Boxoffice (Oct-Dec 1963)

ADDED INCOME OPPORTUNITIES FOR PROGRESSIVE EXHIBITORS Soft Ice Cream Machine Turns Out an Ample Supply to Satisfy Drive-In Patrons By BESS JENKINS of the best things that’s happened in the concessions building at the 84th and O Drive-In, Lincoln, Neb., in a long time, in Manager Dan Flanagan’s opinion, is the installation of the Sweden SoftServer ice cream machine. He believes managers of the other Brehm-Hruska drive-in theatres — the Q Twin, the 84th and Center and the Airport Drive-In — all in Omaha, feel about the same way. They got theirs a week or two before Dan saw his glistening machine installed in late June. “The malts and shakes sell like hotcakes,” said Dan. “It’s good the ice cream turnout has no limit.” A CONTINUOUS MACHINE The SoftServer is a continuous machine and produces product continually as long as there is mix in the tank to feed the cylinder. There is, naturally, a waiting period between the time the machine is first started up for the day (or evening) and product can be drawn, but it is only about ten minutes. From then on, product can be drawn as desired. Further, it takes only about 15 minutes to make a new batch of items to be stored in the freezer for later sales. The Sweden ice cream malts are far superior to the frozen ones previously stocked, according to Flanagan. “We couldn’t sell shakes before since we always seemed to be running out of ice cream at the wrong time,” he said. Making the Sweden machine ice cream is “as simple as falling off a log” in Dan’s estimation. So is maintenance. KEEPS THE VAT FULL It’s concessions manager Dorothy Bye’s daily job to sterilize the machine. Then Dan pours in the first nightly batch of liquid ice cream mix which he purchases from Roberts Dairy. It’s his job to keep the 21/2-gallon vat filled during the concessions operation. Dan’s daughter Judy, 16, makes the malts and sundaes, keeping enough on hand to fill the ice cream cases on the cafeteria serving line. Judy also executes the milk shake orders, filling them as they’re received. Dan doesn’t want to make the flavor decision too difficult for patrons, so he keeps to favorites of strawberry, chocolate and vanilla for shakes, malts and sundaes. Judy Flanagan, 1 6-year-old daughter of Manager Dan Flanagan, making up malts and sundaes at the 84th and 0 Drive-In's Sweden SoftServer ice cream machine. Milk shakes are made up on order but malts and sundaes can be whipped up in advance and stored in the ice cream case on the cafeteria-type serving line of the drive-in's concessions building. Sundaes are made up in two price cups — 15 and 25 cents. Malts, the 14-ounce size, are 30 cents and a 14-ounce shake, 25 cents. Flanagan believes in helping out harassed moms and dads, too. “We don’t sell ice cream cones. Parents get too irritable over the mess they create in cars.” He still stocks ice cream bars and Fudgsicles, purchased from Roberts Dairy. TWO SERVING LANES The 84th and O’s concessions building has two serving lanes in its cafeteria-type operation. The ice cream case is available on both. One exit for patrons using either aisle is reached from the center of this double aisle. The Sweden SoftServer ice cream machines for all four drive-ins were purchased through Pegler & Co. of Omaha and Lincoln by drive-in co-owners Russell Brehm and U.S. Sen. Roman Hruska. Flanagan buys his syrups and other ice cream fixings from the Nebraska Popcorn and Concession Supply of Omaha. Pepsi-Cola's Earnings Rise Pepsi-Cola Co.’s consolidated six months net earnings, after reserve for federal and foreign income taxes and after reserve for foreign activities in 1963 rose to $7,952,000, with net earnings for the similar period in 1962 of $7,321,000 equal to $1.12 per share. The cafeteria at the 84th and O Drive-In Theatre, Lincoln, Neb. Judy Flanagan stands at the Sweden SoftServer ice cream machine near the center. BOXOFFICE :: October 7, 1963 11