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28 Building Theatre Patronage
in pronunciation people talk about another theatre. Why are names like Strand, Star, State and Gem so often adopted when local names are available which would be more effective? Once the theatre name is adopted it should be kept. Around the name is built the theatre's reputation. When a house has been a distinct failure, and its reputation is a detriment, and it is taken over by new management, it is advisable to change the theatre name and build around the new name a new reputation.
Theatre Name Contest.
The selection of the theatre name can be made a matter of community interest. A contest can be conducted with a substantial prize for the name submitted that is adopted by the management. Newspaper publicity for such a contest can call attention to the institutional features of the theatre. Because of the contest, when a name is finally selected, it makes a deeper impression, is more easily recognizable, is considered as a local product in which the people have had a share. Some clever managers have opened a new theatre as "The theatre without a name" and used no other name during a contest which was conducted under the auspices of a local newspaper for the selection of the most appropriate name. The novelty of this temporary title drew almost as much attention to the theatre as the contest. The contest required that with each name submitted must come a 200 word explanation of why the name was appropriate. This gave the newspaper interesting material to run in connection with the contest. Thus, for over a month the theatre was kept before the public. When the name was finally chosen it was discussed and thus firmly established. How much better is this than just picking a name haphazardly and tagging it on the theatre as though it were of little significance?
Theatre Name Lettering.
A distinctive lettering should be adopted for the theatre name. This makes the theatre name more recognizable. Once distinctive lettering is adopted it should not be changed. Too many theatre advertisements have a new style of lettering for