Publix Opinion (Oct 17, 1930)

ee a PUBLIX OPINION, WEEK OF OCTOBER 17ru, 1930 3 PRODUCT, SELLING EFFORT, BRING KIDS! SERIALS, SPECIAL MATINEES CREATE ATTENDANCE HABIT Consensus of Home Office executives’ opinion on the problem of building up juvenile patronage, to which the whole industry is giving more and more serious thought daily, is that the proper combination of picture product and selling will remedy the situation in a short time. Tea] he EME Se “Years ago,” declared Wm. Saal, General Director of Film Hot Curves Night Work Rain or Shine a “ x ~ a see Sally Bu er ala Wand! eerie Across World with Mr. & Mrs. 1e ut 5b ’ Johnson Iron Claw,’ ‘The Black Box,’| around the World Via The Graf and every Pearl White and AnZeppelin Bottom of the World Hunting Tigers in India In the South Seas with Mr. & Mrs. Pinchot Silent Enemy With Byrd at the South Pole Social Lion Song of My Heart Swing High Vagabond King Welcome Danger List of shorts available and recommended by Burt Kelly follow: Kiddies Revue (Paramount) Match Play (Educational) Mickey’s Champs (R-K-O) Mickey's Master Mind (R-IX-0) Mickey's Strategy (R-K-O) Ranch House Blues (Pathe) Dizzy Dishes (Paramount) Duke of Dublin (Paramount) Enchanted Forrest (Tiffany) Frolicking Fish (Columbia) Hail the Princess (Educational) Western Knights (Educational) tonio Moreno serial that was released. Then, as today, they cared nothing about the Theda Bara and Clara Kimball Young features, but went heavy for Wild Westerns and heroic war stories. We must approximate the same type of entertainment today, with sufficient allowance of course for enlightened and changed conditions. “With proper’ product, it shouldn’t take long to build up a permanent matinee audience that will do much to stabilize grosses. Children form habits very easily, and with proper encouragement they should go for specials in a big way—because THE KIDS DON’T DISLIKE THE MOVIES— they’ve just stopped being interested in them!” Serials Sell Well Pubix Opinion check-up with the booking department proves that wherever the serials ‘The Indians Are Coming,’ and ‘Rin Tin Tin’ have been shown, the boxoffice results have been excellent. These two are available for all Publix theatres, and others will be reported on as soon as they are produced and screened. Stock activities in the nature of dog shows, airplane shows, singing clubs, etc., have proved beneficial in every case. In addition, managers are going in for special matinee shows at which an all juvenile program consisting of serial, suitable shorts, and suitable features are shown. These are proving extremely popular. Lack of sufficient new product for children has resulted in the use of second run comedies, etc. According to Burt Kelly, head of Publix short subject division of the booking department, the use of serials is better than second run comedies where there is a choice between the two. Product Available Features suitable for child matinees, available to Publix managers and recommended by Leon D: Netter of the booking department, follow: Arizona Kid Border Legion Last of the Duanes Light of Western Stars Lone Star Ranger Pardon My Gun Roarin’ Ranch Romance of the Rio Grande Rough Romance Song of the West Spurs Sante Fe Trail The Virgins e ian Anybody’s War Dough Boys His First Command Only the Brave Salute Sky Hawk Young Eagles Burning Up Cohens and Kellys in Scotland Dado Wrangl e& Wrangler Free and Easy Grumpy Happy Days High Society Blues Honey photograph II NRL Ne RANGA NAAR et 66 G UN S 99 Armistice Day short has just been completed by the Music Novelties Department and is ready for immediate ’ distribution. Title is Guns.” Artells Dickson, nationally known radio singer on the Columbia chain, sings the song “Guns” in the production. His scenes are superimposed on war scenes, with full effects, the music of the song and the war sounds made to harmonize in a thrilling and _ impressive manner. Subject runs four minutes. District bookers and managers are cautioned that orders should be placed now to insure sufficient prints to go around. Orders should be sent to Josef Zimanich at the Home Office. #0 O10 +-O+O+0+ 01-01 0+ 0+ 0--0+0+-0+0010+ 0+0+-0+0:-0-8 © P0601 0+ 010+ +0 © 16-10-0011 0-104 OOO OOO O01. 