The Exhibitor (1959)

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 February 11, 1959 The Theatre’s Liquid Assets Proper Equipment and Correct Sales Approach Can Make Beverages One of the Most Popular and Profitable Concession Stand Items I n the booming business that theatre con¬ cessions have become in recent years, nothing plays a bigger part than “the beverage.” Re¬ cent surveys of the industry show that the vast majority of theatres handle beverages for the enjoyment of customers and the in¬ crease of their profit statements. Some con¬ ventional houses feature elaborate dispensing sections as a part of the refreshment stand operation; some rely on automatic vending machines; many have both. At the drive-in theatre, the beverage service at the snack stand is frequently supplemented by push¬ cart service at the window of the automobile. Growth and Profit How has this situation come about? In the years before World War II, refreshment serv¬ ices in the average American theatre was limited largely to vending equipment which served cigarettes and candy bars; plus pop¬ corn machines handled with the left-hand by ticket-takers. The public and the alert ex¬ hibitor have changed all that. In other words, the theatre-going public wants refreshment with its entertainment. In locations where the exhibitor has reacted aggressively to this demand for additional service, the rewards have been rich indeed. Following closely on the heels of popcorn in customer preference at the refreshment stand come cold drinks. (Hot drinks — coffee, hot chocolate, etc. — are beginning to make very substantial inroads on the beverage business, particularly in the cooler sections of the country.) More than 80 per cent of circuit indoor houses and over 60 per cent of independent operations now sell beverages. Outdoors, the booming beverage business is a rule, with almost 100 per cent of the theatres making drinks available to their customers. Cola drinks are by far the most popular beverage offered, appearing as a featured item in more than 50 per cent of all theatres, indoor and out. Root beer is offered in onethird of the houses, and is second favorite. Fruit-flavored carbonated beverages appeal to roughly one -fifth of the customers, and after these come still-water fruit beverages, milk drinks and frozen fruit concentrates. Equipment Important As indicated earlier, the basic beverage business is done at the refreshment stand, both in the conventional theatre and the drive-in. The multiple-drink cup machine, (which dispenses a cola drink, a carbonated fruit drink and a still -water drink, for ex¬ ample), is the most popular unit for the average indoor house, and is likely to be found in secondary locations throughout the theatre as well as tied-in with the snack stand. At the larger stand, and in increasing numbers of drive-in operations, the selfcontained unit which handles several drinks is becoming the accepted norm. Some of the larger plants feature complete soda fountains. By using a dispenser, the refreshment stand operator gains uniform quality in the drink he serves. He gets away from the necessity for drawing from more than one tap, and he avoids the danger of flatness in the drink from over-stirring. He combines his service operation in one handsome, practical piece of equipment that even the newest employee can operate perfectly. He simplifies his dis¬ pensing operation, speeds up service, and, of course, increases his profit. Where it is not practical to use a single-drink dispenser, the multiple-beverage unit is capable of a good job, and of delivering quality drinks. Two Trends It goes without saying that quality equip¬ ment should be used for the dispensing of all beverages. Such equipment is usually easy to clean and maintain, and comes com¬ plete with manufacturer’s instructions. They should be studied and followed closely by refreshment stand personnel. Two trends within the beverage depart¬ ment of the concession operation have gained prominence within the past couple of years, and are worthy of extra mention. One is the definite move in the direction of larger unit sales (the 10, 15, 25, 30-cent cup) and the other is the increasing demand for thorough¬ ly refrigerated beverages. Many exhibitors report that even when placed in direct competition with smallerpriced cups, the larger drinks now appeal more to the public and result in heavier sales. This trend has brought along its own peculiar problems (such as quality-control) but should be watched. The demand for refrigeration, on the other hand, is an old story given a compelling new twist. Beverage manufacturers have for many years urged that their products be served at 40 degrees, or colder, for maximum enjoy¬ ment, but consumer preference has now given added impetus to the message. In one recent year, operators reported gains in bev¬ erage business from 20 to 50 per cent after they started putting ice in their cups. Origi¬ nally made to be enjoyed ice-cold, a bever¬ age obviously becomes more desirable when Continued on Page PE-14 THE DRIVE-IN CONVENTION The sixth National Allied Drive-In Convention in Pittsburgh’s Penn-Sheraton Hotel last fortnight was highlighted by a successful and well-attended trade show. Forty of the industry’s most prominent manufacturers and suppliers exhibited a wide range of outdoor theatre equipment, new and standard, over a period of three days. Exhibits Among the new drive-in equipment were a car heating and air conditioning system, reviewed elsewhere in this issue; miniature golf course set-ups; a six-sheet poster board; and a shadow box type of screen which permits an earlier starting time. Architect Jack Vogel unveiled a design for a unique drive-in theatre. Concession stand equipment and supplies formed an important part of the exhibits. Entertainment Plus Once again, leading companies entertained convention-goers royally. The generously sponsored festivity program commenced with a luncheon hosted by the Berio Vend¬ ing Company, followed later by a gala Night Club Dinner Party in the New Arena Supper Club, sponsored by Pepsi-Cola Company. On the latter occasion, entertainment included a floor show and dancing. The next day, American International Pictures’ president James H. Nicholson sponsored another luncheon. In the evening, the Na¬ tional Carbon Company welcomed conventioneers to a Cocktail Party, which was followed by the Motion Picture Industry Banquet, hosted by The Coca-Cola Company. Phil Spitalny and his orchestra provided entertainment for the Coca-Cola guests. Variety Club, Tent One, offered open house from noon until two a.m. throughout the convention. The contribution of those companies offering elaborate hospitality during the con¬ vention cannot be overstated. It is their cooperation which make a hard working business meeting also one of pleasure, and one to be remembered.— THE EDITOR PE -12 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR February 11, 1959