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34 THE MOTION PICTURE advisable; and always bear in mind that the program, the film pic- tures, the song and the music, or vaudeville, if any, if mentioned in the theater-front signs, must justify the sign and fulfil all its promises. Poster Service. Title posters may be obtained from the film exchanges at a very small cost— five cents each is the usual charge — or they may be obtained from companies making a specialty of supplying title posters for films. These come in one-sheet size — the standard title poster size adopted by all film makers — and have something the appearance of the poster of Fig. 6. The charge for a poster service consisting of a weekly shipment of posters for the current films, which the theater manager then holds until he gets the films and ultimately throws away the posters which he has received for which he never got the films, is from $5 to $10 per month. In addition to simple "title posters" containing a stock form of border design (sometimes in color) and the title of the film printed upon it, the film manufacturers publish with each film an attractive colored poster, one-sheet size. A quantity of these are delivered to the film exchange with every film sold, and in turn the film exchange will furnish them to the exhibitor to whom the film is rented. As to the terms upon which the exhibitor may secure these posters, that is a matter individual to the film exchange. Usually they are furnished free to the customers who get the films first, paying the higher prices for the early runs of the film. Later users of the film do not get any posters because they are all gone. The "title poster" service is a resource when the manufacturer's more desirable picture posters cannot be obtained. Electric Signs. An electric sign, with a word in letters formed by electric lamps, such as "Theater," "5c Theater," "Motion," or "Pictures," or even "5c," can be seen a long way up and down the street. A simple electric sign is illustrated in Fig. 7. This has the words, "Theater 5c," in letters studded with electric lamps. With 4-candle-power lamps taking about 12 watts each, and with electric current at 10 cents per kilowatt, the cost of current for operating this sign four hours in an evening would be about fifty cents. To this may be added cost of lamp renewals, interest, and depreciation on the sign, if so desired. The cost of such a sign is about $50. 108