Publix Opinion (Dec 26, 1930)

8 BYRD PICTURE ASSUMES EPIC PROPORTIONS: Prediction with first release of “With Byrd at the South Pole that here was a picture which would be a box-office draw for years rather than weeks has been justified by the record of this picture since the photoplay was de. ierpiramount's contribution to the archives of history in the form of an imperishable record of Byrd’s accomplishment was a success in its first runs, but the measure of its success was not entirely indicated until it had played its second and even its third return engagements. More often than not these subsequent runs resulted in even greater grosses, and invariably they have enhanced the good will enjoyed by Paramount and the individual theatre in every situation. Grosses Build As a picture on which daily grosses increase steadily as the engagement progresses, ‘“‘With Byrd”’ is unequalled in film history. In Champaign, Illinois, its first run was for three days, and receipts the third day were 250 per cent greater than the first. At the Roosevelt, Chicago, it played four weeks and a day, and the last day, Wednesday, was the biggest Wednesday, of the run. In Auburn, Ala., ‘‘With Byrd’”’ opened on Sunday—and Monday’s gross was almost twice as big as Sunday’s. With such performance duplicated everywhere, it is not surprising that it is being booked for second and even third engagements, even in the smaller cities. In Decatur, Ill., the Publix Lincoln played ‘With Byrd’’ first run, its opposition played second run, and it came back to the Lincoln for a third engagement. A school tie-up brought 2110 children in to see it at full juvenile admission prices. As an aid to stimulation of juvenile business it ranks with the phenomenally successful ‘“‘Tom Sawyer,’’ M. M. Rubens asserts. Breaks Repeat. Record “With Byrd at the South Pole” has broken the all-time record of the Los Angeles exchange for repeat bookings, according to C. R. Peacock, with a total of 33 repeat engagements—a total which ‘is still growing. On repeats, Peacock states, grosses average better than those of most first run EFFECTIVE DISPLAY A corking display in the inner lobby of the Tampa Theatre, Tampa, Fla., which effectively sold “Heads Up,” a coming attraction. Conceived by Manager Paul Short and executed by House Artist Pocock. Favorable comment was heard on all sides from patrons who streamed past. Live goldfish, sea weed, sea shells, etc., added a touch of realism. PUBLIX OPINION, WEEK OF DECEMBER 26rn, 1930 The feature story below about Margie Kane, appearing in person at the Paramount theatre in Seattle, landed on the front page of the newspaper there. It is a stock stunt which could be duplicated anywhere with a pretty stage personality. Bob Armstrong, director of publicity, also grabbed some news space SVLESGHLORE [ib oe] ISPLAVED FOR jg HLL HAT OMB Tima To Shift From Straw To Felt, Dealers Assert; Grays And Tans Are Held Popular Off with the old—on with the new! Ty arbiters of male fashions it fa decreed tho wolldreseed man should ahift headgear from straw fn felt at this time of the year, and Seattle deaters have set aside to : rol rer, ob, what! ter. Seattle shops have been prepar‘ing for weeka for the fall hat opening and store buyers have sclected he best and most popular models and shades In ble Eastern markets. Lines are complete and the best ‘of assortments are ready for the season's opening today STRAWS OUT OF DATE bi lof the Retall Hatters’ Associa fof Seattle. sponsoring today’s show. | FF ng The tendency this fall will be teward anap brims, with narrow York, ani display to |, day, from now ‘or fashion Insists the atraw hat must be dis-| fy arded September 1 GRAYS, TANS PREVAIL The new shades of hats match the mellow tints of autumn's hapeat moods. Grays and tans prevali In the color motifs. The popular shadings In grays aré allver pearl, gull gray. pewter gray and gray mixtures. Io tans, the popular hue variations are putt, ivory, shell and coral ‘Among the most Interesting new WIDE VARIETY But styles are not rigidly fzed in the matter of proper fall bats this seasoa. dealers cenure: Deal is an elasticity of styles and as ortments that enables the man to| FRANKLYN hoose the hat best scited to bis before,’’ Peacock said. _In connection with repeat engagements of ‘‘With Byrd” in Publix theatres, much use is being made of the Music Novelties Department subject, ‘Welcome Home,” as an advance advertising medium or currently as a prologue. Booking cost of this novelty is approximately $5 per situation. RUSSELL IS HOST TO BANGOR STAFF The $200 prize which he won in the Second Quarter Contest was spent by City Manager C. J. Russell, Sr., of Bangor, Maine, on a dinner at the Penobscot Country Club for local Publix employees and division executives. Over 100 persons attended, including M. J. Mullin, Ralph Branton and Jack Knight, from Boston, A. J. Moreau of Portland and Frank A. Vennett of Biddeford, who acted as toastmaster. The Bangor Daily News featured a four-column cut and story on the banquet. Free Ads, 200 Windows Signal