Building theatre patronage : management and merchandising (1927)

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152 Building Theatre Patronage gelatin, colored light mediums, or photographic film from which the emulsion has been cleaned. Cover glasses and binder strips may be obtained from any dealer in photographic supplies. Old photographic negative which has been bleached can be used as a base for the pen-written slide. Any photographer can bleach useless negatives and these can be cut to exact size. They should be written in drawing ink with a crowquill pen and should be permitted to dry before being placed between the cover glasses. A slide which looks as well as those professionally prepared, can be produced from black paper with a stencil cutter such as that used for the mailing list. These stencil cutters cost $ 1 00 and upward, and are not in general use, but where they are installed, use them for slides. The black paper can be obtained from any photographer who does amateur developing. The paper used on photographic film cartridges will also suffice. Since this is thrown away, the photographer will give you a supply gratis or for a pass. Novelty Slides. — There are several novelties that can be used to attract attention and avoid monotony when slides are shown. For example, you can prepare a slide in the usual manner, and then coat one side of the outer glass with opaque. Working with a small camel's-hair pencil, you can remove this outer coat, and cause the message to appear gradually, getting much more attention. Or you can spread the message over a set of five or even more slides. The first few are merely clever lines intended to get a laugh and hold interest. You should disguise the advertising as long as possible. To illustrate, here is the wording on a set of slides in a series: Slide L There are 974,638 old maids in the United States. Slide 2. There are 795,793 bachelors. Slide 3. There are 5,298,793 married couples of which — Slide 4. Only 1,751 are happily married, but — Slide 5. They would all be happy could they see "The Golden Wedding" which will be shown here on Monday, Tuesday and Wednesday of next week.