The Exhibitor (1957)

Testimonial Marks Bessey Retirement New York — Supplementing the recent announcement marking the advancement of C. S. Perkins and Marty Wolf to the respective posts of general manager and assistant general manager, Altec Service Company, H. M. Bessey, executive vicepresident, Altec Companies, Inc., an¬ nounced that he will retire from the organization on June 30. Associates of Bessey in the Altec organization from all parts of the United States tendered him a testimonial and farewell dinner last fortnight at the One Fifth Avenue Hotel. The top executive at the company’s New York headquarters joined Altec in 1937, following a career in the banking and accounting field. He occupied several posts of importance prior to his appointment as executive vice-president in 1943. His overall supervision of activities at Altec’s New York headquarters included the sales, operations, engineering, account¬ ing, personnel, publicity, and advertising departments, together with representation of the company’s interests in numerous union negotiations. Arrangements for the dinner tribute to Bessey were in the hands of Perkins and Wolf, who announced that division man¬ agers, branch managers, and field engi¬ neering personnel from coast to coast signified their intention to attend. Following his retirement, Bessey will act as a member of the board of directors of the Altec Companies. It is under¬ stood he w;ll take up residence in a new home in Clearwater, Fla. Mack Merchandising Hints Chicago — Filmack Trailer Company president Irving Mack, speaking before the Midwestern Regional Conference of the National Association of Concession¬ aires here last month, described the con¬ cession stand as a “business within a business,” which requires enterprise and concentrated attention. Many theatre men, however, pay little attention to it; they let it run by itself, taking for granted that it’ll do business, no matter what hap¬ pens, he contended. Mack maintains that it is impossible to get maximum concession sales without advertising. He pointed out that the average theatre can publicize itself by running ads in newspapers, billboards, TV, theatre screen, radio stations, and many other media, but the concession stand can be advertised only on the theatre screen. Stopping the show and announcing an intermission doesn’t necessarily result in concession sales, simply because patrons may not be hungry. But a good concession trailer will make them hungry, through the power of suggestion. Mack said. He suggested, as ideal practice, the use of special trailers, designed to sell specific items. In closing, Mack stressed that it takes enterprise and concentrated attention to get maximum concession sales. But the proper use of “power of suggestion” con¬ cession trailers, coupled with attractive mass display of merchandise at the con¬ cession counter, will do the job, he asserted. > . ............ INDOORS it’s the WALKER HI-GAIN WHITE SCREEN This sensational new screen just developed by Walker combines the brightness of a metallic screen with the superior side-angle light distribution of a white screen. Re¬ flectivity is controlled by Walker’s famous seamless, wavy, contoured surface. OUTDOORS it’s the # # • % % *• •• (• « V— ^ " " •• »» l\ ** •• *» n > * m • ' . M . i . ' : . Bli . " • • MANCO-VISION ALUMINUM DRIVE-IN SCREEN For color and true depth . . . this screen is unparalleled in brilliance ! It provides up to 300% more re¬ flected light with your present light source. Perfect for Cine¬ mascope and Vistavision. Low maintenance cost . . . eliminates constant repainting. Guaranteed 10 years. Call your National man for information and prices : v" : I 3 I . . Hi a : . i ‘ ■ NATIONAL THEATRE SUPPLY COMPANY [ . N 92 Gold Str^et>rNew York 38, N. Y. • , Branches Coast to Coast June 19, 1957 PHYSICAL THEATRE EXTRA FROPITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-11