation, devitalized advertising, or any one of a hundred other faults will prove harmful to this reputation. “Although it is essential that all those entrusted with the various responsibilities of operating a theatre always be up to scratch, it is particularly important at the present time. ; e-% dreds of ideas appearing in past issues i BIG MANUAL ° F : ca Ee "6 P With the new movie season now : —— t of Publix Opinion and tickler files, showin full swing the public is alive ; One of the most preten¢ i to entertainment, to service, ; tious advertising aids ever { manly planned and executed, will supply and to general excellence as at } prepared by the Home Office ? : no other time. Within the next pe veritas PUES eTeN is } plenty of prosperity hints. few weeks, many new year i the splen _auanuat on j reund patrons will be made for i Spi ae ae epee with ; ; our theatres, or lost. suggestion. 1@ proper G it! “ tee to handle that picture, ¢ 0 to it! Cet set now to plan for prosBecause the welfare of every ; Pe eens fexpentiences of } x “ a \ p : one of us depends so completely fifties, thon Ree oat perity consciousness. There’s no time upon the public acceptance of our t , thoug’ loney ? \ joint efforts, I want everyone all this invaluable adjunct to ; Re erento hye squinlciie { the way down the line to toe the Mae acewcraet.. Ws Gort: i mark as conscientiously as possivocal a ee Heres Hf ble. We at the Home Office will ¢ Saye vertisi ¢ spare no effort in co-operating $ ager or advertising man en¢ C-) Renee, ins campaigning ; with the field to the fullest extent Pe Siero pe Lice e resent of our powers, and we will ex $ , ! pect from the field, the same hon: £ est effort and vigorous showman ship that we had in the past.” > ev: a9 6S pee ey ee