0! OOO 0-8 O0: 0 D+ O 9-40-90 10 -O10 ++ 0+ O+0+-S+ 0-0 G-O+ 0+ OO S8-0-0 OO! OOS 8> D+ 8>S: >> $ Foster and Erwin Cast For Clara Bow’s Latest Norman Foster, stage star who made his talking screen debut for Paramount in Young Man of Manhattan, has been assigned the male lead opposite Clara Bow in No Limit. Stuart Erwin, who recently completed a role in support of Maurice Chevalier in Playboy of Paris, is also in this latest Clara Bow picture. Production will be done at the Eastern studio under the direction of Frank Tuttle. Mr. Katz Ordered It! “Know Your Organization’’ is a policy instituted by Mr. Katz. As a means of effecting that policy, Publix Opinion started “Meet The Boys.” Mr. Chatkin Pledged It! To fulfill Mr. Katz’ order, a request was made by Mr. Chatkin for the biography and of every Publix executive, divisional director, division manager, district manager, theatre manager, and publicity man. gers have failed to respond. Many mana The delinquents must send them to Publix Opinion AT ONCE. Fake modesty is no alibi! Two weeks from today, a list of all managers who have not complied, will be given to Mr. Chatkin, for aétion. It’s YOUR Move Now! Romberg Song Cycle, Radio Treat Oct. 21 A special arrangement of songs by Sigmund Romberg, including popular numbers from “The Desert Song,’ “‘The Student Prince” and ‘‘New Moon” will headline the list of musical treats offered on this week’s program at the Paramount Publix Radio Playhouse to be broadcast over the Columbia Chain, Tuesday, October 21, 10:15 to 11:00 P. M. (E.S.T.). Jesse Crawford will play a solo entitled “So Beats My Heart For You” and Jerry Closeup Madison will retail the gossip which he has been collecting on Broadway this week, The complete program: Overture—Oycle of songs by Romberg — Selections from A Romantic Short “If I Knew You Better" “To Know You Is To Love You’ A Melodic Scenic “Hungarian Lustspiel,”’ With a Gypsy Company The Musical Newsreel Organ Solo—"So Beats My Heart For You” JESSIE ORAWFORD Gossip of the Stage and Screen— JERRY CLOSEUP MADISON Broadway Hits and Popular Melodies— WALTER DONALDSON “March of the Sardar”—With Ohorus “Naila’’"—Modern arrangement by ARTHUR LANGE Sigmund “Desert Song,” “Student Prince,” “New Moon" SERIALS AID IN STIMULATING CHILD TRADE (Continued from Page One) Manager Ed O’Donnell is playing “The Indians Are Coming,” and has evolved such a successful campaign on the picture that it is being duplicated by L. C. Walrath at the Norshore Theatre, exploiting the same picture. O’Donnell’s exploitation, Mr. Balaban said, included promotion of 5,000 heralds weekly, plugging the serial and accompanying subjects on the children’s program, and 2,000 candy bars for distribution to kids each Saturday. In return for a statement on the herald devoted to the candy bar distribution, the manufacturer is bearing the cost of the heralds as well as the candy supplied. As special prizes for distribution at these matinees, O’Donnell purchased a supply of Indian feather headgear, of which one is given to each of the first 100 children appearing at the matinee. From the Chicago warehouse, O’Donnell secured an Indian tepee, which is presided over in the lobby by an usher in Indian costume who distributes the candy bars to children leaving the theatre. A mounted “Indian,” fully caparisoned, provides a neighborhood ballyhoo. “A number of serials now ayailable,’ Mr. Balaban concluded, “lend themselves as readily to effective exploitation, and will more than repay managers for their efforts by re-establishing the oldtime kids’ habit of ‘going to the picture show’ every Saturday.” FLORIDA BOOKING OFFICE MOVED Jacksonville District Booking Office, serving all theatres in Florida, is being moved to the Paramount Theatre Bldg., Atlanta, Tracy Barham announces. Change is effective Monday, October 20th. Walter A. Klements, District Booker, should be addressed in care of the Paramount Publix Corp., P. O. Box 1653, Atlanta. Telephones are Walnut 6973 and 6961. Move is being made because all exchanges serving the Florida district, with exception of two, are located in Atlanta. Speech to Rotary Club Nets Big Feature Story Drawing on Publix Opinion as a source, Manager M. F. Estes of the Beacham Theatre, Orlando, Florida, made a speech before the local Rotary Club on motion pictures which was reproduced in full in one of the Orlando dailies. Story broke from a half column on the front page to four full columns inside. D+ OS 10+ D0+ 0+ G+ 0O10 0+ 0+ O8+ S-+8-S-0+O+0-O0s Try These For Armistice Day 1. Organ draped with flags and bunting. 2. Patriotic overtures, prologues, etc. 8. Appropriate lobby and marquee decorations. 4. Music Novelties Depart ment short now ready for distribution. (see col. $). Have newspaper sponsor war mothers’ matinee. a. Legion to pay for lunches or tea. b. Automobiles promoted. Legion parade to theatre. Sound taps on marquee at 11 a. m. ‘ Stage talent to entertain at veterans hospitals — newspaper breaks. © OOOO +0+S90 00 018+ 019+ P19 99+ G90 Og -w 99>-0-10+00-00-9904 : | i | | t | 7