Publix Opinion (Oct 31, 1930)

NEW PRODUGT PROMISES BOX OFFICE BOOM (Continued from Page One) tightening up the loose ends of our business. “Apparently our judgment was right, because business, as you know, with some exceptions, has been considerably off. One of the principal reasons, however, that business has been off has been that during this past six or eight weeks, when we normally look forward to big pictures, the producing companies have been in a slump and haven’t delivered any real knock-out, sensational hits. “For the first time in six months now I see a real ray of hope, and that is in the product that is on its way. I want to enumerate some of the pictures that are being released in November and December. They are as follows: PARAMOUNT LAUGHTER (Nancy Carroll — Fredric March) MOROCCO (Gary Cooper—Marlene Dietrich) TOM SAWYER (Jackie Coogan) FEET FIRST (Harold Lloyd) THE RIGHT TO LOVE (Ruth Chatterton) DERELICT (George Bancroft) NEW MORALS (William Powell) UNITED ARTISTS HELL'S ANGELS RADIO PICTURES AMOS 'N ANDY FOX THE BIG TRAIL JUST IMAGINE LIGHTNIN’ (Will Rogers) METRO-GOLDWYNMAYER THE WAR NURSE DARK STAR (Marie Dressler) INSPIRATION (Greta Garbo) “T am sure that just this group of pictures, which certainly does not include all of the possibilities, ought to give us all a real note of enthusiasm and optimisim. “TY regret very much my inability to go to your theatre and talk with you personally so that I might pass on to you first hand some of the enthusiasm I genuinely feel with the coming of the above mentioned product. “¥ know that it is honestly going to provide the tonic that we have all needed in this business, “YT would not have dared write this letter to you until just now, because I wanted to make certain that every dollar of controllable cost was well in hand before I permitted myself to get enthusiastic and let our costs run away with us again. Now that I feel this has been ‘drilled into you and you have made such a fine contribution to it, I take the liberty of asking you to work up among your theatre staff all possible enthusiasm, based on this coming _product. “Our experience has shown that with product like that anentioned above, as well as a decided improvement in all other pictures which I have not mentioned, we do not need to spend one dollar more for advertising or exploitation than we are now spending, because as soon as the public ‘smells’ these pictures, and with the proper enthusiasm from you and your staff, you can make the same amount of money you are now spending tell a whale of a big, enthusiastic, optimistic story for this product. “Vetter writing, at the best, is difficult, and, as I said above, I would give a lot if I could get on a train now and visit every theatre and get across what I really believe. “Tet me assure you again of my appreciation of your efforts, and with all best wishes, I am, Very truly yours, SAM KATZ 7-08 08-20-01 0+ 10+ O10 010+ 10+ O18 10°01 08 NOTICE! > 3 t t Because of the great hit { made by Stuart Erwin in the ¢ role of ‘Axel’? in “Sweetie,” there has been a tendency ; throughout the field to bill the popular Paramount player in his subsequent pictures t as “Stuart (Axel) Erwin.” ¢ Inasmuch as ‘Sweetie’ is now a year old, and as there { might be some danger of re{ tarding Erwin’s future development by having that re{ strictive nick-name stick to ¢ him, all theatre managers * and advertising men are in{ structed not to use the ¢ “Axel” in advertising Erwin. Only his correct name, ‘‘Stu} art Erwin,’’ must be used. : A. M. Botsford. o £0 +O +-010 +--+ 01-09-01 0+-O+0+-O-+0+-O+0+-O+0>-O10+0s MR. SHAVER IS BACK AT DESK Mr. Emil E. Shauer, Director of the Foreign Department, is back at his desk in New York after returning from Battle Creek, Michigan, where he fully recovered from his recent indisposition. Mr. Shauer has been in Battle Creek since his departure from the Coast five weeks ago. His return to New York City was welcomed by his host of wellwishers in the organization. @ 202-0 0-0 0+-0+01-0+0+010+ 010-016-004 O10 O00+ 01-0 8+ +8 O18 O-8+Se0* Ki. E. Shauer OF TRAILERS (Continued from Page One) judgment of the local theatre man against that of Home Office experts. In such a case, the interests of our theatres and of Paramount pictures would be better served if the final decision on trailers were dictated by the more experienced and expert judgment of Home Office advertising officials than by the sometimes fanciful whims of individual theatre managers or advertising