Publix Opinion (Nov 14, 1930)

YOU HAVE THE MERCHANDISE SELL IT! Vol. III The Official Voice of Publix preTtarst Publix Theatres Corporation, Paramount Building, New York, Week of November 14, 1930 No. 61 “T want every one important problem—HO Upon his ability to successfully fulfill that assignment will rest “| eave no stone unturned to help Publix maintain the high standing it holds in the world of theatres.” Publix © Opinion Published by fend for tho Press Representatives and Managers of PUBLIX THEATRES CORPORATION SAM KATZ, President A.M. Borsrorn, Director of Advertising J. Atbert Hirscu, Editor Contents Strictly Confidontial A LESSON IN ARITHMETIC! During the next few months, TWO things must be held preeminent in the mind of every Publix showman. They are PRODUCT and EXPENSES. If these two items are properly handled, the result can only be one thing—PROFIT! Time and again, Mr. Katz has clearly posed that simple mathematical principle. The BIGGER the gross from the PRODUCT and the SMALLER the EXPENSE, the BIGGER the PROFIT. The less one subtracts from a big sum, the greater the remainder. Any school child knows that. It is unfortunate, however, that the simpler the principle and the more widely known it is, the more it is likely to be disregarded. “Familiarity breeds contempt” is a trite though, none the less, pertinent fact. During the next few months, it would be well for everyone in Publix to shed the supercilious cloak of contempt bred by the familiarity with the simple lesson in arithmetic mentioned above and to concentrate every brain cell in their organism upon the solution of that elementary problem. Weare now standing at a significant turning point in the motion picture business. Product—the very core of our business—has been rather lean in the past few months and its meagerness has, to a certain extent, been reflected upon theatre box offices. All that is behind us now. The first forerunners of the new releases from all companies have infused a fresh spurt of rich, health-restoring blood to the box-offices of the country. The lists show that there are more and even bigger money shockers to come. With crowds milling about the box offices and hold-out lines clutterering up the streets, a natural, careless enthusiasm is bound to come back with arush. Whoopee! It’s in the bag! Good times are back again! Patrons are stampeding into the theatre like in the good old days! Guess I’ll sock ’em with a half page ad to-morrow! Maybe I ought to brighten up the lobby a bit with a little 96 sheet— That is the time for all men in Publix to consider that little problem in arithmetic. We've got the product! It’s great product—as great as ever drew crowds into theatres in the old “Wings” and “Covered Wagon” days! That product has got to be sold as no product was ever sold before! That’s the task Mr. Katz has put before every man in Publix. That Publix will fulfill it is certain! It has done it before and it will do it again! The spontaneous outburst of enthusiasm engendered by the new product has spread over the entire circuit. Everyone is on his toes and raring to go after those BIGGER GROSSES! The rush is on! ; However, don’t let this commendable enthusiasm befuddle the issue. Remember your lesson in arithmetic! ANOTHER WARNING! In a recent editorial of the Exhibitors Herald World, another warning was sounded on a subject which Publix Opinion has consistently been pounding upon ever since its inception. That subject is the boomerang effects of suggestive advertising on the theatre and the industry. The particular case mentioned by the editorial was an ad in a metropolitan newspaper which read: “Adults Only—Censor’s Order.” This is a direct violation of the Code of Advertising Ethics subscribed to by all companies, a section of which reads: “Court actions, relating to censorship of pictures or other censorship disputes, are not to be capitalized in