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To ACHIEVE maximum centsper-person sales, theatre concessionaires should make every effort to assure that the refreshment bar is so outstanding that it cannot fail to be a cynosure for all eyes. There are many ways that this can be accomplished, but light, color and animation are essential to create a "fun" atmosphere which is conducive to the enjoyment of food and refreshments.
On the following pages are pictures of some of the refreshment stands that, along with enthusiastic promotion by managers and staff, produced high cents-per-person totals in a recent contest conducted by Odeon Theatres of Canada. Notable in these displays are the use of gaily colored balloons, clowns, carnival and western themes, imaginative murals, candy stripes, spot and flasher lights— all real attentiongetters.
Seasonal promotions are excellent for moving more of the food and refreshment merchandise, but they should be planned well in advance. For example, Thanksgiving Day displays should be up by the first of November, and Christmas merchandising should begin before Thanksgiving and be intensified after the big turkey day. Valentine promotions should be under way by the middle of January. Such timing allows at least four solid weeks of selling for each of these holidays.
And, good any time of the year are sampling of fresh, hot popcorn, prizes or admission tickets to every 20th soft drink (cups can be starred or otherwise marked on the bottoms) and a good refreshment trailer or public address invitation to visit the stand or cafeteria.
Of such things, greater sales are made — provided the product is right in price and quality.
contents
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Concessions Contest Sets a New Sales Record 6
Golf Course Successful Adjunct to Drive-In 9
How to Properly Make Change to Avoid Errors
and Misunderstandings 14
A Condensed Review of New Improvements in Sound
and Projection Equipment 16
Pepsi-Cola Co. President Announces New Global
Marketing Program 19
Mount Kisco (N.Y.) Theatre Has a Covered Walkway Leading to 350-Car Municipal Parking Area 20
DEPARTMENTS:
Refreshment Service
6
New Equipment
Drive-In Theatres
9
and Developments
22
Readers' Service Bureau
. 25
Literature
12
Advertisers' Index
. 25
Projection and Sound
16
About People and Product...
. 26
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ON THE COVER
Parkway One and Two seat 400 and 300 persons, respectively , and are operated by Durwood Theatres of Kansas City, Mo. Reason for the “outside” refreshment stand was to utilize all available space for comfortable seating on 41-inch centers. The theatre building is in French Victorian style. Colorful awnings and a lighted kiosk carry out the Parisian atmosphere.
I. L. THATCHER, Managing Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month. Editorial or general business correspondence should be addressed to Associated Publications, 825 Van Brunt Blvd., Kansas City 24, Mo. Wesley Trout, Technical Editor; Eastern Representative: D. M. Mersereau, 1270 Sixth Ave., Rockefeller Center, New York 20, N. Y.; Central Representatives: Louis Didier, Jack Broderick, 5809 N. Lincoln, Chicago 45, III., Western Representative: Wettstein, Nowell & Johnson, Inc., New York Life Bldg., 2801 West Sixth St., Los Angeles 57, Calif.