Any number of special promotions and gimmicks were used to attract patrons to movie theaters.
NEWARK -- In this picture taken in the 1940s, five sets of twins were photographed at the Adams Theater in Newark.
Cinemas didn't depend solely on the film being shown to attract patrons; any number of special promotions and gimmicks were used.
In this case, the theater was promoting "Twins Day" where twins got in two-for-the-price-of-one.
Other activities at movie theaters included war bond drives with celebrities or giveaways of dishes.
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