Building theatre patronage : management and merchandising (1927)

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148 Building Theatre Patronage The bicycle wheel may be turned to run horizontally to give a turntable on which you mount cut-outs of race horses, automobiles and similar objects. Two small idler pulleys will enable you to gear the wheel to the motor. Usually the best effect is gained by adding a backing with slots through which the racers disappear or reappear. In any event, the wheel should be weighted to give it steadiness of motion. A "mystery" effect is gained with the same wheel by mounting the magnets from an automobile to the rim of the wheel, and letting these carry along a light cut-out on a cardboard platform just above. Missing sections of a cut-out can be added or lettering removed with oil or watercolor. The dry colors, mixed with water and glue, will suffice for indoor work. Oils should be used for exposed cut-outs. For a final touch use the coarse bronzes known as "metallic" or "flitters." Paint the desired surfaces with thick glue or a quickly drying varnish and sprinkle with the bronze when nearly dry. This is good for daylight display, and is even better at night, when the bronze catches and reflects the lights. If splotlighted in color, this is even more effective. Lettering. Not only figures and backgrounds from posters, but even the lettering can be used for cut-outs. The letters, spelling a title, are cut out and strung across the lobby. These may be well backed and individually hung from a wire, or they can be cut from paper and pasted to a frame covered with fine mosquito netting, or on a tennis net. Background. Cut-outs can be used in lobby panels, foyer panels and in small wall frames around the theatre. Many a still offers excellent cut-out possibilities for small frames. The dark photographic background can be cut away and the figure used against a color background of velour, linoleum design, wallpaper design, crepe paper or Japan paper. If the color background of a poster, window card or lobby card does not harmonize with the decorative features of the lobby, the background can be