Publix Opinion (Oct 17, 1930)

fully and follow them in detail, Newspaper ‘T'o Give Theatre Free Space Because of Manager Frank Burns’ amiable characteristics and ingenuity, he was able to remove a non-cooperative barrier, formerly maintained by a local newspaper. Burns arranged a tie-up with the local radio station, which was owned by that particular paper. The tie-up resulted in plenty of free newspaper space and free broadcasting time for ‘The King of Jazz,’ playing at the State, Winston Salem,'N. C. The station devoted 30 minutes of their time to broadcasting the hit numbers from the picture as well as making announcements about the picture, theatre and playdates. The radio tie-up was new in this town and was particularly difficult to obtain as local newspapers rarely give the theatre a line of publicity. In fact, they never mention the theatre name if they can avoid it. Plenty of Free Space After the radio half-hour, the picture and theatre broke in newspaper for two advance stories and one splendid follow-up including review of the picture. The theatre also received an editorial on the novelty of the idea. Of course, the paper wrote this to further their own radio interests. Burns believes the radio tie-up is an entering wedge into the newspaper stuation, as radio station is now cordial for further tie-ups and newspaper is falling in line ~ because of their ownership. Kelvinator As Prize Assures Full House A full house at the Capitol, Salisbury, N. C., was assured for the opening night of ‘‘With Byrd’’ through the efforts of Manager Paul Phillips, who promoted a Kelvinator, to|be given to holder of lucky ticket. . All contestants had to be in theatre on opening night, time of drawing. ,The Kelvinator agency paid for ad announcing contest and exploiting show. Window displays and banners on street cars completed ballyhoo. Schaefer Speaks Over Radio In New Orleans Thousands of people in the South were told of forthcoming Paramount product recently by George J. Schaefer, Eastern Sales Manager for Paramount, through the medium of WSMB, Publix-Saenger radio station in New Orleans. In his speech Mr. Schaefer covered pictures coming to PublixSaenger theatres in New Orleans and the entire division during the next four weeks. Invaluable plugs were registered for each attraction. i CANVASSES DOCTORS Physicians of Lowell, Mass., have received letters from Manager J. J. Dempsey of the Strand Theatre, informing them of insti-|, tution of doctor’s register service, so that physicians may be reached at the theatre at any time during the performance. : Correct Procedure! In the procedure of drawing checks for theatre expenses under the revised accounting system, as outlined on Page 3 of INSTRUCTIONS TO THEATRES, specific instructions are given that under no circumstances are any checks to be corrected once they are made out. has been made in typing, a new check must be drawn. The Accounting Department is experiencing considerabla trouble in this connection. Numerous checks are being sent in which plainly show that corrections have been made on them. These checks will not be signed at the Home Office. If each theatre manager will read these instructions care the Home Office Accounting Department. In the event that a mistake it will be of great assistance to T. X. JONES. Real Stage Wedding Is Box-Office Stimulus A genuine wedding on the stage of the Paramount, Montgomery, Ala., between a local boy and girl, aided receipts for ‘Grumpy’ when it played that theatre. Manager Bolivar F. Hyde, Jr., promoted gifts from leading merchants as wedding presents for the betrothed pair. On opening day of playdate, co-operating merchants ran special ads plugging wedding and Kyow W. C. PATTERSON A wide and varied theatrical experience can be chalked up as part of the — show business jcareer of Willard C. Patjjterson, dis_ sjtrict manager “jin Atlanta, Ga. A veteran showman, Patterson \jthe gallery of ithe Bijou in Atlanta. { During the next two de jjcades, Patter son enjoyed W.C. Patterson tre career, with the exception of the few years he spent at the University of Georgia. Five years were devoted to the Jake Wells Enterprises, where, as special representative, Patterson managed theatres, road shows, stock companies, legits, all-in-all playing an important role in the development of the original Jake Wells Circuit in the South. Several years were also spent with the Mutual Film Corporation. He was manager of the Criterion and Metropolitan theatres in Atlanta prior to his securing a position with the Universal Theatres as Southern division manager. He joined Publix in May, 1928, and was assigned to his present post. J. F. OHERN J. F. O’'Hern, manager of the Olympia, Chelsea, Miss., received his first taste _~of show busijIness more than 15 years ago, when as a@ youngster in his early jteens he iworked as | usher in Pear{son’s Theatre, ‘ |Somerville, ‘|Mass, Soon after many min J. ¥F. 0’ strel shows, oer In October, 1929, O'Hern obtained a job with Publix, and was assigned to the Strand, Dorchester, as student manager. After three months of intensive theatre management Study, he was appointed manager of the Strand, in the same town. In April of this year he was PRAneseRned to his present posion. PUBLIX OPINION, WEEK OF OCTOBER 1/tx, 1930, P. A. SYSTEMS ARE HEARD BY GRID CROWDS With widespread installation of public address systems at football stadiums, suggests Manager Roy P. Drachman of the Mission Theatre, Albuquerque, N. M., it’s possible to register any plug the theatre wishes by giving the announcer a couple of passes, This has been effectively employed as a means of reaching football crowds with current attraction information at University of Arizona games in Tucson, Drachman’s former situation. While he is in Albuquerque, he is doing the same at all university and high school games there. Similar arrangements may be made with announcers of play-byplay returns when out of town games are scheduled. In Tucson, on important games away from the city, good results have been secured by installing a score board on the stage, and giving play-byplay returns as an integral part of the matinee program, following with the regular program at the conclusion of the game. Such football matinees invaria —“MEET THE BOYS!’