Publix Opinion (Oct 3, 1930)

6 LOCAL AIRPORT CEREMONY TIED IN Dedication of a new airport at Duluth was tied in by M. Rosenthal, manager of the Lyceum Theatre, with exploitation for “The Dawn Patrol’ on his screen. The tie-up not only helped sell the attraction, but promoted good will of Chamber of Commerce members and other civic leaders. When the dates were set for the airport dedication, the committee was approached with the proposition of booking “The Dawn Patrol” for that week. The committee was told that the film would not be released until October, but could be obtained earlier by paying a larger percentage or increasing the admission price to one dollar. The theatre offered to pay the extra percentage, in preference to increasing admission prices, if the committee promised proper support and co-operation in exploitation of the attraction. This was agreed upon and a special campaign was outlined. Midnight Showing Fliers competing in the annual Ford reliability tour, who landed at the new airport on the day of dedication as part of the program, attended a midnight showing at the Lyceum after the banquet and ball in their honor that evening. This fact was listed as one of the features of the day’s program and was announced several times over the radio. Special posters, placed in advantageous positions at the flying field, were seen by 25,000 persons. Five hundred special letter heads, advertising the attraction, were mailed out by the Chamber of tip from. the contest on “Holiday” tained the generous space below in cash prizes and twenty-five pairs of G rr Lr hes 5 Att: onthe et ats ts FR x teea ay mer, Aye alent d Gommerce, and one was placed |e eee en nnn under each plate at the banquet table. All local merchants had special aviation windows and the theatre was given a card in each, tying in the dedication with the picture. Windows were obtained -by this means which could not be planted under normal conditions. Appearance of the fliers at the midnight show tripled receipts Publix’ lease on the Fotosho at no cost to the theatre. The] Theatre, Miami, will expire on Nolocal airport training school plug-}| vember ist, and will not be reged the picture and loaned ma-{newed. terial to the theatre for its lobby. The entire campaign did not cost the theatre a penny, with exception of the extra percentage on the film, and was extremely productive of results. LEASE EXPIRES GOOD WILL EXPLOITATION His campaign on “The Dawn Patrol’ not only brought publicity for his attraction, but created substantial good will with civic leaders and Chamber of Commerce officials for M. Rosenthal, manager of the Lyceum theatre in Duluth. He tied in his picture with the program for the dedication of the new airport there, as the newspaper clippings below indicate. Further details will be found in the column Fliers to Start Thursday on Trip to Airport Dedication Here. st alrplanes will take off trdm Ford alrpoft, Mich. Thursday morning on the sixth anmual National Air tour in competltion for the Ford reliability troplty.' ‘Two days later, with Capt. Fraak Hawks in the lead, the ships will’ skim. over downtown Duluth fo Jand at the Willlameon-Johnadn wirport in the midst of ceremonies celebrating the opening of Dw’ ‘luth’a new $300,000 fying field. Stop at Kau Claire. ‘They will coine here from’ Eau! ‘Wis, at which point they grill refuel and have luncheon. Yhetr arrival here {s echeduled between 2:45 ‘and 4 p. Dearborn, AIRPORT DEDICATION PROGRAM. fr SATURDAY. 10:30 a. m4 model plane contest and exhibition, 11:20 a. m., exhibition by Freddle Lund, renowned stunt filer, 1 p. m., flag ralsing by Boy Scouts of David Wieted post, No. 38. 1:18 p.m., arrival of Capt. Frank Hawks and Capt. Ray Collina, 1:30 p. m., atrport Gedication ceremonies. °3:16 p.m. navy plane manev Sale Sie a cuvers by United States naval roy 2:46 Dp. m. arrival of national air tour. 4 p.m. stunting and flight @xh{bjtiona, Charles "Speed" Holman. 4:30 p. m., army. plane manouvers b: pa re a y One Hundred and Ninthy & p. m., serial acrobatica by Freddie ‘Lund. 5:20‘. m., passenger ho: ' s : meat ignerees rs pping. Purchase tickets from committee CG. B. Taylor, director of publicity for Shea’s Buffalo theatre, 1 ef, Y Le Pe © i Trenty-alx of the nation’s speciirhe 4 : 7 : | es TAYLOR TACTFULLY TAKES TIP! took a suggested in Publix Opinion and obthe Buffalo Times. Fifteen dollars in guest tickets were offered. Hundreds of replies were received and the tremendous interest in the contest was reflected definitely at the box-office, according to T aylor. In addition to yor ANNIVERSARY IS WIDELY PLUGGED Anniversary of the Maryland Theatre, Chicago, netted substantial publicity for the house in neighborhood papers. Manager S. L. Felch handled the campaign, under supervision of District Manager L. H. Dally. Special events during the week were “Boy Scout Day,” on Friday, when “With Byrd” was the attraction. All scouts attending received photos of Byrd; troop having largest attendance between 3 and 6 P. M., a pup tent, and the troop having the second largest attendance, a scale model of “Little America.” Scouts packed the house. On Saturday, the promoted birthday cake which had been on display in the lobby during the week was cut and distributed to children at their regular club matinee. Classified Ad Tie-up Nets Free News Space A tie-up with the classified ad department of the local newspaper resulted in considerable free space for “Our Blushing Brides” at the Paramount, Brainerd, Minn. Each day for six days, the paper published among its classified ads, the names of 3 Brainerd brides of the current year. Two and three column ads exploiting the contest, were dominated by selling copy on the picture, etc. Lucky names received guest tickets from Manager Harry Greenberg. Campaign Is Effective Because of Publicity Campaign of H. T. Lashley, City Manager in Burlington, N. C., on All Quiet on' the Western Front,” was made invaluable by the newspaper publicity it included. Among other activities on the picture Lashley arranged parades of the American Legion Drum and Bugle Corps, and National Guard. _He netted three front page stories on these parades, all includin; a plug for the picture. Publicity on the picture itself included a feature story with a four-column head and an excellent editorial. the pictures and stories of the type illustrated below, nearly a full column of. news space twas devoted to the announcement of the winners’ names on Sunday. Contests of this character, which do not require too much extra effort on the part of theatre advertising and publicity men, and which are directly tied in with an attraction, are worth while. APPROPRIATE SUGGESTION Planting hints of Prosperity with residents of the community! Tying in with the thought of Paramount Publix Prosperity Week, Manager Ray Powell placed an attractively colored sign board in the lobby of the Tudor Theatre, New Orleans, La. The display, reproduc. ed below, was of considerable height and was in full view of all exiting patrons. p> « x os%o! CONG WATCH FOR 5 An = FESTIVAL PROGR gre! a