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1947-48 Theatre Catalog, 6th Edition, Page 494 (478)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 494
Page 494

1947-48 Theatre Catalog, 6th Edition, Page 494

The Exploitation of Theatre Construction

Ballyhoo of Building Activities Can Beget Considerable Public Interest and Good Will

In the field of the theatre, the activities of advertising, publicity, and exploitation seem most generally praticed in reference to film entertainment. Yet, actually, any activity in and around the theatre may be the source of valuable publicity for the house. When the Miami Theatre was only in the blueprint stage, Wometco Theatres planned a continuing program of propaganda designed to create and develop such public interest and good will that the more than 172,000 persons of the Sunshine States second city would consider the theatre an old friend, even on the opening day.

First things coming first, three pulchritudinous damsels were photographed placing a sign-"Making Way for Wometcois New Miami Theatre . . . to be erected on this sitelieon the fence

THE FIRST ANNOUNCEMENT oi the Miami Theatre is publicized by a typical trio oi Florida pulchritude. The sign assures public interest and the girls make the picture worthwhile printing.

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SPECIALLY PAINTED SIGNS, with credits to architect, builder. and subcontractors, always cxdd interest to a construction job, answering the public's questions even before they are asked.

thrown up around the area. Not only is the announcement of a new theatre news of the man-bites-dog variety in anyonets newspaper, the use of shortsclad gals resulted in additional space in the papers.

When the project developed to a point where credits to subcontractors along with the architect and builder, could be made, a special sign was painted on the protecting barrier.

The use of observation windows for sidewalk superintendents is nowadays virtually a must-do on construction jobs of any appreciable size. But what is rather new is the installation of a smaller window at a lower level for use of the younger generation, no less full of interest and curiosity than its elders.

While perhaps this sort of continuing ballyhoo is not exactly new or novel, it still remains a high-rating way to create, develop, and maintain public interest and good will. And certainly few theatres have handled the continuing campaign with the flare for Showmanship, generally thought of in connection with the American theatre, as did Wometco.

Theatremen everywhere might well consider the possibilities of capitalizing on the publicls curiosity to see for itself what is going on behind a high board fence. Such devices as are indicated on these two pages are not expensive, and they promote the double purpose of satisfying a native curiosity and building good will which, if properly furthered after the house is in actual operation, should go far in making the theatre not only an integral part of the community but also in virtually engendering a pride of ownership on the part of the public.

1947-48 Theatre Catalog, 6th Edition, Page 494