Publix Opinion (Oct 31, 1930)

6 NEW CHEVALIER PICTURE A HIT IN MIAMI Pre-release campaign of Manager James H. McKoy of the Olympia, Miami, on Chevalier’s ‘‘Playboy of Paris,’’ put the picture over to the accompaniment of rousing business. A ‘proxy visit’’ of Chevalier to Miami featured the campaign. MeckKoy’s sales angles included Chevalier himself, the Parisian twist, the strong supporting cast, and Chevalier’s past song hits. These were carried in newspaper advertising, and amplified by a strong publicity barrage. Cuts of Chevalier featured Sunday movie layouts. Feature stories were carried in both Sunday papers, plus daily readers for a week in advance and another still of the star on opening day in the News. “Proxy visit’’ tie-up with the News was the high spot of McKoy’s publicity and exploitation effort. Paper carried stories for three days in advance of the arrival of ‘‘Chevalier,’’ and met him on arrival with reporters and cameras. Contest offered prizes of $10, $5 and $2.50 gold pieces for the best itineraries submitted for the star. “Chevalier’’ Tours City Accompanied by two prominent and attractive young women, the Chevalier cut-out toured the city in accordance with the winning itinerary, and was solemnly presented to the Mayor as cameras clicked. Tie-up with the Cord automobile dealer furnished a car. Some of the news stories by which the theatre profited as a result of this stunt are reproduced on this page. Chevalier cut-out mounted on an 8 foot straw hat of beaverboard, also pictured on this page, was spotted in the Olympia’s lobby in advance of opening, then moved to a prominent department store window, where it centered a straw hat display. Front Treatment Front of the Olympia was treated to resemble a French cafe. Sidewalk was covered from building to curb with a muslin awning painted wtih red stripes, carrying the picture title on the ends and “Cafe de Paris’? on the front. Along the curb and next to the box-office McKoy spotted iron chairs and tables obtained from the patio of the Coral Gables Country Club. At one of the inner tables a cut-out of Chevalier was spotted as a waiter. Large BIG STRAW! This eight-foot straw hat of beaver board, centered by a cutout of Chevalier, starred in the lobby of the Olympia, Miami, prior to opening of “Playboy of Paris” Hat was moved from side to side by means of a motor mounted in the rear. On opening day, Manager James H. McKoy moved it to a corner window in Miami’s biggest depart ment store, where it centered o Straw hat display. Thev wear ’em the year round in Florida. PUBLIX OPINION, WEEK OF OCTOBER 31st, 1930 ee ee ee ee ot re ee Feet First ’ Three different and dis: tinctive inserts on Harold t Lloyd in ‘Feet First,” currently appearing in trade pa} pers, are being supplied in quantities to exchanges, adt vises Russell Holman. Get them! They'll make excel$ lent advance posters and cot operative display material. ~O+0--0-0--0-+0--0-6+-0-0-0-0+0-0+-0-0-0-0-0-6 10 +-D-+ +--+ 0+ + O+-O+ 0+ + O+S++ O+ 0+ 910+ 0:-O+8+-O-8+ floods under the awning gave a bright amber effect to the ‘‘cafe.” Five cutouts made from paper on “The Big Pond” were made up for advance showing in the theatre and transferred to windows on opening day. Five additional cutouts went into windows in advance. J ifty heads of Chevalier were hung inside the theatre under all lamps, a week in advance, and moved on opening day to stores, for duration of the picture’s engagement. Miscellaneous tie-ups included a haberdashery window, featuring tuxedos, with a cutout of Cheyalier. ANNIVERSARY 1S THOROUGHLY EXPLOITED Residents of Springfield, Mass., were well aware, weeks before, that the Paramount Theatre was going to celebrate its first anniversary. In addition to advertising his current attractions, Manager Ben Greenberg planned an effective and interesting campaign for the theatre’s initial birthday that evoked considerable favorable comment from the countless people who witnessed the festivities. Anniversary dinners served by leading restaurants, special trailers, Window displays and heralds were only a few of the media used to bring definite results at the box-office. Institutional Stories On Tuesday, Wednesday and Thursday preceding the anniversary, scatter ads were placed on the most prominent pages of all editions of local papers. Interesting institutional stories appeared one and two weeks prior to the theatre’s birthday. On Saturday before the anniversary a picture of the entire theatre staff, with accompanying story, was placed in all papers. ‘ For three weeks in advance, miniature papier maché birthday cakes were placed throughout the theatre. A 12 foot cut-out of an usher, holding a birthday cake, was set in the lobby. During the anniversary week, the front of the theatre was decorated with a similar cut-out. All lobby frames and special ornaments called attention to the celebration. Lobby Entertainment During the anniversary week a musical trio entertained in the lobby, which was decorated with palms and flowers. Marquee, boxoffice and display frames were coyered with appropriate bunting. Two large cut-out candles were Placed on the box-office and two 12 foot candles on the marquee. Light thrown from a revolving mirror (covered by spots) to the Marquee, attracted much attention. A well known local cartoonist worked in the lobby during