Motion Picture Herald (Nov-Dec 1948)

Service Makes the Saks THE COMERFORD CIRCUIT SERVES THE FAMILY by FLOYD E. STONE "C ANDY is not sold in theatres. It is bought." This is from Tom Hoffman, manager of the candy department for the Comerford circuit of some 70 theatres in eastern Pennsylvania and New York, and which has entered the business of vending candy to its public, slowly and carefully. "Frankly, the meaning of that sentence is that we wouldn't handle candy if it meant merely pressure sales," Mr. Hoffman observed, at his Scranton headquarters the other day. "We operate a circuit of conservative family theatres in a territory where the Comerford name means something. We are interested primarily in the service angle. Actually, more patrons use the service of a candy stand than other services of the theatre." There are candy counters now in some 25 of the circuit's houses, machines in the others. This, Mr. Hoffman explained, is because the circuit is not yet convinced what type operation is best suited to the operation. A decision will come shortly, he observed, pointing to a large number of architects' plans and blueprints in his of fice ; and, when made, the circuit's houses will probably have a great many stands in the most modern manner, and made integral with the structure of the houses. The Comerford circuit keeps over its candy operations a careful supervision, on brands liked, quality inherent, dress and deportment of personnel, placement and cleanliness of stands. And it does this under a contract with a concessionnaire, which, as Mr. Hoffman explained it, is perhaps unique. The exhibitor retains complete control and initiative. The contract, with a national vending company, allows the Comerford people to buy the candy, the bulk of it from the company, with complete freedom of choice; to store it in their own warehouse ; to distribute it to theatres ; to pay the counter employees ; and to receive and handle completely the receipts. The circuit even pops its own corn in a huge popper at Scranton. Capacity 1,400 pounds a day. "Yet we do not own the popper; we do not own the route truck; we do not own the stands, or vending machines," Mr. Hoffman remarked. "The equipment company owns them. "In other words, we have no investment in apparatus, and we are completely satis J. J. O'LEARY TOM HOFFMAN fied with the arrangement. Does the equipment company make a profit? Of course, because we think their services and experience are worth something to us. Ours is a bilateral contract where both parties to the agreement stand to gain." This unique arrangement between exhibitor and concessionaire does not, in the opinion of the Comerford people, have any of the drawbacks which have been oft cited, one of which has been the freedom of the exhibitor in the direction and management of an integral part of his theatre service. "You see, we actually operate our stands according to our own standards," he said. "We have a yardstick for each theatre; not one for all. Everything we ask for, we receive. We carry what items we desire; we order what items we desire. We know what sells. We also have the benefit of the concession people's long experience and experimental work. They, too, know what sells. We also get from them the stands and machines we want ; and we place them where we want. As equipment is perfected, (we enjoy its benefit first. "True, there is standard vending equipment, but when you want an elaborate stand, even down to glossy lighting, and glass brick, and the like, they'll oblige. Remember, there really isn't anything a concessionaire The portable, folding candy stand and small popcorn warmer in the lobby of the Hart theatre in Wilkes-Barre. 46 MOTION PICTURE HERALD, NOVEMBER 6, I94S