The Exhibitor (1956)

Dairy Queen Summer Movie Tieups Attract Both Children And Adults Dixie Cup To Show 2 New Products New York — The Dixie Cup Company, Easton, Pa., will exhibit two new products developed especially for theatre use dur¬ ing the Popcorn and Concessions Associa¬ tion Convention at the Coliseum. Visitors at Dixie Cup booth 212 will be shown the new Dixie popcorn design cup and Dixie theatre design cups which were intro¬ duced to increase popcorn sales and pro¬ mote movie attendance at indoor and outdoor theatres. Dixie theatre design cups come in twotone lavender, green, red, blue, and brown colors. Cold drink cups are available for counter and take-out service in seven, nine, 12, 14, and 16 ounce sizes for auto¬ matic drink vending machines in a seven ounce size, and for hot drink cups in six and eight ounce sizes. The entire series of cups feature messages pi’omoting movie attendance such as: “Come Often”; “Movies Are Your Best Entertainment”; and “Bring The Whole Family.” The new Dixie popcorn design cups are attractively printed in brown and yellow. Easy to fill, with no set-up time required, these new cups are specially treated to resist the absorption of butter, shortening, margarines, and oils. In addition to these two new products Dixie will also have on display its com¬ plete line of Dixie Vending Cups for automatic drink vending machines. In¬ cluded will be Dixie’s new Vendolite Cup, economical hot drink vending cup made by an exclusive new process. The Dixie Vendolite Cup is made of heavier weight paper making cup handling easier and yet it protects the true flavor of hot drinks and keeps them hot longer. Redstone Readies Outdoor Trio Boston — Three drive-ins belonging to the Redstone Circuit are under con¬ struction for opening late this season. The Lakeshore, Rochester, N. Y., was set for its debut late this month, the Suffolk Downs, East Boston, in mid-September, and the Palmyra, N. J., in the Philadel¬ phia area, will open after the Suffolk. The latter two theatres are to have in-car heaters and will remain open all winter. The circuit’s new theatre in South Amboy, N. J., is under construction for an April 1 opening. Nat Levin, former manager, ATC, has joined the circuit and is training under Hal O’Day, manager, Neponset Drive-In. O’Day will transfer to the new Suffolk Downs Drive-In, while Levin will remain at the Neponset. The Suffolk will open with space for 1400 cars, with room for expansion later. Davenport, Iowa — National Dairy Queen Development Company, the country’s largest purveyors of soft frozen ice cream products, numbering over 3,000 stores and drive-ins across the country, has devised four plans of merchandising which has many theatre managers interested. In Galesburg, Ill., a Dairy Queen store operator approached Charles Brown, man¬ ager, Orpheum, with a plan to reduce juvenile exuberance and excesses in the theatre. This consisted of awarding Good Conduct Treat passes which would be exchanged for free 15 cent Dairy Queen sundaes at any of the local Dairy Queen stores. Brown accepted the idea and ran a special trailer on the give-away. He also passed out 1,000 Dairy Queen Treat cards at his Saturday matinees and, later, 800 of them were turned in at the stores for free sundaes. After this, the Dairy Queen Stores participated with 19 other merchants in a screen trailer for an eight-week period, sponsoring a free show to the youngsters under the official name of “Operation Vacation Fun.” This was an extra morning show from 10 a.m. unhl noon and allowed patrons to shop down¬ town while the theatre acted as baby sitter to their offspring. Elnthusiasm of Edward H. Wolk Chicago — Edward H. Wolk, 63, founder and head of Edward H. Wolk, manufac¬ turers of booth equipment and replace¬ ment parts, died suddenly last month. children and patrons was evident. As a result of the success in Galesburg, the manager of the Palace, Peoria, Merle Eagle, approached the Dairy Queen stores there, as well as the Pabst Cola, a new product, and they likewise participated in a give-away along similar lines at the 1850 seat theatre, where it was known as “A Mickey Mouse Party.” Quite a number of adults were reported attending with the children. However, for adult audience appeal, the following plan was used in Henry, Ill., where the Dairy Queen store as well as the theatre is owned by Philip B. Shaver and his wife. They signed up 35 mer¬ chants at $45 each, including themselves, and gave away a free show every other Wednesday for the two-and-a-half month summer season. The business men were enthusiastic and plan to continue the program, if possible, as they found it benefitted the community in various ways. These plans were supervised by Rudy Busch, state operator. Dairy Queen Stores, Galesburg, Ill. Exhibitors in other states should contact National Dairy Queen De¬ velopment Coi'poration, Davenport, Iowa, for plans to help meet special local conditions. A pioneer in industry, Wolk had spent almost 40 years in various phases of the motion picture business, and was an active member of the Theatre Equipment and Supply Manufacturers Association. Tl C SHIPPING CONTAINER ITSELF MAKES THIS COLORFUL DISPLAY IS NATIONALLY ADVERTISED IN The Saturday Evening POST SIMPLE TO OPEN QUICK TO SET UP also sold in 5< and 10< bars and 6-BAR TAKE HOME PACKAGE September 19, 1956 PHYSICAL THEATRE Combined with EXTRA PROflTS PT-EP-39