the anniversary week, sketching patrons free of charge. Cut-out of the theatre was used as a background for these drawings. Special anniversary trailers were shown on screens of Publix theatres in 10 surrounding towns. Window displays were numerous. Ten thousand throwaways were distributed. Restaurants served anniversary dinners, appropriately titling the various courses. EMBASSY DROPPED Publix’ lease on the Embassy Theatre, Freehold, N. J., has been cancelled. RADIO SHOW IS SUCCESSFULLY HANDLED Radio show recently conducted by Manager C. T. Perrin at the Paramount, Cheyenne, Wyoming, furnishes such a striking example of such an event in which the theatre manager was NOT exploited by the dealer that it is described here in detail. Tie-up was with both of Cheyenne’s Philco dealers, who are entirely satisfied with results of the show and the manner in which arrangements were perfected and carried out. Dealers exhibited all Philco models on the Paramount mezzanine, winding up the week by giving one away to one of Perrin’s patrons. The two firms bore all expenses in connection with the show, including the cost of a trailer one week in advance which announced the ‘‘Radio Show” but in no way advertised Philco, 3,000 rotos, and usual dealer newspaper advertising, devoted for the week to the theatre. Chances, one to a patron, were printed by the dealers, at no cost to the theatre. A “giant” Philco transported from Denver, with a phonograph model inside, played records of hit songs in Perrin’s current attraction, as a ballyhoo. No attempt was made during the week to sell radios, the dealers being satisfied with the prospect list secured when ‘‘chances” were filled in by patrons. Total cost of the show to each dealer, excluding the cost of the radio given away, was $100; to the theatre, nothing at all. Receipts for the week were $200 above average, with ordinary attractions, Film Shadows In Pictures Eliminated _ After months of experimentation, the Hollywood “ghost’’ has been annihilated by electrical experts at the Paramount studios. The “ghost” is the shadow caused by the reflection of filaments from the globe into the mirror of incandescent lights. The new process was pronounced successful after a test held on the set where Ruth Chatterton’s starring vehicle, “‘The Right to Love,” is being filmed. Because of the ghostly shadows, the rays of the incandescent lights, heretofore, have been trained on players at an angle that eliminated almost half their power. The new discovery will permit the lights to be turned upon objects to their full capacity, thus completing another step in the technical process of talking pictures. Sea Display In Lobby Exploits Current Show FRAUDULENT CHECKS! Here is a replica of the checks being passed about by “J. J. Shor. win.” Warn merchants against them, and be on the lookout for the person passing them out. T. here is no Security First National Bank, and Paramount never authorized checks of this type. ALO 4 vf diay “THIS CHECK tS SELF-IDENTIFYING Wu i ENDORSEMENT COHRESPONOS Ta & TURE meLow, PAYRENT GUAR: 7 EPSP PEDDIE LES, Z An Po, mara " THI CHECK 46 SELF-LOENTIFYINO is . ENDORSEMENT. CORRERPONDS To Ea) TUNE BELOW: PAYMENT GUARA THIS. CHECK IF DETACKE ey 7 a Western Parade Staged To Exploit Cowboy Film An old-fashioned cowboy parade, headed by an ancient hack, provided the big gun in exploiting “The Sante Fe Trail,” at the Orpheum, Grand Forks, N. D. Fifty boys, dressed in cowboy style, followed the coach, which was appropriately bannered. ‘The procession marched through the streets and around the local gridiron, during the halves, during a football game. Four loud-speakers, promoted from a radio dealer by Manager Hal Cuffel, were placed atop the hack to supply the fanfare. Officials Co-operate To Plug “Manslaughter” Plan suggested by Manager Samuel Friedman and effected with the co-operation of the Pottsville, Pa., city officials, local motor club and newspaper, secured considerable advertising for ‘Manslaughter,’’ when it played at the Capitol. Money prize, donated by motor organization, was presented on stage of the theatre, to writer of best safety slogan. The Mayor did the honors. Stories in the newspaper appeared for 5 days, always plugging the attraction. Friedman also secured permission to place “Manslaughter” placards on traffic signs. “CHEVALIER” VISITS MIAMI! Part of the publicity netted by Manager James H. McKoy of the Olympia, Miami, in his pre-release campaign on “Playboy of Paris,” y means of the “proxy visit’ stunt, is a tie-up with the Miami News. McKoy’s campaign is described in detail on this page. Mawes Cherber, romaa of Bt a 4 es te Crees ne z TS ee el onde | An unusual lobby display was one of the stunts used by Manager Paul Short to exploit ‘The Sea God’ at the Tampa Theatre, Tampa, Fla. Various kinds of deep sea fish were painted on the’ bottom of a glass tank. Several live underwater habitants were placed in the tank for realism. A sea diver’s outfit was also displayed, effectively illuminated by appropriate lights. NUTS FOR PATRONS “Soup To Nuts,” playing at the State, Portland, Me., provided nuts for patrons, as a means of plugging that picture. Manager G. BE. Sargent promoted sample bags of nuts from local merchant, who alpo featured nut display in his win ow. f — i i i] Ui Nise ni {i i ru | fi tt It ] He Lit Het