Publix Opinion (Oct 10, 1930)

Soe t. Se 1 eh 4 — s “ HALLOWE'EN NE “INSTITUTE SAFE AND SANE CAMPAIGN AND PUBLICITY It’s time to get your Safe and Sane Hallowe’en Campaign under way NOW! Hallowe'en is only three weeks away—Friday, October 31st. Indexed bound volumes of Publix Opinion will help you cash int First step in insuring a Safe and Sane Hallowe’en for your community—something in which you'll have the backing of every official, every organization, every teacher and every parent—is to approach your school superintendent, as outlined in’ Publix Opinion of October 4th, 1929, on page 2. Tell him just what you'll do to keep the kids in hand this year. If you weren’t one of the 200 or more Publix showmen who took this tip from Publix Opinion last year and earned the everlasting gratitude of folks in your town, tell him about the success of the plan elsewhere. It has been done in Chicago for the past six years; over 200 Publix situations benefited from the idea last year. Act Now! Interview him immediately, and sew the stunt up for Publix. Don’t let your opposition horn in on it. Get it done NOW or they’ll beat you to it. Too many people saw the story of Publix’ Hallowe’en campaign last year, which the Associated Press, United Press, International News Service and other news agencies broadcast to 3500 papers, telling of the letters which poured in to Messrs. Zukor and Katz thanking them for Publix’ part in getting kids to refrain from Hallowe’en mischief. The idea wont be exclusive with Publix now. It will be done by other theatres in non-Publix situations this year, and it will be done by your opposition in your town if you don’t take the first step. Description of the mischief of which kids are capable on Hallowe’en isn’t necessary when you’re talking to your school superintendent. He was a kid himself, and since he’s reached his present eminence he has probably enticed enough cows out of his office on frosty November firsts to realize that chickens come home to roost on Hallowe’en: but don’t get much sleep if the hen-coop gets pushed over during the night. He’ll be more than anxious to share as much as possible of the credit you'll get for your Safe and Sane idea. Special Shows Tell him you’ll stage two performances on Saturday morning to accommodate all children who’ll sign a pledge to abstain from mischief on Friday night. Include public, private and _ parochial school kids. They’ll be admitted on special tickets signed by teachers when the pledges are turned ‘in. Let the school board assume the expense of printing the pledges and tickets. Publicity on the stunt should start at once. Ring up the curtain with an announcement by the superintendent that the town is going to have a Safe and Sane Hallowe’en, made possible by local Publix Theatres and stars of Paramount pictures coming to your town in the next few weeks. Write the story yourself to make sure you get the necessary credit. Tell about the pictures in which the stars will appear during the coming weeks. Tie-up a newspaper, if necessary, to insure an unceasing flow of publicity. It shouldn’t be necessary if you’re alive to your opportunities, for this is something no paper can afford to ignore. Get Speakers Get officials of the P. T. A. the fire chief, the police chief and other prominent citizens to address the kids. They’ll love it because they have few chances to get a break in the papers. See that they get that break. Have them impress on the kids the fact that Hallowe’en mischief means an actual dollars-and-cents loss to the community, repairing damage done—kids aren’t inherently bad, and they wouldn’t pull some of the stuff they do on Hallowe'en if they realized the gravity of the damage they do. Keep a running fire of publicity in the papers on these talks. Arrange for a daily wire from the Paramount stars you’re plugging, addressed to the kids of your town, with the star telling the kids that he or she is stopping work on his or her coming Paramount picture to congratulate them on the way they’re backing the Safe and Sane Hallowe’en campaign which he or she has the privilege of sponsoring in con junction with local Publix Theatres. This gives you specific publicity on specific attractions and playdates. If you fail to get this, there is little use in promoting this campaign at all. Don’t let the campaign get bigger than the fact that the stars of your October $1 attraction are sponsoring it. More publicity on these. Fact that Hallowe’en is on Friday is a break for you; the special performances the following morning will replace your usual Saturday morning kids matinee. The promise of that show the next morning will keep the kids in line like nothing else could—but don’t let a hint of that get into your publicity. Read the story on page 2 of Publix Opinion for October 4th, 1929, and the reproduction on page 3, issue