Publix Opinion (Nov 28, 1930)

ae 8 PUBLIX OPINION, WEEK OF NOVEMBER 28ru, 1930 . % COMPETITION DEMANDS ALL PARTS OF PROGRAM BE SOLD Because the modern growth of con veloped a shrewd shopping sense on becomes imperative now more than ev npetitive business has dethe part of the public, it er for theatres to effective ly merchandise all parts of their program, according to Mr. John Balaban. “The day is past,” said Mr. Balaban, “when people just go to the first store or theatre they happen to pass. They are now seriously shopping for whatever they buy. By that I mean they are comparing the quantity and quality of value received for the good money they pay. This is particularly money becomes true when tight. “Consequently, it behooves the theatre manager to conspicuously lay out ALL his merchandise so a& to convincingly attract the eye and the purse of his prospective patron. It is not enough for him to advertise his feature ad and casually mention a few shorts. That feature they can see anywhere at a reduced price if they wait a few weeks. The same is true for the shorts. However, if the theatre manager compellingly stresses his feature and, at the same time, equally compellingly points out that they will be given in addition, a Laurel and Hardy comedy, a Max Fleischer cartoon, a Paramount News reel, an organ solo, a fashion reel and, in de luxe houses, an equivalent to a five act vaudeville show for the same money, their shopping sense will inevitably steer them to that particular theatre. “By ‘compellingly pointing out,’ I mean just that! I do not mean enumerating in a casual manner a few high lights of the program. I mean Selling the program, the entire program in detail! “This should not be construed as a recommendation to spend more money in advertising. I realize perfectly that the necessary budgets of most theatres limit their newspaper ads to the point where anything but & summary announcement of program units is impossible. However, no budget in the history of the show business has ever limited resourcefulness and ingenuity. If you can effectively SELL all parts of your program in the newspaper ad, do so! If you can’t, do the next best thing and list them. But don’t let it go at that! Use D900 OO OSs Or +O OO O01 DOr S 101 S O'S 01S O* ANOTHER COIN FILM TO POP! Paramount’s “Royal Family” (tentative title) is scheduled to open at the New York Criterion at a $2.50 top on December 15. The general release date, originally set for January 4, will be moved up to some time in February in order that the picture may benefit by the impetus sure to be given this certain monelymaker by the New York opening. $O+D-+O--O+ 0+ + 0+ O0+ + 0-0-0 O-0+-O 0-0-0 0+ 0+ O-0-O0+ O01-0 O-0-O0+ 0 -O-+ +--+ 0-0-0 1-0 0>-O +0 0-0-0 0-0 0+ 0-0-0 0+ O+0+-0+8+O-8-0+6-020:-6-0-o 4 em O10 +-O+0+0101-00-01 0-0 +-O+ 0-010-010-0040" your lobbies. Sell ALL your program effectively there. Use your screen. Use your publicity facilities. There is no law which says you can’t plant a news story on one of your shorts, or a news reel, or a cartoon. Use exploitation and merchant tieup media. Above all, use your head! “The trend of the times demands that we forcefully lay out a display of ALL the merchandise we are offering in our theatres before the public so as to appeal to their awakened shopping instinct. It also demands that not one cent of extra expenditure be applied to the job. The way to effect this is accessible to every thinking, resourceful showman. We must find it and consistently adhere to it for the continued health of our box-offices.” GETS FULL PAGE AD A full page co-op ad got ‘“‘Check and Double Check”’ off to phenomenal business at the Ellanay, El Paso. Manager Arthur Swanke promoted 1500 bars of Amos ‘n’ Andy candy from the Williamson Candy Company for children attending on Saturday. —“MEET THE BOYS!”— Know YOUR ORGANIZATION J. F. THAMES, JR. A newcomer to the ranks of show business, J. F. Thames, Jr., manager of the Saenger Theatre, Vicksburg, Miss, has made rapid Wistrides toi] ward _proficiency in man‘j]} agement, ever since his debut into the industry in June, 1928. He is a graduate of the Managers’ School and of Mississippi | College. Upon his graduation from college, Thames applied for a position with the Saenger Theatres, Inc. He was accepted and assigned to the Lomo, Hattiesburg, Miss. He successfully adapted himself to theatre management and when the Alamo in Vicksburg was re-opened in September, 1928, he was given the managerial assignment. In April of the following year, Thames was sent to Jackson to manage the Istrione, where he also did the poster work for the Majestic and Century theatres in conjunction with his own. When Publix acquired the Saenger chain, he was given an appointment to the Managers’ School. Upon the completion of his training in April, 1930, Thames was assigned to his present post. J. F. Thames, Jr. THOMAS A. PHELAN A veteran in show business, Thomas A. Phelan, manager of : the Strand, — Long Branch, WN. J., brings to his position twenty years of prac tical theatre theatre manager. Phelan en entertain many audiences for two seasons. Ho took a turn in vaudeville for a season or two in a sketch of his own, before deserting the actors’ profession in 1912 for a more consistent and remunerative job as musical director of the_theatres of the Reade Circuit. He remained in this capacity until three years ago, when he assumed management of the Reade Long Branch operations. An outstanding achievement of Phelan’s interesting theatre career was T. A. Phelan BYRON L. LINN Byron L. Linn, manager of the Capitol, Williamsport, Pa., has had considerexperilence in many phases of theatre operation during his with the Auditorium Theatre, first as operator and then as manager. In 