Signage is good for sales, no doubt, but don't do what some cinemas have done and turn your theatre into a smelly 'cafeteria' with the popcorn machine spewing hot, rancid fumes into the lobbby in the mistaken notion that this will make people want to buy. When just entering a lobby the aroma of FRESH popcorn without the cloying, synthetic 'butter' smell, can make people want some, but after one gets into the auditorium the combined smells of all the foods along with the munching sounds can be just toooo much! Sometimes it reminds me of pigs at a trough. One place piped in the vent from the popcorn machine to the auditorium thinking it would entice people, but I found the effect nauseating, and apparently so did lots of others, since patronage fell off in preference to other places, and they are now long out of business. Yes, the profit is in the foods, but don't forget that people come there for the movies, for the experience of a GOOD theatre. Since it is easier and cheaper to stay home and eat the junk food and watch a video, you have to deliver something like the old movie palace experience of going somewhere special. Maybe Uniformed ushers (ticket taker, at least), discreet snack bar without odors, and good projection in a snazzy decor will tell people that you run a CLASS operation and they will not so easily show up in T-shirts and cutoffs, and may behave more as though they were wearing a suit and tie.
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