In order to attract audiences, theaters in Portland promoted that they not only had good shows, but amazing services and settings in addition to that.
For example, James Broadway theater in Portland promoted its grand opening through an advertisement in the newspaper stating that they had a feature which was the use of girl ushers. By emphasizing the service intentionally, the theater was trying to stand out from other theaters who did not have this service in a bid to attract more potential audiences who were interested. In addition to the shows and girl usher service, the Broadway theater had provided programs of unexcelled attractions others did not have, which were tea garden, wrap checkroom, as well as personal service of highest character. One of the most outstanding features of the Broadway theater would be the tea service served by Chinese girls. The theater purposely hired Chinese employees in order to create a perfect Oriental atmosphere to enhance the tea concept infused in the whole theatre system.
Marquam Grand Theatre announced in the Oregon Daily Journal that they provided carriage service from 10:05 pm. Being considerate by providing the audiences with convenience, the theater would be more likely to gain potential audiences than other theaters who did not have the service, since the audience who came to this theater would not need to worry about how to commute back home after a late night show.
There were many features that could not be found in a traditional indoor theatre especially in summertime, so that was why Shields’ Park had outdoor shows. Nobody would rather sit in a hot theatre rather than being in a park with delightfully cool breeze and shining stars on a summer night. This special program provided people with this ideal option and would surely attract many people in summer.
Theaters featured extraordinary services as a promotional strategy to attract more audiences made them stand out from other traditional theatres.
Citations:
Broadway Theatre Will Open Tonight, advertisement, The Oregon Daily Journal, December 23, 1916: 2. Oregonnews.uoregon.edu.
James Broadway Theatre Grand Opening, advertisement, The Oregon Daily Journal, December 23, 1916: 2. Oregonnews.uoregon.edu.
Announcement Extraordinary Mme. Lillian Blauvelt, advertisement, The Oregon Daily Journal, February 6, 1904: 15, universityoforegon.newspapers.com.
Shields’ New Program, advertisement, The Oregon Daily Journal, July 18, 1903: 13, universityoforegon.newspapers.com.
