The Exhibitor (1952)

EP-8 EXTRA PROFITS MOVING THIS CANDY STAND PAID DIVIDENDS Interstate's Bradley, Putnam, Conn., Experienced A 100 Per Cent Jump In Extra Profits Business The attractive concession stand in In¬ terstate’s Bradley, Putnam, Conn., has, since being moved from the lobby to a handy spot in the rear of the standee rail, increased business almost 100 per cent. Designed and constructed by William Riseman Associates, this convenient and highly efficient operation is recommended to theatre owners who have the required space, for the payoff in profits quickly absorbs the initial cost. Located, as it is within the theatre auditorium directly be¬ hind the glassed off portion of the standee rail, patrons feeling the urge for candy or popcorn can satisfy their cravings without losing any of the continuity or action on the screen. The acoustical ceil¬ ing, about eight feet high, absorbs all noises, the indirect lighting is so placed that it will not interfere with the picture, and the glass enclosure serves the dual purpose of blocking any noise at the same time allowing the customer full view of the screen. The stand itself is fully stocked with a wide variety of nationally known brands with equal distribution of five and 10 cent bars. According to James Stoneman, head. Relston Company, which services all In¬ terstate theatres, the most popular sellers corn, mint juleps, and M and M’s, although there and at other situations are Butter all standard brands get a good play. Profit Items ( Continued from page EP4) shock-resistant glass, and food pure Neoprene, and is said to meet all health department specifications. It rapidly dis¬ penses the correct amount of syrup for drinks or “snow cones”. The manufacturer will replace any time within two years following the expiration of their warranty the complete mechanical component of the dispenser for a stated sum. Cabinet Unit The Grand Rapids Cabinet Company, Grand Rapids, Mich., recently developed a new idea in fast efficient service units for the promotion and sale of ice cream products. The lineup, known as the “Steamfount” combination, represents a storage fountain unit with work space in the top surfaces for the preparation of fountain items. By the use of extended top surfaces over the ice cream compart¬ ments, hot fudge or hot butterscotch units can be located, together with running water, dish vat, and waste chute with removable stainless steel waste can. By the use of the two-third fountain type lids, adequate space is provided between the lid and the backsplash for malted milk mixers at operating level. All units are securely bolted together to form one rigid piece of equipment with all top surface joints sealed for a sanitary assembly. The Greatest ( Continued from page EP-3 ) merely plain paper cartons, with shoulder straps attached. No fancy equipment is needed for this show. In fact, it would be out of place. Incidentally, it should be mentioned that hot dog sales were fair at the 12 o’clock show, good at the three o’clock show, terrific at the six, and poor at the nine. This should be watched carefully to hold spoilage at a minimum. Programs were hawked in the aisles, but no novelties. Probably they would have sold, but it was felt that they might be distracting when the feature came on the screen. They were pushed on “exit” sales. We sold balloons, canes, and the usual type of carnival souvenirs. One of the extremely popular items was a rubber monkey which retailed at 50 cents. As proof of the part the concession activities played in the patron’s enjoy¬ ment, I might mention that it was given a paragraph in the newspaper’s review of the picture, and I think it was almost as much a subject of conversation around town as the picture itself. Four elderly ladies came to the theatre in a cab one afternoon. One of them approached the boxoffice, and said: “Is this the theatre that is selling hot dogs?” Upon being told that it was, she turned to her friends, and said, “Come on, girls, this is where we want to go!” Candydly Speaking ( Continued from page EP1) My first reaction was that “this could hardly happen here”. But, when I re¬ flected on the history of vending in the¬ atres in our country, I was not too cer¬ tain. It is hardly more than 20 years since many theatres here would not per¬ mit vending machines. In the late ’20’s, the “better” theatres frowned upon vend¬ ing of any kind. Even during the depres¬ sion, when exhibitors, looking around for extra revenue, finally consented, only candy could be sold. The great change, at least in the northeast, came about during the last war. Wars always destroy tradi¬ tions and precedents. When millions of men leave their homes, they are bound to bring back with them new ideas and new ways of doing things. Compare our theatre concessions today with those of a decade ago. Can we honestly say that the American public will positively not “go” for this or that? I believe that there is only one standard to use in this matter, whatever people like to eat can very likely be sold in a the¬ atre. Most people naturally like to eat while they are being entertained. Obvi¬ ously a theatre cannot be a restaurant. But if we offer food in ways both con¬ venient and appropriate to a theatre operation, the public will buy it, and will enjoy both food and picture the better. — Leon Stern Ideal Promotes Two Bloomington, III. — Walter Peck was recently named general service manager, Ideal Dispenser Company. Robert Ulbrich was named assistant sales manager. EXHIBITOR May 7, 1952