Building theatre patronage : management and merchandising (1927)

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12 Building Theatre Patronage their beauty. Those who do not understand the motion picture theatre, have been puzzled by the architecturally splendid structure, the palatial foyer, the luxurious touches which typify the leading theatres. Impatiently they ask, "What's all this for?" If you understand why patrons visit the motion picture theatre, you understand why architects plan as they do. People come to the motion picture theatre to live an hour or two in the land of romance. They seek escape from the humdrum existence of daily life. There are few other places in the present commercialized world where they can get mental rejuvenation and imaginative play at so small a cost. The fireside has been replaced by unromantic radiator pipes. Other meeting places have disappeared. People realize that for a small charge they can be lifted up on a magic carpet and set down in a dream city amidst palatial surroundings where worry and care can never enter, where pleasure hides in every shadow. Watch the bright light in the eyes of the tired shop girl within the modern motion picture theatre as she sighs with satisfaction walking amid furnishings that once delighted the hearts of queens. See the tired toil-worn father whose dreams have never come true. Look inside his heart as he finds strength and rest within the theatre. Here we have an institution of recreation and rest, of imaginative release, all in the spirit of playland. Here is an economic necessity. Here is a shrine of democracy where there are no privileged patrons. All the decorative details are elements that make up the atmosphere of a palace, to stimulate the imagination of tired minds and re-create the strength of weary hearts. The architect has mastered the psychology of the theatre-goer. He understands the patrons* love of adventure and the craving for the beautiful and the luxurious, and with deft touches excites the spirit of romance by the very structure and decoration of the theatre. The entrance arouses the patrons* spirit of adventure, for the graceful lines of the theatre are in contrast to the cold straight commercial lines of nearby buildings. The lobby is so designed that its fascination makes waiting a pleasure — because of rare paintings, impressive statuary, costly rugs and beautiful