Universal Weekly (1933-1935)

July 15, I<m — UNIVERSAL WEEKLY— SHOWMANSHIP SECTIONS —31 SICCARDI STEPS OUT ON "BE MINE" CAMPAIGN FOR HOLD-OUT OPENING AT LIBERTY, PLAINFIELD Attractive front display used by Sherrill Cohen, manager of the Tremont Theatre, Boston, Mass., for the engagement of “ Be Mine Tonight .” SOBLER'S "BE MINE" CAMPAIGN CASHES IN ON THREE SANTA BARBARA CONVENTIONS DY boosting his campaign budget for newspapers and direct mailing, Joseph Siccardi, manager of the Liberty Theatre, Plainfield, N. J., put over an attention-getting campaign on "BE MINE TONIGHT" that resulted in a hold-out opening and fine business for the week, despite the intolerable hot weather. Post cards reached every one of the ten thousand homes listed in the phone book well in advance of the opening. This was followed with a house to house distribution of five thousand heralds made by Boy Scout troop leaders on bicycles. German, Polish and Italian organizations were reached through foreign language newspapers and special letters to the members. Music and social clubs and fraternal organizations were circularized with a letter. The posting of 24 sheets, 3 sheets and window cards and the placing of several special window displays, completed the campaign. Albert S. Nathan, Universal exploiteer, assisted Siccardi on the exploitation. SOLD PLAINFIELD ! A neat three column by nine inch display. One of the series of large space newspaper ads used by Joseph Siccardi in his “ Be Mine Tonight campaign at the Liberty Theatre, Plainfield, I\. J. BEN SOBLER, manager of the California Theatre, Santa Barbara, Calif., took good advantage of three conventions held during his run of "BE MINE TONIGHT." On his opening day the town started their celebration of Fleet Week, during which they entertained 10,000 sailors and officers. An arrangement made through the Chamber of Commerce resulted in an announcement to the sailors of additional shore leave privileges for those men who wished to attend Sobler's Navy Midnight Matinee. Announcements of the engagement were made at all sessions of the district convention of the Lions Club as well as at the sessions of the convention being held by the District Attorneys of California. Word of mouth advertising was started with a morning preview the day before the opening. This was attended by local music leaders and other prominent persons. Station KDB broadcast the hit song, "Tell Me Tonight," daily for a week in advance of the opening. The number was preceded by an announcement of the engagement at the California Theatre of "BE MINE TONIGHT." Sobler also broadcast the song from his lobby in advance and during the run. The mailing of letters to music lovers, the distribution of several thousand heralds, and a score of window displays on the music, completed the campaign. Ben Westland. Universal exploiteer, assisted. Entertainment Insurance Policy For "Be Mine" Providing entertainment insurance to a selected list of patrons in each town proved a seat-selling idea for H. A. McClure, district manager for Fox Theatres in Kansas, in his circuit campaign for "BE MINE TONIGHT." The stunt was a variation of the money back guarantee, but was handled in such a way that it roused enthusiastic interest in every one of the fourteen openings on which it was used. Attached to each letter was a coupon, printed on "bank note" paper, insuring the holder against wasting his money on poor entertainment. Box-offices were kept open until after the last show so that any patron who so desired, could take advantage of the insurance and get his money back. McClure did not have to redeem a single coupon!