Publix Opinion (Oct 31, 1930)

seer re YOU HAVE THE MERCHANDISE SELL IT! Vol. III The Official Voice of Publix prrsriana Publix Theatres Corporation, Paramount Building, New York, Week of October 31st, 1930 “I am convinced that there is absolutely no ground for pessimism in our business no matter how bad the ‘ local unemployment situation or other adverse conditions are. As long as figures indicate that pictures of better than average quality do as much business as they did in more favorable times, it shows that people will go to see pic —JOHN BALABAN, tures if they are properly sold.” “Leave no stone unturned to help Publix maintain the high standing it holds in the world of theatres. | ASSIGNMENTS | G. L. Hensler has resumed his former position as manager of the State Theatre, Lexington, Ky., ef FILE THIS! IT WILL HELP PLAN PROGRAMS Watch Publix Opinion for this service in every issue! Watch the trade papers for it, tool t S tit fective with the re-opening of that } Publix Opinion theatre on Oct. 11th. LENGTH OF FEATURES Published by and for the Press Representatives and Managers of A. nA fo forneny ae Record aeaieee st FootRunn’g ager oO e alto an avoy = No. ubjec aracter Make age Time PUBLIX THEATRES CORPORATION oa) LOD Fark NS. gnesibeen Only Saps Works—9 reels cay Paramount 664074 min : " transferred to the Majestic, e Virtuous Sin—9 reels aramoun min. SAM KATZ, President Amboy. He succeeds Walter MorBilly the Kid —11 reels (At)... MGM 8600 95 min. A.M. Borsrorp, Director of Advertising J. Avert Hirscu, Editor| ris, who goes to the Strand, Perth Scotland Yard—8 reels (AT).. Fox 6757 76 min, ontents Strictly Confidential Amboy, replacing Jak anes Che oe at Susie’s—8 reels iatNatioaal» 6005. een Hodges has been assigne to eri —_—_—_ «| CAAT) ccc rr ccc nccccee eocncce 8 ationa. min, Broth 8 reels (AT).......Columbi 6940 In. St. James, Asbury Park. Tho Fourth Alarm—<6 recla’ CAI) |S EacE AOR ES Heat T DESIRABILITY | |.ceus 2s Todays reels De nce Statewicnte G19 fem ) ant manager of the Strand, PlainA Lady’s Morals—10 reels (AT) MGM 7760 86 min. Renegades—l11 reels (AT)..... Fox 8450 94min, field, N. a pes ise epnotnien A Devil with Women—7 reels SEs manager 0 e Crescent, Per AD)! s ciciinieistocidseccntiertee mm mOx 5667 63 min. : Sern. A Q f Amboy. He replaces John Zanthé Gat Creeps—8 reels (AT).. Universal 6500 72 he Despite the intricate and widely ramified developments of|zoleri, who is no longer with the College Lovers—é reels. im: ist National 600 gi min. modern business, one sound, basic, unchanging principle pre-| organization. The Silver Horde—8 reels (AT) RKO 6775 6 rain, vails now as it did in the first business transaction of early bar' a i Bearman ener an ; ust Like Heaven 6 reels (AT) ‘Tiffany 5280 59 min, : rons ae 5 f in . sistant manager o e rand, —All-Lalking, tering days. That principle is: Desirable merchandise is the first Long Branch, has been promoted LENGTH OF TALKING SHORTS requisite to good business. ; to the managership of the Rialto, PARAMOUNT A man may have an attractive store on Broadway and 42nd] Asbury Park. Modal woes Be 790. Sante street, with all the technical facilities for effective selling, but| ,DJ. Whyte, formerly manager Tongue Tied ........... 600 7min Oras ; 5 a : of the Rialto, New York City, has Seeing Helen Home 830 9min if his sole merchandise consists of buggy whips, or hoop skirts] a. .umed management of the ParaOffice BlWes .:.