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30 Building Theatre Patronage
mention of the location until it becomes well known. Some managers make it a practice to circularize regularly, calling attention to the theatre location and transportation facilities for reaching it from different sections of the city. Mileage signs on the roads mentioning the theatre name, and time signs at trolley transfer points stating the time it takes to reach the theatre, help to establish location. Theatres that cater to outof-town trade should include the theatre location in advertising intended for such patrons. For instance, in hotel lobbies where strangers in town might read your poster, list the location of your theatre, and something about its proximity, general direction or transit facilities for reaching it. If your theatre is near a prominent market or large department store, remind the buyers there of its proximity. Very often, the fact that persons are in the neighborhood might bring them to the theatre if they are reminded that it is near-by.
Merchant co-operation has been used to make a theatre location better known. Take the name "Star Theatre" for example. An enterprising manager persuaded merchants on the same street with the Star Theatre to use the name "Star" for their stores. So there was "The Star Bakery," "The Star Drug Store," "The Star Market." The street became known as the "Star Theatre Block." Merchant advertising carried lines like "The Star Bakery on Star Theatre Block," and "The Stationery Store across from the Star Theatre." The repetition of such advertising not only fixed the theatre's location, but mention of the name "Star" served as a reminder of the theatre.
The manager is so close to his theatre that he does not always realize that there are many patrons who do not know where the theatre is located. There are many more who do not know how close they are to it when shopping. If you can bring shoppers over to the lobby — your show window — by some announcement, there is a chance of selling them tickets with your lobby display. Your efforts are wasted trying to sell people the idea of seeing a certain program, and then failing to have your theatre location so well known that they can reach it readily,