Publix Opinion (Oct 3, 1930)

Newly Built Theatre Opens Late This Month The Oriental Theatre, Mattapan, Mass., a newly constructed Publix operation, will open on October 24,1930. Architecture of Chinese motif gives the theatre its name. The policy of this 2500 seat house will be straight sound, with provisions for stage attractions. PUBLIX OPINION, WEEK OF OCTOBER 3nrp, 1930 | UNIT ROUTE EXTENDED Publix units produced in New York will open in Dallas, at the Palace Theatre, the week of Oct. 17th, and play Dallas, San Antonio, Houston and New Orleans. Locally produced units in New Orleans will continue until the New York units reach the city. ACCORDING TO JESSE O. CREECH LEXINGTON’S OWN WORLD WAR ACE! “Thra ‘The Dawn Patrol’ the world war aviators, the country over, are living over again their experiences on the Western front, “As tho war pictures are unfolded to us, eich is more real than the last, While I reviewed this picture, I felt that the characters must have experienced the real thing for they handled their J epies as tho they were really livng them. “The episodes in the picture aro very representative of just what the war pllot was up against. Many Hun areodomes were witcked by the Allied air attack in the samq manner that Dick Barthelmess and his pal wiped out the flying quarters of VonBRichter and his squadron. The air battles, trench straffing and the blowing up of ammunition dumps shows what the Air Service had to do and just how it was done. “Aside from being a thrilling and absorbing picture, every one owes it to himself to sec ‘The Dawn Patrol’ because of it’s historic value.” JESSE O, CREECH. ENDORSED BY FLIER! A photograph of Lexington’s best known local war hero, with his personal endorsement of “The Dawn Patrol,’ was used effectively by Herman C. Bamberger, manager of the Kentucky theatre there, as a convincing punch in his advertising copy on the picture. Also note that Bamberger did not fail to capitalize on the Paramount sound news “scoop” with first pictures of the San Domingo hurricane. This type of advertising is definitely reflected at the box-office! PATROL BAKING TIE-UP|t 50 now: FOR PUBLIX THEATRES An excellent tie-up with the Continental Baking Company, for the introduction of a new product in New Haven, has been effected by Eugene A. Curtis, district advertising manager. Curtis has been assured by the Continental people that with the release of this product throughout the country, in the very near future, the tie-up will be extended to all Publix managers. The baking firm is producing a new Hostess butter cake, with Quix, a patented preparation which comes with the cake and is either used for frosting the cake or making fudge sauce. Demonstrators, necessary equipment and free refreshments for patrons, all to be supplied by the Continental company. In return for the use of the lounge as a domestic science laboratory, the Continental people have agreed to pay for considerable linage in advertising this product and the theatre’s current show. Not only will the theatre be benefited by these paid ads, but inserts in all of the Continental’s packaged goods, will also carry copy relative to current attractions at the theatre. Now is the time to contact local Continental agents, or if there isn’t any in your town, write to their New York office at 285 Madison Avenue, for further particulars. NANCY CARROLL DAHLIA A dahlia, named after Nancy Carroll, will be entered in several eastern Flower Shows this autumn. To protect the name, the growers of this flower have registered the title at the United States Patent office. ; At the left in the layout below are specimen pages from the attractive souvenir booklet printed by Edgar Oe DO OO O-O* It is of the utmost importance that every manager Op{ erating Pack Shop candy { machines make an imme-~diate check of the machines now in his house. List the serial number of each ma} chine on the lower half of the Weekly Candy Inventory and Sales Report and send this information through as soon as popssible. If any machines in your theatre have been transferred to another theatre or re { turned to Pack Shops, Inc., $ list this information in the j same way. The Candy Sales $ Department has discovered ¢ in a few instances that rent? al has been charged against } machines no longer in ope eration in the theatre. It $ is to avoid duplication of ¢ such charges that the Candy i Sales Department requests ? this information. $ eee ee et ee ee et ee ee a ee *0-e-0+-0-. -D-* B +--+ OO 0 1-D-+O+-O+G+-O-+ OO O+-O+8+SO SOO OS MERCHANTS AND PAPER AID SHOW A tie-up with the local Chrysler agency, Jacksonville, Fla., Journal, and several co-operating merchants, procured considerable free space in that paper for ‘Good News,” playing at the Florida Theatre. A number of new automobiles, promoted by Manager Al Weiss, Jr., transported employees of the Journal to the theatre to view the opening matinee showing of the attraction. Banners on the car, bore the following copy: ‘‘GOOD NEWS! These new Chrysler ‘8’ cars are taking the Journal employees to see GOOD NEWS at the Florida Theatre.’’ Merchants listing their ‘“‘good buys,” co-operated to produce an effective ‘‘Good News” page. HOT CAMPAIGN IN TEXARKANA cost was met by chants. At the right are clippings from the local TEXAS OPENING PROVES BIG SUCCESS An event that received State importance was the recent opening of the Paramount Theatre in Texarkana, Texas. A well mapped out and executed campaign was effectively handled by Manager E. B. Hands, Jr., with splendid cooperation offered by merchants and state officials. Charles Rogers acted as master of ceremonies through the medium of the special theatre opening trailer. A highlight of the campaign was the construction of a platform atop the marquee, where inaugural addresses were delivered by the Mayor and President of the Chamber of Commerce. In the evening of the opening, a 30piece orchestra entertained the throngs, from this same platform. A parade of automobiles, led by a band, marched through the city and to the theatre, appropriate copy on the cars heralding the opening. Practically every merchant in town displayed some form of co-operative advertising in their windows, while many also permitted Manager Hands to water color their windows with copy relative to opening, attraction, etc. Other customary opening stunts were also successfully used. Theatre Gets Free Ad Thru Newsreel Scene A scene in a newsreel subject at the Victory, Tampa, Fla., showing a Studebaker climbing Pikes Peak, was the means of obtaining advertising space in local papers, at no cost to the theatre. Manager O. G. Finley sold the local Studebaker dealer on the idea of advertising this shot, as well as mentioning feature attraction, etc. sale of advertising space to mer newspaper about the change of name. Additional details of the effective campaign will be found in the story in an adjoining column. Hands to exploit the opening of the former Saenger theatre as the Paramount in Texarkana, Texas. Four thousand of these souvenirs were distributed and the With DOUG FAIRBANKS Jr. NEIL HAMILTON CLYDE COOK SENSATION OF ALL SENSATIONS! Listen to the drone of the motors and the crackle “DIXIANA” ee niaee With Bebe Daniels Bert Wheeler Robert Woolsey of flaming planes. Liye with these dare| maT AI devil neces! share thelr joys! Share thelr | te Cmeetits eee SAENGER PASSES sorrows. are cir angers: nm e greatest alr romance ever screened! .... General Information At the Paramount INTO HISTORY IH ‘Time of Shows Friday and Saturdap, and Prices September 5 and 6 The Parent open day. 06 1609 A ML COMING SATURDAY Tec eben pe eel aia | Special Labor Dag Program at Paramount eit ite at Tens" veer = aga dite y S Moet subtle “DESIRE YOUNG aac YAO re i i nee a eS and we 2 ra crore of hem Monlere tea ‘Arret ** reread Sosa ON ON elt ee ee aay ST Paramount Sound News Gets/There First! .As Usual Shows It First! FIRST SOUND PICTURES OF SANTO DOMINGO HURRICANE! You Will Always See The World’s Events First In Paramount Sound News! They Lead—Others Follow! * TODAY — TOMORROW — FRIDAY The Kentucky a, fi i r TEstza! ] i +E, tat fs: id : i Home of Paramount Pictures