Publix Opinion (Dec 12, 1930)

2 AD SHORTS GO BIG: Carrying with it a forecast | of the tremendous development possibilities of sponsored entertainment pictures in Publix theatres, announcement is made that the Westinghouse Electric and Manufacturing Company has contracted for a series of one reel acts to be shown in Pub.) 3 lix theatres throughout the’ country. Of even greater interest to the industry is the definite announee ment made by Home Office exec | utives after weeks spent studying audience reaction during the showing of two commercial subjects in New York and other theatres, that COMMERCIAL EME HEB E BEEBE UE EE BSE MSS NEW YEAR’S COIN GETTEF! A great DAL for a2 anyvaays sali-ont on Jaav’s Bigs is an adaptation of ya noted Gn pace 2 Of Paviv Opivion for Kabyiwary iW, scaling for 4 >a eo Vew sHNE gry lity ti & with a lAading hotel NOME TNNOrAANA Barty, Kepeciaiiy is yaar wh } POPS Bo for an Wergenshys CAleDrATION. Kater (6 yor bond vo nme Of Pabiie Opn On for 4 é h 4 4 4 4 6 oy 4 ‘ 4 4 $ t farther prrti¢vlars ow ; x 4 4s 4 4 4 4 4 4 4 > idea whith ¢an be vv Of the most wnitstan Cink Tanetions 7 the 5 your town. Don’ waste an time getting started tH Onis idéal Plan nine ty roan Were OCS Cividends tater! & x t RES Se SF 2s Sa Se Sa Se See ee OH SH Se ee ee DDD IADAMAI MAIDA MN ADDR SDS } | | | | | Credit Detail ~ On Ad Films they are being received by the pub lic with all the favor of supremely fine, entertaining, front show shorts. The two shorts are Chesterfield’s “Movie Memories’ and Lysol's “A Jolt for General Germ,” which are I | Contractial relations oF tiitlixz with the firms sipporting thes | sponsored entertainment filtis be ingg produced by Paramotnt, states K. tn Metzler, are sien that all financial arrangements must oleae being shown at the Rivoll, the) theeugh the home offies Rialto and the New York Para"hat aa fie Westy Sion arid mount, Both resulted in audience | jou reports of Individual theatres comment of the finest sort, none of the patrons feeling annoyed by the advertising credit lines. Westinghouse Oontracted The following important tracts have been signed: Westinghouse Mlectric and Manufacturing Compaty signed for a series of one reel acts presenting oulstanding, top-noteh, natlonally known radio personalltles, Presentation will be dotie in Paramotint fashion, Texas Oll Company will present cone thirteen cartoons dtiwn by Wleischer and ranking in etterfainment valtte wilh Paramount Talkartoons, Poptilarity Is assured! Lehn and Wink, manufacturers of pharmaceuticals, cosmetics, ete, have contracted for a sertes of shorts advertising Dorothy Gray Beauty preparations. ‘The series will show the litstorieal progress made by women the world over Itt the matter of self adorninent, Theatres Profit Income posstbilitles of these shorts from company standpoint ty tremendous, with each theatie profiting. Not only do the thea{res save {lie cost of a short feature, but on top of this derive a defluite stim representtie the tn come from “space” whlel will be added to theatre balance sheets, These pietures are being prodiced Dy Paramount Bustiiess Pietures, Ine.—a wholly owned sthsidiary of Paramount Publix, The utmost support on the part of Publix personnel in the exhibtting of these subjeets las been requested by Mr. Katz. Past issiies of Publix Opinton have earried definite instructions tssued by Mr, Katz on this matter, Oe DOH 10S 106 101 SOO 10 DOS OOO HO OOS TRADE PAPERS Managers, distrieé managers and division managers are not supposed to subscribe to (rade magazines lo¢ cally. Special rates ave ses } cured through the home office, and all subseriptions for { trade publications should be ‘ put in here. Do not renew { any subscriptions locally; re{ newal bills coming in should be sent to Lem Stewart, No { bills will be okeyed for local t t subscriptions, and any man} ager subscribing locally to a ; } trade paper Will have to pay 3 {for it personally. ' i é & 2 e A. M. BOTSRORD. ee ee ee eo ee oe are concerned, theatre manners will not show an inéoms eredlt or charge. This does nok tenn thist enth operation will not recelye credit, however, for each theatre will be credited on the company records at the home ofis, Wor theatres operated inder 4 partnershlp arranvement, oredits anid payments of credits will alge Clear at the lone offiae, RECIPROCITY Publix theatres will realprocite for cooperation from tox Uiealees on Paranioint Vrospenlly Weel, by observitie Wor Armnilyversary Week, Jantiary 18th to S40, when HA many Wow flins HH posKKible will be Inclided i Piuiblix booltien, H.O.T'o Handle : fyi ee ey a aes vote rere PoteX P. (. 