About that name Publix ... and its link to Paramount Studios

 

Tampa Theatre -
Florida State Archives

 By Jane Feehan

George Jenkins opened Publix Food Store in Winter Haven, Florida Sept. 6, 1930. In 1940 he launched Publix Super Market; the rest is history and part of everyday life for the millions of us who shop there. But the provenance of the name Publix goes back to Dec. 21, 1925 and it’s linked to show business.

That’s the year the two largest movie theater groups in the world—Famous Players Lasky and Balban and Katz Theatres of Chicago and the Middle West—merged to form Publix Theatres, Inc., an affiliate of Paramount Studios (formed 1912 and led by Adolph Zukor). From that date, Sam Katz president and Harold B. Franklin, vice president, oversaw operations of 700 theaters throughout the nation, including those in St. Petersburg, Tampa, West Palm Beach, Jacksonville and a list of others in Florida.

The film industry was an expanding and relatively new form of entertainment in the 1920s, especially after the first “talkie” with Al Jolson in the Jazz Singer released in 1927. There was still an attachment to live theater or vaudeville, so it was common to see a movie paired up with an extravagant live revue before a film started (much like latter day Radio City Music Hall).  

Revues included scores of entertainers. One newspaper in Buffalo claimed $2 million was spent to provide for “the greatest in picture and mammoth stage production.” Publix Theatres built a reputation for operating lavish theaters with plush carpeting and luxurious seating. Their reputation also included maintaining a well-trained staff.

The Buffalo Times exclaimed Publix Theatres entertained on a “scale so elaborate that no single theatre could afford it.”  The New York Daily News billed one of the Publix Theatres, the Paramount in the Paramount Building in Times Square, as “New York’s Newest Wonder.” A reporter for The Middletown Times Herald in New York state wrote “as Publix goes, so goes the rest of the show business. Expect everything in a Publix Theatre because you won’t be disappointed.”

The stock market crash of 1929 changed the course of Publix Theaters, Inc. Debt piled up. Bills went unpaid. The company restructured in 1930 but filed for bankruptcy and went into receivership in 1933. By 1935 the company reorganized as Paramount Studios.

The Publix theaters were failing so George Jenkins "borrowed" the name. He liked the name for his new business; its reputation was tops – and remains so to this day--though for a different business with a much longer history.

 

Sources:

Yonkers Herald, Dec. 21, 1925

Buffalo Times, Jan. 14, 1926

Buffalo Times, May 27, 1926

Yonkers Herald, Sept. 21, 1926

New York Daily News, Nov. 28, 1926

Middletown Times Herald, June 10, 1930

New York Daily News, July 20, 1933

Library of Congress

Florida State Archives/ Florida Memory: https://www.floridamemory.com/items/show/321985

Tags: Movie theaters, Florida in the 1920s, Paramount Studios, Publix Theatres, Inc.

Touring Florida in the 1930s: Of air shows, citrus groves, wildlife, and trailer camps

"Come to Florida" 1938
Florida State Archives/Florida Memory/Postcards

By Jane Feehan

Florida was hit by the Great Depression before most other states, especially after the 1926 hurricane slammed Fort Lauderdale and Miami, scaring off land speculators and developers. By the 1930s, the entire country was affected by a severe economic downturn.

But tough times didn’t stop people from visiting Florida, especially those with cars. New roads and inexpensive tent and trailer camps welcomed “swarms” of tourists during the winter season, which back then started after the holidays.  

There was plenty to see by car, according to travel writers. The roads that made sightseeing possible were State Road 441 from the Georgia line south to Miami and US 1. In the late 1930s, Route 1 was to undergo widening from St. Augustine to Palm Beach. From the Palm Beach area to Miami that well-traveled road was smooth and wide at the time.

Motorists could travel through Central Florida along the Orange Blossom Trail (parts of 441, adjacent routes U.S. 17/192 and other roads).* A recommended itinerary would include a stop at Clermont, Gem of the Hills (now Choice of Champions), and Howey-in-the-Hills, then touted as the “largest citrus development in the world.” Drivers could also stay at Winter Garden, a mecca of vacation trailers, Lake Apopka, a sweet spot for bass fishermen or Winter Haven, the “Citrus Capital” and site of the annual Orange Festival. They might also like to see Palatka, the “new rival” to Ocala (how things have changed …).

The lower coast of West Florida offered Sarasota, “which has more valuable old masters than any other American museum except for the Metropolitan." South of that town sat Fort Myers, once home to Thomas A. Edison (1847-1931) where Edison Day was celebrated (and celebrated today).

A tour to East Florida could include driving on sand along the ocean at Daytona Beach or stopping at Merritt Island to see flocks of birds rising like clouds from its marshes. Nearby was Pelican Island, a wildlife refuge off Vero Beach. Also in Vero was the McKee Jungle Gardens, opened in 1931 (and now named McKee Botanical Garden). Cape Canaveral, about an hour north, was a prime spot for catching jumbo shrimp; the town claimed a yearly 400-ton-catch from its adjacent ocean waters.     

Travel on the Overseas Highway down to Key West was interrupted by damage from the Labor Day Hurricane of 1935 but motorists could visit the Lion Farm in Fort Lauderdale, Hibiscus Gardens in Dania or stay at one of the many fishing camps in or near Key Largo.

And there was an air show—held south of Miami—that featured planes from 12 airports and seaplane bases. The U.S. Coast Guard provided some of the best acts, according to some. For visitors who made it that far, a visit to Miami could include a wager placed at Tropical Park or a much-needed rest at a comfortable hotel room near Biscayne Bay or along the ocean.

Much has changed since 1937 but some things stay the same: nomadic tourists seeking warm winters, sightseeing and … air shows. 

  

*Not to be confused with the seven notorious miles of illicit activities dubbed the Orange Blossom Trail near today’s Orlando.

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Sources: 

Cities of Howey-in-the Hills, Daytona Beach

Miami Herald, Dec 5, 1932

Miami Herald, March 17, 1937

Wikipedia

 Tags: Travel, Florida tourism, tours, Florida history, South Florida history, Central Florida, West Florida, Jane Feehan film researcher, Florida in the 1930s, Florida during the Depression