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The Theatre as an Institution 27
agreeable and unfriendly, or it can be simply negative and "just a theatre." People have said of some theatres, "I wouldn't go there if the best photoplay ever produced was being shown. M It has been said of other theatres, "I go there only when an especially fine picture is booked." It has been said of other theatres, "I go there regularly, no matter what the program is, because I like the theatre. It is friendly. It has institutional appeal."
Distinctive Features.
Because the program alone is not the only possible business builder, the manager should go over other details of operation regularly and improve those which might develop regular patrons. He should add little refinements and conveniences for patrons which are within the budget of the theatre. Then he should bring to the attention of patrons his distinctive institutional features. Patrons may not notice them otherwise. Advertise everything which will help to make regular patrons, and sell it hard. Selling the program alone develops the habit of "shopping for entertainment" and consequently the theatre gets patronage only when the program seems exceptional.
The Theatre Name.
The institutional appeal of the theatre is built around the theatre name. The name recalls the institution. The name can be just a tag or it can be something distinctive. Local names mean more than others, because the community has more definite associations clustered around the local name. It often awakens pride. Usually it is more personable and familiar. The desirable theatre name is short, harmonious in sound, easy to pronounce, easy to remember, easy to write, easy to print, suggestive of entertainment, distinctive, and difficult for competitors to imitate without legal difficulty. A name of six or seven letters and of no more than two syllables is preferable. Careless choice of a theatre name can cause many inconveniences. There are theatre names of four syllables which make it practically impossible to use effectively small space newspaper advertisements. There are names in use which are not easily pronounced. Rather than ri?k a mistake