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Advertising — Screen
ADFILMS LIMITED
77 York St., Toronto 1, Ont.
(EMpire 8-8986)
Canadian distributors for "Screen Broadcasts," advertising trailers supplied by United Film Service, Inc., Kansas City, Missouri, USA.
OFFICERS
President . Fred T. Stinson
Secretary . Jean E. Stinson
Western Division Manager . J. R. McCullough
Office Manager . Dorothy Gibson
Service Manager . Gordon Wells
DIRECTORS
F. T. Stinson, Jean E. Stinson, Jack A. Seed.
AUDIO PICTURES LTD.
310 Lakeshore Rd.( Toronto 14, Ont. (CLifford 1-5211)
Sales Representative . Phil Sherman
(For other personnel see Audio Pictures Ltd. under Studios and Producers.)
THEATRE ADVERTISING REG'D
1438 Mountain St., Montreal, Que. (HArbour 9610)
Acting Manager . . Peter Crombie
Seat Manufacturers
CANADIAN OFFICE & SCHOOL FURNITURE LTD.
Preston, Ont.
(OLive 3-2224)
CANADIAN THEATRE CHAIR CO. LTD.
40 St. Patrick St., Toronto 2B, Ont.
(EMpire 4-1942)
President & General Mgr. Charles A. Bochner
Uniforms
REX TAILORING CO. LTD.
100 Claremont St., Toronto, Ont. (EMpire 6-5231)
Uniform Co-ordinator .... J. Pollock
SAINTHILL-LEVINE & CO. LIMITED
100 Claremont St., Toronto (EMpire 6-S231)
Uniform Co-ordinator . J. Pollock
TIP TOP TAILORS
Boulevard Dr., Toronto, Ont.
(EMpire 8-1661)
Manager, Uniform Department . K. McKenzie
REFRESHMENTS
IT IS HARD to determine the grand gross of the refreshment business in Canadian theatres but some put it at about $30,000,000. Perhaps this figure is too conservative, since in the
USA the figure is 42 per cent of the national theatre gross. This proportion, in Canada, would bring the figure to about $42,000,000.
Early in 1953 the Canadian Film Weekly surveyed the field through a card with a series of questions.
Of those replying, 33.8 per cent handled the five lines listed, compared with the 11 per cent in the 1951 survey; 30.5 per cent sold four, compared with 19 per cent; 12.2 per cent offered three, as against 17 per cent; 8.1 per cent car¬ ried two, compared with 7 per cent; and 7.6 per cent had only one, as against 6 per cent. These figures seem to point out that Canada has many theatres too small to house counters and answers to the questionnaire showed it to be true in three per cent of theatres, which used automatic vendors only. Seventy per cent had counter service only and an additional 17.4 per cent had both coun¬ ter service and coin machines.
The actual increase in theatres handling refreshments was very slight — going from 90 per cent to 92.2 per cent in two years. More lines were carried, the returns showing that 85.5 per cent now sell candy, as compared with 57 per cent in the first survey; 85 per cent sell popcorn, as against 50 per cent; 70 per cent handle soft drinks, compared with 44 per cent; 62.5 per cent offer ice cream, as against 31 per cent; and 52.2 per cent sell chewing gum, compared with 31 per cent in the previous survey.
Forty-two per cent said that handling confections added to maintenance costs.
The best revenue-producing mer¬ chandise is popcorn, 57.1 per cent an¬ swered, while 12.5 per cent voted for candy, 11.2 per cent for ice cream and 10.3 per cent for drinks. However, it is considered that candy outsells any other item but, because of its low mark¬ up, yields a smaller profit than popcorn.
Ten cent merchandise was favored by the patrons of 73.5 per cent.
CANADIAN AUTOMATIC CONFECTIONS LTD.
121 Sherbourne St., Toronto, Ont.
(EMpire 3-521 5)
OFFICERS
President . . Mrs. G. N. Heller
Sec.-Treas. & Gen. Mgr. Frank Henry Strean
BRANCH OFFICE
WINNIPEG
Bernie Penny, Manager.
243 Lilac Ave.
152