If you lead a patron to expect one thing and give him something else, then you have disappointed him.
The title should be applicable to the story. The exchange pays the manufacturer, who pays the Editor, who pays you. He knows that it is part of his duty to give the exhibitor something that he can sell to advantage that he may be able to pay his exchange bills. The Editor knows, and knows that the exhibitor knows, that the short, snappy title will make for business. can be taken in at a glance and almost subconsciously, yet in the evening you will remember that Tricky Tess is at the Bijou and you will want to go down and see it. A second reason is that a short title is more easily remembered. It cannot be displayed to the same advantage here or in the newspaper advertising. A long title will not look well on the billboards. The essential is that the title should be brief. When you have used a title, throw out the card. Spend your rainy Sundays trying to improve the poor ones. In no time at all you will have some good titles and a lot of poor ones.
Carry cards in your pocket and jot down ideas whenever they come to you or wherever you may see a suggestion. Keep a pack of cards and write down all the good titles that come to you. You may offer a choice of two titles, but good titles are valuable and it will pay to keep them for yourself. Think of a dozen or more and select the best one. It follows that the best title you can think of is none too good, so do not rest content with the first one that comes to mind. Either the titles have attracted or have failed to rouse interest. You have only to stand before the lobby of some downtown picture theatre to watch the people look at the posters and either enter or pass on. More than this, he knows that a good title will help the exhibitor to sell the play to some people who migkt not visit the performance were the titles unattractive. A good title gets the Editor into a receptive frame of mind. What was it that father said they should not do, and why did he say it?You will show the same curiosity that presently others will feel if the story is put out.Ģ. On the otheE hand a snappy title such as "Father Said They Shouldn't" will engage your interest. You would know that to read the story would merely be to waste your employer's time. No one who knows how to write a story would employ such a title. Opening the mail came across a story entitled "The True Story of How Lizzie Smith Married Henry Brown, " the probabilities are that you would send it back unread. CLEVER titles do not make plots any better, but they most assuredly help to advertise them.
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