Boxoffice (Oct-Dec 1963)

HIGHLIGHTS OF NAC SALES CLINICS A VERITABLE POTPOURRI Of SUCCeSS ful merchandising ideas, point-of-sale tips, personnel training pointers, management suggestions and other useful and valuable information for theatre concessionaires was stirred up in the well-attended sessions of the National Ass’n of Concessionaires in New York City last month, and great enthusiasm for the coming year was engendered. Below are some of the highlights of the programs for the benefit of those theatremen who were not able to attend and for those who would like a brief review of what they heard. MERCHANDISING AND PERSONNEL Merchandising and promotion are really the same thing. They mean service, attractive presentation and publicity, but we must never forget that we must stress selling “fun.” We should never seek the “fast buck,” but rather think in terms of the “long dollar.” Figures for our operation show that 84 per cent of the business which we lose is lost through indifference. That indifference may be on the part of an attendant at a concessions stand, or an usher, but in the end management must bear the responsibility for it. Likeability is a fundamental concept of leadership. — C. S. Baker, All-Weather Rollerdome, Nashville, Tenn. * * * Schools should be established for theatre employes so that they will know exactly what their duties consist of, whether they be boxoffice cashiers, ushers or concessions attendants. Further, we need new thinking. There have not been too many changes in our business because we apply the same routine as we did in the ’20s. If exhibitors don’t sell the product, concessionaires cannot sell confections, whether it be soft drinks, popcorn, candy or ice cream. — Jack Fitzgibbons jr., head of Theatre Confections, Ltd., Toronto, Canada. * • • Point-of-sale presentation is vital, and the final act of a sale is a personal relationship between the customer and the sales person. Characteristics of sound point-of-sale merchandising techniques include a genuine liking for people, understanding and desiring to serve the customer, imagination and vision, knowledge of products, physical and emotional stamina, common sense and managerial and executive ability. Color, lighting and speed of operation are other important considerations in onthe-spot sales. It is almost impossible to over-illuminate a concessions. It is our responsibility to develop efficient sales help so that the public may be properly served. — C. L. (Chuck) Sweeney, director of concessions sales, Odeon Theatres, Ltd., Toronto, Canada. * * * There is a growing realization of the role of the attendant behind the stands in making sales. Disneyland has a special training program which could serve as a model for the entire concessions industry. A pleasant smile, an accommodating manner and a flair for meeting the public are all-important assets in achieving sales at the point of contact. The manner in which the product is presented by the attendant has been found to have a vital role. — Robert E. Freed, president of the International Ass’n of Amusement Parks, Salt Lake City. MANAGEMENT Proper purchasing, a tight control system in order to obtain the maximum dollar, modern equipment, regular distribution to theatres and sales-incentive plans are highly important to the successful op eration of small or big-circuit establishments. — John Wilson, National General Corp., Beverly Hills, Calif. BEVERAGES Beverage sales have increased 70 per cent over the 1959 figure for National General Corp. which operates in theatres in 17 states from Illinois to the West Coast. There has also been a substantial increase in the sales of hot dogs and other staple items. National General spends $1 million a year for candy alone, buys ten million cups annually, purchases one million pounds of popcorn, and is always ready to experiment with new products, as well. — John Wilson, National General Corp., Beverly Hills, Calif. * • • Diet drinks have had a tremendous impact on the nation. More than two billion of these low calorie, sugar-free beverages will be consumed this year, and this is not a fad drink. We are convinced through experiments we have conducted that these diet beverages are here to stay. — W. E. Uzzell, vice-president, Royal Crown Cola Co., Columbus, Ga. CANDY Candy is a “natural” for tie-in merchandising in theatres. Four basic reasons which will mean increased sales of candy through merchandising tieins with the national advertising campaign of the Candy, Chocolate and Selling the "fun" idea at the refreshment stand with plenty of color and light, as recommended on this page, is well-illustrated in these two pictures of the circus tent display in the Kent Theatre, St. John, N.B. Funny-face clowns, and animal cutouts decorate the tent of red and white stripes with yellow and red top. At right, may be seen the wheel of chance (in lower center) used to promote 25 -cent candy bars. 14 The MODERN THEATRE SECTION