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244 Building Theatre Patronage
million dollars a year. If store space is divided into five units and these five units are pro-rated to the 100% rental, it is found that the window which is only 10% of the space, costs 25% of the rental. This is mentioned so that the manager will realize that the merchant considers every inch of window space valuable.
The manager of one of the largest general store organizations in the country stated: "The window is from four times to ten times as valuable as the counter display because the counter display can sell only to those who are already within the store, while the window can reach the great crowd outside."
The merchant does his utmost to make the window bring returns on the large rental invested. He uses his window for two purposes — first, to make immediate sales, and secondly, to increase the prestige of his establishment.
The theatre manager has something to offer which will further both purposes, and the wide-awake merchant is quick to see its value to him.
Attention.
A merchant can be readily convinced that the display of motion picture material will get attention for his window. The choice of the material that will be offered by the manager depends on the nature of the products handled by the store. The more closely the subject of the theatre's advertising material can be related to the merchant's product the better. The merchant has the same product to display year in and year out. He strives to give his display action and interest. The manager is bringing him the very element needed — drama and personality. Every window is a stage and the principles of stage design apply in window display. The still, the cut-out, the herald, the roto, the attractive window-card — all win attention for the merchant's window, and that attention is then directed to the merchant's product. In other words, the theatre manager is offering attention-winning devices. Window display experts are highly paid to render the very service which the theatre's display material gives. This material is given gratis.