Publix Opinion (Dec 1930)

Page scan 00010 from Publix Opinion

Record Details:

Title:
Publix Opinion
Date:
Dec 1930
Volume:
Publix Opinion (Index for Jun 20 to Dec 26, 1930)
Leaf #:
00010
Language:
English
Subjects:
Motion Pictures, Film Industry Trade Magazine
Collection:
Hollywood Studio System
Contributor:
Media History Digital Library, Greig Dymond in memory of David Dymond, Paul Moore and Jessica Whitehead
Coordinator:
Media History Digital Library
Description:

Publix Opinion

Editors: John E. McInerney (1927-28), Ben Serkowich (1928-30), Robert Faber (1930-32)

Publix Opinion (1927-32) was a broadsheet house organ for Paramount-Publix Corporation sharing nationally various exhibition stunts and ideas among managers of first-run locations. Content aimed to coordinate collegial competition among local exhibition managers, furthering the standardized management style implemented by Balaban & Katz in Chicago before the merger to create Publix. The paper offered news, insights, news and ideas about new features and the studio’s productions. “Contents strictly confidential,” editor Ben Serkowich explained in a short article, “How to Use Publix Opinion” (January 17, 1930): “the paper is sent only to theatre advertising managers… It is by order of Mr. Katz that these copies are not to be cut or mutilated… They are not to be taken from the theatre.” At a couple of points, the masthead changed to mirror a seasonal sales contests (“Publix Harvester” in fall 1927, “Comin’ Thru” in spring 1928). Bound, numbered compiled folios of issues were indexed and provided to managers for reference.

