Publix Opinion (Dec 26, 1930)

Boe PUBLIX OPINION, WEEK OF DECEMBER 26rx, 1930 , | PRODUCT YYYYYYYYVVVVVVV¥9yyyyy age of product al times, Paraon, as usual, > ‘Sweetie,’ ? “Man> ‘Anybody’s Woman,” “Ani‘Feet First,’ ‘Playboy of Paris,’ ‘The Blue Angel,’ “The Royal F amily of Broadway’ and “Tom Sawyer’ indisputably placed Para mount at the head of the industry for the production Great prestige was PUBLIK RECORD IN 1930 POINTS T0 1931 SUCCESS established which permits specialized concentration on this important part of a theatre’s program. The details of accounting procedure were relegated to the individual managers in the field, resulting in greater efficiency. A policy of nominal charge for passes was started which effectively eliminated excesses and provided a definite revenue for theatres. “Among the other outstanding ‘happenings of the past year were the distribution of $16,000 in cash prizes for the Second Quarter Contest and the publishing of the District Manager’s Manual, which condenses the entire theatre operation procedure within the confines of a handy and readable book for the future guidance of Publix personnel. ADVERTISING “In the realm of advertising, the past year witnessed a number of material gains. The elimination of useless advertising costs and the special study of trailers with a view to decrease costs contributed the major expenditure saving of the circuit. Commercial newspaper rates were achieved in New York City and in several spots in the field. The New York Evening Journal, the evening paper with the largest circulation and, consequently, the highest rates in the city, was the most recent to fall in line. Increased and improved use of radio by individual theatres, materially aided the box-office. A recent change in type of the Paramount Publix hour was effected in order to directly aid theatres to sell tickets. It is also worthy of note that betterment of advertising standards and effectiveness was brought about by manuals, such as those on “Morocco” and “Tom Sawyer.” Poster manuals permitted the dissemination of the circuit’s best art talent throughout the field. The Hays’ advertising code’s confirmed stand, previously taken by Publix, against salacious and untruthful advertising, found but a few minor infringements in the entire year by any of our theatres. PERSONNEL “Among our personnel, Publix’ “Promotion From Within” policy was clearly exemplified by such notable promotions as those of J. J. Fitzgibbons, J. A. Koerpel, George C. Walsh, M. J. Mullin, C. C. Perry, R. J. O’Donnell, L. J. Ludwig, Walter Immerman, Henry Stickelmaier and others. One hundred and nine men were graduated from the seventh, eighth and ninth Managers’ School, providing a foundation for future growth. Three District Managers’ sessions enabled practically all district managers to come to New York for training and personal contact with the Home Office. The extension of scope of the Personnel Department to cover all phases of Publix activity makes for greater coordination and efficiency in the training, assignment and betterment of our manpower. KNOW YOUR ORGANIZATION “During the past year, a concerted effort was made to familiarize everyone in Publix with his ‘organization. In a personal tour through the circuit, I tried to make the boys im the field a little better acquainted with the Home Office. The District Managers’ Session, the Chicago Convention and material periodically published in Publix Opinion, all furthered the “Know Your Organization” policy. This policy is a vital back-bone of our business and should “In a year when the general aver has been somewhat below that of normal mount has come through in splendid fashi Sure-fire hits such as “Street of Chance, ‘The Love Parade,’ ‘Sarah and Son, Honey, slaughter,’ ‘Monte Carlo, mal Crackers,’ ‘Morocco,’ of sure-fire box-office pictures. won for Paramount and the industry at large by such pictures as ‘The Vagabond King,’ “The Silent Enemy’ | and ‘With Byrd at the South Pole,’ the latter winning the Motion Picture Academy award for sheer beauty of photography. The first forerunners of the new season’s product are a clear indication that exceptional business may be expected in 1931. SOUND FORECAST! “The first forerun. ners of the new season’s product are a clear indication that exceptional business may be expected in NOS1.” “Constant watchfulness and care was instru-|y, has proved that Publix mental in improving sound projection in theatres. The new process of noiseless recording, first used in Paramount’s “The Right to Love,’ is a great step in the perfection of talking pictures and in making them the great undisputed entertainment medium of the modern age. SHOWMANSHIP “What was particularly heartening last year was the resourceful examples of real. showmanship displayed all through the circuit. Live lobbies pepped up the theatres and were conducive to drawing in more trade. Monday revivals did much to curtail ‘Blue Mondays.’ Midnight previews on the day before the picture opened not only bolstered the receipts of a weak day but caused valuable word of mouth advertising for the new picture. _The effectiveness of this policy was seen in the fact that it was immediately followed by other companies. Successful campaigns aimed at juvenile patronage were instrumental in bringing the kids back into the theatre. Seasonal slumps such as bad weather, Lent, the week after July 4, closing and opening of schools, football and summer outdoor activities were successfully combatted by special campaigns that were felt at the boxoffice. Prosperity Week definitely boosted box-office receipts and established Paramount pictures and Publix theatres as symbols of prosperity and progress in each community. “This survey of some. of the outstanding highlights of 1930 in Publix merely scratches the surface. There have been numerous other achievements which the limitations of space prevent me from going into. However, this resumé suffices to prove conclusively that certain definite steps of progress have been made. VITAL POLICY! “The Know Your Organization Policy is a vital backbone of our business and should be conscientiously pursued during the coming year.” be conscientiously pursued during the coming year. MAAAALAALAARKALLAREARELALAAEAAEAAEERALEAAALAAGAL a is not a static organization, but is constantly on the move toward greater development. Despite business conditions, despite the quality of product, despite any obstacles which have arisen in its path, Publix has forged ahead. The organization has become firmer, more muscular, more coordinated and effective an instrument for the accomplishment of its primary purpose—selling ~ tickets for theatres. “So much for the past. Now, what of the future? “I am no prophet. I haven’t the power to tell anyone today what will happen tomorrow. I make no pretensions on this score and never have made any. However, there are certain things which folow as logically and inevitably as day follows night. If an organization is young, sound, vigorous and growing, barring some unforeseen catastrophe, it does not take a prophet to predict that in a year from now it will be sounder, stronger and bigger than it is today. Future activity of anything, whether it be a bank stock, a race horse, a machine, a company or a man, is always gauged by past performances. “Publix may be justly proud of its performance in 1930. Therefore, it has every reason to expect even greater achievement in 1931!”