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184 Building Theatre Patronage
have never entered the theatre, because their judgment of the theatre was determined by the appearance of the lobby. Independently of any particular program, the lobby can create a favorable or unfavorable impression of the theatre as an institution of entertainment. These things create an unfavorable impression: cluttered-up entrances, dirty frames, dusty glass, slovenly attendants, careless lettering, lights out, the need of paint, the need of polish, carelessly hung posters, inaccurate announcements, a bewildering display of titles with no indication of the current program.
Such carelessness creates the impression that there is the same carelessness in selecting programs, in cueing pictures, in seating comfort, in ventilation, and in other details of operation. The lobby can create an impression of quality. This impression is accepted as characteristic of the entire operation.
Change.
Because the theatre, exclusively an institution of entertainment, suggests novelty, diversion, variety and change, the lobby should never become monotonous. The lobby with the same familiar panel backings, the same familiar color effects, the same array of stills, the same general type of display week after week, becomes montonous.
Remember that the same people are passing your theatre day after day. If they become accustomed to your lobby, it is not likely that they will give it a glance as they pass. The show window that is not changed regularly ceases to attract attention. Your object is to attract the attention of as many passersby as is possible. Once the impression is created that there is always something new, some unexpected novelty, some added decorative touch, the more chance there is of attracting attention.
Besides, a change in the lobby means there is a change in the program, and the more pronounced you make the lobby change, the more attention will be attracted to the change in the program. The lobby can give the impression by repeated changes that there is always something new, something different, within the theatre. The ideal lobby would be one that any passerby could not help but notice.