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248 Building Theatre Patronage
Theatre Play-Date.
The manager should regularly pay particular attention to the proper display of theater name and play-date. Unless these two are impressed in the minds of those who see the display, its value to the theatre is negligible. Do not hide away at the bottom of your advertising material theatre name and play-date where it will be covered or shadowed by surrounding objects. Let your corner card or lettering be neat. In many instances, the merchant has refused to place the theatre's advertising material because theatre name and play date were so carelessly lettered that the display was spoiled. Be sure that your name and date card are securely fastened to the display. If they are loosened and shake off before reaching the window, the merchant as a rule will not bother to replace them because he is interested chiefly in the illustration and not in the lettering.
Preparation.
Cardboard or mat board frames for stills, cut-outs, and backgrounds for other advertising material must be prepared locally and this is where the manager can exercise ingenuity and originality. If this frame is prepared so that it will harmonize with the background and general decorative effect of the window, it is more likely that the display will be placed. Do not expect the merchant to frame and back your material.
Permanent Position. — The ideal arrangement is a permanent position in the window for the theatre's advertising. A decorative frame prepared at the suggestion of the merchant so that it harmonizes with his window furnishings can be used regularly with replacement space for play date and illustrated material.
Lighting. — Many store windows are ineffectively lighted. The theatre manager can supply gelatins and give suggestions for lamp dipping, spotlight effects and other lighting suggestions which the merchant will appreciate. Good-will can thus be developed which will serve to the manager's advantage in arranging for window space.