The Exhibitor (1953)

EP-6 EXTRA PROFITS Magniflo 7200'' In 3-City Premiere Van Myers Offers Five-Step Plan To Aid Concessions Service, Sales Miami, Fla. — A five-step merchandising program designed to offer an outstanding service to theatre concessions and at the same time promote the increased sale of popcorn, proposed by NAPM board of director member, Van Myers, concession manager, Wometco Theatres, has been taken under advisement by the National Association of Popcorn Manufacturers and its proposed united industry trade group, Inter-National Popcorn Association. “First of all,” stated Myers, “the most potent method of increasing popcorn sales in theatres would be by the use of several well made popcorn trailers, preferably in Technicolor. They would be especially effective in double feature houses, when shown just prior to the break between features.” “Secondly, theatres can use a small, brief manual for the training of sales help,” continued Myers. “Such a manual should describe the proper method of manufacturing popcorn, the most attrac¬ tive eye-appealing ways to display it, and the best methods of selling it. It should also contain hints on the importance of the cleanliness of equipment, neatness in the appearance of sales personnel, and the development of a warm, friendly selling technique.” “The third theatre need,” recommended Myers, is for some effective type of pointof-sale advertising. It cannot take up too much space, and still it must be easily observed and must create the impulse to buy. Mobiles, which are wind current activated point-of-purchase advertising aids, could be very effectively used at theatre concession counters.” “Incentives in the form of cash or prizes,” advised Myers, “could be offered by NAPM in a competitive campaign amcng theatres to solicit the best ideas on how to promote and sell popcorn. With judging done by a representative panel of industry concession experts, appointed by NAPM, a fund of information and ideas for promotion cculd be developed for the general benefit of the industry. A further step would be to publish the best ideas in a NAPM popcorn sales promotion brochure and distribute them to all the theatres.” “It is important,” continued Myers, “not to overlook the importance of intra-circuit promotions and contests. If NAPM could make available a certain sum of money or prizes for individual theatre circuits, some wonderful contests, running over several weeks, could be sponsored result¬ ing in increased popcorn sales as well as many valuable ideas on popcorn pro¬ motion.” The recommendations will be considered by the board of directors at the mid-year meeting this month. Cook Ad Bar Available Chicago — Herman Schmidt, sales man¬ ager, Cook Chocolate Company, recently announced a new copyrighted advertising medium in the nature of advertising choc¬ olate bars to be made available for com¬ mercial and industrial ad purposes. The entire face of the chocolate bar is avail¬ able to the customer for advertising. Any copy, including photographs and artists’ sketches, can be reproduced on the wrapper. Advertising specialty jobbers in all 48 states will handle the sales and distri¬ bution. Chicago — At hotel showings here and in New York and Los Angeles, Cole Products Corporation premiered its new cup drink dispenser, the Magnifio “12^0.” The premiere of the new unit, complete with showgirl models as hostesses, cock¬ tails, displays, and flowers, played to crowds totalling over 3000. Reaction to the new unit, which has a 1230-cup capacity and features a new type of carbonationdelivery, was good. The Magniflo “1200” capacity is double that of the Cole-Spa 600-drink unit, and the 1200-cup and 2200-drink syrup capac¬ ities are enclosed in a cabinet no larger than that of the 600-drink unit. The Magniflo’s large capacity in a small space is the result of new developments in Cole’s hermetic unit, which is now much smaller than previously. Cole’s patented new Duotonic Tap, a new method of delivering carbonation in the cup, results in much higher CO-2 volume in the cup than was ever before possible. Cole officials state that with the new adjustable tap, operators can “tune” carbonation in excess of four volumes, if desired. The Duotone Tap can be adjusted to the carbonation desired, and is said virtually to eliminate carbonation less between tank and cup. It produces a high, stable “head” without beating or acti¬ vating. The Cole-Spa Magniflo “1200” is built on an all-steel welded chassis, with built-in casters for easy portability, has stainless steel fittings, and a new simpli¬ fied direct-control electronic system that the manufacturer maintains will eliminate electronic breakdowns. The Cole hermetic has been redesigned, and now features a new system of refrigeration that makes warm-up impossible, even after the long¬ est run. between % ^ shows and after the performance Refresh yourself 132 iOli) For your pleasure k i is available in this theatre _ _ ^ bese are the highlights of the trailer advertising Coca-Cola, available to both drive-ins and conventional theatres to lend a boost to their concession sales. EXHIBITOR June 3, 1953