Universal Weekly (1928-1930, 1933-1936)

Vol. 30, No. 8 Universal Weekly 29 McKivett Wages Fine Campaign On “Broadway” in Racine, Wis. Throngs of business and professional men attending the premiere of “Broadway” at the Venetian Theatre in Racine. WHEN Owen McKivett, managing director of the Venetian Theatre, Racine’s (Wisconsin) million dollar house, booked “Broadway” for its first Middle West showing he lost no time in letting the city know about it. Twenty-four sheets, six sheets, one sheets, roto heralds, telegrams, window cards, streamers, radio, merchants’ windows, restaurants, icecream parlors, front page stories in the newspapers, and a double truck co-operative ad page were a few of the methods employed in spreading the glad news. McKivett arranged for a special midnight premiere showing on Sunday night and issued special invitations for the event. He invited the leading business men, merchants, and professional men of the city. He induced the electric light company to install five 1,000 watt flood lights on the canopy for the special showing, without cost. 200 telegrams were posted on store windows telling of the engagement in a tie-up with the local telegraph office. 7,000 rotogravure heralds, with the Reader Furniture Company’s ad on the back, were distributed over a wide territory not confined to the city of Racine. The furniture company’s ad paid for the theatre’s imprint and the distribution, which is nice business for all concerned. Three front page stories congratulated McKivett for bringing the MidWest premier of so important a pro duction to Racine. As did two telegrams from the Downtown Business and Professional Association and from the Association of Commerce. These wires were reproduced in a half page newspaper ad which the newspaper gave gratis as their appreciation of the honor bestowed on Racine. A double truck co-operative newspaper spread featuring the most important business houses in the city was another feature of McKivett’s unusually fine campaign. Forty-one special window displays using 11x14s, 22x28s, 14x17s and 8x10 stills, added their bit to the story McKivett had to tell Racine about “Broadway,” while 250 special “This Way To ‘Broadway’ ” snipes directed the populace to the Venetian Theatre. Not content with all this, McKivett attended the meetings of every civic club in the city and made a special announcement of the big attraction coming to Racine. He had radio announcements of the show for seven days before the opening. He had a special front built and used 250 balloons and 100 of the special “Broadway” hangers. Practically every hotel and restaurant served “Broadway” dinners and all the ice-cream parlors and fountains made specialties of “Broadway” drinks. 150 red flare rockets indicated to the people of Racine and surrounding territory where they could find “Broadway.” 5,000 cards reading: “If You Talk In Your Sleep, Don’t Forget to Mention ‘Broadway’,” and “There’s a Main Street in Every Town, But There’s Only One ‘Broadway’ ” were given a wide distribution. So thoroughly did McKivett impress Racine with the importance of his engagement of “Broadway,” the street car company and the taxi companies put on special late service to carry the crowds home from the midnight premiere. Result ? Capacity house for the Venetian the entire week, despite very warm weather and one rainy night. MOHRJONES lumklunHlumu Broadway Naw York CnU No, Offt r Uf Veto** « VERNOIS GAS RANGES 59 Caklaat Oai plaaalag «< M^alar aalari — Ivarjr with ■ PatjlfcttT.Blfht Nothing Like It In the World! SPECIAL PREMIER SHOWING SUNDAY NIGHT I 12:00 MIDNIGHT ALL SEATS SOc LAST CALL omu •UNIIAN » A VIWC Offer* No Better Valuer in HOME FURNISHINGS ^ KARPEN Cufutttd Construction FURNITURE SOLO ONLY IN SACM IT CH AS. BAYERMANN MANREE PARK NUMBER TWO ■MVUTAfUINB I SiafcrM Inbp Rm OVER ONE HUNDRED LOTS TO SELECT FROM SPEER AND REED ?« STARTING MONDAY ‘STl Racine't Gala Event! Mlddlewest Premia i it A D Wf A Y H luwnun ^ DRAMA i BROADWAY 1 «• Double truck cooperative advertisement in the Racine Times-Call.