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THE SHOW WINDOW OF THE THEATER 261
the window. The hours the theater is open should also be placed in a conspicuous place.
The frames in which the announcements are displayed, may be of material value as business getters when they are properly utilized. Here we really have the show windows of the theater, and if displays are attractive and original, they correspond with the appeal of show windows in a fine department store. Just as the retail stores employ experts to create unusual and attention-attracting displays, expert attention should be given in preparing the material and the copy that announce the program. The same care must be taken in laying out the design of announcement posters as in planning the most extensive newspaper campaign. (Figure 28.)
Frames should be provided on either side of the entrance and should be designed by the architect so that they may be in harmony with the rest of the building. Where conditions permit, additional frames should be placed on the set back into the vestibule on either side. Such frames are generally 28" by 42" on the inside, and when possible, should be at least six inches in depth, with installation within the frame of a three-color indirect lighting system, wired so that any of the three colors may be used separately. The frame should be covered by a plate glass door so that change of announcements may be made readily. The advantage of a three-color lighting system is that there may thus be secured a flexible arrangement, which will make possible unusual and attractive illumination. In addition, at times the color used may be in keeping with the atmosphere of the attraction. The advertising of a romantic drama may suggest a moonlight effect which may be procured through the proper blending of such a lighting scheme. This same idea may be developed even to a more effective result by the use of dimmers operated by motors, through which a continuous and gradual change of color illumination may be secured.
Where theaters have vestibule arrangements that make possible the installation of more and larger frames than those described herein, every advantage should be taken of such an opportunity. Each additional frame offers an additional op