Publix Opinion (Sep 19, 1930)

PUBLIX OPINION, WEEK OF SEPTEMBER 19ru, 1930 5 SELLING “SOUP TO NUTS” By GLENDON ALLVINE Advertising Manager, Fox Film Corporation (Not For Publication) TRAILER SELLS FOLLOW THRU’ of the Duanes.”’ EFFECTIVELY Trailer copy written by Emmett R. Rogers, manager of the Paramount theatre, Atlanta, Ga., on “Follow Thru” was considered so excellent that it was submitted to Publix Opinion by John J. Friedl, division director, for possible use, in whole or part, elsewhere on the circuit. Following are the twelve frames of the trailer on the picture, which were followed by four more frames on the stage, show, organ solo and some institutional copy. What could be sweeter than a ready-made public to be in the millions? That’s your happy situation when you nou REE Goldberg’s first full-length movietone comedy, “Soup To Nuts.” ; The creator of “Goofy Inventions,’”’ ‘Boob McNutt” and “Foolish Questions’ has a tremendous nation-wide following. His daily comic strip is carried by hundreds of papers aggregating millions of readers His weekly cartoons in Collier’s enjoy a two-million circulation His name te eee eee broad comedy. ; Goldberg has let the talking screen have both barrel “Soup To Nuts”; it’s high explosive and hilarious. ING oF ane Fe opening it gives Ted Healy and his goofy array of dead-pan Racketeers! Healy, as you know, is a vaudeville ace and musical revue topnotcher. With Harl Carroll and Shubert productions, he has packed ’em in for season runs on Broadway. And he has topped the Palace pill for four weeks in a row. On the movietone screen, he is a natural. ; aar ; The author an e featured comedian are a long way f the only talking points oN ee picture, however. itis DS eR eae —not a gag sequence. packs an appealin Pee Gili aucpones pp & love story, and plenty Stanley Smith, young and talented romantic actor, clicks perfectly opposite Lucile Browne, the blonde attraction you saw in “Last NANCY CARROLL QUEEN OF THE FAIRWAYS DRIVES OFF Charles Winninger, late stage star in “Show Boat,” wins new Jaurels in a sympathetic role. And Frances McCoy, the nifty telephone operator, knows all the right answers and wrong numbers. | STILL NO. 1258-280 | lariat. Projection Lamp: An arc provided with adjustments necessary to maintain the light source in correct relation to the optical train of the projector. Projectionist: Projector Motor Switch: Rain: Scratches Reel: The flanged “Soup To Nuts’ has more tie-ups than a cowboy with a trick Merchants and restaurants will cooperate on displays. graphs and poster lobby displays are snappy. as business-whetters. You’ll corner the town’s laughs with this one. would say, it has ‘‘“Muckle a Chuckle.’ PROJECTION GLOSSARY LithoUse then generously e As the Scotchman Every manager should know the meaning of certain terms used by the projectionist in connection with his work. Each week Publix Opinion will print a short list of definitions of these terms with which the manager and projectionist are likely to come more or less fre quently into contact. lamp A person who makes the projection of motion pictures his or her profession, trade or business. More particularly the title is applied to ambitious, energetic men of recognized ability in both practical projection and in technical knowledge as applied thereto. Do not use term “operator” wien referring to a Projectionst, Projector, Motion Picture: A com bination of a light source, its housing, an optical train and a mechanism and a supporting base, with the necessary means for adjustment of the various elements with relation to each other, the whole being used for the projection of motion pictures. The Switch attached to a projector by means of which the circuit operating its driving motor is opened or closed. Quick Break Switch: A switch op erated by a spring in such a way that the contact is broken instantaneously. Quiet Arc: An electric arc which is noiseless in operation. Racing: As applies to a motor or dynamo, the acceleration of Speed which occurs when the Machine is suddenly relieved of its load. in film which when filled with dirt become Semi-opaque and have the appearance of “‘rain’’ in the projected picture. ceptacle: A wall socket for an incandescent lamp. spool upon Which film is wound for shipping and for use in projection. 