10 STRESS DIVISIONAL HIGHLIGHTS teint +) ta ly wily Low AS iOS the outst 28 and achieve ts OF | section of the counRoutine 2¢ecomplishinents are of no interest in Lo pro this Connection, and managers are uresd to bear this in mind when preparing thelr reports, Publix Opinion has no set formula in this connection but asks each person | conperating to bchave as if he Wete eaiting the paper, and to | Séleet from his store only thoge things that would prove of greatost benefit to the clreult at large, One person Wil be designated in Heh Alvision to gather and collate ail misteriat, This brosdeasiing of basle merchandising 1deas, which no doubt differ in various parts of the country, should prove stimulating to jaded minds getting tired of repeating the suing setlvity me after Hine, Whint is an old glory in New Wieland, may be just the magie foueh necessary in the south or west, wid vies versa, Hinitlarly, what the veteran shownien may tench the younger Hien i tie business 6 bound to be fielpfil, while the fresh ideas of new blood may add just the prop6 dish to the plang of the oldHiners, Gel your maternal set now, IMPORTANT 5 In one of its periodic checks on music played through| out the country, the Society of Authors and Composers is sending or has sent questionnaires to all theatre managers. These must be returned to the Society fully answered for the date requested. To expedite the answers, Boris Morros of the Music Department advises that the following be borne in mind: Where theatre has live talent, organist, or orchestra, list titles of song and publishers from their sheet music. For sound pictures, list name and producer of picture. Do not try to list the music in the production. For the newsreel, give name of the producer (Paramount, Universal, etc.), and issue number of the week rere (give date). If exit music, intermission music, or non-sync music is used for any purpose, list name of the record, (Victor, etc.), and the title of the composition. Limits Set On| FILM BUSINESS Advances To | CHANGES WITH Employees PROGRAM (Continued from Page One) Salary advances to employees ball games, elections, holidays, loare not to be made except within | cal celebrations and many other certain limitations, F. L. Metzler | happenings, both foreseen and unstates 1n advising managers that |foreseen, may so affect the leisure henceforth they will be held to} hours of the public as to necessistrict accountability on this mat-| tate temporary alterations in the ter, No adyance is to be made] theatre’s normal operating routine {n excess of an employee’s salary|in order to derive the maximum for one week, and the amount is| benefits from these events. to be repaid when he receives his “Let us take Thanksgiving Day weekly salary. Loans to be re-|as an example. On Thanksgiving paid in installments are pro-| Eve, as on the eve of every holihibited, day, most people have a tendency “The custom of making small| © stay out late because they don’t salary advances to theatre em have to worry about getting up ployees, although never discournext morning. A number of them aged,’ Mr, Metzler said, “thas been will not go to the theatre because “ae permitted with the understanding ee on core ie M he too et that every advance must be reing manager, ores had Be turned at the end of the week. seen this condition and moved his “In many instances managers! schedule ahead for that day, parhave exceeded their authority to| ticularly stressing in his advertisemake advances, and several have} ment a late show on Thanksgiving been unable to reduce their petty | Eve to enable | cash funds because. of the large ane CoMlens (een number of I, O, U.’s and other COMPLETE SHOW, he would items not pertaining to theatre augment his normal holiday evening gross by the appreciable re operation,” Leo Netter alates, tt will be ealled for soon enough, What Have You Planned Kor To-morrow ? A. DAILY one how sel{-quiz on how to improve tomorrow's business is specifically recommended by Mr, Katy to increase grosses. ‘ . e 7 | aD speaks from the mature experience of a snocesstul theatre operator and showman. It has helped him attain his position, twill help you! Lock yourself in your office for one hour every day, Don’t let anyone or anything disturb you. Wash everything from your mind. Then bring all your thinking to bear upon one single problem: How can Lmake TOMORROW’S Gross BIGGER than YESTERDAY’S? L0 this ev ery day! A Coin—Thought A Day Will Keep Red Ink Away! ceipts from all this additional late business. “My point is that, because of the unique nature of our business, every theatre manager and advertising man must be on the alert EVERY DAY in order to derive the maximum profit from his operation. Every day is different, Every day may bring a new problem, a new twist, or a new angle to exploit in his business. There is only one way to cope with such a situation. That way has repeatedly been stressed by Mr. Katz: “Lock yourself up in your office for ONE hour EVERY DAY! That hour is to be devoted to a concentrated, co-ordinated and undisturbed thinking on this subject and this subject ALONE! “What can I do TODAY that will increase my receipts TOMORROW? Can I discover any new angle on my feature? Is there any way in which I can sell my ENTIRE PROGRAM without increasing my expense? Have I overlooked any possibility for effective exploitation? Is there any local happening tomorrow making it advisable to revise my schedule for additional business? How can I make TOMORROW’S business BIGGER than YES TERDAY’S2” “Ours is a specialized business and it requires a specialized man| Power to run it successfully. I | am firmly convinced that the men behind Publix theatres are the | best in the industry. They occu_by their positions because of at jinnate ability for quick thinking. | adaptability, and resourcefulness funder the pressure of changing — | Circumstances. If these mer would daily concentrate all these estimable qualities upon the shiiting changes of their operations — with a view to augmenting theatre | profits, there is ne power on ear which coulé prevent the attain ; ment of that objective.” a, — ip. ee a eee