men. “This should in no wise be interpreted as an attempt to curb the originality and resourcefulness of either the theatre manager or advertising man. There is plenty of scope in the successful operation of their theatres for the extensive use and development ‘of these important qualities. However, where it is a matter of information not generally available in the field, and greater experience, as in the case of the preparation of trailers, the material should be used as it is, without any ‘changes. “For that reason, I want it distinctly understood that the cutting and vearrangement of trailers will henceforth not be tolerated in Publix. Division and district managers must see to it that this order is rigorously carried out in their respective territories.” PUBLIX OPINION, WEEK OF OCTOBER 31st, 1930 WR. KATZ BANS|Home Office|LECTURE TOUR LOCAL, EDITING |Must Okay| 10 AID BYRD Ad Contracts (Continued from Page One) and district managers and put over the sale, by contract, of material that may look very good but is entirely umnecessary for the proper operation of our theatres. “Please advise everybody concerned, therefore, that no manager, district or division manager is permitted -to sign any contract whatsoever, for any advertising material, without an O.K. from either Mr. Botsford or Mr. Stewart, who will, of course, consult with the division director on the matter before giving an O.K. “There has been too much of this promiscuous signing of little contracts. I refer to the difficulty we are now having with Ad Sign contracts, curtain contracts, Theatre Ad Mat Service, American Display Co., street railway car card showings, the Kimble System and a score of other advertising display materials that we can well afford to do without. “Please be advised of my opin-|} Hall ion that any manager, district or division manager who signs such a contract will have to pay for the service out of his own pocket at the time the theatre wishes to get out of the contract, unless the con tract is specifically okeyed by the] yy advertising department in New York.” ’ “MOROCCO” ROCKS HOME OFFICE! Home office preview-veterans reached for superlatives and found none adequate to describe “Morocco,” screened at the Astor Theatre last Monday. It held them breathless with its stirring, moving story. When it finished, the spontaneous, sustained applause reached passersby on Broadway and stopped them in their tracks! “An unforgettable star in an unforgettable picture!” said Mr. Sam Dembow, Jr. “Marlene Dietrich reaches the top of Paramount’s bright firmament in one performance. Words can’t do justice to this flaming romance, to its splendid cast, its sensuous backg’s artistry and sure showmanship into a picture critics and patrons alike. pacity of every theatre lucky enough to play it! : well as Miss Dietrich, make histrionic history. ‘Morocco’ will wring the heart of every woman—and every man—who sees it. When first-showing audiences leave your theatre, the box-office rush will be on!” Comments of other home office executives could fill Critics, too, are talking—here’s what four of them said af ground—moulded by Josef von Sternber which will get nothing but raves from “This is a picture to strain the ca Gary Cooper and Adolphe Menjou, as Read them—and reap! this issue of Publix Opinion! ter a preview in Los Angeles. Los Angeles Record “Hollywood has a new and very great star —Marlene Dietrich. Last night the Ritz Theatre had a preview of ‘MOROCCO’...A blasé public has seldom—if ever—been so warm in its praise for a newcomer. Both men and women openly voiced their approval of von Sternberg’s discovery... “Marlene Dietrich is a rare actress. By that we mean she possesses a mysterious ‘something’ which might be called charm, or to be more modern, ‘it.’ Personally, we honestly believe Miss Dietrich has more than the ordinary ‘it’—something much finer, far more deep in feeling. Something real!... “The finish of the story will undoubtedly cause much comment. ..It is reason for much argument from the movie fans, and after all, when the audience goes out fighting and buzzing among themselves for their various points, THEATRICAL TRADITION PROVES THE SUBJECT OF QUESTION HAS HIT QUALITIES. AND SUCH IS THE CASE WITH ‘MOROCCO’... “Josef von Sternberg has made a ren) picture in ‘MOROCCO,’ and he has aincorerca a very great actress in Marlene Dietrich!” . . Screen Play Secrets “We prophesy that Marlene Dietrich will be the sensation of the screen. The picture rises from the ranks of good productions to the heights of ONE OF THE BEST OF ALI, TIMES entirely upon her performance. . . “Josef von Sternberg. ..has managed to make an almost one-actor picture move with rapidity and rhythm that defies a dull moment. Gary Cooper is the hero, and does an almost Fe piece of work. UNDE O CIRCUMSTANCES EK Suse ‘AN FAIL TO Motion Picture News “There's a new name going up in lights on theatre marquees from one end of the country to the other. Marlene Dietrich males an American debut in ‘MOROCCO’ that will be hailed with superlatives which have not been used since Garbo swept them off their feet in Ibanez’ ‘The Torrent! . . .