Building theatre patronage : management and merchandising (1927)

258 Building Theatre Patronage 15. Department Stores. Special sales have been promoted, based upon the title of a photoplay, especially when the title carried a number. Thus there have been 99c sales, 36c sales, etc. Certain productions with titles like "Damaged Goods," "The Silken Charm," suggest bargain sales or sales of certain products in which interest can be developed by having the department store tie-in with the theatre's advertising. The title, "The Crowded Hour," suggested hour sales at a department store where different hours of each day were allotted for the sale of particular items. Photoplays with the salesgirl theme offer similar possibilities. Further interest can be added in such sales by having salesgirls wear a costume similar to that worn in the photoplay. When a photoplay title carries the name of a color, such as "The Crimson Robe," "White Satin," "The Golden Hour," etc., window displays in one color, or sales of garments of one color, such as "white goods sales," are possible. 16. Insurance Companies. Mock policies for protection against injury by laughter during the showing of a comedy at a particular theatre have been distributed on a co-operative basis by insurance companies who felt that the novelty of the advertising warranted their share in the expense. 17. Business Colleges. Two student typists in the window, type between certain hours announcements concerning the photoplay, which are posted on bulletins where they can be read by the public. A prize is awarded to the one who estimates most closely the number of words typed during a certain period. The window can be suitably decorated with cut-outs and stills. The advantage to the business college is evident. Speed contests are also suggested. 18. Taxi Companies. After midnight matinees free taxi rides to the homes of patrons within a certain zone were offered by a taxi company