— YOUR ORGANIZATIO E. C, PRINSEN BE. C. Prinsen, district manager in the North Dakota territory, is a veteran showman, having been associated {| with the theatre business since 1910, when as general manager, he supervised the operation of four theatres in Fond du Lac. He cast his lot with the Finkelstein & j) Ruben forces ‘jfor several jiyears and when Publix acquired that chain, he was retained as one of many capable managers employBY ppaiy In \ ecember 1928, Prinsen managed the Strand in Minneapolis. In February of the following year, he was transferred to the Lyric, in the same town. Two months later, Prinsen was promoted to city manager of both houses. He diligently applied himself to this new executive position and was rewarded with his present district managership in September, 1930. STANLEY BROWN Actor, advance agent, manager, district manager and general manager are E. C. Prinsen than 20 years of theatrical experience. In 1908, he started his theatre career doing Raven blaine and publicit: work in Calgary, Canada: He Sor a job in Grand Forks, N. D., as house manager of road show companies. In 1921, F&R hired him to manage several theatres in Minneapolis. Four years later Brown obtained a managerial position with the Saxe Enterprises in Milwaukee. In 1927 he was made district manager in that town for Fox Midwest, resigning a few years later to go with the Brin Theatres, Inc., as gene’al manager. He quit his job to ’oin Publix in San Francisco at the California, being promoted to his present position two months S. Brown ANNIVERS celebrate their anniv: If it is, start thinking NOW money at your box office. stories and tleups? Also, anniversary trailer you may THHATRYD Carolina, Greensboro, N. CO. Fashion Show Ties In a full page co-op ad. ly to the theatre. Fashion event tied-in with one of the principal selling angles of the picture, and helped keep the It was scheduled twice each day, on the house filled for three days. 3 and 9 o’clock shows. ———_—_—————————————————————— bly are heavily attended by students, contributing revenue as well as good will. CLARE C. WOODS A district manager who attained that position even though only assdciated with Publix since March, 1927, is Clare Woods of Colorado 4 The first job Hgiven Woods j/when he entered the em manager of the Colorado, Pueblo. He was well able to perform his managerial duties ina creditable “4]manner, hav“ling acquired 1} considerable i}experience as advertising manager for Cc. C. Woods the WoodsWood Circuit in Missouri, as manager of Warner's Renraw Park and also as booker and shipper for United Artists in Kansas City. He also spent several seasons working in amusement parks. In November, 1928, Woods was transferred to the Rialto in Denver, as manager, remaining there for two months before being sent to the Royal, Kansas City, in the same capacity. He received his present appointment in March, 1929, just. two years after entering the ranks of Publix, A. R. TATE A new member of the ranks of Publix, brought in through the recent acquisi——tionofthe -!Comerford _ "Circuit, is A. ate, a gradate of a comercial col entered the State of PennSylvania, was able to carefully A.R, Tate : manager of th f e oron ae position he has hela | | Pottsville. ARY AHEAD? ext few weeks, Within the n ay don't forget the Home Office Chateau Dodge, Rochester, Minn. With Swanson Picture Style show at the Paramount, Montgomery, in conjunction with a leading department store and concurrent with What A Widow, netted Manager Bolivar Hyde, Jr., One-fourth of the page was devoted exclusive the theatres Listed below wi Is your theatre among them? how you can turn that event into Exploitation stunts? N get by writing to L. L. Kdwarda,. OPENING Darn October 25, 1 October 31, 1927 a ‘ j Matinee Idea Repeatable Variant of the tinned food anq old clothes matinee idea, as usuaj. ly executed prior to Thanksgiving and Christmas, was developed jn Chickasha, Okla., where F. Hoenscheidt is City Manager for Publix, for the opening of schools. Rotary Club cooperated in a matinee to which children were admitted for old school books; object was to secure school books for children who could not afford them. Committee of school teachers attended the matinee, accepting or rejecting the books offered for admissions on the basis of whether or not they could be used for that purpose. Idea is excellent for the beginning of second semesters everywhere, and should go into every manager’s file for use next fall. Potato Matinee Gets Free Newspaper Space A potato matinee that not only gladdened the hearts of Raleigh, N. C., youngsters, but also provided the poor with many edibles, was sponsored by Manager E., BH. Owen. Every child under 12 years of age, upon the presentation of po Capitol Theatre to see the first chapter of ‘The Lightning Express,’ a serial. The proceeds were given to the Salvation Army, for distribution to the poor, which act received recogniton in local paper. ‘Hosiery Lobby Exhibit Proves Box Office Aid An attractive hosiery exhibit in the lobby of the Tivoli, Chattanooga, Tenn., proved interesting to the ladies and was the means of selling 500 tickets to the company displaying the material. A spinning wheel, operated by a girl, supplied by the Humming Bird Hosiery mill, was the eyearrester. A display of various hose together with cocoons, etc., topped the exhibit. ‘The mill purchased a block of tickets for their employees. Manager B. W.Bickert arranged for the display. Strong Exploitation Used on Anniversary Five bannered trucks of the Or ange Crush Bottling Co., which served drinks to all patrons of the State, Chattanooga, during its anniversary week, ballyhooed attractions of the theatre during the weeks. . Usual bakery tie-up, promotion and presentation of a $100 diamond ring, promotion of 100 inches of co-op merchant advertising, and a Western Union tie-uP which netted 20 windows com: pleted Manager Ralph B. Phillips exploitation for the week. PROSPERITY ACTIVITY Roster of managers in the Publix-Comerford Division who tinguished themselves in thelf Prosperity Week activity, accord: ing to Jack Jackson, Division Pub licity Director, includes J. ™ Blanchard in Sunbury, Pa., 22¢ Sam Friedman and Ben Cohen !# tatoes, etc., was admitted to the “School Book”