At the very old but newly renovated theater where I was to lead Ne'ila, you might hear a James Joyce marathon reading or concert of avant garde polka music from Sweden. A hip and countercultural sort of place, it was a fitting venue for my synagogue. But in a concession to the very commercial need for an audience, they installed a "zipper" above the front marquee, a rotating string of words in lights like at Times Square, to announce current shows ("GEMS OF ICELANDIC CINEMA...TUES 3PM...$15...GEMS OF ICELANDIC CINEMA...TUES 3PM..."). As I approached the theater, I suddenly wondered what they were going to do about that zipper. The place would appear to be closed if they turned it off, and people might get confused. "HAPPY YOM KIPPUR TO OUR JEWISH FRIENDS..."? Maybe some tasteful Biblical quote: "MARK, THE TENTH DAY OF THIS SEVENTH MONTH IS THE DAY OF ATONEMENT...SOLD OUT..." Or, "YOU SHALL PRACTICE SELF-DENIAL...TICKET HOLDERS ONLY..."
The zipper was still on. But all it said was the neighborly and innocuous (and incorrect, by 15 minutes) "WELCOME...SERVICES 4:15...WELCOME...SERVICES 4:15..." And they were not, thank goodness, selling popcorn in the lobby.