advertising.” Publix showmen should guard themselves against using these tactics on censored pictures. Note how Miss Madeline Woods handles this situation ‘on Page 3 of this issue. ASSIGNMENTS J. P. Harrison, city manager in Waco, Texas, has assumed personal direction of the Strand as well as the Waco and Rex. Next assignment of BE. R. Milligan, former manager of the Strand, is forthcoming. Joseph Gordon has been appointed manager of the Saenger, Alexandria, La., succeeding Robert Y. Hampton. Hampton becomes manager of the Strand, Gulfport, Miss., replacing Ray N. Peterson, who goes to the re-opened Lyric in Mobile, Ala. J. Katz has been appointed acting manager of the Belpark, Chicago, replacing T. H. Stevens, resigned. Edward Murtaugh, formerly assistant manager of the Capitol Theatre, Scranton, Pa., has been appointed manager of the Manhattan Theatre, Scranton, temporarily replacing MHdwine Cline, who goes to the State, Scranton. Cline succeeds E. M. Simonis, transferred to the Capitol, Scranton, relieving J. McCarthy, who is no longer connected with the organization. lite SAIN NEW YORK PROGRAM — PLOTS Week Beginning Nov. 14th New York Paramount Anniversary Week 2. Paramount News, Trailer on “Fast and Loose” & Fashion Reel .......ecee. . Thanksgiving Presentation Organ Concert—Mr. Mrs. Crawford ........+. Publix Unit—Frank Jenks “Derelict”? — Paramount. “A Jolt for General Germ'’—Paramount Commercial Film Trailers Vi. ‘Prologue’ ces veisisclcccetise 2) = 2. Overture—‘‘Melodies Eter= nal’”—Irvin Talbot, Vocal = Octette, Hans Hanke.... (10) = 3. Paramount News & Trail= er on “Derelict”’........ (11) = 4. Organ Concert—Mr. and = Mig: Crawford) csviessevee (7) = 5. Publix Unit—Frank Jenks (85) = 6. ‘Laughter’ — Paramount (80) = Tou railers Ve stsceniveeoitese (2) = 147 minutes = Brooklyn Paramount = 1. Overture—Oscar Baum... (5) = 2. Paramount News & Trail= er on ‘‘Derelict’’......... (10) = 8. Rudy Vallee ............ (10) = 4, Paramount Talkartoon .. (6) = 5. Organ Concert—Stuart = Barrie, Elsie Thompson... (5) = Gamebublisom Uniti sarees (32) = 7. ‘Laughter’ — Paramount (80) = 83 (Tratlersiiivecccsseen cues (2) = 150 minutes = Rialto Theatre = “Feet First”—Third Week... = Rivoli Theatre S “Morocco”’—First Week... = Week Beginning Nov. 21st = New York Paramount = 1. Leo Reisman & Para= mount Orchestra ........ (7) = 144 minutes Brooklyn Paramount Anniversary Week Sv EYOLORUO! ale wicieieletee stare ere Overture—“Melodies Eternal”—Irvin Talbot, Vocal Octette & Hans Hanke... Paramount News & Trailer on “Feet First’...... Organ Concert — Stuart Barrie, Elsie Thompson.. Publix Unit—Rudy Vallee “Derelict”—Paramount .. Trailers Riggge fo Ce ii 150 mnutes Rialto Theatre “Feet First’—Fourth Week.. Rivoli Theatre “‘Morocco”—Second Week. ... ATR SMM —SAM KATZ, President, Publix Theatres man in Publix to concentrate his entire thought and energy during the next few months on W CAN I RAISE THE GROSS IN MY THEATRE? That is a specific assignment! his present and future status among Publix showmen.” Corp. FILE THIS! IT WILL HELP PLAN PROGRAMS Watch Publix Opinion for this service in every issue! Watch ¢ trade papers for it, tool Record FootRunn’g No. Subject Character Make age Time Sea Legs—8 reels (AT)...... Paramount 5677 63 min, Tom Sawyer—9 reels (AT)... Paramount 7642 85 min. Fast and Loose—6 reels (AT) Paramount 6375 71min, Feet First—10 reels (AT).... Paramount 8130 90min, River's ante Bele ee. ae Warners 6678 74min. Barber John’s oy—8s reels eal CAND cianees-cyevetaterene Mi evel d ete ores Warners 6160 69 min. Captain SUAS 2 zeae coy Warners 5675 63 min. ldi * Plaything— reels SOK) ereiarelee ae ne crrofecetanetotel oi Warners 5100 57 min, a g A Sailor—9 reels ike Cee oe ee aes. MGM 7600 85 min. Hell's Angels—15 reels (AT).. Unit. Artists 10080 112 min. The Big Trail—13 reels (AT). Fox 11200 125 min. The Dancers—9 reels (AT)... Fox 7148 79min. Kismet—10 reels (AT) ...... 