Building theatre patronage : management and merchandising (1927)

Page scan 000316 from Building theatre patronage : management and merchandising

Record Details:

Title:
Building theatre patronage : management and merchandising
Date:
1927
Publisher:
New York : Chalmers Publishing Company
Volume:
Building theatre patronage : management and merchandising
Leaf #:
000316
Language:
English
Subjects:
Motion Pictures, Motion pictures--Theatres
Collection:
Books
Format:
Books
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Date Added:
June 13, 2024
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290 Building Theatre Patronage tired eyes of uninterested people meet it on the amusement page. Quality. Every theatre advertisement should be representative of the quality of the institution for which it speaks. Appearances help — or hinder. An inviting display helps to sell, independently of the copy. The careless newspaper advertisement reflects as much discredit on a theatre as poor projection, slovenly ushers, a dirty marquee or an unswept lobby. The reader may not know technically why a particular advertisement is poor. He merely gets the impression from a slovenly advertisement that the theatre is not good because the advertising display is not good. Quality should be the latent message of your advertising. Quality is more often associated with simplicity and order than with elaborateness and disorder. When you aim for simplicity . . . your focus is set straight for quality.