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CANDYDLY
SPEAKING
The big three in theatre concessions have always been popcorn, candy, and soft irinks. From these items, the theatre oper¬ ator realized the largest share of his gross Drofit, and, consequently, on these items, ae concentrated the bulk of his merchan¬ dising efforts.
One concession item has been, for the host part, conspicuous by its absence cn nany theatre candy stands. This item is ce cream, and the reason for the lack of nerchandising is ostensibly the fact that ts gross profit return is low in compan¬ ion to popcorn, soft drinks, and candy, decently, however, theatres have come to realize that volume sales on ice cream ran more than make up for its lower profit potential. With the summer months, sales )f soft drinks and ice cream are certain o increase, and proper sales techniques ran create a vast impulse demand for hese items. Every theatre audience is a cresold market for soft drinks and ice rream, particularly in the summer months, md prominent, attractive displays at the randy stand can result in increased returns, without reducing sales of popccrn and standard candy items.
Soft drinks are sold either at a theatre fountain or through a vending machine. The percentage of gross profits is greater ;f drinks are sold at the fountain, but, of course, all theatres are not equipped for such an operation. The only equipment necessary fcr the sale of ice cream, how¬ ever, is a freezer. It will be found that oest results are obtained if the freezing unit is easily seen by concession custom¬ ers. Signs advertising the brand of ice cream sold will be found helpful.
Work it right, and proper warm weather concessions operation can be as potent a factor in building profits and customer good will as that air-condition¬ ing unit that makes theatregoers out of the most avid television fans, when faced with a blistering summer day.
In connection with the recent showing of U-I's "Abbott and Costello Go to Mars," B and K Roosevelt, Chicago, Edward F. Dlouhy, manager, used "two lovely maids from Mars," Beverlee Wilson and Genita Prince, who passed out some 10,000 Mars candy bars, calling attention to both the premiere of the picture and the candy.
(Can£)is Delicious Foot!
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ooperating with THE COUNCIL ON CANDY OF 1HE NATIONAL CONFECTIONERS' ASSOCIATION
Pop corn Is A Nutritious KuihI
Cooperating with THE NATIONAL ASSO CIATION OF POPCORN MANUFACTURER: