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published reports, is whether some of what is figured as construction isn't really equipment — air conditioning, mar¬ quees, etc. An equipment man said that marquees are equipment, not construc¬ tion. We asked him to estimate equip¬ ment expenditures over the five-year period and he tried for some basis but couldn’t find it. We asked him to take a stab at it, just for the heck of it. He suggested $15,000 as the average cost of seating and projection for each thea¬ tre built, with ten per cent of the total added for re-seating and projection replacements in old theatres.
Let’s see. Canadian Film Weekly, through a close watch over newspaper reports and information from trustwor¬
thy sources, finds that 500 theatres were erected in Canada from 1946 to 1950. Let’s shuck off ten per cent to be safe, which means 450 multiplied by $15,000— a total of $6,750,000. Add the ten per cent for replacements, etc. and you have a total of $7,425,000. Let’s guess the cost of marquees, drapes, drinking fountains, furniture, carpeting, etc. brings the figure to $13,000,000.
Our total is now $53,000,000 for five years. Now, how about real estate? In housing construction real estate is figured roughly at ten per cent of the construction cost. But theatres are built in business sections mainly so let’s use 20 per cent as the figure. In round figures, the total is $63,000,000.
You build goodwill— by selling and displaying chewing gum . . .
You can cash in on the fact that many people like to chew gum while they watch a picture. By making gum easily available, you can offer a ser¬ vice patrons appreciate — and increase your revenue as hundreds of theatres are doing. What’s more, chewing gum helps keep your patrons happy and re¬ laxed — adds to their enjoyment of the theatre.
Take advantage of the popularity of chewing gum. Display widely adver¬ tised Wrigley’s Spearmint, Double¬ mint, Juicy Fruit within easy sight and reach of your patrons. You’ll be surprised at the volume of sales, added revenue and goodwill you’ll get.
SELL AND DISPLAY
POPULAR BRANDS OF CHEWING
GUM AND CONFECTIONERY
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