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The Lobby 179
circulation, just as he views the cost of newspaper space, also determined by circulation. This means that he will give the same careful attention to getting returns on his lobby space as he gives to getting returns on newspaper advertising space. There are some theatres whose location gives the lobby a larger circulation for an advertising message than does a local newspaper. Nevertheless, managers who give careful attention to the use of newspaper space will overlook many opportunities for merchandising with the lobby to an even larger circulation.
Functions.
Window display experts set down these three general functions of the show window:
1. Drawing attention to the store and reflecting its policies
and character.
2. Selling the institution as well as its merchandise.
3. Supplementing other advertising.
The store window exhibits the product where its purchase calls for the least effort, and where the desire of possession, once developed, is not likely to be ignored. So powerful is this influence of the show window for immediate sales that some institutions in their other advertising call attention to their show window. They make it a practice to bring people to the store to look at the windows, feeling that the window display will be strong enough in itself to bring them from the window into the store.
The theatre cannot actually display in the lobby the merchandise that it sells as can the department stores and other institutions. The product of the theatre is intangible. It is not something that can be carried away as can other products. In fact, it is bad to "give away your show'* in the lobby. If a miniature trailer in the lobby shows too much of the program, people get their entertainment in the lobby and will not buy tickets.
However, the lobby can be so inviting and its advertising message so convincing that it will bring people from the street into the theatre, just as the show window brings customers into the store. If any contest can be arranged which would require that people visit the theatre lobby to study the displays there,