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The Theatre as an Institution 29
the theatre name about every other month. Consider how nationally advertised products maintain the same distinctive lettering without change. This helps to identify the name. A distinctive design and a distinctive border also help to identify the name and make it more easily recognizable. It is well to combine a design with the name because when the lettering cannot be read at a distance the design is recognizable. Consider in this connection the recognizable designs adopted by Ford, Chevrolet, United Cigar Stores, General Electric, KeenKutter, etc.
Theatre Slogan.
The purpose of a slogan is to put in a simple, appropriate, impressive way the message of the institution. The slogan should focus attention on a distinctive feature of the theatre which is not mentioned by competitive theatres, so as to distinguish it. A slogan should be brief. Its purpose is to remind rather than tell or explain. It should not be too general. For instance the slogans "Home of Motion Pictures,' * "Palace of Entertainment,'* "Where the Best Photoplays Are Shown," etc., are not effective. The slogan should not exaggerate. It need not be centered on the program or the trademark of productions shown. However, when a theatre is assured of the product of a leading producer, the name of that product could be used in the slogan to good advantage. For instance, "The Home of Paramount Pictures," or "Where Fox Photoplays Show," etc. Slogans should be selected for permanent use. If the product around which the theatre slogan is built is no longer available, a new slogan should be found. In this way the theatre which later books the product has the advantage of the product slogan advertising used by the theatre which first had the product. Consider such nationally familiar slogans as "Say it with flowers," "Eventually, why not now," "Good to the last drop," "If it's made of wood, we have it," "When you think of shoes, think of Smiths," etc.
Theatre Location.
When a new theatre opens, its location should be definitely fixed in the minds of people. All advertising should carry