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The Lobby 187
given over to announcements of an ordinary feature, with no mention made of other units of the program. Much of the space could be used to better advantage.
Date Cards. — Lobby announcements should carry a card reading "Now Showing.' * This is a service for patrons. So many theatres display coming attractions in the lobby that people are often uncertain as to the current program. Announcements in the foyer can carry a card reading "Coming . . ." with play date. By an exchange of date cards the same display can be used in the foyer and later in the lobby.
Schedule. — A time schedule for lobby display, indicating the starting hours of every unit of the program, is a convenience which patrons appreciate. Some managers list on each display of the different units, the different starting hours of that particular unit. Theatres that appeal particularly to drop-in trade will benefit considerably by this service. Uncertainty of the starting time of a particular unit in which the customer might be interested has often prevented the sale of a ticket.
Position. — Have lobby panels placed for easy reading. If they are too high above the reader's eye, or if parts of the panel can be read only if the passerby is near the curb, you will lose many readers. Twenty per cent of 1 00 lobby panels studied were placed too high for easy reading; the focal point of the panel, and often the striking display element, were so far above the eye-line of the passersby that it did not attract as many as it would if placed lower.
Seasonable Display.
The lobby decoration should be seasonable in its appeal. During the summer months especially, a seasonable lobby can attract many from the hot and dusty street. It does not suffice to display the exaggerated statement, "20 Degrees Cooler Inside.'* The suggestion of coolness in lobby decoration depends very much upon the use of color. The question of color is more fully treated in Chapter XXX.
Warm colors — yellow, red, orange, orange-red, etc. — should be avoided in lamps, drapes, panel backgrounds, cur