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CHAPTER XIV SELLING WITHIN THE THEATRE
THE distinctive advantage of advertising to patrons within the theatre is that the appeal is made either to regular patrons, or to those who have already been sold on one program and presumably are ready to be resold for a future program.
Those within the theatre offer the least possible sales resistance. Consequently, advertising to them should get better results with less effort. However, possible results are limited. While the manager seeks to keep his existing clientele he should be constantly striving to develop new regular patrons. Except for the indirect influence of word-of-mouth comment from those who have seen advertising within the theatre, such advertising does not make new patrons.
Because advertising within the house is so effective, it should not be overlooked in any campaign. It keeps intact an established clientele while other advertising can be making new patrons.
The Screen.
The screen offers the most useful opportunities for within-the-theatre advertising. This does not mean that the screen should be used to exhibit advertising announcements of trades-people. Such advertising may bring a small revenue, but it becomes very tiresome. Patrons resent it. Where one theatre uses such slides and the competitive theatre does not, the latter has a considerable advantage in patronage building. But although patrons may resent slide advertising of tradespeople, they do not resent the judicious use of neat slides and trailers announcing coming attractions or calling attention to features of theatre service and operation.
Slides.
Money is often wasted and opportunities are lost because managers cannot make slides. For the most ordinary
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