1 of Film: The footage carried upon a single reel built to carry 1,000 feet of film, when the Said reel is approximately full. flection: The change of direction of a light ray when it Meets a non-absorbing surface and is thrown back. flector Type Arc: In motion Do not regard these as reference lists, to be consulted when in doubt. self with them each week! you will recognize and understand each term tomorrow! Familiarize your Study them TODAY, so picture projection an are having horizontal electrodes, a crater facing away from the film and a curved mirror which intercepts the light rays from the crater, reflecting them back toward the projection aperture. Refraction: Bending of a light ray through a lens or similar medium. Remote Control: The control of apparatus from a point some distance removed therefrom, as, for instance, a motor generator located in a basement may be started, stopped and controlled from the projection room. Resistance: That property of an electrical conductor which opposes the flow of current. Also the term frequently applied to a rheostat. Rewinder: A device for transfer ring film from one reel to another. Rewinding: The process of trans ferring film from one reel to another. This process is necessary each time a film is projected in order to change the beginning of the film from center to outside of film roll. Rheostat: A device consisting of several units of resistance which are electrically coupled in such way that the current must pass through the entire length of each unit in order to reach the next. A rheostat may be adjustable, so that the current may be forced through the entire series of resistance units, or some of them be cut out, at the will of the man in charge, or it may be non-adjustable so that the current must pass through the entire series of coils or grids, The resistance of a rheostat may be made up of coils of resistance wire or banks of cast iron resistance grids. Ring Oiling: A method of oiling machinery bearings. A ring of considerably greater diameter than the shaft is hung upon it, the lower portion of the ring extending down into a reservoir of oil under the bearing, so that the ring being revolved by the shaft, oil is carried up by it to ‘the bearing. Thru the traps, over the hazards, onto the fairways of love— and into the arms of CHARLES ROGERS America’s Boy Friend (Still No. 1258-394) What a peach of a pair! The world’s wonder-sweethearts (and this is PUTTING it mildly) prove all’s fair in Love and Golf in— (Still No. 1258-187) “FOLLOW THRU” A Schwab & Mandel production The sensational Broadway comedy romance of golf, girls, guffaws and love, which ran 54 weeks on Broadway, with Zelma O'Neal, Jack Haley and Eugene Pallette swinging mean niblicks of love and laughter. Filmed entirely in Technicolor, this masterpiece of exuberant youth and the glorious game which our own Bobby made famous, is so delightfully refreshing and vibrant with the joy of being alive, that it will be one of the memorable motion picture events of the year! NANCY CARROLL (who teaing or teeing is | the sweetest girl in pictures) was never so beauti ful. CHARLES ROGERS— as the pro who put Nancy off her game because she couldn’t keep her eye on the ball—has a role which suits him to a tee— ; FORE! (Note: To be animated—going to Magnascope for color shot from sound trailer) Come in twosomes—Come in foursomes! he love game of the year starts Saturday! —— ee SELLING “THE SANTA FE TRAIL” By RUSSELL HOLMAN Advertising Manager, Paramount Pictures (Not For Publication) It’s my honest belief that, outside of “The Covered Wagon,” “North of 36” and a couple of other outdoor super-shows, “The Santa Fe Trail” is the best Western that Paramount has made yet. With the public keen for this type of all-open spaces, all-talking thriller, a theatre ought to make beaucoup jack for itself with this one. “Santa Fe Trail” has a swell title that sounds big; the name of a romance-blazed highway to the golden West bristling with famous pioneer names like Wild Bill Hickok, Custer, Sitting Bull, Calamity Jane, Bat Masterson, Wyatt Erp, etc. While many Westerns have suffered from wildly illogical stories, “Santa Fe Trail” has a fast-moving, sensible plot. It’s based on “Spanish Acres,” a novel by Hal G. Evarts, star Saturday Evening Post writer. Such a cast has seldom been lavished upon one picture: Richard Arlen—handsome, husky two-gun lover; stormy petrel of the cowboy vs. herder war