Motion Picture Herald (Nov-Dec 1948)

won't do if it benefits management, because it also benefits him. Added volume works both ways." An exhibitor's ownership of items such as vending machines, counter cases, poppers, warmers, and complete freedom in buying candy means at best, in the opinion of Mr. Hoffman, gambling on a small percentage of savings, which would hardly compensate for the present elimination of investment worry. Works Both Ways The circuit's candy department does actually buy elsewhere than from the equipment company a small per cent of its candy products. But this is to keep up with the market conditions and also to try new products, Mr. Hoffman remarked. As a matter of fact, he is meeting and talking with salesmen a large part of the time and the principles of finding out what the public wants are the rule, even in his office. "I may listen to a salesman talk about the top grade ingredients his company is using; I may even taste the candy and decide I like it. I pass the candy around to our office staff; and they are the judges — all their assembled tastes tell me whether it might possibly be liked by the public in our houses. ""It must be borne in mind that no buyer can hope to carry all the five-cent bars being manufactured, or we wouldn't stay in business very long. Therefore, around the group of nationally advertised and accepted bars, we try to blend a sufficient number of less known quality bars to give variety." The Comerford circuit began selling candy in 1938, and it's been available since then. Popcorn has been available, in some spots. But the Comerford circuit hesitates at soft drinks. Taste Is Criterion It doesn't serve soft drinks because it feels, and has reason for such feeling, that its steady, family trade just isn't ready for drink machines, or dispensers, with their crowds and bother. The demand will come and they will be ready for it. The spark is being carried by transients. '"For the past 10 years, we've been getting the pulse of the entertainment and candy business in our territory, and it seems to us THEATRE SALES, NOVEMBER 6, 1948 The standard folding candy stand, upper left, at the foot of the balcony stairs in the Capitol theatre, Wilkes-Barre. Another compact candy stand and warmer, upper right, in the Columbia theatre, Bloomsburg, Pa. Right: A built in stand in the lobby of the American theatre, Pittston, Pa. now that candy bars and popcorn actually have more of a place in the theatre than outside of it." This viewpoint would automatically rule out the sale of merchandise such as pocket books, magazines, sweaters and such, Mr. Hoffman was reminded — and he conceded such. "We never will sell other items but I heard it said that never is a long time. People in this territory, we know, will not, as a rule buy merchandise in a theatre they can get more conveniently elsewhere. And for another good reason, that we wouldn't offend our good friends, the local merchants. We work in small towns, and we work on a friendly basis. Ours is the entertainment field and we try to stick to it. 'As for food," he continued, "a theatre has to be constructed for such service, and ours are not, for the most part. Even if my superiors were so inclined, which is not apparent, to handle such a perishable item as food, the bulk of our theatres are so constructed that the servicing bar would have to be in the auditorium proper. This certainly would not add much dignity. "And about food, it takes time to prepare; and our philosophy, if you can put it that way, is that anything that requires preparation time is not for theatres, where customers will not hesitate."