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EXTRA PROFITS
EP-7
CHANGE THE SCENE TO FIT THE SEASON
A 449-seat house in Indiana has found out that keeping up-to-date pays off
(In Tell City, lnd., the Swiss, which seats 449, operates only on nights during the weekdays, with matinee and night performances on Saturday and Sunday, but the extra profits department is most progressive. Since the short operating hours make it necessary to attract enough business to make it profitable in a short period of time, the department is natur¬ ally kept in tip top condition both as to appearance and quality of merchandise handled. For efficiency’s sake, the theatre handles only fivecent candy and 10cent popcorn, thus eliminating all inquiries as to how much each candy bar costs, and also how much popcorn to buy. The fol¬ lowing article, written by a member of the Swiss’ staff, tells exactly how the theatre feels about dressing up its de¬ partment to increase grosses. — Ed.)
Yes Sir! Santa Claus stops ’em at the Swiss refreshment counter, here in Tell City, lnd. The kiddies stop and shout with joy; then their eyes jump from Santa’s smiling face to the giant, imitation candy sticks, to the real five-cent ones in the case below in a “Winter Wonderland” of popcorn “snowmen” and “snow.”
As little Johnnie and Jannie buys of the goodies, Mama and Daddy are looking
at the Christmas “packages” of stars that will entertain them on the screen during the coming month and don’t think these don’t help those extra profits.
Change the scene to fit the season, and watch the refreshment grosses jump! The cost of changing is very little. The twoinch “snowfall” in the bottom of the case came from leftover popcorn of a few nights’ operation. We stuck a little of it together in the same manner as popcorn balls are made, to make the “snowmen.” Their little black silk hats, eyes, ears, and mouth were fashioned from bits of black cardboard and stuck on with the house¬ hold straight pins.
Reaching down into Santa’s bag we found a stapler, some red, white, and green crepe paper, and old window cards, with which we made the other background
Taking advantage of the opportunity to dress up for special holidays and occasions is one reason why extra profits activities at the Swiss, Tell City, lnd., are so valuable and profitable to the theatre.
Theater
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EXHIBITOR