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Selling Within the Theatre 167
30. Time-Tables. — On the back of heralds or small cards carrying institutional copy for the theatre, managers have printed the time-tables of local bus, trolley and railroad service for the convenience of their patrons. In some cases they have indicated the starting hours of various units of the program with relation to the arrival of trains and busses in the vicinity of the theatre.
31. Telephone Calls. — To reach a selected list of patrons, managers telephone at a set time when special rates can be secured from the telephone company, announcing the attraction at the theatre, giving details concerning its features. As part of the campaign for an outstanding photoplay, an exchange board can be set up in the lobby, and telephone messages sent during the hours when a crowd will be gathered to hear the messages. If the wiring cost is too great, a dummy board can be used and word-of-mouth comment thus stimulated.
32. Revivals. — Managers who bring back outstanding productions for a "Revival Week" can distribute to their patrons a list of about two dozen outstanding productions, and ask the patrons to indicate their preference; or a prize may be offered to patrons who select from a given list the pictures which are actually chosen for showing during "Revival Week."
Fashion Shows.
Merchants generally realize that the fashion show is one of the most effective methods of introducing new styles. The larger stores may stage their own fashion shows, but usually co-operation with a local theatre is favored by merchants. The object of the merchant is to establish the reputation of his store so that local patrons will not go elsewhere — and, to introduce new styles.
The co-operating store will pay for newspaper advertising, window displays, store announcements, and perhaps a street parade. In all this advertising will be included other units of the theatre's program because it is to the advantage of the store to have as many as possible attending the theatre during the fashion show. Even special invitations may be sent to the store's regular customers asking that they attend the theatre during the fashion show. These instances of co-operative
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