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182 Building Theatre Patronage
and there, because there is no time for the conviction to change.
"Do It Now."
The lobby is primarily the point of immediate sale. Its whole appeal should carry the tone of "Do it now." It is not wise to use the outside lobby for advertising coming attractions. While you have your prospects right in front of the theatre, sell them that program which is now being shown. Do not lose this opportunity for immediate sale by emphasizing something else that cannot be purchased right then. Sell the coming programs inside the house.
Indirect Sales. — Although the main influence of the lobby is for immediate sales — attracting passersby to enter the theatre then and there — the lobby has also indirect influence. It can persuade some who because of other engagements find it impossible to enter the theatre at the time, to return later, because it sold the current program so effectively. Besides, the effective lobby has the influence of stimulating word-of-mouth comments by those to whom it has made strong appeal.
Sales, Not Crowds.
The purpose of the theatre lobby should never be simply to attract crowds. The crowded lobby may not be the sign of its effectiveness. Some managers have used forms of advertising in the lobby which attracted crowds, but sold relatively few tickets, because the attraction in the lobby satisfied the onlooker so completely that further entertainment was not desired.
The prolonged dance exhibitions in the lobby may attract a crowd, but if this "free entertainment" is given too generously, the crowd is satisfied and moves away. Some mechanical lobby displays have been so entertaining, that passersby crowded the lobby, and remained there long enough to satisfy the entertainment urge. The showing of trailers in the lobby can be carried to excess. If the trailer is too long and carries so many scenes from the production that the entire story is practically given away, the lobby will be crowded by those who will enjoy the "free entertainment." The object of the