Motion Picture Herald (Nov-Dec 1948)

Bottlers Journal Cites Important Theatre Market ''Moving in on the Movie Market" is the title of a six-page article in a recent issue of National Bottlers' Gazette which discusses confection sales, with emphasis on soft drinks, in the theatres of the country. It is indicative of the fact that the bottling industry has come to recognize the theatre as a prime sales field. Tracing these sales from the early days of the nickelodeon, when white-coated butcher-boys hawked home-made lemonade in the aisles, to the $25,000 soft drink bar installation in New York City's Roxy theatre, author A. E. Yohalem, one of the publication's editors, discusses types of installations, the when and how of selling, the market according to age groups and concludes that "soft drinks are fast becoming a top profit-puller at this 'second box office'." Cup vending tops manual bottle sales, although fountainettes are increasing. Recent checks have shown, Mr. Yohalem writes, that one out of five ticket-buyers will purchase soft drinks where available in the usual theatre. In the drive-ins, one out of four will buy a soft drink, according to one Texas drive-in circuit operator. The article states that the bulk of the soft drink business is done in the evening and over weekends, when theatre attendance is at its peak. READERS SERVICE from THEATRE SALES The readers of this department have a special franchise right on special service and information on subjects pertaining to machines, methods and merchandise in this field. We seek to supply requests for facts about products, whether they are mentioned in these pages or not, and about sources from which they can be obtained. We cannot, obviously, go into questions of price, save in general terms, nor can we venture into the realm of legal issues. We endeavour, however, to render an adequate answer to every inquiry. Here is a form to make it handy. THEATRE SALES DEPARTMENT MOTION PICTURE HERALD ROCKEFELLER CENTER. NEW YORK / would appreciate full information about 'Name) {Theatre) (City) , Subway Vending Machines Showing Good Profit The approximately 80 soft drink vending machines in New York City's subways are taking in between $600 and $700 a month, according to Ferdinand Roth of the New York Board of Transportation. Some of the machines gross well over $1,000 a month, several of them dispensing 1,000 drinks a day and once in a while exceeding 2,000 drinks in 24 hours. Installed last July by seven firms under experimental contracts which expire November 1, the machines probably will be permanent fixtures, since the Board of Transportation gets onequarter of the gross. Operators are required to have service men available to tidy up around the machines, mopping up and disposing of the paper cups that don't get into the receptacles provided. Increase Sugar Quota The 1948 sugar quota was increased from 7,000,000 tons to 7,200,000 tons by a decision of the Secretary of Agriculture on July 26. This increase represents the first swerving of the Department of Agriculture from the cut-the-supply line in evidence since January. In January the year's quota was estimated by the Department at 7,800,000 tons. Two cuts reduced the quota to 7,000,000 tons. IVantaBI6UfT?^^^ Downright delicious chocolate-' n-peanut bar! are delicious food. Enjoy some every day. Just wait 'til you bite into that sweet, mellow chocolate (it goes all the way through) and taste those crisp peanuts ! There's quick energy for you — lots of it — and real candy enjoyment. . . . The Giant Bar's army of fans is growing. Join up and try one today. . . . Look for that bright yellow and brown wrapper at candy counters, in vending machines, and at theatres. Geo. Ziegler Co., Milwaukee, Wisconsin THEATRE SALES, NOVEMBER 6, 1948 51