The Exhibitor (1959)

Devoted exclusively to refreshment 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. TOM WERNER, Editor 1 5' 1959 Boost Sales— AUTOMATICALLY by Melville B. Rapp Apco Inc. These days, supermarket and department store merchandising experts are beating the drums for “related selling,” but theatres with refreshment stands and soft drink machines were years ahead of them. We all know popcorn sells soft drinks. Soft drinks sell candy and other snacks. These snacks sell more soft drinks and coffee. It’s as simple as that; automatic venders and theatre refreshment stands actually help one another to increase sales volume. Not so well known, perhaps, is the fact that replacing old machines with new not only causes an immediate spurt in business at thea¬ tre stands, it keeps the “average-cents-perperson” well above previous levels, even after the initial novelty has worn off. The reasons for this are many. Today’s automatic merchandising machines are the product of intensive research and de¬ velopment. They are more attractively illu¬ minated, to draw more traffic. They are designed in tasteful color combinations that blend with a theatre’s decor. They are mechanically superior to older machines, and serve better soft drinks, popcorn, hot chocolate, coffee, etc., that satisfy patrons more and build more repeat business. They offer greater selectivity, to cater to the greatest variety of tastes. They have higher cup and ingredient capacities, so they will operate for longer periods without refilling. With changes like these making old machines obso¬ lete, it may be time for you to consider whether you are short¬ changing yourself by clinging to older machines that cannot produce maximum sales volume. And now, promising a further increase in the “average-centsper-person” are new soft drink machines that serve drinks with crushed ice, and permit you to serve larger cups at premium prices. In theatre lobby tests, these machines with ice-maker units have been selling more drinks per machine, at a higher price per drink. Word-of-mouth reaction to the novelty of ice has increased traffic flow and theatre stand sales, proving once again that modern vending machines can improve the entire profit picture. APCO Inc.'s six and four drink soda-servers are the latest models of their kind that the company is offering at the present time. Both are top-volume dispensers. by Charles H. Brinkmann Roxve Manufacturing Company No one knows better than the theatre man the importance of concessions in the over-all profit picture. The movie-goer’s habit of munching and chewing as he watches the picture can mean the difference between a marginal and profitable evening for the movie exhibitor. Fortunately, there’s no need to open a short-order counter in the mezzanine, for today there are thousands of “silent salesmen” in the form of automatic vending machines to serve your customers quietly, efficiently and profitably. Automatic vending machines are the “extras” which no exhibitor can afford to ignore. A close examination of the experience with automatic vending machines shows that they can be profitably used either as substitutes for or supplements to, concessions manned by “live” i personnel. Well planned, compatible groups of modern mechanical vendors are capable of offer¬ ing a broad selection of merchandise to satisfy a wide variety of appetites. A typical matching installation for example can serve as many as 20 different types of snacks, candies, gums and mints at four different prices, four types of cold drinks (nlus freshbrewed coffee for drive-ins) and complete cigarette brand selection. As supplements to the regular “live” concession, automatic vendors permit “extra” sales in the hours before and after the “live” conces¬ sion can be operated at a profit, and help out at the peak traffic periods during audience releases. To make the most of his “silent salesmen,” the exhibitor should check for these important factors: (1) Warranty by a reputable, experienced manufacturer; (2) Simplicity of mechanical maintenance; (3) Attractive styling; the machines should harmonize with (but not “disappear” into) the color and decor of the theatre itself; (4) Compactness: oversized, bulky machines tend to detract from ■ the spaciousness of the theatre; Continued on Page PE-16 The Rowe Manufacturing Company's "drink-snack bar" only 90 inches wide, but able to dispense 20 different kinds of snacks, four types of cold drinks and coffee. BRINKMANN PE-10 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR July 15, 1959