‘ “,..Von Sternberg has embellished this tale with top-notch production values... ‘MOROCCO’ WILL MAKE A STRONG BID FOR POSITION ON THE ‘BEST TEN’ LISTS ATTHE END OF THE YEAR....” Film Spectator “...‘MOROCCO’ is a pulsing, moving drama of a great romance that will awaken. the enthusiasm of the most blasé audience. Von Sternberg was helped by some superb performances, but he is entitled to some of the credit, as his sympathetic direction was an inspiration to his players.. He presents his dramatic climaxes without flourishes, building easily but swiftly, and without any detours to ‘the culminating point of each sequence. . : “ ‘Morocco’ will establish Marlene Dietri with American audiences, Her DeCLOREAERIE faultless. Miss Dietrich has a tender quality. & warmly human side, a frankness that gives no suggestion of mystery that cloaks something we would like to know about her Gary Coopen never before gave a performance that matches, for sincerity, conviction and dramatic effectiveness, that which he contributes to this picture. ., Adolphe Menjou pave Sere of the world an ented : unique place in plots : re ea es ‘in that easy, grace. PICTURE Houses that have booked ‘With Byrd at the South Pole’ for re engagements should start contact. ing now to tie-up with the Byrq lecture tour, which is under tha management of the James B. Pong Bureau. It will be easy to plant feature stories, shots from the picture, etc., concurrently with the talks Rear Admiral Byrd, whose itinerary follows: November 8—Buffalo, N. Y., Buffalo Consigtory; 4—Canton, Ohio, City Auditor. ium; 5—Cleveland, Ohio, Cleveland Auditorium; 6—Youngstown, Ohjo, Stambaugh Auditorium; 7—Wheel.— ing, W. Va., Capitol Theatre; 8—Ath— ens, Ohio, emorial Auditorium; 10—Ann Arbor, Mich., Hill Auditorjum; 11—Chicago, Ill., Orchestra — Hall; 13—Kansas City, Mo., Conven— tion Hall; 14—St. Louis, Mo., Odeon; — 15—Evansville, Ind., Coliseum; 16— — Chicago, Ill., Civic Opera House; 17—Grand Rapids, Mich. Armory; — 18—Chicago, Ill., Orchestra Hail; 19—Appleton, Wis., Appleton College Chapel; 21—St. Paul, Minn., St. Paul Auditorium; 22—Duluth, Minn., Duluth Armory; 24—Omaha, Nebraska, SRE Auditorium; 26—Sioux Falls, 1 | ] + . D., Municipal Auditorium; 29— Kohler, Wis. Kohler Recreation all. December Mor GymMem MR. SAM KATZ NEW N.V.A. HEAD (Continued from Page One) was to allow the managers of N.V.A. to obtain first hand infor| mation regarding what is done for | the tubercular vaudeville artists at Saranac. As an immediate result of the visit, funds were made available for the support and maintenance of that institution. Pat Casey was empowered to procure an amount as required up to $250,000. ‘The managers advised Casey that by the time the initial appropriation is consumed, permanent means will be found to provide regularly for the income needed for the maintenance of N.V.A. Plans for a spring drive are already being formulated. The exj act details will be worked out in forthcoming meetings of the N.V.A. heads. On Football Schedule ———. “ Selling his entire month’s attractions to thousands of football fans more than repaid Manager Sidney Smith for the expense of printing the schedule of the Pittston, Pa., high school team. The front portion of the program was devoted to listing of ‘the games, while the reverse side carried the American Theatre’s attractions. Following copy also appeared on front: “Keep this as a reminder of 2 important schedules, Pittston High School and coming attractions at the American Theatre.” a ee Month’s Attractions File Them ? The Purchasing Department has received many requests for binders in which to keep managers’ copies of Forms No. 1401-A and 2400. Binders will not be supplied for these two forms, as they should be filed away in a folder. An Acco Fastener can be used for this purpose J. H. ELDER OOS 0+ 0+ 0-0 0--0-+0+ 0+ 0+-O-0+-0-10+ 0-0 O-+0-0-0+ | :