Building theatre patronage : management and merchandising (1927)

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CONTENTS CHAPTER PAGE I. Introduction 1 II. The Motion Picture Theatre 7 III. The Development of Theatre Advertising . 1 5 IV. The Theatre as an Institution 24 V. The Manager 33 VI. Management 42 VII. Personnel Service as a Sales Agent ... 56 VIII. Your Community 79 IX. Why People Attend Your Theatre .... 88 X. Why People Do Not Attend Your Theatre . 97 XI. Advertising 106 XII. Advertising Materials 128 XIII. Cut-Out Displays 141 XIV. Selling Within the Theatre 150 XV. Using the Mails 170 XVI. The Lobby 1 78 XVII. The Marquee . . . .' 199 XVIII. Outdoor Advertising 209 XIX. Distributed Matter . 231 XX. Co-operative Advertising 236 XXI. Printing Materials 262 XXII. Principles of Layout 274 XXIII. Copy 291