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300 Building Theatre Patronage
4. The Blazed Trail of Romance. — The human soul contains a pas
sion for life, for fairness, for beauty, for progress, for love, for adventure, as well as for less fine things, but the big thing is that the good side won't be drowned! The good in us will
win, but the fight's terrific and there's the plot of a million
great plays. A show can make souls grow as well as thrill to the uttermost.
5. Keeping the Family Alive. — An endless chain of happy evenings!
That's what keeps the family alive. It does not matter which evenings in the week you go, as long as you don't let the family go separate ways. Get them together tonight and come to the theatre.
6. Keeping the Family Together. — Keeping the family together
doesn't mean keeping the family home every night. Home is a great place to come back to, as any woman can tell any man, or any youngster tell any parents. The family that knows enough to go to great photoplays together has learned one of the secrets of lasting family happiness.
7. AH Dressed Up and Some Place to Go. — A place that may be
the white snows of Alaska or the white sands of Florida. Green valleys or Rocky Mountains, Broadway at noon or a farmhouse at midnight. Or all of them! A place where you may be a pirate, cowboy, or aviator, having terrific adventures in forest, sea or air. In one evening have the thrill of all the deeds you've ever dreamt of! A few steps from home.
8. What Are You Doing Tonight? — Then how'd you like to do a
society stunt, associating with limousines, lords, and pearl necklaces on a free and equal footing? Or take a fling at being a Wall Street King, playing with railroads and millions like toys and pennies? Or help cleah up a gang of Western bandits, in a sharp flurry of mustangs, masks and sixshooters?
9. And There You'll Find Your Old Sweetheart Again. — Come —
drop that newspaper for tonight! Maybe she's tired of a paper wall and silence and the width of a lighted table between you. Maybe she's thinking of those other evenings when you sat
next each other and there were no lights. Come — forget the
news for once. Take her to a theatre where any time you go you'll see a picture worthy of your best and finest moods. How long since you sat that way together? Habit has built a wall of commonplaces. You sit on opposite sides of a table — and read newspapers, or pore over bills. But here . . . there is no table between you. No light to disclose harsh realities. You sit close, side by side, and maybe your hands touch. You are learning how to be lovers again, from fleeting lights and shadows that move across the screen! And as that unconscious hard crust of life is melted by the kindly warmth of a
finer, tender feeling you glance at each other and see no,
not brows knit with the problems and plans of to-day and to-morrow — but only the shy young girl and strong, romantic youth of those other bygone days and their never-to-be-forgotten sweetness. You have found your old sweetheart again.
Enthusiasm.
No matter how long and how carefully you work on your copy, if you lack enthusiasm it will not get results. Copy is not