Building theatre patronage : management and merchandising (1927)

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 #:
00041
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:
November 07, 2023
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The Development of Theatre Advertising 23 The theatre itself is an attraction. Perfected personnel, service, seating comfort, improved ventilation, decorations, music, and many appliances and up-to-date equipment, are all helping to build theatre patronage, irrespective of motion picture programs. There is much that the modern motion picture theatre can emphasize in advertising, besides the program, in order to build patronage. Conclusion. Motion picture theatre advertising has had a remarkable development. There was a time when practically no advertising was used, and the novelty ''pictures that move," irregardless of what the picture was, attracted patrons. Then came well-known photoplay subjects with dramatic appeal and wellknown stars. Here was material that could be advertised. Now, the mediums of advertising used by the motion picture theatre are more varied than those used regularly for any other product advertised. The subjects which attract theatre patronage are not only the stars and the photoplay, but the theatre itself, as an institution of entertainment.