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RATES GOODWILL
Drive-In Exhibitor Treats Patrons to Annual Party, Gains Friends and Profits
Robert E. Michaelson, manager, gives an annual party resembling an oldfashioned picnic with games, races and contests at the Yucca Drive-In Theatre, Santa Fe, N.M., to show his appreciation to patrons for their continued attendance, and says it is an excellent method to increase goodwill.
“Goodwill, by the way,” he says, “is an asset that more and more places of business fail to show on the balance sheet because it does not exist. Too many places are willing to take, but not to give anything back. Theatres that let the drive-in fill up with weeds, allow playground equipment to become rusted and untidy, expensively ignore their projection and sound equipment and ignore unsanitary and poorservice concessions operations are theatres that have greedy owners and give the whole industry a bad name.
PROFIT IN TEN CENT COFFEE
“They are interested in regaining their investment as soon as possible. In this, most of them suffer in the long haul. For example, why is it that a cup of coffee costs as high as 15 cents? I sell the cup for a dime and refills are on the house. My profit on coffee still runs better than 300 per cent.
“Some of my patrons bring their own cups. This, I encourage — I do draw the line at thermos bottles, if you aren’t careful, they tend to run over you. By the way, my coffee pot is out of the regular passage. They do not have to stand in line for refills.
“I have several high-profit items and the rest pay for themselves. Pizza, popcorn and cold drinks have a high profit. Tencent candy, Eskimo Pies, etc., all sell for the same prices as downtown. These items have a rapid turnover because the smaller children can afford them. I could get 15 cents for both ice cream and candy, but the turnover would not be as great. Also, the feeling by the public that it is getting gypped will raise its ugly head.”
FROM TOP TO BOTTOM: Kitchen area at the Yucca Drive-In Theatre, Santa Fe, N.M.; and two views of the cafeteria area. The numbered units are as follows: 1. Large pizza oven, 2. Deep fat fryer, 3. Hot dog boiler, 4. Hamburger grill, 5. Popcorn popper, 6. Condiment counters, 7. Coffee urn heater, 8. Electric warmer for sandwiches, 9. Infrared lamps for popcorn, 10. Ice cream self-service, 11. Hot chocolate, 12. Non-carbonated orange, 13. Cash register, 14. Three-head carbonator and soft-drink dispenser, 15. Ice cream maker, 16. Kitchen and storeroom, 17. Cinder block wall, 18. Trays, 19. Reach-in popcorn warmer.
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The MODERN THEATRE SECTION