The Exhibitor (1952)

EP -l EXTRA PROFITS NAPM Sponsors Regional Meetings Chicago — The National Association of Popcorn Manufacturers recently began the sponsorship of a series of regional pop¬ corn educational conferences in key cities throughout the United States and Canada with a Michigan conclave in Detroit at the Book-Cadillac Hotel. Chairman of the meeting was Robert Rosenberg, F and F Popcorn Products Company, Detroit. The Motor City conference, like each succeed¬ ing one, was an all-day meeting to dis¬ cuss an agenda of mutual problems relat¬ ing to every phase of the popcorn business. NAPM was represented by President William H. Beaudot, ABC Popcorn Com¬ pany, Chicago, and executive vice-presi¬ dent Thomas J. Sullivan. Attendance was not confined to NAPM members. Invita¬ tions were sent to all popcorn firms in the area surrounding the conference city ask¬ ing them to participate. A representative panel of popcorn men discussed problems on the agenda, and the audience was given an opportunity to ask questions, and participate. The second regional meeting was held at the Royal York Hotel, Toronto, Ontario, under the chairmanship of Syd Spiegel, Super-Pufft Popcorn Company, Ltd., Tor¬ onto. Popcorn firms from all parts of Canada were invited to participate. Invited panel guests were: Andrew Rouse, The¬ atre Confections, Ltd., Toronto; C. R. Mc¬ Pherson, Windsor, Ont.; A. McCutcheon, Guelph Memorial Gardens, and Spiegel. For the Detroit meeting the invited panel members were: Chester C. Miller, United Detroit Theatres Corporation; Nickolas Porosky, Nu-Way Popcorn Sales: Jack L. Grieger, Jr., Famous Foods, Inc.; Harry Commodore, Michigan Popcorn Company, and Ben Lefkowitz, L and L Concessions, all of Detroit, and Lee J. Villiesse, Lee’s Popcorn and Supply Com¬ pany, Flint, Mich. Future regional conferences are being planned for Chicago, Minneapolis, Kansas City, Dallas, Nashville, Tenn.; Cincinnati, Des Moines, Seattle, Los Angeles, Boston, New York City, and Philadelphia. When the third regional meeting of the National Association of Popcorn Manu¬ facturers was held in Dallas recently, one of the highlights was a discussion of the¬ atre promotion problems in connection with concessions operations. Among those present were Louise Wes¬ son, director of concession operations, Video Enterprises; Jim Blevins, Blevins Popcorn Company; Bill Smith, National Processors Association; Mort Marks, Jef¬ ferson Amusement Company; Stormy Meadows, Blevins Popcorn Company; Thomas J. Sullivan, executive vice-presi¬ dent, NAPM; Walter C. Wiley, Wiley Peanut Company; Preston Luin, Western Popcorn Company; Glenn A. Beard, pro¬ cessor; Bob Amundsen; Dale Grissom, agronomist in charge of popcorn research, Texas Research Foundation; L. M. Rice; Kendall Way, merchandising manager, Interstate Circuit; Joe S. Caffo, merchan¬ dising manager, Theatre Enterprises; Abner Horn, concession manager, South¬ ern Amusement Company; F. A. Starr, president, Jayhawk Popcorn Company; Bill Craven, Craven Brothers; Augie Richard D. Harfst, vice-president, Seedburo Equipment Company, standing, right, Chicago, demonstrates the use of the new official NAPM popcorn analysis test kit to Thomas J. Sullivan, executive vice-president. National Association of Popcorn Manufacturers, seated, and Ray Millard, sanitation staff engineer, J. Carl Dawson and Associates, consultants for the NAPM industry¬ wide sanitation program which is now going on. Schmidt, Houston Popccrn and Supply Company; Speed Hoover; Jake Davis; Ray Elkins, Rowley United Theatres, Inc., and others. Grissom was the first speaker introduced by C. Darden, chairman for Ihe day. His subject, “Hybrid Popcorn: Its Develop¬ ment and Relationship to Texas Agricul¬ ture”, was treated with interesting detail, and dealt with the problems of the farmer, the part played by the processor, and the importance of an improved pop¬ ping volume corn for the distributor. Rice, prominent Dallas attorney, spoke on “The Distributor’s Place in the Con¬ cession Field,” and told how the distrib¬ utor can be of invaluable aid to the retailer of popcorn, whether in the the¬ atre or some other retail operation. Way, merchandising manager, Inter¬ state Circuit, the next speaker, used some visual aids to explain his talk, which said in part: “Everyone realizes that we are going through a transition period. It is extremely important to bring about an improvement Photos of leading Hollywood actors and actresses are now available to movie fans in full-color "Star-Cals", decalcomania transfers, produced by The Meyercord Company, Chicago. The novelty is packed in specially designed cartons for coun¬ ter display and retails at 10 cents each package. in confection income, and, of course, pop¬ corn represents almost half of this income. One of the best ways to increase this income is to sell butter corn, which has met with splendid customer acceptance in practically every theatre where it is being sold. Putting some melted butter on pop¬ corn is certainly not a new idea, it has been done for many years, but it has been sold in theatres for only a few years. “In a theatre in Milwaukee about four years ago, the manager of a certain theatre noticed many people coming into the theatre with popcorn that had butter on it, and, upon investigation, he found that the popcorn was purchased from a small stand near the theatre. Immediately, this theatre got a fudge warmer, and started selling butter corn. And it was an im¬ mediate success. “We have been selling this product for about one and one-half years. At first, it was sold in three theatres. Because of the large increase in popcorn sales, additional installations of equipment were made. Now we sell butter corn in about 36 theatres. To sell properly requires more than buying some equipment to melt the butter and offering butter corn for sale. The popcorn should be as hot as possible. Our corn is sold from a warmer, the heating element of which is set at 180°. If it is not practical or convenient to use a selling warmer, I suggest that heat lamps be installed in the tip of the pop¬ corn machine so that the corn, both plain and butter, is as hot, crisp, and as appe¬ tizing as possible. Hot corn, as hot as possible, with the butter applied when the sale is made, is really delicious, and people do not mind paying an extra dime for it. “It is necessary to provide small paper napkins for the customers to wipe the butter from their fingers. These small napkins can be placed in the bottom of the box when the box is being made up. It is also advisable to have a dispenser of napkins on the counter near the butter dispenser. An attractive butter corn sign should be displayed in a conspicuous place, and this sign should state the price. This sign will stimulate sales, and the price on the sign eliminates the necessity of the attendant having to mention the price. We use two signs, a 22x28 on the back bar and a small easel sign near the dispenser. A special box should be pro¬ vided for butter corn use only. A special box which has a lot of yellow on it is good merchandising. A different design of box in essential to check sales accurately. “The butter taken out of the dispenser at night and the extra butter supply must be kept under refrigeration. Most theatres use their ice cream storage cabinet or the cold drink box for this purpose. Just how much more additional profit can be ob¬ tained by selling butter corn depends almost entirely on the aggressiveness, salesmanship, and enthusiasm of the per¬ son selling this product. “Very few people are going to ask for butter corn, especially when it is being introduced for the first time. Every per¬ son, except possibly small children, who asks for popcorn should be solicited. We have tried many different expressions, such as ‘Plain or Buttered?’, and ‘Do you want Butter Corn?’. In one of our theatres where butter corn was intro( Continued on page EPS) EXHIBITOR July JO, 1952