1925, Linn moved to Bloomsburg, Pa., where he secured a job as manager of the Victoria. Two years later, he went to work for the Comerford Theatres, Inc., as manager of the Capitol and Columbia theatres in Bloomsburg. He remained at these houses until September, 1928, at which time he was transferred to his present post. He also managed the Keystone in Williamsport. When Publix took over the Comerford Circuit, Linn was retained at the Capitol. JAMES LANDERS James Landers, manager of the Aztec Theatre, San Antonio, Byron L. Linn jin theatre jimanagement of divers types of operations since his debut into theatricals jeight years ago. While at Honolulu in 94|1922, Landers ijaccepted a part-time job at the Hawaii Theatre. Three months ajlater, when his academic studies came to a close, he was offered the house managership of that_ operation. Landers accepted and remained there for six months, after which time he returned to the States with his family. After following another vocation for a year, Landers, who was then working in Chicago, quit his job to again pursue show business. He was assigned to the Michigan Theatre in Detroit as assistant manager. A few months later the B.&K. management department transferred him to the Oriental, Chicago, in the same capacity, and then to the Roosevelt, also as assistant manager. A turn at the Tivoli, Washington, D. C., as assistant manager then followed. Two years ago, Landers entered the ranks of Publix as assistant J. Landers MILTON H. NICOL Milton H. Nicol has r childhood ambition in iis waoesie Position as Manager of Mithe Palace, || Waterloo, Ia, Ever since his early school days, Nicol had always wanted to manage “one of them moyies.” A chance to gain an entrance into show business came in May, 1928, while he was attending business college in Waterloo. In order “jIlto defray ex j}penses of this Ijschooling, Nicol night the Strand, as usher. His ardor for theatre work was evident by the manner in which he fulfilled his duties at the Strand and in three months he was given a promotion: His theoretical business courses at college supplemented by his intensive practical experience gained at the theatre was productive of a bigger promotion when Publix acquired the Strand in September, 1929, and made him manager. Two months later, Nicol was transferred to the Paramount, a larger house in the same town, as assistant manager. In January of this year, he was assigned to his present location. M. H. Nicol J. J. McCDERMOTT In 1917, Joseph J. McDermott, manager of the Wollaston Theatre, Wollas "|since. ‘| McDermott era House in Gardner, Mass. He stayed at this theatre for six years and then secured a managerial assignment with the Netoco Circuit at the Jamaica in Jamaica Plains. In March, 1929, he was transferred to the Regent, Norfolk Downs. He managed this house until February of the following year, when he was also placed in charge of the newly acquired Wollaston Theatre, “‘managing both of these houses from Wollaston. When Publix acquir J. J. McDermott his making of Long Branch 2a seven day show town, effected after overcoming strenuous support for this Blue Law measure. ed these operations, McDermott was relieved of the Regent, so that his undivided efforts could be given the Wollaston. manager at the Palace, Dallas, and was promoted to his present post in March, 1930. FLASHY FRONT! Spectacular front of Rivoli, New York, created big furore among Broadway theatre-goers and metropolitan movie critics. Duke Wellington, head of the poster department for New York theatres, gives the following descriptive details of the display. Background material is black glossy oilcloth. Cut-out letters are covered with silver glass LEASE EXTENDED Publix’ lease on the Apache MUSICAL SHIFTS | RE-NAMED ‘PARAMOUNT’ ARE ANNOUNCED | | St. George Theatre, Framing tinsel. Colored lead foil is used in back of cut-out heads because it Gee ee cat ince gee erie rae | fem ade. and the Rapides Tes: | These a Po ecHaloe tha cisip Behsnil the Gowonice, ed fowl paper, quntoute from Los ; Angel es, ea ees Has, oes su ee cme re for a period of three Tr e recently close a e€ 2 © Paramount Theatre, to the Brooklyn Paramount, where he opens December 5th, Dave Rubinoff is playing the week of November 27th at the World, Omaha. Engagement of the pit maestro in Brooklyn is for an _ indefinite period, according to General Music Director Boris Morros. Other recent assignments of musical directors and M. C.’s include that of Jack Crawford to the Metropolitan, Boston. Originally scheduled for only four weeks, Crawford’s success earned a four weeks extension. Joseph Cherniavsky is the new musical director at the Saenger, New Orleans, with Benny Ross on the stage as M. C. Adolph Goebel, formerly organist at the Atlanta Paramount, opened as feature orZanist at the Springfield .Paramount on November 22nd. ANNIVERSARY AHEAD? Within the next few weeks, the theatres listed below will celebrate their anniversaries. Is your theatre among them? it is, start thinking NOW how you can turn that event into money at your box office. Exploitation stunts? Newspaper stories and tieups? Also, don't forget the Home Office special anniversary trailer you may get by writing to L. L. Edwards. Grand, Mankato, } ° Par = ’ an. MON sd oc oe Se one a Colonial, Haverhill, Mase. ene nee tpi Capitol, Worcester, Mass...................,Dec. 11. Paramount, Atlanta, Ga............0 eee eee DEC 13 Salem, Salem, Mass.........................Dee. 15 State, Mankato, Minn...................... Dee. 15 Metropolitan, Houston, Texas.............. Dec. 18, Strand, Muncie, Ind........-.......... 2... Dec. 20, Paramount, Brainerd, Minn................ Dec. 21, Polk, Lakeland, Fla..........--..-.. 22.22 .,Dee. 23, I OE SS EE Se eee