Publix Opinion (Oct 3, 1930)

. ye LOCA ~ WILL HASTEN (Continued from Page One) store on Broadway that sold 3,000,000 spectators and 20,000,000 word-of-mouth recipients the idea that the Christmas shopping season was at its best on the day. after Thanksgiving. The parade of giant sized toys was just a means of _sensationally putting over this idea. There is no reason why a similar parade supported by ALL: merchants in town cannot be promoted wherever there is a Publix theatre. The attractive :advantages to merchants are obvious. As far as the theatre is concerned, if the shopping season can be moved up from Dec. 15th to Dec. 1, that will increase the theatre business during those extra two weeks when people are down town. It will leave the public time to go to your theatre during those last two terrible weeks before Christmas. Marching sections of properly placarded usher squads in the parade, each announcing a different one of your Big PreChristmas Shows, will do the trick. Be sure to! let the business managers and editors of your newspapers, merchants and chambers of commerce do all the promoting work. All YOU do is to suggest the idea and keep prodding them until they put it into effect.. You pay for NOTHING! The details are all contained in the two Publix Opinion articles mentioned in this story. Read them carefully and GET TO WORK NOW! Publix Opinion would like to prominently publish the names of all theatre and advertising managers who write in to say that they took this tip. Messrs. Katz, Dembow, Chatkin, Botsford and other Home Office executives will be glad to know just who are the progressive showmen of Publix that never pass up an aid to their box offices. Four Marxes Get 388 Laughs Independent check-up conducted |; by ‘‘Variety’ on the number of laughs in. “Animal Crackers,’’ which it has consistently been plugging as the funniest picture of the year, has revealed, that there are 388 in the film, averaging just short of four laughs per minute. Check-up was probably inspired by current trade-paper advertising of another comedy release, featuring laughs clocked during an actual audience showing. “Animal Crackers’ was also checked at an audience showing, at the Rialto, New York. Of the 388 laughs, 301 were on spoken gags and the remainder on situations. Only 22 comedy attempts, mostly spoken, missed fire, with “Variety’ giving as the probable reason the overlapping of previous laughs which drowned them out, or the exhausted state of the audience from previous laughs from which they had not had time to recover. Picture’s batting average, “Variety” avers, is .946. PUBLIX OPINION, WEEK OF OCTOBER 3rp, 1930 XMAS BUYING CHICAGO PAPERS OPEN TO PUBLIX (Continued from Page One) golf courses and other forms of competitive amusement receive publicity equal to that accorded the theatres, in the newspapers, without contributing anything to the support of the papers, thereby weakening the position of regular advertisers. As a result of these conferences, which were held only in behalf of Publix Theatres, and individually with each newspaper, all of the six daily newspapers of Chicago agreed to increase their support of the theatres, and give no support to opposition amusements which contribute in no way to support of the newspapers. The immediate result of this move was an increase in theatre attendance, won from opposition which had been getting its adver: tising free of cost. FOR OCT. 7th BROADCAST Life on a cannibal island as interpreted in music by Victor Herbert and Walter Donaldson will share honors with a cycle of songs by Vincent Youmans on this week’s program at the Paramount Publix Playhouse to be broadcast over the Columbia Chain, Tuesday, October 7, 10:15 to 11:00 Pp. M. (E.S.T.). Other features will be selections from the motion pictures ‘The Vagabond King” and ‘The Love Parade,” and an organ solo by Jesse Crawford. Jerry ‘‘Closeup’”’ Madison will continue his lively gossip about motion picture personalities. ; The complete program: Overture—Cyele of Vincent Youman’s Songs A Romantic Short—‘Dream Lover” TENOR SOLO A Melodic Scenic—On a Cannibal Isle A Special Selection of Oannibal Songs and Dances ViIcTOR HERBERT and WALTER DONALDSON The Musical Newsreel Z ‘ Organ Solo—'Ah, Sweet Mystery of Life” JESSE CRAWFORD Gossip About the Screen Stars, JERRY MADISON Musical selections from the motion picture “THE VAGABOND KING” Presentation: “HEADS UP” OUT OF PRESS L COMMUNITY PARADE [POPULAR TUNES|SEE® EGURES (Continued from Page One) i new theatre, or an attraction, Mr. Sam Katz told members of his Executive Cabinet last week. “Show business has always been prone to boast, notably about seating capacities and costs. Because of this, inequitable and inflated tax burdens have followed. “In the first place, the use of figures or of the dollar sign is not only poor taste in a majority of instances, but