Publix Opinion (Sep 19, 1930)

\ 10 PUBLIX OPINION, WEEK OF SEPTEMBER 19rn, 1930 PHOTO TIE-UP NETS 100,000 CIRCULARS ATTRACTIVE BOOKLET SELLS COMING PICTURE IN CHICAGO AT NO EXPENSE 0 THEATRE The value of circulars given away in a theatre as advertising for a coming feature is often debated, and in these days of strict economy it is probably best not to spend much money for circulars. However, if you can get the other fellow to pay for your circulars you have achieved something. Here’s a good illustration: > Bloom, a well-known Chivalue. Under the photo the line cago photographer with offices was set—‘‘Photo by Bloom—see in the Loop, wanted to get in-|back page’ — which also gave to the Publix-Balaban & Katz{| Bloom a break for his type-adver Theatres. He had recently | tising on Recace Siti photographed Kay Francis —| ‘he inside double spread was and Kay Francis was due|set with short stories that were shortly at the Paradise, Up-|minimum in direct advertising. , S However, gossipy items concerning town and Tivoli Theatres with stars coming to the theatre in the William Powell in “For the|near future were selected, thus Defense.” providing good indirect advertis Bloom went into see W. K./ing. The make-up served two Hollander, advertising director, | purposes: it made the theatre-adand the latter convinced the pho-|vertisement stand out boldly (for tographer that a fine reproduction | quick readers) and it gave film of a photograph was one of the| news planned to tempt readers inbest advertisements any photog-|to taking the circulars home. rapher could buy. In that way The back page was given over Hollander was truthfully serving|to Bloom for an advertisement Bloom—and at the same time|concerning free photographs to zetting an extra-nice circular job.|patrons of the theatres. Magazine Style Gets Good Returns Bloom paid all expenses of the Having no advertising man, printing and cuts, including cut| Bloom was glad to use the Publixused in the theater-advertisement | Balaban & Katz advertising deincluded in the circular. Because|partment. The department, in of the triple play-date 100,000|turn, was glad to be able to get circulars could be purchased—J|out the circular, so that theatre which cut down the cost consider-| needs were stressed in a way that ably. Minor type changes on page| would do some good. one and on the inside were all that Bloom’s returns on the circular was necessary to provide a cir-| were good. Comparatively few cular to be used in three different|were thrown away outside the theatres. theatre. In addition, Bloom paid A slightly different make-up|for one easel (for each theatre) from the usual type of circular| with enlarged photographs of Kay was sought in the hope of getting| Francis, advertising the Powell patrons to pick up the circulars|picture and crediting Bloom. As and keep them until at least they | Miss Francis is an exceedingly athad reached their homes. So the|tractive woman the easel was a front cover was magazine style—|decoration for any theatre—and nine-tenths illustration. This gave| different, too, from the average Bloom his indirect advertising | still-easel. BEAUTY TIE-UP GETS SPACE The presence in Detroit of Paul Lawler, a makeup ads, announcing Lawler’s demonstration of Princess I specialist, was utilized in putting over a campaign Pat beauty aids in .the ladies’ lounge of theatre, || which materially aided the engagement of Ronald Lawler also gave a series of beauty talks over ale Colman in “Raffles” at the United Artists Theatre. radio station, which acted as‘a daily feature for two |} Charles Baron, special exploiteer for United Artists, weeks, and which was exploited through the dai |e cooperated with Art Schmidt's publicity forces in newspapers as well as by advertisements and thr. | getting the Crowley-Milner store, one of the biggest the ether. Part of the time Lawler broadcast from | department stores in the city, to run a series of large the department store’s own radio studio. | Gove or’ Strand for sponsoring a “Saye A 3 5 Plane S In : Pl Y Nes roe ik Life Campaign,” and published in ugs ansiaug ter’ the local papers, proved to be the —_— f highlight of an advertising cam ‘Dawn Patrol’ A letter from the Governor of] paign prepared by Manager Wm, Maine, commending the Publix|T. Powell for “Manslaughter.” Opening Bob Kelley, director of pubBEST SP OT IN TOWN licity for the Metropolitan theatre in Houston, Texas, promoted AD PAYS FOR CIRCULARS The attractive four page circular reproduced below is distributed in the Paradise, Uptown and Tivoli theatres in Chicago at no cost to 35 airplanes to herald the advent The best location in Spartanburg, S. C., was procured by City the theatres. The photographer whose ad appears on the back page of “The Dawn Patrol” at his theaManager Hugh Smart to sell “All Quiet” at the Montgomery. Repropays for the printing of the circulars. Details of this mutually benetre. The planes came from the duced is the giant cut-out placed in front of the local monument in ficial tie-up appear in an adjoining column. Third attack group at Galveston the city square. Immensity of display can be seen by comparison and maneuvered in the sky above with nearby autos. the theatre at 11 a. m. on the opening day of the picture. The air stunts lasted for thirty minutes and attracted the attention of the entire populace, in addition to several stories and pictures in the daily newspapers. In the afternoon the fliers who participated in the air circus were the guests of the theatre at a matinee showing of the film they had helped exploit. Kelley also released hundreds of toy balloons from the top of the theatre on the opening day. Many of them carried guest tickets to the show, while the remainder were tagged with attraction copy. -| “Trial of Eddie Paddock” Is Unique Organ Solo Latest New LEW AYRES ¢ “FINI s and Gossip From The Hollywood Studios ORACE MEIDT BOTS ORENTAL-TIVOU TO. CONNIE AND NA JOAN FO. Sa} A story taken from ectual life— The greatest characterization ever brought to Unique organ solo offered at the State Theatre, Youngstown, had Eddie Paddock, organist, on trial for having falsely told the manager that he could induce the audience to sing. Audience, in role of jury, vindicated Paddock. Local dramatic school furnished a costumed judge and policeman. Singer planted in audience led singing, then came to the console for a final solo. NEW THEATRE LEASED ioe ¥t W \ AY te) vont pane on ive! The York, a newly constructed theatre in Athol, Mass., has been leased by Publix,