Prosperity Week ung men ™ . Graced with more mature years. ‘The most popular models thic year will be the soap brim the Momberg and the roll brim wijb can pick cut tl numerous modificationt that . This applies both pictures, in theatres of which a majority have never before played a picture more than once. In Alhambra, California, for instance, it has played 3 times for a total of 14 days. ‘‘No picture, no matter how big, ever did that Prosperity Week campaign of Publicity Director Bert Henson of the Paramount, Portland, Oregon, was inaugurated by a free full page ad in the Portland News. Both the News and Telegram cooperated with front page stories and inside art and advertisements. Merchants contributed 200 downtown windows to the drive. Showman Profits By Tip In P. O. Bound Volume The bound volume of Publix Opinion recently supplied a-natural for Hugh J. Smart, city manager at the Montgomery, Spartanburg, Ss. C. Playing ‘Follow Thru,” it was a cinch to utilize a photo of Charles Rogers and Nancy Carroll to effect an “If You Were This Popular Couple” clagsifled ad. FRONT PAGE BREAK IN SEATTLE with a tie-up on the fall hat season with Milt Franklyn, master of ceremonies at the Paramount. of this character keep your theatre personalities fresh in the minds of the reading public. Proper contact with city desks gets ’em for you! Stories CO-OP ADS CLICK IN MINNEAPOLIS Minneapolis theatres have scored repeatedly during past weeks in selling local merchants on carrying paid newspaper space which tied-up various features of outstanding attractions with smart merchandising twists. While “What a Widow” held the screen at the Century, Advertising Manager Fay Tyler sold the exclusive Thomas store on a 2x11 ad in the high-brow Journal, featuring a hat worn by Swanson. Assistant Advertising Manager R. McDonald took advantage of the showing of “Office Wife’ at the Minnesota to sell the big Powers department store on a 1x10 ad, built around the picture title. Theatres received direct plugs in both ads. News Break For Visit To Sick Lad by Amos ‘n’ Andy Pressing an Amos ‘n’ Andy ballyhoo into an unexpected service proved prolific of word-of-mouth comment and free newspaper space for ‘Check and Double Check” at the Carlton, Red Bank, N. J. A telephone request from a sick lad prompted Manager John Reinhard to send the alleged radio team to the boy’s home in an effort to cheer him. Papers went for it. Candy Pills Plug Show At Football Contests Red-coated candies, resembling medicine pills were put to exploitation advantage by Manager Al F. Weiss when ‘‘Whoopee”’ played at the Florida in Jacksonville. Two or three of these candies were placed in envelopes and distributed at local football games. Copy on envelopes read: “This pill contains Joy, Mirth and WHOOPEE—See Eddie Cantor— Florida Now—Taste It! See It! You’ll Love It!” Friday Nights Devoted To Students College and high school rallies — on Friday nights—Collegiate Nights’’—are now common events — that help the box-office in nearly — all Publix theatres of Utah and ~ Idaho, states Fred E. Hamlin, Di vision Publicity Director. In Provo, the Paramount Thea tre featured the glee club of Brig| ham Young University on a recent Friday night. Sam I. Levin ig City Manager in Provo. At Idaho Falls, the Paramount arranged for the Girls’ Glee Club of the high school to appear on the stage as an added attraction. Special songs were rehearsed by the 28 girls of the club for their stage debut. The only complimentary admissions given by Manager C. J. Coudy for this event were to the Superintendent of Schools and principal of the High School, For Collegiate Nights to come, Coudy has completed arrangements for the High School Boys’ Band, the High School Boys’ Glee Club and the dramatic classes. Oriental Scoops Loop With Football Shot Silent mewsreel shot of the Notre Dame-Army football game was received at 8:20 P. M. Saturday at the Oriental, Chicago, while the unit scheduled to end at 8:40 was on the stage, and hit the screen 20 minutes later. Manager Roy Bruder rushed it to the booth, with instructions to put it on the magnascope screen, notified the orchestra to play the Notre Dame victory march, procured a newspaper and wrote announcements to accompany the shot on the public address system, and had the M. C. announce the shot before the stage show finale. Well Planned Campaign Procures Free Space A well conceived campaign that resulted in more than 600 inches of free space was effectively executed by Manager William HE. Schmidt of the Capitol, WilkesBarre, Penn., for the showing of “What A Widow.” A _ fashion show, free radio announcements, a want ad tie-up with the leading — newspaper and a florist tie-up were included. SOME FLASH! So lifelike were these photo-enlarged cut-outs of two line girls at the Paramount, San Francisco, that many patrons, after reading the poster, were surprised that the figures did not go into their dance. Manager John C. Smith placed the display in the foyer of the theatre. Red velour background and footlights gave the appearance of a miniature stage.