– Paul Moore, March 2024

Date Added:
May 23, 2025
Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

x. eet i Pre a = a Clubs General * Kiddie Revue Lobbies for Children Pictorial Copy Serial Campaign Trailer “a Treasure Hunt Christmas Drive See HOLIDAYS— CHRISTMAS Campaigns sé Doll Contest General Thanksgiving Day Parade oe 66 66 **Consolidatiom”’ Campaign Extendimg Trade Area Fall Activity Campaign February See HOLIDAYS— VALENTINE’S DAY Hot Weather See SELLING REFRIGERATION Addressing Tourists ampaign “Come As You Are” New Show World Opening Pageant of Progress Child Patronage (Continued) Date of Issue Mar. 28, °30 May 2, "30 6,13,14 3, *30 Aug. 1,°30 5 2 a Swmowoak »° fad et ed VENNPH ASCP HOw fol Jan. 17,’30 5,10 Jan. 24, °30 il Jan. 31, °30 4 Oct. 17, °30 10 Oct. 31, °30 MW Nov. 14, °3 4 Noy. 28, °30 5, 11 Dec. 12, °30 8 Dec. 26, ’30 15 July 18, ’30 1 Oct. 3,730 1 Nov. 15, ’29 9 July 4,°30 6 Dec. 12, ‘30 6 Feb. 14, ’30 6 Feb. 21, °30 q May 25,°29 4,5 May 23, °30 10,12 June 6, °30 8 July 18, *30 2 Sept.19, a0 3 Aug. 15, °3 8 Sept. 20, 129 6 Sept. 27, '29 6 Dec. 20, °29 il Aug. 1,’30 8 Aug. 15, ’30 8 Aug. 22, ’30 6, 12 Sept. 26, ’30 6 Dec. 12, 730 8 Dec. &, 228 4, 6 Jan. 5,’29 4 Mar. 2,’29 2 Mar. 16, °29 4 Oct. 25, °29 2 Nov. 1, °29 2 April 25, °30 8 May 2,730 li, 19 July WN 230 July 1 Sept. 12,’ Oct. 3, °30 Oct. 31,730 Nov. 14, 730 Dec. 12, *30 May 2,°30 1,2,10,11 Be Sig *30 8 Aug. is; *30 1,7,10 ae 10 il 9 Paramount Month Patriotic Week Premieres Prosperity Week Re-Opening Campaigns “ ae Co-op Merchant Ad School Re-opening Campaigns 46 6s General Newsreels School Book Matinea Sectional Selling Refrigeration Ads “ Ballyhoo ee Campaign Co-op ad Opy Drug store tie-up Front General oe Gory 46 Herald Paper Publicity Refrigerator Show Slogan Contest Stories Trailers (14 Sound Train Spring Jubilee Spring Trade Week Date of Issue Aug. 3,29 June 20, ’30 June 27, "30 July 4,730 Aug. 22; °30 Sept.12, 30 Feb. 7, 730 Mar. 21} 30 Dec. 26, °30 Aug. 22, 730 Sept. 19, °30 Sept. aoe *30 Oct. 3,730 Oct. 10, °30 Nov. 14, ’30 Sept.19, 30 Sept. 12, °30 Page Oo. 8 3, 11 4 Aug. 17, ’29 3,4, 10 Sepr. 14, °29 Sept. 12, 730 Dee. 12, °30 Aug. 8, °30 Oct. Li, 29 Oct. 17, °30 July 25, °30 Dec. 26, ’30 Aug. May 11, ’29 June 6, 30 July 25, ’30 Aug. 22, ’30 May 16, °30 Mar. 28, '30 April 25, °30 May 30, °30 owmoNe bod b= PWUMSOSUAWARHNAAROONAGUCH ar =) cS nes SNNARVLSCNOMWUSEU nal col ws w 2,4 6 il Sunday Opening Campaign ac “ Copy, Ideas Free movies in parks Sacred concerts Take a Chamee Week Ads Campaigns Newspaper contest Stories Stunt Thank Yom Momtin POLICY Read Ail Editorials Abuse of trailers “ce “ “ Ad Budgets flexible Adhere to Company Policies Advertise Paramount Sound News Aim for child patronage Best campaigns on average shows Buy printing, engraving caref Common sense furnishes best appeal Concentrate on newspapers “cc “oe ee Debunk Exploitation Develop trade areas “ec “ec oe Disturbing ballyhoos banned Diversify sales effort Don’t deface periodicals Don’t dispute rival claims publicly Don’t kill illusion Don’t overemphasize exploitation Exploit sound perfection sanely Forced ‘publicity illegal Good will necessary “Guest Tickets” not ‘Free Tickets” Institutional “ec Keep Costs out of Publicity “ee “ec ee ee ee Make Tie-up Mutually Beneficial Midnight shows M.P.P.D.A. Code New business with each film Newspaper difficulties No regional publications One ad only to defray printing expenses of heralds Outdoor Advertising Preview trailers Publix wants no fakes “ ee oe oe oe ee iid ‘T7 “ec “ se) oo Salacious Advertising “ ee it3 iid 6 “ Sell average films hard Sell entire program Sell newsreels Sell pictorials Sell Publix symbol Sell stage shows Stimulate neighborhood interest Stress lower admission prices Trailer cutting barred Use bound volumes Use small space OPERATING Advances to employees Attitude towards A.F. of M. Action, not memos Beware of gossip Company is human Contact with Paramount Contracts oe Date of Issue Dec. 27, °29 July 6,°29 June 30, 228 Feb. 11, ’28 3,5,6, ee Mar. 19, 228 M April11, ’30 Mar. 16, ’29 Oct. 11, °29 Dec. 27, '29 Feb. 14, 30 Dec. 12, °30 July 4,°30 Nov. 22, °29 Oct. 3,730 Oct. 4,729 Oct. 10, °30 Aug. 15, ’30 June 6, ’30 July 20, ’29 Oct. 17, °30 May 16, ’30 Aug. 22, 30 1,30 7, °30 July 11, °30 Dec. 20, °29 Jan. 3,°30 Dec. 20, ‘29 July 20, °29 Aug. 3, *29 Aug. 17, ‘29 Aug. 15, ’30 June 22, °29 April 25, °30 May 9, °30 Dec. 26, ’30 Oct. 31, °30 Noy. 28, ’30 Sept.19, °30 Dec. 12, °30 Aug. 15, °30 June 13, °30 Aug. 15, ’30 Mar, 21, ’30 Oct. 31, ’30 July 25, ’30 May 30, ‘30 Dec. 12, °30 Oct, 31, °30 ADVERTISING, PUBLICITY AND EXPLOITATION bh = ee Lo CROC MUO ROR CD ee OOO MH Be HOOHERNEO MM WH NERO = — —s Ot et —_ —_ 4 et IR ROO BS