Publix Opinion (Oct 3, 1930)

PLANS LAID FOR BOOK WEEK IN NOVEMBER Tip of City Manager R. W. LawJer of Bloomington, Ill., on Children’s National Book Week, should be pencilled into the reminder calendar of every manager. Event is sponsored by the. Parent Teachers Association, second week in November of each year, and affords a splendid opening for a worthwhile school tie-up. During this week, which begins this year on November 9th, the P. T. A. exploits a list of books which children should read, among them a number which have been produced as pictures. Of these, list this year includes “Tom Sawyer” and ‘‘Abraham Lincoln.” Appropriate Attraction In Bloomington, Lawler is making every effort to secure ‘‘Tom Sawyer,’’ which will be released in November, for the week of Nov. 9th, and if successful, will make his tie-up with the P. T. A. even more effective. Schools have agreed to adjourn afternoon sessions on one or more days, in order that children may see the picture, and will encourage attendance of pupils by every possible means. Should Lawler be unable to book “Tom Sawyer,’ every effort will be put forth to get some other attraction which will tie in successfully. Co-operation with the P. T. A. on this, one of their most ambitious projects, will do much to create good will for theatres on the part of schools and officials, Lawler feels, and will avert possibility of censorship movements or other activities harmful to theatres. In Bloomington this fall, the P. T. A. had adopted a slogan, ‘‘No Movies on School Nights,’’ Lawler’s proffer of co-operation was instrumental in defeating this move, but his extensive plans for exploitation of Children’s National Book Week were the deciding factor in inducing the association to relinquish its campaign. Schedules which would permit school children to witness complete performances after 3:30 to 4 P. M. were worked out, so that children could attend the show, then get home in time for dinner and studying. Endorsed Pictures Lists of endorsed pictures published in Publix Opinion are regularly forwarded by Lawler to the association, with playdates indicated, and these are posted on school bulletin boards with the recommendation that pupils see the pictures. An institutional campaign, convincing parents that children were safer in the theatres than on the streets, etc., after school, was fruitful, with school officials agreeing that the care exercised by the service departments in looking after children makes the theatre an excellent place for them. GOLF COURSE IN LOUNGE A 9 hole minature golf course was constructed in the lounge of the Saenger, New Orleans, La., as an advance ballyhoo for ‘Follow Thru.’ Publicity Director Joe M. Estes placed a lady attendant at the course, who gave patrons free golf instructions. MANAGERS! 4 t All managers who are opt erating Pack Shop candy { vending machines and have } not been supplied with the ; new candy order form No. ? 2290 should immediately } communicate with Dan ; Hynes of the New York } Storehouse, requisitioning a $ supply. Forms previously used in ordering candy should be discarded as soon as the new form is obtained. TOK OO -O-O-0+ 0-0 0-0-0 0-9-0 O10 O00 0 ee ee eet fee ee te te ee eee Ty PUBLIX OPINION, WEEK OF OCTOBER 3rp, 1930 DO D+ 0+ 010+ O+ Or 0-0 0+ 0+ 10+ 9+ OS 10+ OO O0+ O00 Plan Now! t | OO-D-$ 0-9-1 0-01 O18 +00+ 0+ 0+ 00> 0+-0+ 0-0 0+ Or 8: SCHOOL HELPS THEATRE BUCK FOOTBALL Most effective stunt for combating football opposition thus far coming to Publix Opinion is that of Manager Gilbert C. Brown of the Paramount, Wheaton, IIL, where the local high school will play its schedule this year at night, presenting a more serious problem than is usual. Selling the superintendent of schools on the theatre’s altruistic desire to contribute to the school’s morale by entertaining the football team at the conclusion of each game, Brown secured announcements in all schools and classes to the effect that the team would be guests of the theatre weekly. Teachers urged all other students to set aside the night following football games for attending the theatre, making the last show a school rally. School publicized the first game of the season, on Sept. 18th, with 5,000 dodgers, devoting the back to the theatre, urging attendance after the game, with copy on the attraction and notice to the effect that the football team and the school en masse would be present. This cost the theatre absolutely nothing, and students and townspeople packed the house, the stadium literally emptying into the theatre. Brown brought the lights up for a short demonstration, then went into the regular program. Further tie-up of Brown -with the schools was in connection with “With Byrd at the South Pole.” Two special matinees were packed with children, the first with nearly a thousand grade pupils at a dime each, the second with junior and high school pupils at the regular admission, thirty cents. School sessions were suspended for the special shows, and classes came in bodies under charge of teachers. Brown presented a framed photo of Byrd to each school attending. SAFETY SLOGAN CONTEST CLICKS “Safety Slogan’? contest engineered by Manager Samuel Friedman of the Capitol Theatre, Pottsville, Pa., in conjunction with “Manslaughter,’”’ netted six front page stories in the Pottsville Journal, averaging ten inches each. Mayor, public safety and police officials were judges in the contest, which tied-in a leading motor club in addition to the newspaper and theatre. First prize for a slogan was $5, given by the automobile club, with guest tickets, good for a special early showing of th picture, for runners-up. ; AFTERNOON BRIDGE Bridge parties every afternoon at the Polk, Lakeland, Fla., are proving very popular with the ladies. In order to increase the interest with which these parties are received, Manager R. M. Swanson has promoted beauty shop discount cards for all women attending the affairs. Week of November 9th15th is Children’s National Book Week, sponsored nationally by Parent Teacher Associations everywhere! Obtain lists of books upon which your local P. T. A. will concentrate, and seo if you can book a picturization of one of the titles for full week or at special showing to school children. “Tom Sawyer’ is a natural; it’s on the list. So is ‘‘Abraham Lincoln.” Arrange lobby book