Boxoffice (Oct-Dec 1963)

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A Sweet' Story — Candy, Mints, Gum By R. F. GARDNER* ver the years, there has been a tendency on the part of some concessionaires to relegate candy, nuts, chips and gum to a secondary spot in thenoperation. When one considers the sales that can be obtained from these items, it is understandably important that we as concessionaires should continue to display, merchandise and sell these breadand-butter items. Candy suppliers, today more than ever before, are introducing new, attractive wrappers on many of their old, established lines. They are becoming more competitive in respect to offering special deals which, if taken advantage of, represent additional profit to the concessionaire. MORE 25-CENT ITEMS Another important development has been the tremendous increase in 25-cent candy and nut lines. Only a few years ago in our circuit, as an example, the ratio of ten-cent items to 25-cent cello sales was approximately six to one. It is now about two ten-cent bars to one 25cent cello. In other words, one out of every three customers is buying the large 25-cent cello. These extra items, whether you’re operating a hot dog stand or a fish and chip stand, all help in obtaining those extra impulse sales. The amazing thing is that in our circuit, even with the introduction of other lines and the increase in sales in other items, candy, nuts, chips and gum still represent a very high percentage of the overall sales. Nut companies — with their special cello pack; chip companies — with their *Odeon Theatres, Canada, Ltd. Mr. Gardner spoke recently at the Toronto regional meetings of the National Ass'n of Concessionaires. This is the substance of his talk. R. F. (Bob) Gardner, Odeon Theatres (Canada) Ltd., whose comments are reproduced here is shown seated at left. Next to him is S yd Spiegel, Super Pufft Popcorn, Toronto, and Syd Kofi man, Pepsi-Cola Co., Toronto. Standing, are Charles L. Sweeney, director of confections sales for Odeon, and Bob Lawrence, Shopsy's Foods, Ltd., Canada. All were panelists at the National Ass'n of Concessionaires regional meeting in Toronto. concessions pack, have all realized the need for special merchandising and servicing. Look what foil has done for chips! We are not neighborhood drug stores or confectionery store operators, who have not only greater display space, but who do not operate under the same conditions as we do. Primarily we must service customers quickly and efficiently during, in most cases, a short sales period. These customers have not the time nor the inclination to “browse around.” Therefore, the concessionaire must display his candy prominently to enable the customer to make his selection quickly. Variety is the spice of life, but can be deadly if you try to handle too many lines. Limit your candy lines to only the top sellers from each company, double-bank or double-rack them for quick customer identification, and you’ll have more satisfied customers and gross more dollars. IT REALLY IS A “SWEET” STORY! IMPROVE YOUR THEATRE AND YOU IMPROVE YOUR BUSINESS Popcorn Fall Festival Given Big Merchandising Support The 1963 Popcorn Fall Festival got under way the first of last month and a tremendous advertising and merchandising campaign is designed to increase concessionaires’ sales of popcorn now and throughout the Christmas season. Focal point of the annual event will be National Popcorn Week, to be celebrated October 24-31. Support for the campaign, according to the Popcorn Institute, has been developed in four major areas: magazine and outdoor advertising, publicity in both national and local media, point-of-sale merchandising and trade promotion. As in previous years, Morton Salt Co. and Corn Products Co. are the leading participants. In addition to a full schedule of national consumer magazine advertising, Morton will feature popcorn on approximately 4,000 full-color, 30sheet billboards in some 500 major markets during September and October. Corn Point-of-sale display materials available from the Popcorn Institute or popcorn suppliers are shown by Anida Johnson of Chicago, recently crowned 7963 Popcorn Princess. She will make special guest appearances during National Popcorn Week. Products will feature popcorn and Karo syrup in national publications during November and December. The Popcorn Institute has released pub HERSHEY, PA. Make every night OPENING night! H. B. REESE CANDY CO. TO FILL POPCORN BAGS AND BOXES WITH THE NEW PATENTED SPEED-SCOOP THOUSANDS OF DELIGHTED USERS ONLY AT YOUR THEATRE SUPPLY or POPCORN SUPPLY DEALER 12 The MODERN THEATRE SECTION