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of two in the number of theatres and 1,733 in car capacity. Receipts from admissions (excluding taxes) dropped by $354,247 from an all-time high of $7,143,925, exceeding the 1954 peak by $826,978. The number of paid admis¬ sions decreased to 10,029,249 from 10,225,995 in 1959.
Total receipts from other sources amounted to $3,054,154 of which $2,871,452 was derived from the sale of candy, drinks, cigarettes, etc., $50,850 from rentals of concessions and vend¬ ing machines, $59,234 from exhibiting commercial advertising films and $72,618 from other unidentified sources. These theatres employed 2,011 persons and paid $1,839,164 in salaries and wages. Amusement taxes amounted to $524,189 compared with $504,546 in 1959.
There were some 84 proprietors of unincorporated firms employed in
operating these theatres, 25 of whom drew salaries amounting to $46,113. There were also 61 unpaid family mem¬ bers so employed.
Five of the 232 drive-ins operating in 1960 were equipped with 16 mm. projectors and reported receipts (ex¬ cluding taxes) of $20,389 and a total attendance of 40,335 persons.
Although the 1959 receipts are the peak for drive-in operation since its inception in 1946, there were more situations in 1955 and 1956 — 242 and 237. In the peak year for car capacity, 1955, there was room for 7,289 more cars than in 1959 and the latter year's capacity was also exceeded in 1954, 1956 and 1957. There were also 1,763 walk-in seats in drive-ins in 1959.
The peak year admissions, 12,380,246, were in 1954, with those of the year before and the year after both being higher than the total for the years 1959 and 1960.
PICTURE YOUR MESSAGE IN FULL. VIVID COLOUR ON OVER 200 THEATRE SCREENS JUST LIKE THIS ONE!
You get sight, sound & motion, too, with
theatre screen advertising
You've seen drive-ins like this in your travels. They're o great attraction for family audiences all across Canada all summer long. For "young marrieds" with one or more small children— the people who are buying refrigerators, automobiles, food, clothing and appliances.
You can put your advertising message on these screens, keyed to the picture you choose, and make a memorable im¬ pression on huge audiences like this at a cost that will surprise you. Get the facts about theatre screen advertising. Call or write . . .
ADFILMS LIMITED
77 YORK ST., TORONTO
MERCHANDISING THROUGH MOTION PICTURE THEATRE ADVERTISING
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