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180 Building Theatre Patronage
this would lead to ticket sales. The manager should consider the lobby as the theatre's show window. He can learn much by noticing the care given to the windows of other institutions to make them attractive, inviting, recognizable, and indicative of quality.
No Standardization.
Show windows of other institutions can be generally standardized. Shape, arrangement, display, and lighting for store windows can be brought down to some general principles; but the theatre lobby cannot be so easily standardized. Practically every theatre lobby presents an individual problem. No two lobbies are exactly alike in every detail. Even if any two lobbies are alike in construction, their problems vary because of difference in location, artistic background of the lobby, policy of the house, the side of the street where passerby traffic is heavier, local fire and building code regulations, etc. Because every lobby has a unique problem, the manager must determine the arrangement and lighting and decoration of the lobby very much as he goes about the arrangement of an advertising lay-out. The arrangement of the lobby is a problem in lay-out. There is just so much space to use, so much surrounding material to be considered, definite types of patrons to appeal to, and certain details to be emphasized and others to be toned down. The manager should spend time in front of his theatre seeing the lobby as it is seen by passersby, considering its possibilities and striving to strengthen its selling power. Just as the merchant studies the store window as a merchandising influence, so should the theatre manager study his lobby.
Built-in Displays.
There was a time not so long ago when the lobby was the theatre's only advertising medium. The early store shows did not use the newspaper, the billboard, and other forms of advertising. All emphasis was placed on the lobby. Muslinback posters covering almost the entire front were later followed by heavy built-in fronts; for instance, with a railroad photoplay, the front was built-in to resemble a railroad car