means absolutely nothing at the box-office as well. “The important thing to the patron is not the fact that a certain improvement or project cost 2 certain sum, but that it hus been accomplished. Patrons are interested in ends, not means. “T want this kept in mind by everyone in the organization, at all times.” Century Theatre, Jackson, Miss., re-opened October ist, with A. M. Jacob, former manager, in charge. Jacob will be succeeded at the Istrione, Jackson, by Clarence Kramer, from the Capitol, Monroe, La. Tom Fortenberry, from the Managers’ Training: School, assumes management of the Capitol. ca SeeRNrmEnTaTiTss Sees Publix Brainpower is your bread and butter! The combined ideas of more than 1500 showmen, passed from man to man through the medium of advertising man uals, press books, district meetings, and the pages of PUBLIX OPINION have created what the amusement. world knows as Publix Showmanship. Such showmanship has meant the phenome nal growth of Publix and the security of every one of us! y VaAT are you contributing to the ideal of Publix Showmanship? What principles of merchandising, exploitation, presentation, management do you put into practice? How good are you? Publix Opinion wants to know so it can tell it to all showmen on the Publix payroll. It wants every manager and publicity man to profit fr success! And it om YOUR wants to give you the credit you deserve for originality, for astuteness, for GOOD SHOWMANSHIP! PUBLIX Tell it to OPINION MANUAL ISSUE FOR DISTRICT MANAGERS (Continued from Page One) “This book is the finest con. — tribution to intelligent and ef. — fective showmanship that J have ever seen. It is a power for enormous good, not only in Publix but throughout the in-— dustry, by reason of the ex ample we set through its use.” In a foreword to the manual, Mr, © Katz explained that its purpose ig © not to stereotype operations or to limit individual thought but to make supervision by District Managers more thorough and complete. Because this foreword, in a few short paragraphs, throws such illuminating light on the principles underlying theatre operation, Publix Opinion is reprinting it herewith. It is as follows: The purpose of this manual is to help make supervision by District Managers more thorough and more complete. Besides, it will Serve as a ready reference for information which District Managers use regularly in their work. “The District Manager is the representative of every Home Office department. This manual will keep before District Managers definite instruction, regarding routines to be followed as required by the different Home Office departments, and explain services available from each department. “Tt is understood that no attempt is made here to stereotype operations or to limit individual thought. Every theatre has its own problems. However, there are general principles which, from the very nature of the business, will always apply. Besides, there are standard practices mentioned in these pages with which you as District Managers are familiar. However, I realize that the soundest theory must at times give way to practical expediency in unusual circumstances, “Tt is impossible to set down in print any set of rules for the spirit of operation. The ingenuity, the originality, the knack of capitalizing on timely opportunities, and the personality factors which distinguish the exceptional operation from that which is merely ‘routine perfect,’ depend on the individual. However, the reminders given here can, by emphasizing possibilities, serve as a stimulus. “We know that emphasis is placed on detail. This is done advisedly. Perfection in detail is generally an indication of the well operated theatre. Besides, all details mentioned in these pages have some influence on profit. Aimless, haphazard supervision that omits detail is not what we want. “The material gathered in the following pages and prepared for your guidance is the result of twenty-five years of accumulated experiences of my associates and myself. This material was put down not for casual perusal on your part, but for careful study and daily guidance. I shall not be satisfied that this manual is receiving proper attention until you have digested every single word and will feel fully prepared to anSwer any question I may direct to you regarding its contents. I want this manual to serve as a constant reminder to District Managers of all that is involved in their assignment.” Miniature Mountain in Promenade Is Show Ad ; What was once a goldfish pool in the promenade of the Chicago The? atre now houses a miniature mountain-side, skirted by a toy railway; carefully worked out in scale and detail. A “twenty-four sheet” on the mountain plugs coming attrac tions. ; » Stunt was suggested by Manager Roy Bruder and worked out b “Pie” Tracey, veteran prope man:of.the Chicago stage...» >° s ome hoe