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262 MOTION PICTURE THEATER MANAGEMENT
portunity for the exploitation of the program, provided the material and the copy have sales value. The frames must, however, blend harmoniously with the decorations, and must not appear crowded. Where it is possible, one frame should be devoted to a program timetable, consisting of the full program, noting all the units, together with the scheduled time of showing. There should also be provided at least two frames within the lobby or foyer for announcements relative to coming attractions, but such frames should be marked clearly, "Coming attractions," or "Next week," so that they may not be confused with the display of the current attraction, which at all times must of course dominate the advertising display.
The higher type of theater maintains either its own sign department, where announcements are designed and prepared for frames, or else contracts with local sign painters for such service. These announcements generally are painted posters, with scenes of the feature attraction, or perhaps a likeness of the featured players, together with the copy pertaining to the attraction lettered in. The writer has found that such posters are effective and are in harmony with the atmosphere of a fine theater when the art work is of the highest caliber. Such posters may prove even of greater value when spaces are provided for actual photographs which may be inserted behind the poster, within openings cut out to frame the picture.
Photographs, or stills, are furnished on every feature attraction, through the film exchanges where pictures are rented. Such photographs are generally obtainable in four different types and sizes.
In addition, there are photographs that go by the name of "Squeeges" (glossy prints) and are used principally for newspaper work.
All of these may be used to splendid advantage in the preparation of lobby advertising. Some of them are tinted by a special color process, or come in attractive photographic tones.
Where good art work is not obtainable, or where the expense may prove prohibitive, acceptable results may be obtained by providing mats covered with brocade, silk, velour,