of November 22nd, 1929, NOW, and refresh your memory on other details of the stunt. Work fast; time is short. Other Phases Don’t neglect other phases of Hallowe’en exploitation. Your lobby and front should carry out the Hallowe’en atmosphere for the entire week. Orange and black color scheme gives you a chance to make a splash. Carry the atmosphere from the box-office, specially treated, right on inside the house. Hallowe'en night gives you an opportunity for comical contests on your stage—if you’re in a midnight town a midnight show will benefit from the patronage of every Hallowe’en party. There’s a reproduction of a lobby stunt used at the Uptown in Boston last Hallowe’en on page 10 of Publix Opinion for December 6th, 1929— an apple-bobbing contest which can easily be adapted for use on the stage. Other_mirth provoking stunts can be gleanea from the book of party suggestions which should be part of your theatre library. A Hallowe’en parade is a natural. Promote prizes for best costumes. Coupled with an evening performance Friday night or with your special midnight show, it will make your theatre the centre of Hallowe’en festivity. Publicity Ideas Other publicity ideas will suggest themselves if you will consult indexed bound yolumes of Publix Opinion. Newspaper limerick contests may be utilized. On page 5 of Publix Opinion for January 19th, 1929, is a reproduction of a successful newspaper publicity layout, posing unit girls with atmospheric MHallowe’en backgrounds. Remember the success of B. S. C. Coppock of the Eastman, Rochester, in planting a photo on the end of Daylight Savying—if you don’t play units, your attractive cashiers will furnish femininity for photographs. it, 1 Ze 7] AT. “EK © 1» W 10+ 10-10-0102 0+ 0+ 0-02-01 0S Or S010 OOO 0* New Quarters The following exchange offices will move into new headquarters this week: ich St. Louis—3201-03 Olive Street. Portland, Oregon—201 N. 19th Street. ~O+0+-0+0-0-0-0-0--0-0-0-0+-0-0+-0-0+ $ 10-O+0+0+0-0-0+-@-0-0-0--0-0 +O 0+ 8 +--+ 01-0 0+ O10+-O-101-O+ B+ O+O> OO O10" +0: 27 THEATRES BEING BUILT FOR PUBLIX * (Continued from Page One) Mass., on the 24th, and Paramount in Stapleton, Staten Island, on the 3lst. Mattapan and Stapleton, opening dates are tentative. Openings of Paramount Theatres in Nashville, Tenn., and Lynchburg, Va., are tentatively set for November 15th, and of the Paramount Theatre in Helena, Arkansas, for December 24th. Of theatres under construction for the Foreign Department, the Paramount in Halifax, Nova Scotia, will open on October 31st. Contracts have been let for the Paramount Theatre in Newcastle, England, and work on plans for Paramount Theatres in Leeds and Liverpool is progressing. Two new Paramount Theatres, one on each side of the Atlantic, opened last week. These are in Ft. Wayne, Indiana, and in Manchester, England. Messrs. Hugene J. Zukor and Morris Greenberg of the Construction and Maintenance Departments, who are now in Europe, attended the Manchester opening. Policy in naming new theatres henceforth will be to use the name Paramount exclusively, unless a Paramount Theatre is already in operation in the situation. Work is progressing satisfactorily on theatres in Burlington, Vermont; Hamilton, Ohio; Middletown, Ohio; Peebles Corners, Cincinnati, Ohio; Ashland, Ky.; Bristol, Tenn.; at Western and Devon Avenues in Chicago, and in North Platte, Nebraska. Contracts have been let on theatres in Lawrence, Mass., and Aurora, Ill., while finished plans have been accepted from the architects for theatres in Oakland, Cal.; Fostoria, Ohio; Newburgh, N. Y., and Glens Falls, N. Y. Bids are being received on a theatre in Steubenville, Ohio. ; Architects are still working on plans for theatres in Roanoke, Va.; at 63rd and Wallace Avenues ry in Chicago; Elyria and Mansfield, | Ohio; Wilkes Barre, Pa., and Newport News, Virginia. 1, Exits 2. [lumination 3. Seats 4, Carpets 5. Aisles : 6. Stairways (hand rails) 7. Fixed and portable ladders 8. Fire escapés 9. Sidewalk, lifts, coal holes 10. Roof ings oe ar ap 73 ty a si 4 or’ EK OF OCTOBER 10rn, 1930 . AR! ACT IMMEDIATELY Bright Future For Publix viley te at “A a ’ rie will suffice! Hoover’s View Applicable To Company (Continued from Page One) not pessimistic, about the present and future of this company duty of everyone on the roster of this company, to main 7 that is needed. Failure to do no matter what the reason, disloyalty to fellow employees as well as to employers, matter of disassociated, selfish interests of capital and labor, Mutual consideration exists that cannot be evaded or avoided by anyone within its ranks, whether of high or low degree. Safety to “It is my duty, and it is the — the alert, determined vigilance — 80, is ¢ “Modern business is no longer a FOR PERIODIC CHECK-UP _ A sure means of avoiding unnecessary Jaw suits, resulting from accidents