Publix Opinion (Sep 19, 1930)

PUBLIX OPINION, WEEK OF SEPTEMBER 19ru, 1930 PLANTS ATTRACTION IN EVERY AD! The result of the.arrangement is that the picture and the theatre reap the benefit of two pages of advertising without cost. The idea, of course, js repeatable with almost any picture and this one could well be used qy 3 model for other similar co-op tie-ups. 6 APPEAL OF M. C. KEPT FRESH BY NEWSY WIRES that Howard Amos, manager of the Capitol theatre in Macon, Ga., is responsible for this excellent specimen of a double truck co-operative advertising tie-up. The most commendable feature of the layout is that selling copy and art on the attraction has been planted in every ad on the pages. Believing personalities, such as masters of ceremonies, aenae fiers * in! [retin “Oh Metab Sant definitely draw business to theatell me Ua — > Two Black Crows Hit Macon Again: me <7 “a Tay want to tell you somethin’ ~ © Moran: PWhoa, Sont You can't et out heah. We's % a tres, especially during the run of ¥ average pictures, a special cam/ paign was outlined to keep the popularity of Frankie Masters, m. c. at the Tivoli theatre in Chicago, fresh with his audiences during his absence of four weeks. He spent his vacation in Hollywood. What are them bells on this teain pealing for, -Amos? Scems like they don’t leave on time for sleep now-a-days. Mack: Why, Willie, don’t you know where we is? We's pulling into Macon, Ga, yhiall amule yet! Moran Huh? hurry ho cares ‘bout thu? Bow. Is ight on down! Don't you knew | hess Sam S. Chandler é Er) | In A Big Rush for heavy date to be inthe Exenin” all them up-to-date Macon 2) bout News with Merchants? ~ AND HEAT WEIS! Read ‘erg, folks, Read “em! «se Shoo. s.we ist’ Let me get out of dis train into that town! John Joseph of the Publix-B. & es PE ts ; +49 eh Ate K. publicity forces reports that {rs “Ain’t Love Invigoratin’?, Ne That 20% Bonus! | both newspapers and the theatre | Wek, Kt TWOwS ? an | H 7 \3 PF pteraa: Boy, fag! « «Mi cay we 1S tarehaalt > THETWO, \ BIACK CROWS +". MORAN MACK, AnybodysWar 2; Sx Paramsuhf AQleTelking Comedy q ue screen were utilized to keep the personality of Masters alive during his trip. In addition, a big home-coming show and celebration was planned as a climax to the campaign. Newsy Messages The trailer section of each week’s program was used to give Tivoli audiences messages direct from the master of ceremonies himself. The telegram-blank form Meck) Sem you seed tt. 2. High, Wide acd Hardemet Maras: Where fn we headed for, Aman? Macks Bef, ait po gt a eva ol ee fa yh heal? ‘Ly Mab Fe ee ade ee ee Moran: What 2077 ye hia Yona Arson? Mack: Some? you get foe chia’ tog hey! . cid ta he (io pases fled Peruns whepe dry pot hs ent om pOtus SALE apeewkela Morse: Sha, dhom that's be place show als wh aa ep aco joa 3 wal oa Gree AP. JOHNSON BROTHERS $41-63 Becond Street AVA Johnson UIALI Second Beret, a < Wed Iwas Mendiean is at depatpent! Meany Coon, Dey. Cruse yo" bibs’ ne... You baw ey Bowe Segis’s cut 0° town, Macks Ak eb eel, Wille Ita het for rece’, eayhew! Mocaay Dh, bey, pleas you pet ia Ay head! oo Hate os bee vigusatin’ << « What does ye! feeble beals if ary regieer on that? Macks H&M? « . WHOA—Coct COCA COLA ext 0” bet= les atrcklin’ deem way total « PLUS! + asd INVICARATION ‘Macon Coca-Cola Bottling Co. * 416-18-20 OAK STREET PHONE 2G was used each week for four Willi ; that “K.P” |} | “Ses Dp: j weeks. At first the message was] | Sey) Wllte Ga Sects ea, Boy, Hear That Motor held up to one frame.: Then it comin’ out’n that Chow Wagon? Percolate!” by became two frames—always in ! Rr Riayat ny Manet Ap ra : io Morar: Moran: A What motor percolate, Amos? Mack: This motor percolate, you pinhead!’ What for you use them eyes in yoh head? these Macon ladies! You know they don't» J Know K.P. means kitchen police. : Mack: Boy, you ain't heard nothin’ yet! Them Macon ladies just well fo'get all about their Kitchens. Moran: _ = Yeah? ... Then how they goin’ totat—huh? the telegraph style. Frankie told of his meeting with Paramount stars, of Hollywood parties—stuff that the average movie audience would be in Now ifyou wants to hear some high brown percolatin’ jus’ tune your ear to that auto of mine at the curbl.:. Hear it? <> BIACK CROWS Sho... sho! Sweet muse in “Ma Moran: terested in and believe. The tel| SST Eee Wis . % aay n ’ that engi nell How wee : Z ; at? Eat! Why, son, that big Macon % sWa Son, you talks too much with * touch that is characteristic of |_| | THE THO ACE CONS) NAR oS Eama is tine Giles hein het Yooh oS ee i isti i . : : > TE Moran: touch that is characte ristic of ae. Moraes thi guafee osydat nant "Tel he fo aout tc Amea Nea pea Uae TNs feces 6s east PE So pd Sooeee Mack: QUAKER STATE, EOY! master of ceremonies’ success in na may hesenet QUAKER STATE! Mack: Marwan: fay, Amom—hat'y § Det I petro yor ia Oe rrver™ Says you Mach: Catad bey, bash A ve oui! yore Mf malo bee Fd atty Bove? Well, like you're name Wilfic, it’s named the MAGIC CHEF, and cook!—boy, that kitchen motion picture theatres. A week i a A GEG SAR ONES urnament cooks us like magi Yeah, that's whereit ets its name MAGIC CHER I's Biome Uae vee Dome es bee ata! Ta the ba Leva ade nm advance e tral a bran’ new kind, and they jus’ got ‘em in, in any sort of color YOU WANT? aE vias CaNS pees ow a d to th f till a Moran; Yeah, but I don’t want one. TaRS Pak eet aki at QUAKER STATE MOTOR OIL © v NSE) WIS nah Yeats, and YOU ain't no lady! => Distribated By uing in the informal style on tel egraph blanks. This week-in-advance trailer was presented in an attention-getting way. Through the public address system a speaker announced that a telegram had just been delivered, addressed to Tivoli audiences and signed by Frankie Masters, who was returning next @riday. Then the curtains opened and the telegram-trailer was flashed on. Patrons Applaud The announcement was applauded at each performance. Previously, even, on many shows the briefer messages from Masters drew a hand. WIRE STUFF! Trailers in the form of telegraph blanks were used on the screen at the Tivoli theatre in Chicago to keep Frankie Masters, the master of ceremonies, fresh in the minds of: patrons during his vacation. Further details of the campaign to keep Frankie’s popularity alive during his absence will be found in an adjoining column. HELLO FOLKS: MEET ME AT THE TIVOLI NEXT FRIDAY IM ON MY WAY BACK FROM A WONDERFUL VACATION BUT ITLL BE EVEN MORE WONDERFUL TO BE HOME AGAIN WITH MY TIVOLI FRIENDS! THE BOYS OF MY ORCHESTRA HAVE BEEN WORKING ON SURPRISE STUNTS. TOO SO | KNOW WELL ALL HAVE A HILARIOUS TIME. HOPE TO SEE EVERY ONE OF YOU STARTING FRIDAY AT THE TIVOLI . FRANKIE MASTERS os ert et eet ee es The novelty of the telegraph blank (as contrasted Mack MACON, GA. MACON GAS COMPANY BAMBY BREAD say Wor tale ot LE Grover og » Badd Fre eh Pay by te Central Georgia Baking Co. Georgia-Carolina Oil Co. with usual form of trailers) and the informal, newsy style always seemed to interest the audiences. A week in advance of Frankie’s return the lobby was decorated in carnival style, quite inexpensively. Festoons of crepe paper, leading to discs advertising Frankie’s return, the carnival show, the stars of “‘Blushing Brides,” etc., etc., gave that ‘‘something doing” atmosphere so valuable to any theatre. The decorations were left up for the current week of the home-coming, thus giving an unusually lively and _ attractive change-of-lobby for two weeks at small expense. Trade Paper Writes Up Newman Theatre Artist Two page story and layout in the Better Theatres Section of “Wxhibitors Herald World’ for August 30th were devoted to the work of Victor Bonetta, poster artist of the Newman and Royal Theatres, Kansas City. Article. stresses Bonetta’s clever use of stills, metallics, oil cloth and mechanical devices. Educated in Italy as an engineer, before he took up poster art, Bonetta seems to have a bent for successfully animating his displays. Story In