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190 Building Theatre Patronage
advertising material cannot be purchased regularly for sucn panels, can devise home-made displays.
Magazine covers and pages of the "fan" magazines can be cut out and pasted on decorative backgrounds. The fullpage advertisements of producers carried in national magazines will make attractive displays for the lobby. Even star photographs can be displayed, and correct the bad impression produced by bare, ugly spots in the lobby. Just as merchants use valuable window space for display, so should the manager use valuable lobby space.
The quality of posters now available at the exchanges is so exceptionally good that one wonders why this material is not used more generously at theatres, where there are bare spaces that should be covered.
Every foot of lobby space is valuable. Consider to whom you can bring your lobby message, and then see if you are wasting valuable lobby space.
The Floor. — Even the floor and sidewalk of the lobby have an advertising possibility. Instead of plain rubber mats, mats with the theatre's trade-mark, or theatre name, can be used. Pasted lithographs and cut-outs under glass in the lobby floor, back-lighted by a lamp, make an attractive display. The painted announcement on linoleum mats is used. Long strips of plain tiled flooring can be broken with the insertion of colored tile spelling out the theatre's slogan. At the exit doors a step cut out and covered with glass, can show an inserted announcement of coming attractions. Thus, what otherwise would be only a dark step becomes an attractive and novel advertisement which will be noticed by all who use the exit. One manager placed a strip of red carpet from the curb to the box office and stationed a darky to keep it clean of footmarks, using the darky's uniform to carry an announcement of the current attraction.
Panels.
Lobby panel frames can be made very much more attractive by frequently changing the background, using different styles of design. Why should the same panel background appear without change week in and week out, when at a very