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The Theatre as an Institution 25
of programs at competitive theatres, patrons attend one theatre rather than another because of its institutional reputation.
Meaning.
The word "institution* ' has such an imposing sound that it seems applicable only to the big metropolitan de luxe theatres. Such is not the case. Practically every theatre can be established as an institution. Size is not the determining factor. It is well to realize that less than 800 theatres in the country seat over 1,750. Hotels of every size have been established as institutions. One of the hotel trade papers recently commended a small 2 5 -room hotel in a town of 2,000 population for the distinctive quality of its operation, which earned for it an institutional reputation. Theatres of 800 seats with 2,000 and 3,000 seat competitors have made and kept patronage because of their institutional appeal.
Price of admission is not the determining factor. Not over 1 00 motion picture theatres in the country have an admission of over eighty-five cents. There is not so much difference between the lowest admission price of the higher class theatres and the top admission price of others. The average admission price for motion picture theatres now is about thirty cents. Admission price sets no limits to the possibilities of institutional appeal. This is evident from the reputation of cheap price stores in every business. Nor is expensive equipment alone responsible for institutional appeal. You can judge a theatre or a hotel by its equipment alone, just about as much as you can judge a man by his clothes. There must be something more.
Establish your theatre as an institution.
What does this mean?
First consider establishments with institutional appeal in any other business. The institutional appeal is something quite distinct from what is actually sold.
Certain hotels, certain clubs, certain restaurants, certain department stores have institutional appeal. This appeal is based upon "something extra' * which goes along with the sale of a product and yet is not the product sold. In some cases, the institution is sought out before any decision is made about