in the American southwest; ready to fight with fists or six-shooters for his flock or his woman at the drop of his sombrero. His best performance to date, Mitzi Green—the smartest eight year old in the world; the cute, pestiferous infant of “Honey,” “Paramount on Parade” and ‘Love Among the Millionaires.” Now frollicking, mimicking and raising juvenile hades in “Santa Fe Trail.” Eugene Pallette—one of the funniest and most popular talking picture comedians on the screen. He’s a scream when he attempts to make love and talk Spanish to Rosita Moreno—Mr. Lasky’s sensational discovery; another Dolores Del Rio; a beauty equally proficient in English and Spanish; folks will know and like her after this show. Junior Durkin—who a year ago was one of the sensations of tha Broadway theatrical season as juvenile with Janet Beecher in ‘‘Courage.” Junior is about Mitzi’s age and a male match for her, He will play “Huckleberry Finn” to Jackie Coogan’s ‘‘Tom Sawyer” in the coming production of the latter title. Hooper Atchley—this name doesn’t mean a thing to you or your audience; I simply cite it here because this man to my mind does the best job of playing a heavy that I have seen and heard this year. He is sinister but he is at the same time humorous, convincing and thoroughly human. His performance is a delight. “Santa Fe Trail” is a swell show because it is packed with action, humor and romance. (I mean that literally and not as just a hackneyed catch phrase.) It moves to a stirring climax with the speed of an express train. ‘There is not a superfluous foot in it. Copy: <A battle to the death for fortune and girl along the most glamorous highway that was ever carved out of the Western wilderness.... The ghosts of Custer and Sitting Bull will rise up to cheer this mighty thriller-melodrama of adventure in the Golden West..;. Dick Arlen, Mitzi Green and Gene Pallette, romancing and riding the dangerous adventure trail .... Why did cowboys massacre sheepherders? Why was Spanish Acres “cursed” by Indians? Why did Rosita Moreno’s Spanish blood warm to handsome Dick Arlen? Why did little Mitzi Green mimic big Gene Pallette till the tears of laughter rolled down all three of his chins? .... The thrill ofa’ lifetime awaits you along ‘The Santa Fe Trail.” ¥ Don’t brand this as a Western to big town audiences. all-outdoors, all-talking thriller or something similar. Call it an tacted the leading department store to pay for the printing of 2,000 heralds which advertised the picture, playdates, theatre and de A button-guessing contest effec-| tails of the contest. Persons estitively exploited “Animal Crack-| mating correct number of buttons ers’? at the Rex, Hendersonville,|in jar, displayed in window of N. CG. Manager A. P. Barry con-| store, were given guest tickets. Promoted Heralds Plug Show, Guessing Contest NIX ON THE SAMPLES! If you make tie-ups that include give-away candy, cakes, animal crackers, huckleberry pies, watermelons or anything else that will ron, rip, ravel, goo or grease—for the love of heaven, please don’t send ’em to Your Editor! Just tell him, and he'll take your word. A succession of grim tragedies last week is the cause of this urgent request. Those “samples” go to Mickey Finn. A huckleberry pie broke and ran all over the copy for next week’s paper. Five minutes later, groaning over his work, Mickey absent-mindedly reached for a pencil with which to scratch his head, and picked up an animal cracker. Shouting in rage, he brought down his fist to smash his desk in fury, and struck a gob of tie-up taffy candy. It took a derrick to pull it out. Minnie; the office cat, the mother of four children and the sole support of her sweetheart across the street at the Astor Hotel, sniffed a tie-up anniversary cake and made the fatal error of tasting it. Ten minutes after the me-morial services, a collection was taken up and orders were given to have the defunct feline stuffed and mounted for use as the office pin cushion. All this shows you what tie-ups lead to—if you send the horrible hors d’oeuvres to Your Editor. Asked for a public statement on the matter, Mickey, biting a chunk out of the telephone, eagerly leaped forward. “Tell the whole cock-eyed world that give-away candy and cake and stuff like that was meant to give away—but for gawd’s ~ sake, boys, I’m one of you! I’m on Your side! Don’t . give that to me!”