Publix Opinion (Oct 31, 1930)

ae PUBLIX OPINION, WEEK OF OCTOBER 31st, 1930 NEWSPAPERS OPEN UP TO THEATRE! "DETROIT, TWIN CITY PRESS Ls es SOLD ON MOVIE NEWS VALUE Lease of the Fair Theatre, Am arillo, Texas, has been extended for five years, and that of the 5 ‘ Dreamland Theatre, Denton, Tex| Actuated by Publix Opinion’s constant reiteration that newspapers everywhere can and should be sold on the news and readerinterest value of motion picture material, Publicity Director Art Schmidt of the Publix-Kunsky theatres in Detroit and District Kelly of the Twin Cities launched leo Tom Sawyer! “Monday night’s preview audience at the Alexander Theatre, Glendale,” wires Arch Reeve, ‘took Tom Sawyer to its heart. The rich humor of Mark Twain's classic of boyhood brought a continuous series of chuckles, broken only by frequent shouts of laughter and gasps during the moments of exciting suspense. Grown-ups became kids again and youngsters from six to sixty gave ample evidence of their enjoyment of Tom Sawyer on the screen. There were roars of laughter at such immortal episodes as the whitewashing of the back as, for one year, announces Theo, Cc. Young, Director of the Real Estate Department. Lease on the Texas Theatre, Brownsville, expires Dec. 31st, and will not be renewed. Crescent Publicity Director Martin P. campaigns which met with 1 publicity. ; In Detroit, Schmidt succeeded in getting the News, for the first time in its history, to develop a movie section. It devotes two pages daily to pictures and theatres, utilizing for the most art material coming from the Publix publicity department. Detroit Free Press, which formerly devoted one or two columns daily to motion picture news, but never more, now features a complete page, with generous stories and layouts on pictures playing at or coming to Publix theatres. Since Schmidt was instrumental in securing this more proportionate representation, both newspapers naturally look to him and to his staff for the material with which to fill their amusement sections. Used Same Methods Methods utilized by Schmidt and his co-workers in convincing paers of the news-value of motion picture material were substantially the same as those outlined in Publix Opinion and successfully applied by B. V. Sturdivant in Indianapolis and Thornton W. Sargeant, Jr., in St. Louis, as recounted by Publix Opinion and recently summarized in an Editor & Publisher feature story, also reproduced in Publix Opinion. Data on fan-magazine circulation in Detroit, substantiating Schmidt’s statements as to local interest in motion pictures, convinced the newspapers that circulation would jump if more equitable representation were given local theatres. As usual, circulation figures bore out this conclusion, once the plan suggested by Publix representatives was tried out. “This was a splendid piece of work on Schmidt’s part,’ states District Manager Nate M. Platt. “It will give us the equivalent of at least $50,000 in advertising during the course of the coming year, and at no cost whatsoever to us. No “Cold’’ Openings “It will also be the means of building up, far in advance, feature attractions for our long run houses. In the past it has been necessary, in many instances, to open pictures cold at _ these houses.’’ Solution of the long-run problem in Detroit, where the Paramount, United Artists, State and Madison Theatres all play pictures for runs, a total of long-run houses even in excess of the number of Publix long-run theatres in either Chicago or New York, has long been sought. With the more proportionate publicity representation in newspapers secured by Schmidt, it will be possible to gradually build up pictures destined for these houses far in advance of their local opening, which will take place when local fan-interest is at a white heat. This interest may be maintained during the run of the Dicture, obviating the possibility of 2 good opening and a slump on the Second or third week. In these equitable publicity arTangements executives of the Chicago-Detroit Division, including John Balaban, Walter _Immerman and Wm. K. Hollander, feel that an important step towards solution of the long-run problem has been accomplished. In Twin Cities In Minneapolis and St. Paul, L. J. Ludwig's Northwest Division advertising staff laid down a barfees on the local press which is Owing results in two directions; nstant success in increasing newspaper additional publicity and free advertising. Taking a tip from the Publix Opinion story recounting B. V. Sturdivant’s success with Indianapolis newspapers, Kelly procured figures on fan magazine circulation in the Twin Cities from HanffMetzger, much to the edification of local newspapers. Publicity representation in the Minneapolis Tribune, Journal and Star jumped immediately. Papers now seize eagerly upon every opportunity to exploit the theatres, knowing that it