Local Paper Says Movies Aid Eyes A story in the Idaho Twin Falls Daily News, credited to a prominent optometrist, stated that the movies bring relief to weary eyes. Stories of a smiliar nature have “broken” in papers in other towns. With the re-opening of school, it would be a great boost for theatre patronage if you would get local oculist to issue statement lauding the movies as a benefit to the eyes. SLOGAN CONTEST Contest to pick a slogan for the Bantam Austin car procured for Acting Publicity Director E. S. C. Coppock of the Hastman, Rochester, a parade of Austins, use of two bannered Austins for a week, and $100 from the Austin distributor for prizes. NOVEL TRAILER GETS APPLAUSE To enhance the sales value of the trailer for ‘Shadow of the Law,’ Manager Marvin Harris of the Majestic, East St. Louis, II1., introduced a bit of realism which invoked considerable favorable comment from the audience. All house lights were extinguished at a certain point in the program. Simultaneously a siren and a bell were sounded. A red slide was flashed upon the screen and a voice through the Public Address System exclaimed, ‘I’m very sorry to interrupt this performance but a very dangerous criminal, serving a life sentence for murder has escaped and is in this vicinity. He is evading the shadow of the law. Here are.pictures of him.’’ The trailer then followed. © Comical Lobby Display Plugs ‘Animal Crackers’ A display in the lobby of the Des Moines Theatres, Des Moines, Ia., successfully advertised ‘‘Animal Urackers,’’ a coming attraction. Manager Bob Gary set a desk, littered with paper, paste pot, scissors, etc., in the lobby and placed a red-wigged dummy in the chair. Copy stated that the advertising man (dummy) was speechless from laughter after seeing a preview of the picture. Stage Stars Exploited By Posing With Champ Posing stage stars with champion prize fighters has always been good for stories or cuts in the local paper. Publicity Director Irving Waterstreet did just that in procuring a 3 column cut exploiting the current stage attraction at the Paramount, Des Moines, Ia,— the Duncan Sisters. Story in captain said the Duncan’s were receiving pointers on how to protect themselves from the opposite sex. Stunt was so good that it was syndicated. Veteran’s Post Loans Train For Ballyhoo Live Window Display Plugs “Manslaughter” Because of friendly relations with the local Legion Post, Manager M. E. Berman successfully ballyhooed “All Quiet,’’ when it played at the Rialto, Joliet, Ill. An exact reproduction of a French troop train, built by the Post, was loaned to Berman, who had it mounted and driven through the town appropriately bannered. : A live display in the window of the leading department store in Anniston, Ala., effectively .sold ‘Manslaughter’ at the Ritz. Manager G. HE. Hoffman placed a handcuffed woman, in evening dress, in the store window, where she posed at half-hour intervals during the afternoon. Cards in the window carried copy relative to picture, playdate and theatre. ‘MONTE CARLO’ FRONT CLICKS The front for “Monte Carlo,” the current attraction at the Rivoli theatre in New York, is one of the most attractive and attentioncompelling displays ever seen on Broadway. As a background for the entire display, bright maroon velour paper was used with all simple decorations and trimmings in gold. The lettering is white with the exception of the title. “Monte Carlo,” which is gold metallics, applied to one inch celotex cutout letters and covered with orange shellac, to make it waterproof. The sock of the display was an 8 x 12 foot colored enlargement. To give the effect of an oil painting, a metal reflector was placed on top of this frame. In connection with velour paper, it is interesting to know that this Paper mounted on wallboard with ordinary bill posters’ paste becomes practically waterproof. Note: The lobby display has no re gambling or roulette. y ference whatever to Bal PSP a Essent 19 ws og 407 a PESE-. \