I've worked in schools for a long time. The challenging schools used open evening to try and persuade families they wanted their DC to attend - empty places cost money and add even more challenge to the school.
However, in every one of the "good", oversubscribed schools the HT used them to put off families they didn't like the look/feel of.
E.g. in a small infant school the HT insisted on doing all the tours herself. Then at any mention of SEND would be most unethusiastic about how the school might be able to meet the child's needs, even suggesting other schools locally who might be better placed to do it.
A Grammar school made a big deal of all the expensive trips and extra curricular activities, you may think to show depth in their offer, but the strategy was to put off less afuulent families.
The one doing the rounds currently is behaviour. The school's (often Trust's) behaviour policy is designed to create a positive learning environment, but the school won't suit pupils or families who will challenge that....
Sensible management or wholly unethical?