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Selling Within the Theatre 163
established in the community. Its success depends upon the reputation of the theatre. The program for a particular week or for a half week is advertised as the "Take-a-Chance Program."
The public is kept in complete ignorance of details of the secret. An appeal is made to instinctive curiosity. The public is approached with some such statement as "For 5 1 weeks of the year you rely on the reputation of the theatre for the entertainment offered, and you know what you are getting — now 'Take-a-Chance.' ' The mystery appeal, the display of question marks where at other times patrons had definite information concerning the program, the omission in all advertising of the name of any unit of the program, the use of star's photographs wearing a mask, amusement-page stories which discussed the program in a general way without hinting at the nature of the entertainment — all these develop the necessary curiosity.
The "Take-a-Chance" idea is serviceable for programs that are sure-fire entertainment, and yet which lack any outstanding selling points that will bring patrons to the theatre. In other words, once patrons come, they are sure to be satisfied. The mystery and curiosity bring them rather than definite advertising. Evidently, if an inferior program is shown, more harm than good will result. Use the "follow-up" after the program changes, emphasizing this: "The theatre's reputation is so good that record attendance was secured even though the program was not known during "Take-a-Chance Week."
21. Chain Letters. — There is a postal law against the chain letter, but an adaptation of this can be used to advantage. A pass is offered to any patron who will bring to a matinee five letters written and addressed to as many friends, describing the advantages of the theatre. These letters are to be turned in unsealed, and a pass issued for each five. Hie addresses are copied and the letters sealed and stamped. If there is any duplication, the duplicates can be sent on the theory that reiteration will have value.
Another form can be used when business is at a very low ebb. Permit any patron to write to five friends, telling about the house, and adding that the letter will be good for one