Boxoffice (Oct-Dec 1963)

Confectionery Institute are as follows: • Candy is a high energy food and research shows that theatre audiences consume considerable energy while identifying themselves with the characters on the screen. • Candy can be used in weight-control plans. • It has been demonstrated that candy helps to keep motorists awake, and therefore is being tied in with safety programs. • Candy makes for gracious entertaining. — Charles Lapps, chairman of the board of the Candy, Chocolate and Confectionery Institute, Chicago. * * * Candy is a “plus sale,” and it would be a good idea for the Institute (mentioned above) to promote a “Candy-of-the Month” campaign. However, managers of “hard-ticket” theatres should hold the price line on candy and other concessions items. — Johnny Johnston, director of concessions and vending, Walter Reade-Sterling, Inc., Oakhurst, N.J. POPCORN Popcorn sales represent about 7 per cent of each theatre’s gross in the chain with which New England Theatres Service Corp. is associated. Gimmicks used to increase popcorn sales include prizes to sales attendants for sales over their quotas, free copies of movie guides with each sale of popcorn and the use of screen trailers. — Jack O’Brien, New England Theatres Service Corp., Boston. * * * Profits from popcorn in the Moyer drivein theatres averaged about six cents per patron in 1960, and this figure has in creased to eight cents per patron during 1963. This rise resulted from the introduction of larger containers for both buttered and plain popcorn. — Larry Moyer, Moyer Theatres, Portland, Ore. ♦ * * A possible 40 per cent reduction in this year’s crop of popcorn may result from bad weather and reduction in acreage planted. Only about 108,000 acres were set aside for planting this year, compared to 178,000 acres last year. This means the total yield probably will be about 260,000,000 pounds compared to last year’s yield of 450,000,000. — C. E. Burkhead, chief of the Field Crops Statistics Branch, U.S. Department of Agriculture, Washington, D.C. * * * While there will be a cutback in popcorn production, a serious shortage is not anticipated. The carryover from previous crops should satisfy the needs of the popcorn lovers this year, although there may not be enough com to satisfy all processors. — William Smith, executive director, The Popcorn Institute, Chicago. NOVELTY ITEMS Toy animals, wall plaques, laminated wild life pictures, etc., are selling well at theatre concessions stands or drive-in cafeterias and offer exhibitors an extra profit opportunity. — Knute Boyle, Theatre Candy Co., Pittsburgh, Pa. NAME-BRAND TIEINS The use of nationally advertised brands in related item tieins gives the concessionaire a running start on his profit possibilities. Using national brands gives him the advantage of (1) brand name associa Make every night OPENING night! H. B. REESE CANDY CO. HERSHEY, PA. Cretors Kettle Cleaners Cretors’ “CCC” removes carbon, keeps the inside of kettles clean and sweet. To make the outside shine like new, use Cretors’ “OK” Cleaner. CRETORS and Co. Popcorn Bldg., Nashville, Term., Croton Cleaning Compound / '10 m ^ ***** / 1 ***** «**&+ ui*¥ cm wm »*** tion that has been built up in retail outlets, (2) of the recall set off by continuity of newspaper and magazine insertions and (3) , even the memorability provided by the theatre business’ “arch enemy” — free home television — through commercials. Most of today’s successful operators have found it advantageous to sell high-quality, name-brand products in their theatres. Even though this might mean a smaller profit margin per unit sale, the increased volume more than offsets this figure. In addition, there is an added plus, in that management of brand-name products is quite willing to provide extensive merchandising and advertising aid to the theatre owners, since they look upon the amusement areas of the world as one of the best for product sampling. This support in any type brand-name promotion is offered under conditions which they consider the most profitable. This is because, even though it is basically a captive audience, the theatre is also a place where the customer comes to relax and enjoy himself, and he is in a frame of mind to do just this. Therefore, if the association with a brand-name product is implanted in his subconscious at that time, the feeling is that it could not be done under better conditions anywhere else. The experience of many theatre owners has substantially verified the fact that the theatregoer, just as any other consumer, is beginning to shy away from no-name products. On the other hand, he is willing to spend even a few cents more if it is a name that he recognizes, and a brand whose quality he can depend on. The backdrop for effective merchandising of related items has always been the use of nationally advertised brands. In the continuing battle of profit margins, the use of these nationally branded names will assume greater importance than ever before. — Charles N. Baker, vice-president in charge of U.S. operations, Pepsi-Cola., New York, N.Y. Continued on following page TREMENDOUS PROFITS !■ From the New Bert's "Snow Magic" Multipurpose Snow Cone Machine Snow Cones, Snow Magic Sundaes, and Snow Magic Ices All From One Machine HERE'S HOW TO MAKE BIG MONEY with "SNOW MAGIC" Distributors of famous Victor's QUICK MIX dry flavor concentrates. FREE SAMPLES WITH EACH MACHINE THE NEW SNOW CONE MACHINE Capacity: 50 cones every 30 seconds. The Bert’s “SNOW MAGIC” machine combines eye-appealing beauty with perfect mechanical performance and large capacity. “Snow Magic” is easy to operate and is Fully Automatic. A Snow Cone costs 1(4 to V/zc and usually sells for 10c .. . that’s profit! SAMUEL BERT MFG. CO. Fair Park Station, Box 26410, DALLAS, TEXAS BOXOFFICE :: December 9, 1963 15