-cisiecsenstaierecesen ckelon eee SOC 800 99min or kerosene lamps, he will cackle a little hour or two and then| mount in Stapleton, Staten Island, Plastered .....0sssseeeseeeeceeeeeeeceens tees 960 min lay an egg. Though he splatters the whole town with his sell-| which opens October 31st. Whyte Its AML Over. sie cere 75 10 min ing appeal through newspapers, radio, bill boards, tie-ups, ex-|i8 Succeeded at the Rialto by The Patent ee aye tgaue s i 5 < ° . L. B. Flintom. N s N 5 ploitation and what not—he will still find it extremely difficult NEWAENG: 850 10 min to interest his community in buggy whips, hoop skirts or kero-|,, ‘ News No. 825 9min z : . ous TTT ! ie sene lamps. Thus, in spite of Location, A dvertising, Merchan-|= IN News, NOTE ee ee 1828 2 min vas : . , : Oh, Teddy! .....1500: Bec dising, Psychological Appeal, etc., if he hasn’t the merchandise NEW YORK Ope sitet onan 1670 19 min his customers want, he is sure to flop. PROGR AM Paramount Pictorial No. i.. 875 10min . . . . . . . . UNIS) o(n'cu/a.0."s 0:0)\0) vrwha)ovelutalercivrereyelsbanelcieimratereerciemiener™ With this principle in mind, it is easy to understand why . ei agin : : PLOTS WARNER BROS Mr. Katz sees such a clear hope for increased Publix box office @ 1064. Lost and ‘Kouta ase 0 im ve = es 5 OST ANG WOUNG sis. sicje'e vre\e acidic o slpielvie-piciceiere pele min. activity in the future. Pictures are the merchandise of the theaLOTT Tintypes 1... sees eee e cece esse creeeeccen ces 888 10 min tre. The pictures Mr. Katz mentions in the lead story of this issue, and the others to which he refers but doesn’t mention, have all proven, by the direct box-office appeal of their stars, stories, or directors, that they comprise the mechandise which the PEOPLE WANT! There is no guess work here. They have earned their status of DESIRABLE MERCHANDISE by actual past performances! Past experience has also shown that what people WANT, they’ll BUY, irrespective of the con Week Beginning Oct. 31st New York Paramount 1. Overture — “Hallowe'en” — Edward Paul ..........000. (7) 2, Paramount News, Trailer on SBanghter’”) tisscsisjececiecelesis 1 8. Organ Concert—Crawford... (7 4, Publix Unit—Frank Jenks..(85 6. “Playboy of Paris” — Paramount 6. Trailers 135 Minutes dition of the times or any other consideration. Nancy Carroll, Brooklyn Paramount UNIVERSAL Gary Cooper, “Tom Sawyer,” Harold Lloyd, Ruth Chatterton, 1. Oyettnre as Halley en Spell of the Circus (Chapter 1).............. 1425 16 min George Bancroft, William Powell, “Amos ’n Andy,” “Hell’s|3 ® Eatamount News, Trailer on LENGTH OF SYNCHRONOUS SHORTS Angels,” “The Big Trail,” Will Rogers, Marie Dressler, Greta|= 3 Organ Concert—Stuart BarStrange As It Seems—No. 2 (Gates 950 i11mi Garbo—people will go to see these stars or these attractions|= 4 TRel, Grea aa ae INDEPENDENT ie” nae NO MATTER WHAT HAPPENS! 5 Publi Unit Hudy’ Valiee,212) TetismGopRishin gases aa 825 9min This, of course, does not mean that these pictures do not 6. “Playboy of Paris” — Para. Goofy sone eNews cone ata ne anne 680 8 min have to be sold. Their potential drawing appeal must be aug-|= 7. Trailers fc ee Speed U: SCRVEN ICEASSIG 146 Minutes IEC OG O OOOO GNciI-30 OrNOR CE Ac Onciae a 650 7 min mented by every resource and selling effort of Publix showmen. Particularly, is this true of those pictures which are not of the cream, Grade A quality, as Mr. John Balaban points out in this issue. The fact remains, however, that with product ACTIVE Rialto Theatre Paramount News moOnNr rc) 5 Z i= 3 ®, S