1st National 8000 89 min. Th Costell Case—7 reels (AT) ae ne “ araiwtele (a; eater pecces Sono-Art 5800 65 min. (AT)—AI-Talking. LENGTH OF TALKING SHORTS PARAMOUNT Camera Trails (Bruce Scenic).....+e.sseeeeee 690 8min. Pictorial NO. 2 ...ceeveececerversereeecereee 975 11min. News No. 26 icssvcndueccvccscvrcscrasrosree 845 9 min. News No: 26) sacs as wares oe clsia sivltinle sine spie vie ms 825 9 min. Excuses (Bruce Scenic) ....-eeeeeeeeerereres 790 9 min. News NO, 29 woccccccvestnescctvacceyarsncene 835 9 min. WARNER BROS. 1049 Nay, Nay, Nero ...sceseecececceerrcsservccce 845 9min. 1085 For Art’s Sake ........ 965 11min. 1047 Around the Table .. 700 8 min. 1071 Modern Fairy Tales 615 7min, 1104 18th Prisomer ....csceceeccsccercvvercoseces 715 8 min. M.G.M. : Dogway Melody (Dog Comedy).......-.+++e-1564 16 min. School’s Out (Gang Comedy)........222+eeeee 1845 21min. UNIVERSAL It Happened In Hollywood ......--+eeeeeeee 1650 10min. Vow Saidilt Sailor secre wee e eee cielo winciees otasien 1625 18 min. COLUMBIA Prodigal Dausnter cs oles cisicielsleietelsietelur srlalelele sls 945 11min. PATHE Review No. 40° cs5.cue.ccs niece wine vissiwin ik bis'sls els oie 968 11min. Review INO. Su viens «ce olstsisieletora piolslbivieleislia!s\ ole ar 720 8 min. Review, No: 42 205. cc eecis coe ee sl eiticisinsisisiviclsisisie é 890 10 min. Breakfast in Bed ........ccscscccscecevece 1880 21min. One’ Nutty: INIGDE ais <ciecis cee pile eh ais n bin on ore 1760 20 min. Par & Double Par (Sportlight) ............. 800 9 min. EDUCATIONAL Don't "Give Wis sc scoclolsoiate nus teielater ets nip cone! slo otetal hie 1700 19min. LENGTH OF SYNCHRONOUS SHORTS PARAMOUNT PUBLIX. Lysol—A Jolt for Gen. Germ.......-.+.eeeee 635 7 min. Movie Memories cies ci alecieisielslalsleiels/iniolsialelsisielele 855 10min. My Gal Sal (Screen Song) .......cecssccseee 125 8 min. Mariutch (Screen Song) ....:.-...-cesveseees 625 7 min. Up To Mars (Talkartoon) ..........seeevees 675 6 min. On A Sunday Afternoon (Screen Song)...... 530 6 min. RKO Toby the Showman (Cartoon) ..........eee0% 625 Tmin. _ MISCELLANEOUS Bird lslandwos peewee ctercierastetsraerelelstalenererers 1780 20min. Thanksgiving Trailer “arncts cles clclalarslare rele 325 4 min. M.G.M. Blying ists (Cartoon) een. ve a mettsiereeieleare piers 625 7 min. LENGTH OF FEATURES / | O06 0+ 0+ 0-0 0+ 010+ 0-10 OO 0+ 0+ OOO 0+ O00 +O 10-00 0-1 0+ 010 010+ 0-10-00 010+ 0 Or > INDEX 4 $ ° } Page Col. Page Col. $ ; MERCHANDISING Furrier Pays For Fur Show 8 1 General Tees fos Hallowe’en Next : ne tee OSS Ronee nda. ote once 8 3 New Product Brings Coin... 1 3 Prosperi : 3 ; Eeremoune Pictures Point to es re Week Segauats 10 1 t Ros eshay Gopopondocaocnd 1 4 International CG a j “Boost Grosses’? Is Task of Opens seen nen a onde 11 4 1s DDuplibe sStientencaitees $ 8 |? CU SReReeerea oo pe ¢ Sell Specific Christmas GENERAL INFORMATION } ° ONVEN ilareisintoloia'e eiciaisiste/siers 4 3 Building Pl. i { Get Busy on Bad Weather less See an lesctoge 1 * } Campaigns .............. 5 4 Send Pass List for H. O. ; Specific Gan & — Mucccte ee : a‘ ~ 3 2 n: j Showmen Buid Child AttenSaving .... a % eee og if : i dancelanwacncccsne cern 4 } Kid Figures Sought in RePICTURES é Dorts viele ele wien vieieie siisis vues 4 1 Selling “Feet First’”’...... oe 5 1 ¢ EBS Exploitation for Selling ‘Fast and Loose’... 5 1 (00) Cel omivriateiaretee 4 4 Short Reviews of Short: = $ Big Trail Great for Ghilao § GFE se eeseee essen eeeeens A FEATURES ¢ Varied Music on Nov. 18 Anniversary Ahead? ....... See { MOR ertny Ghcngeacnodcaee5 O4 Meet the Boys!............. B Re j Theatres Turn To Radio For Biography of Fred Greene.. 9 Advertising .............. 6 1 eee teire ek met Children’s Day Starts Off Program Plots”. 2 3 AMPAIEN .....cceeee sees 7 5 Length of Features.......12 4 SOOO OOOO OO OOH OO OO 010 O20 Oe O10rO20 Oo O10 0-010 O--0--O--0+-0-0--0-0+-Os00-0" ¢ Gountry of Origin, USA