The Exhibitor (1953)

EXTRA PROFITS One of the many ways to place ice cream in the impulse category is to counter-sink a visual type ice cream freezer right into the candy counter. However, when this is found to be impractical, the ice cream unit may be placed alongside the candy counter in a prominent, convenient spot. Sure, Ice Cream Sells But Give It Some Push, Too All those concerned with the operation of confection installations in theatres, whether they own their own theatres, have someone else operate the concession, or direct the confection sales of a circuit, are finding that ice cream is pushing the so-called “Big Three’’ — candy, popcorn, and soft drinks. The above statement is made to point out that an item which has universal appeal can take up the slack in the net profit department with very little effort on the part of either the ice cream manu¬ facturer or the theatre, provided both work together and take a long-range viewpoint. Therefore, let’s look at ice cream, par¬ ticularly in the last few years. Selling ice cream in theatres is not new by many means, but, in a number of situations, from the methods used to put ice cream before the public, it certaintly appeared as though both the manufacturer and the theatre operator did not want the public to know the item was available. By J. J. Fitzgibbons, Jr. Theatre Confections Limited, Canada A small sign saying “we sell so and so’s ice cream,” when the cabinet or item itself was hidden, certainly didn’t give the theatre patron the impulse to buy. In the warm weather, ice cream will certainly sell, but the idea is to keep it moving all year round, and it was found that by bringing the ice cream out in the open, it gave the same impulse to the patron to buy as was the case with candy, popcorn, and soft drinks. Animated trail¬ ers which mention ice cream can be of some assistance, and ice cream vending machines may also help to push sales, particularly after the bar has closed. These sales are extra, and we welcome them, but, the main idea is to keep ice cream in front of the public at all times. There are many ways to place ice cream in the impulse category. The easiest and, to date, the most practical way is to counter-sink a visual type ice cream freezer right into the candy counter (see photo) . When this is impractical, place the unit alongside the candy counter (see photo). Small ice cream merchandisers placed on top of the counter will also increase sales (see photo) . The use of trays, especially when there are lineups, is another incentive to impulse buying. Aisle vending during intermissions is used in a number of situations, and a very short trailer advising the patrons that the attendants will sell ice cream during ( Continued on page EP14) EXTRA PROFITS Vol. 8, No. 3 June 3, 1953 EXTRA PROFITS appears every fourth Wednesday as a regular special feature department of EXHIBITOR, and is devoted exclusively to the design, construction, maintenance, management, and exploitation of the¬ atre vending equipment, vendable items, and other profit producing adjuncts for efficient theatre opera¬ tion. For further information, address EXHIBITOR, published weekly by Jay Emanuel Publications, Inc. Publishing office: 246-48 North Clarion Street, Phila¬ delphia 7, Pennsylvania. New York: 1600 Broadway, New York 19. West Coast Representative: Paul Manning, 9628 Cresta Drive, Los Angeles 35, Calif. Advisory boards— Executives and heads of the concessions and vending departments of theatre circuits: Leslie R. Schwartz, Andrews, Inc., New York; Bayard M. Grant, Durwood Theatres, Kansas City; C. Dale Fox, Fox Wisconsin Amusement Corporation, Milwaukee; Frank C. BickerstafF, Georgia Theatre Company, Atlanta; William O'Donnell, Interstate The¬ atres, Dallas; Raymond Willie, Interstate Theatres, Dallas; Harold F. Chester, Theatre Cooperative Candy Company, Salt Lake City; Miss Marie Frye, Tri-State Theatre Corporation, Des Moines; Louise Bramblett, WilKin Theatre Supply, Inc., Atlanta; Van Myers, Wometco Theatres, Miami, Fla.; J. J. Fitzgibbons, Jr., Theatre Confections Limited, Toronto, Canada; Leon Levenson, American Theatres Corporation, Boston; Morton G. Thalhimer, Jr., Neighborhood Theatre, Inc., Richmond, Va. Manufacturers, concessionaires, and other leaders in the candy, popcorn, and allied fields: A. F. Rathbun, Fred W. Amend Company, Chicago, Harold Sharp, The Coca-Cola Company, New York; Marvin Spitz, American Royal Candies, Inc., Los Angeles; Vincent O'Brien, Armstrong Popcorn Com¬ pany, Lake View, la.; Charles G. Manley, Manley, Inc., Kansas City; W. B. Riley, Brock Candy Com¬ pany, Chattanooga, Tenn.; Joseph Blumenthal, Blumenthol Brothers, Philadelphia; L. M, Shaw, Smith Brothers, Inc., Poughkeepsie, N, Y.; C, M, Said, McPhail Chocolate Company, Oswego, N. Y, June 3, 1953 EXHIBITOR