The Exhibitor (1957)

EXTRA PROFITS L».. .. . .is — ^ ' - . . . Devoted exclusively to concession operations at indoor and drive-in theatres, sales of confec¬ tion, popcorn, beverages, food and other profit producing items, food preparation and vending equipment, concession management and design. BILL HADDOCK, Editor OCTOBER 9, 1957 Biggest Popcorn Promotion Marks Sixth Annual POPCORN FALL FESTIVAL THE biggest promotion of popcorn and re¬ lated items in history, the Sixth Annual Popcorn Fall Festival, will swing into full force this month and will continue until preHoliday activities in December. The climax will be the observance of National Popcorn Week, Oct. 27-Nov. 2, and throughout the campaign theatremen will have manifold op¬ portunities to increase popcorn sales. This advertising and merchandising event is sponsored by The Popcorn Institute and a group of leading advertisers in the food field. The promotion is backed by a multi -million dollar campaign of advertising, point-of-sale merchandising, trade promotion and national consumer publicity. The sales impact of the nation-wide cam¬ paign will be channeled directly into pop¬ corn sales at theatre concessions through the use of new point-of-sale pieces produced by the Popcorn Institute and the Coca Cola Company. America's 1957 Popcorn Queen, Ami Silvestre, shows the latest popcorn sales kit designed by the Popcorn Institute to boost popcorn sales in theatres during the Popcorn Fall Festival, which starts this month. The kit consists of five posters in brown and yellow with "Pop¬ corn" printed in striking red Da-Glo. The new PI theatre kit, called “Popcorn Festival,” is the result of extensive research into the needs of theatre concessionaires and, as such, represents their best possible pop¬ corn sales aid. Theatre concession operators have been urged to cash in on the huge pro¬ motion by contacting their popcorn suppliers and obtaining the sales kit, which is available at production cost. Special back-bar posters in eye-catching colors are available from Coca-Cola salesmen, along with a new mobile which also features popcorn and Coke as “Partners.” Both are designed specially for theatre use. The coordinating agency in the campaign is the Popcorn Institute and its member com¬ panies, representing more than 85 per cent of the world’s popcorn production, which will tie together all of the advertising, merchan¬ dising, and publicity during the fall and early winter months, and will issue direct publicity on popcorn and the related items. In addition, the Popcorn Institute is enlisting trade sup¬ port for the promotion through personal con¬ tacts of its staff and through saturation mail¬ ings of brochures outlining the details of the program, it was announced. Participants gearing advertising and pro¬ motional efforts to the campaign on behalf of popcorn include the Morton Salt Company, which is featuring Morton Salt and popcorn in full color pages in the October and No¬ vember issues of leading magazines. Also, some 4,000 billboards in full color will boost Morton’s Salt and popcorn in over 500 mar¬ kets across the U. S. during the months of the promotion. A full line of store point-ofsale material will be provided by Morton to back up the promotion on the retail level. Brer Rabbit Molasses is to release new recipes and photographs featuring molasses and popcorn to newspapers, Sunday supple¬ ments, consumer magazines, house organs, and labor publications. Specially prepared material will be distributed to radio and TV stations across the country. The Coca-Cola Company will make avail¬ able colorful point-of-sale material featuring popcorn and Coke to all retail outlets where Coca-Cola is sold. Kaiser Aluminum will feature popcorn poppers in action in three television commer¬ cials in the months of the campaign on the Candy Firm Realigns Executive Personnel NEW YORK — Henry Heide, Inc., has an¬ nounced the appointments of Vincent H. Heide to the position of general sales man¬ ager; Eugene E. Sullivan to assistant sales man¬ ager; and George J. Grohol as chain store representative. Heide entered the employ of the candy firm in 1937 and, with the exception of four years of duty in the Coast Guard during World War II, has been active in many phases of sales activity. In 1953, Heide was elected a vice-president and is a director of the com¬ pany. Sullivan joined the company in 1949 and has been handling sales, sales promotion, and advertising activities. Grohol has been in the Heide sales organization over 25 years. He traveled the New York State and Con¬ necticut territories before he became a New York metropolitan representative. new adult western show, “Maverick,” which was to premiere over ABC -TV on Sunday evenings. General Foods Corporation will release new popcorn recipes utilizing its Flake Coco¬ nut and Log Cabin Syrup, directed to food editors in the print and broadcast media. The Can Manufacturers Institute will re¬ lease popcorn recipes and photographs to newspapers, magazines, Sunday supplements, and will provide special radio and television scripts for 162 TV and 321 radio stations. Giant bags of pre-popped corn, ready to eat, save time for concessionaires. Popcorn stays fresh, too, on its way to theatres. Kraft bag is lined with laminated Glassine, to keep corn from drying or absorbing too much moisture. These protective bags are products of Rex Specialty Bag Corporation. PE-10 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR October 9, 1957