in and around the theatre, is the careful, periodic checking-up of the following: ., 14, Basement and the personnel it contains. “We believe in Paramount Publix more than ever. We know our record. We know our financial standing. It is greater than it has ever been in the past. The readaption of operating costs that is occurring is required in the interest of good business practice, and for the security of every employee in the company. “At this time we are passing through a temporary period of changing values and confusion. The very firm foundation upon which the United States rests, with its free, educated people, its natural resources and national resourcefulness, is a permanent, unchanging factor for optimism. “Long ago, Paramount Publix insured its future, and the future of its personnel, by adoption and strict maintenance of sane, conservative business policies, in order to provide a bulwark against dangers of possible world economic disturbance in the future. Our company and those in it who are usefully engaged may well feel reassured as to safety from any dangers which present or future conditions might threaten. “This, of course, means strict continuation, and, if possible, more strict surveillance, of effectives and effectiveness. “There exists a tendency to spend money for things that we can either do without, or can create within ourselves. I expect this tendency to be promptly and vigorously curbed. “Expansion has encouraged some neglect in obtaining the fullest value from every dollar and every effort we expend. This, too, must be stopped so that guarantee of company and personnel security may be had to the highest possible degree. Every dollar and every effort we expend must do its full, effective duty. “The size of our organization, and the magnitude of its operations, might delude some into believing that it is not necessary to extract every dollar of revenue deserved by our theatres, attractions, policies and investment in manpower and property. If anyone believes that, the notion must be instantly and emphatically reversed. , “Present and future conditions demand, in the best interest of all concerned, the fullest measure of effectiveness from every effort and every dollar. Nothing less than the utmost 11. Vents (backstage) 12. Asbestos curtain 13. Dressing rooms 15. Elevators 16. Ventilation systems 17. Fire doors ‘ 18, Fire alarm boxes (location) | patrons during : missioners, loads of flowers for the Paradise _reopened on September 18th. J: D. Redmond is manager. consideration. of that obligation, and prevention of waste, will provide the neces Sary guarantee. “The importance of exercising utmost thought and effort to safeguard expenditures, and similarly to increase income, cannot be overestimated at any time. At this moment, anything less than vigorous, determined vigilance and effort is dangerous. This fact is the only outstanding or alarming symbol of the economic conditions of the present and future that confront Publix and the nation. We can and will conduct ourseves accordingly, and Paramount Publix will emerge, as always, stronger and greater, and its personnel will find more enduring and well-founded happiness in its daily tasks. “In amplication of what I say here I want everyone to carefully read and consider the messages delivered by President Hoover to the American Bankers’ Association and to the American Federation of Labor. To this end, Publix Opinion is reprinting, in this issue, both of these speeches. I want what I say here, and what is contained in President Hoover's speeches, to be read aloud to group meetings of Publix personnel everywhere.” Parks Supply Flowers For Anniversary Uptown Theatre, Chicago, was converted into a veritable garden during its _anniversary week, through a tie-up effected by the Publix-B. & K. publicity department with the Lincoln Park Commissioners. Tie-up was the first ever made with a park board. Four truck loads of flowers were sent to the theatre, together with a large map showing contemplated park improvements, of interest to every citizen in the theatre’s vicinity. Enough flowers were supplied to decorate not only the lobby, but the inner foyer and the entire mezzanine. Theatre men and patrons termed it the best-decorated theatre within recall. Birthday cake, obtained at no cost through a Ward Baking Co. tie-up, arrested attention of all patrons, standing more than six feet high with a base four feet in diameter. Baking company also supplied two girl attendants, giving away over 20,000 pieces of cake to the week. Following the Uptown anniversary, a similar tie-up was made with the West Park Board of Comnetting three tru Theatre anniversary. Ward Bak ing Company tie-up was repeated. OLYMPIA OPENS Olympia Theatre,Lynn, Mass. all demands encouragement, rather than discouragement, of that Utmost fulfilment >) a tal