The Exhibitor (1956)

EP-6 EXTRA PROFITS PLUS that only liquid popping oil offers! rich butterlike flavor, / for your popcorn! * all these other advantages: • golden color • appetizing aroma • fewer duds • less cost per bag • all-weather pouring • measures accurately— no waste • stores easily— no fire hazard by the Popping Oil Specialists To The Nation Simonin, Philadelphia 34, Pa. Waring New De Perri V.P. New York — The appointment of Saul Waring as vice-president of De Perri Ad¬ vertising, Inc., was announced last week by Perry Wachtel, president. Waring, formerly eastern space sales representative for The Billboard Publish¬ ing Company, assumes the new title after two years with the agency. De Perri specializes in the automatic merchandising field. Candy Merchandising (Continued from page EP3) ranges. When a houseful of children is anticipated, then concentration should be on the lower priced items. Our experience has indicated that although children spend as much if not more than adults, they prefer a diversification of confections. A little of this and a little of that seems to have more appeal than one large pack¬ age containing only one variety of candy. If this is the preference of children, and if, at the same time we know that adults readily purchase the larger boxes then we should always be prepared to do business on that basis. With this in mind we have recently developed sectional displays which fit onto the bottom shelf of our standard candy cases. An assortment of candy can be arranged on each tray and easily slid into the case or taken out. It is actually so easy to handle that we are able to change the variety in the show¬ case from a children’s matinee to an evening performance very rapidly. Avoid Congestion One of the problems experienced by most theatres from time to time is con¬ gestion at the confectionery stand during a heavily attended children’s picture. We have found that it pays off to set up a small table or stand away from the regu¬ lar with an assortment of merchandise with particular children’s appeal. This helps to relieve some of the congestion at the main stand and appears to provide for a more rapid turnover of sales. In addition, if there are any novelty items such as hats, books, records, etc., which tie in with the picture, I believe they will sell better at a secondary stand than they do at the main stand. We usually make it a point to use these novelties as the deco¬ rative scheme for the auxiliary location. The traffic at this point is never as heavy as it is compared to the permanent loca¬ tion and the children have more oppor¬ tunity to examine the novelties and are more likely to purchase. We have noticed that at a perform¬ ance where there are many children and adults in attendance, the older people are often discouraged from making purchases because of the traffic in front of the con¬ fectionery stand. Since their enthusiasm for sweets is nowhere near as great as it is with children, they might decide against making a purchase and go directly to their seats. In some situations we have devoted an entire section of a stand or an entire showcase to the type of items most usually selected by children and desig¬ nated this as the “Kiddie Korner”. It makes a good tiein at those theatres where we are using a curved comer case. The results of such a setup are norm¬ ally very gratifying because it provides an easier avenue for the adults and results in a better over-all turnover of sales. It is very important for the popcorn machine or warmer, and the ice cream cabinet to be placed in such a manner as to be easily accessible for both stations, even if it requires the placement of a second¬ ary warmer. Training Important Every theatre has a secret weapon for building sales. We call it a secret because too often the ability is hidden away due to improper training. Our reference is to the confectionery attendant’s ability to suggest plus sales to adult patrons. Al¬ though a good display of merchandise coupled with plenty of point of sale ad¬ vertising material will bring in a nice level of business, if you are to build up¬ wards from that point we earnestly sug¬ gest a program of training for sales per¬ sonnel. The word “merchandising” is not only made up of many letters of the alphabet but of even greater importance its mean¬ ing encompasses a multitude of ideas, pro¬ motions, and tried and true basics of good business. We cannot pronounce the word without putting into play all the letters involved. By the same token, we cannot expect the results of good merchandising unless all of the procedures are put into play. Cleanliness, display, service, adver¬ tising, promotions, suggestion selling, and many others must all be put together to form the right combination for each place of business. With only part of this com¬ bination you can probably expect only part of the sales in return. Good mer¬ chandising should not be used as a “some¬ time thing.” At any time the confectionery stand is open, no matter whether the anticipated audience is large or small, we suggest that you offer your patrons the benefit of making their selections from a full line of confections and that you utilize the impact of your entire mer¬ chandising program. EXTRA PROFITS Volume 11, Number 10 Dec. 12, 1956 EXTRA PROFITS appears every fourth Wednesday as a regular special feature department of MOTION PICTURE EXHIBITOR, and is devoted exclusively to the design, construction, maintenance, management, and exploitation of theatre vending equipment, vend¬ able items and other profit producing adjuncts for efficient theatre operation. For further information, address MOTION PICTURE EXHIBITOR, published weekly by Jay Emanuel Publications, Inc. Publishing office: 246-48 North Clarion Street, Philadelphia 7, Pennsylvania. New York: 229 West 42nd Street, New York 36. West Coast Representative: Paul Manning, 8141 Blackburn Ave., Los Angeles, 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 Brambiett, WilKin Theatre Supply, Inc., Atlanta; Van Myers, Wometco Theatres, Miami, Fla.; J. J. Fitzgibbons, Jr., Theatre Confections Limited, Toronto, Ont., Canada; 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, Blumenthal Brothers, Philadelphia; L. M. Shaw, Smith Brothers, Inc., Poughkeepsie, N. Y.; C. M. Said McPhail Chocolate Company, Oswego. N. Y. MOTION PICTURE EXHIBITOR December 12, 1956