be] =) 3 ° = i=] Ge 118 auinvates’ . ° $ LY DESIRED by patrons, nine tenths of the battle is won. Rivoli Theatre ¢ ! Hence, Mr. Katz, as usual, is distinctly justified in his optimism Be ee oREU OR EO) ; ] N D E ».4 t regarding the future health of Publix box offices. Paramount -rss-ss2es.cses00 (8) j t 3. “The Fatal Card” —"Parasina mone ren coe Pe AE 4. “Mariutch”—Paramount...., Ps ; 5 DUBE Ty Unite para (583 $ Page Col. Page Col } ; inutes i GENERAL NEWS ey Week Beginning Nov. 7th $ MERCHANDISING eee New N. V. A. t ; : 5 F New York P Mich Coin Product To ONE .cccccccccneces ee! 2 That excellent friend to show business, “Film Daily,” reates ee i Hap Box omican eee aetna A Fraud! Meri, oe aa : i i cently carried in its pert column by “Phil M. Daly,” the fol» Prologue »..2++seenescces (2) Bl} Lecture Tour To Ai Byed + 4 Mr. Shaner Back ccsr1010: 2 gf ae ¢ Jaly, ) Overture—“Bternal Melodic? °°) =| 4 Lecture Tour To Aid Byrd GENERAL INFORMATION ; Owing paragraph, which seems to us an effective sermon in —Edward Paul, Hans Hanke (7) =| ? Gee aiores geass aan Tampering With lers t favor of humility in the sight of the daily task, as well as the » Faramount News, Trailer on ») = Gomi i Specific No Do Ad Gone. ve } " CLICE siaisieie oversee let leter 2) =\j i = on Lord: ; Qrgan Concert Nir. & Mire Bl ¢ Juvenile Cempalan S Shoe Ay on out H.0.0.K. en ; Can you picture a bunch of famous war heroes workin Publix Unit__itrank “Jenks. 2i¢gey =| ¢ Dallve yoke ine rce arin . JUry nae abe ere: as extras at 10 berries a day?....... it happened with “Half + qbaughter”—Paramount ..1:(80) =| $ ciub Women Aid Juvenite 4 7 TR eters Nema 25". } oealies 5 2 = 1. Trailers :...... wale niciectietetaions = Se SS aeegre sb e¥is'a)e/e Shot at Sunrise”....... in the cast were Major General |= 145 Minutes “2 /} eur with Art’ 'Schoo © ? Coming “events “"in' “Bara. Alexander Ikonnikoff, formerly Admiral Kolchak’s chief of |= 1. overterooklyn Paramount =/e Plugs M. C...-.c.eeseeeee eee meee ee a Bots Ove oe = C.... eB | -B.9 Morocco tec es Stash yscie oe John H. Howell, who served under the Duke of |= 2 Paramount News, Traiicr ‘on 3 t Radio Show Phat Bucesastaite a Lloyd Picture Us me eb es tone i S “ ” = e 8 i Songangnt..----.-Major Owen Martin, who commanded | 2. mols Vanee 0) G|t qbandehegeaecccgie © 8 “MOP icine Uses 60 Biles the British campaign in Somaliland during the war. =e Ga ws Sa AO ee Been (8) Gl dO meploitedioeeeceenee stom Shor) Reviage noe aS aoe = peo vce pee =] 2 | Exploited .........ssseee, 2 I VIEWS ..... the Germans once offered a reward of $200,000 for him, dead |= 4, To, & Blsie Thompsons... (5) 8 Be hoo eee ieee ee SLC pen Legs”... ie = =} tf Lheatrel ...eseeee peseeees i 6 2 or alive. . ..-.-and Radio copped him for 10 berries...... = 7 Transits parame ae ee = ; St. Paul Plugs Publix...... 8 1 g om Sawyer ee oh, well, life is sometimes like that....... = &. Trailers «40.0... 0 00sec, @ a|¢ Tn ee Ae ee eee en a i Once “Publix Opinion” printed an editorial on the subject |= Rialto fine oe = f Patrone’ Gall theaire’ Por Blorraphy of Lipstoas 1 of those who go “Title Daffy.” Maybe it mi = “Feet First"—Second Week =| ¢ faynea Hine aioiieae jo 7.) Pst aeationials oo cers : ; 4 : : y ght be a good = ais =| 3 Ft. Waynee Has Hollywood Assignments , 2 uman check up, or soul-purgative, to re-read the foregoing|= “DuBarre deaneatre S| qa i] 2 Exoetam Blots cys caveee : 2 paragraph and then re-read that editorial. = : =H mia aie ete AD of Peake a i Sa oo