displays; book-store tie-ups. Your local P. T. A. will co-operate fully! KNOW YOUR ORGANIZATION! These Publix personalities depend upon your effort, just as you depend upon theirs. To know and understand each other’s personalities and problems will lighten the burdens of everyone, our tasks enjoyable. For this reason, PUBLIX OPINION is devoting an important part of its space to these brief biographical sketches. and make JOSEPH A. WALSH Executive Assistant to the General Director of Theatre Management. Ten Years Of Experience Fit Walsh For Position For ten years Joseph A. Walsh, Executive Assistant to David J. Chatkin, General Director of Theatre Management, has been associated with Paramount Publix in various capacities. Like most of the men who find themselves in the Publix limelight, Walsh stands revealed as one whose youthfulness belies a lifetime packed with constructive experience in this business. His association with motion picture theatres goes back even farther than the,date of his connection with Publix, for, prior to joining the ranks of this organization, he acquired useful experience as usher, doorman and treasurer of some of the old New York neighborhood theatres. His work with both Paramount and Publix widened his grasp of the business to'a degree which more than explains his yalue as a liaison officer between Mr. Chatkin and the many executives who comprise the theatre management department. ‘ One of those rare anomalies, a native New Yorker, Walsh attended Columbia University, where he specialized in business administration and accounting. It was the rapidly developing theatre business which had the greatest attraction for him. During the summer seasons, he jointly operated theatres in Upper New York State, one spot a short distance from the Paramount Theatre, Middletown, N. Y. | Theatre Owner | As manager of a theatre, Walsh also doubled in many other capacities about the house, adding to his accomplishments daily. During this period he became a capable projectionist. A decade ago, like many others, Walsh became attracted to the production end of the business, and more particularly to Paramount, then as now the leader in the industry. Walsh became attracted to the business end of Production and Distribution, and more particularly to Paramount, then as now the leader of the industry. His original connection was under W. B. Cokell, who was Director in charge of Budgets and Statistics and who now is Assistant Treasurer of Paramount. When Publix was organized, he was transferred to the theatre operating division of the organization, and was one of the men selected for training in the first Managers’ Training School. Walsh is only one of the graduates of that first class, groomed by John F. Barry, now Director of Personnel, to justify by the quality of their accomplishments the wise choice which placed them in line for the valuable training they received. At the conclusion of the management school’s first class, Walsh was retained in the Home Office as assistant to Paul Raibourn, and in that capacity assisted in the development of the daily and weekly analytical report forms which "Yo FREE MARCELS BRING WOMEN IN CROWDS — Tie-up which can be utilized on any pitcure featuring a feminine ~ star was developed by Joseph A. Cronin, manager of the Fields Corner Theatre, Dorchester, Mass. — Stunt featured free finger or marcel waves to woman patrons for one week. Cronin had Joan Crawford, star of “Our Blushing Brides,’ the next week’s attraction, inviting women to get free waves, with a local beauty parlor standing all costs. Shop set up two barber chairs in an alcove of the theatre lobby, and decorated a booth with striped silks and black velvet. A flittered life-size cut-out of Joan Crawford and two one-sheet cards explained the free waves. Two attendants were dressed in white, with all paraphernalia of a beauty shop, including hair dryers, etc., on a black velvet topped table. Beauty parlor paid for everything, including the cut-out, signs, and time of a stagehand to set up the booth. . Stunt started off with two plants as subjects, but by the matinee of the second day Cronin found. that many patrons were buying tickets just to get the waves. Theatre gave no screen credit, merely a line on the lobby cards, but the tie-up resulted in such a wave of publicity for the beauty parlor, in addition to the stimulation of the theatre’s business, that two other beauty shop proprietors approached Cronin before the week was over, requesting similar tie-ups in the future. JUVENILE’ CLUB IS — CAMPAIGN ASSET Juvenile patronage campaign of Manager Harry Brown of the Jamacia Theatre, Jamaica Plain, Mass., is concentrated on his Sat-: urday morning Kiddie Club. Attendance at this show is being boosted by features designed to appeal to both girls and boys. Current feature for girls is a “best dressed doll contest,” with dolls on display in the lobby, and best dressed doll to be picked by vote of girl members of the club. Boys are entered in a toy airplane contest. All participate in distribution of gifts promoted from merchants. Weekly events are publicized by Brown in a weekly throwaway, the “official bulletin” of the club, with copy designed for the kids, playing up a serial, shorts, etc. ARZNER IN EAST Dorothy Arzner, leading woman director, recently arrived in New York from the Coast. Miss Arzner, who directed ‘Anybody’s Woman” and “Sarah and Son,” will wield the megaphone for Claudette Colbert’s next picture, to be produced at the Long Island studios. are now in standard use in all Publix theatres. | Department Head Se ee Following this assignment, he was appointed head of the department of Theatre’ Management Analysis, a duty which he discharged for two years, rendering invaluable service to every field and home office executive in placing reliable statistics at their disposal; to assist them in rendering important decisions. His broad familiarity with all branches of ~ the business made this service all the more useful, and the same quality led to his recent appointment as Executive Assistant to Mr. Chatkin. An interesting sidelight on Walsh, revealing his interest in and loyalty to Publix, is noted in the fact that when he renounced bachelorhood, about a year ago, his charming bride was Miss Frances Sadlier of the Publix booking department, q y Cae ee eS ee ee ee