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188 Building Theatre Patronage
tains, frames, etc. The cool colors should predominate — blue-green, blue-violet, and green. Green is restful to the eyes, soothes the nerves and affords relief from the glare and the heat of summer. White paint under the marquee suggests coolness. Hidden electric fans remind the passerby that within the theatre there is an escape from the heat of the street. Attractive lattice work can replace heavy doors. Greens, flowers and ferns can be tastefully hung. Heavy, cumbersome displays which choke the entrance, giving a stifling effect, should be removed. Light, attractive uniforms for the theatre staff and a general alertness on their part will help to attract. Keep the lobby clean, neat and tidy during the summer months, because this adds to seasonable appeal. Flowing streamers blown by fans help to create the impression of coolness, so do snow and ice designs for panel backgrounds. In general, the theatre lobby, by its seasonable appeal during the summer months, can make the theatre recognized as a "summer resort."
During the fall and winter months it is comparatively easy to make the lobby seasonable.
With the coming of spring, people seek the outdoors. The lobby that is stuffy and dusty cannot meet the competition of outdoors. Spring cleaning is in order. The color schemes, the drapes, lamps and the displays which were warm and intense during the winter months should be replaced. Light green should predominate in the decorative effects of the lobby. Flowers and greens can be secured for display. Your theatre should be the first to appeal to the spring mood of passersby. When store windows around a theatre are rearranged with spring-time effects, a very bad impression is created by the theatre that keeps its lobby just as it was during the winter months. The very fact that the lobby has been completely changed for the spring months makes it more attractive.
Timeliness.
Besides seasonable appeal, the lobby can have an appeal that is based on timeliness.
Holidays. — Holidays, local celebrations, events of local interest give many opportunities for timeliness in lobby display. The display during Thanksgiving week should feature