benefits the newspapers as well. Instances of such cooperation are numerous. Minneapolis Tribune, at the instance of Manager Eddie Kueppers of the State Theatre, is running a weekly series of stories on the Universal newsreel at the State, appearing on opening days and plugging the feature as well. These stories average from a half to three-quarters of a column in length. Free Ads With booking of ‘‘Strange As It THIS ADVERTISING WAS FREE! Twin Cities from Hanff-Metzger. Confronted with these, newspapers fence. There was audible delight at the puppy love romance of Tom Sawyer and, Becky Thatcher, and there were thrills at the adventures of Tom and Huckleberry Finn in the cave. “Again Paramount leads the way. Tom Sawyer, aimed at juvenile patronage, has succeeded in delighting kids of all ages. in excellent characterizations. the whole family!” Jackie Coogan, Mitzi Green and Junior Durkin all turned Here is good entertainment for Seems,” the John Hix novelty which ties in with the daily cartoon on the Tribune’s sport page, Kueppers secured two 4 column 7 inch ads gratis, writing them himself and framing them with institutional theatre borders. Advertising department of the Minneapolis Journal has extended unusual cooperation to the Minnesota Theatre. Recent advertising breaks secured by Advertising Manager Cliff Gill for the theatre include a 17 column 5 inch streamer over a double-truck of Majestic radio ads, selling the personal appearance of Will Rogers, and a similar streamer over a Brunswick radio double-truck, plus a 5 col. 14 inch box in the center of the spread devoted to Lou® Breese, the theatre’s M. C. Spectacular examples of newspaper cooperation with Minneapolis theatres! These double spreads stance costing the theatre more and other ads were FREE, in no inthan a few photographs; cooperating merchants were sold by the newspaper advertising staffs. Space such as this im the course of a year represents advertising linage which would cost thousands of dollars, yet because District Publicity Director Martin P. Kelly and his cohorts of the Twin Cities have concen trated on newspaper good will, it is absolutely gratis to the theatres. First step in Kelly’s campaign, as it was in B. V. Sturdivant’s in Indianapolis, was to get figures on fan-magazine circulation in the ‘to the “Minnesota” this wee! exhibit of Art Models on th Brunswick.Radio AT MINNESOTA THEAT LOU BREESE There’s a Glad Surprise in Store for Every Visitor Finds Lasting Enjoyment with You are also invited to see Brunswick's appealing e Mezanip Ac. por and at = the ideas and necessary photographs, and nothing else. Journal’s advertising staff sold the space, Similarly, the Journal sold two 5 x 15 ads exploiting Mitzi Green’s personal appearance at the Minnesota, giving the theatre a splendid flash at no cost. Local department store stood the gaff. Free Roto Layout Tribune devoted a 7 column 17 inch rotogravure layout to Lou Breese, the Minnesota‘s M. C., assessing an automobile dealer, accessory stores and oilcompany. It gained advertising revenue for the paper, but it gave the theatre a valuable publicity break as well. The more spectacular examples of this free advertising are repro immediately increased theatre publicity representation—and circulation jumped! Cooperation now extends beyond publicity, and whenever it is possible for the papers to give Publix theatres an advertising break, it’s done, and gladly. Read the story on this page detailing Kelly’s efforts and recounting similar activity in Detroit on the part of Publicity Director Art Schmidt—both campaigns inspired by constant reiteration of Publix Opinion that newspapers can and should be sold, on the reader interest and news value of motion pic ture and theatre news! » Varsity Week. RE ~ ALL THIS WEEK Poramonnls [ntrigulag Adventare of s Rewowey Bride ON THE SCREEN “MONTE CARLO” Directed by Kreat Labtsh » » « Serving Joesete MasDonald fr £ a ily ietlstl HD Theatre, Kearney, Nebraska, which has been commercialized, was dropped from the roster of Publix Theatres on October 15th. ORGANISTS SHIFTED Barl Abel, formerly organist at the Brooklyn Paramount Theatre, has been transferred to the Para~ mount Theatre, Los Angeles, where he opens October 31st. He replaces Oliver Wallace. Stuart Barrie succeeded Abel as featured organist at the Brooklyn Paramount, opening October 17th. duced in the layout on this page. With the two leading papers in the northwest’s metropolis seemingly striving to outdo each other in plugging the theatres, Advertising Manager Fay Tyler of the Century Theatre found it comparatively easy to topple over the Min; neapolis Star on the Gloria Swant son ‘Trip to Paris’ tie-up, plug: ging “What A Widow.” Space netted on this to date has averaged t two and three front page columns for nine consecutive days. j 4 —ererves coer "BACK TO CoULEce” STAN MALOTTE: ——