Building theatre patronage : management and merchandising (1927)

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The Lobby 183 lobby is to sell tickets, and not simply to attract a crowd. Let mechanical displays, trailers, lobby music, and lobby dances whet the appetite and arouse curiosity so that tickets will be purchased. In this the theatre lobby differs from the show window. The show window cannot display too much of the product on sale. But the theatre is selling something that is intangible. The sale depends upon awakening desire and curiosity only to a point where tickets are bought — and not beyond that point. The Institution. The theatre lobby, like any other show window, sells the institution. The theatre as an institution of entertainment should have an entertainment appeal in the lobby. There should be nothing sombre, nothing dingy, nothing gloomy and nothing that savors of drudgery or daily work. The lobby should be the brightest spot on the street, because brightness and entertainment are so closely associated. In fact, if local merchants will keep their show windows lighted, the theatre street becomes a "path of light* * which helps attract those seeking "entertainment." Every detail of the lobby should breathe the spirit of entertainment, carry a message that speaks entertainment. Appealing decoration, novelty, general tidiness, sparkling brass and bright lights, the alertness of the service personnel — all combine to appeal to the mood of those who seek entertainment. Because people seek escape from daily drudgery, entertainment appeal is not conveyed by such displays as brooms, washing machines, household implements, which have been displayed in lobbies because the theme of the featured picture was based on some phase of life where these reminders of toil played a part. Make your appeal glamorous. In selecting material for lobby display, remember that people are not attracted by such gruesome details as the electric chair, the hangman's noose, a dark and dingy cabin, etc. Some lobbies are generally so attractive in their entertainment appeal that the very thought of entertainment brings to mind a particular theatre lobby. Other lobbies are so lacking in entertainment appeal that many members of the community 13