The Exhibitor (1959)

Song And Prose Celebrate Hot Dog Month The song declaring “there ain’t no bones in a hot dog” has produced amazing sales results when played in theatres and drive-ins, ac¬ cording to the National Hot Dog Month Council. The song, “The Hot Dog Polka,” has been utilized by the Council in promoting National Hot Dog Month, now under way. It seems that the song, when filtered to the patron’s ear, has an amazing gastric effect, arousing a compulsive need for the frank¬ furter in the patron and sending him forth YOUR BEST MEANS OF SELLING EVERY ATTRACTION — an attraction board large enough to accommodate plenty of powerful sales copy. More theatres install WAGNER ATTRACTION PANELS & LETTERS than all other makes. Write for literature on the most complete line of show-selling equipment in the world. WAGNER SIGN SERVICE, INC. 218 S. Hoyne Ave., Chicago 12, III. QUALITY MADE WILLIAMS SCREENS FAMOUS FIRST CHOICE EVERYWHERE WILLIAMS SCREEN CO. 1678 Summit Lk. Blvd., Akron, Ohio IN CANADA J. M. Rice & Co., Ltd. Best Theatre Supply Winnipeg, Man. Montreal. Que. The Queen of National Hot Dog Month, Irene Wasserkort, exchanges her favorite food for record¬ ings of the Hot Dog Polka with singer Len Dresslar. Notice the lady's tasty headgear. with to the nearest refreshment counter, says the Council. This, and additional display ma¬ terial issued by the Council, is offered to theatre and drive-in operators to aid them in the promotional efforts directed toward the customer in behalf of the refreshment stand. Hatch Appoints W. P. White The appointment of William P. White as national traveling field representative has been announced by Arthur Hatch, president of The Strong Electric Corporation, Toledo manufacturers of motion picture projection arc lamps, graphic arts equipment, spotlights, and slide projectors. White is transferring to Toledo from Char¬ lotte, N.C., where he has been operating the Southeastern Theatre Equipment Company. He has been identified with theatre equipment throughout his busi¬ ness life, and has managed the National Theatre Supply Company and Wil-Kin Com¬ pany branches in Charlotte. Hurley Switches Distribution Hurley Screen Company, Inc., has an¬ nounced that they have discontinued distribu¬ tion of Hurley theatre screens through the Radiant Manufacturing Corp. The Hurley firm manufactures the Super-Optica and SuperGlo screens. The company will return to its former policy of selling through author¬ ized theatre supply dealers. Sweden Re-issues Booklet A second printing of the 24-page booklet “How To Reduce Your Ice Cream Food and Labor Costs” has been issued by the Sweden Freezer Manufacturing Company. The book¬ let, supplied free of charge, is a guide for building ice cream business at a profit by cutting the high costs in the retail handling of ice cream, it is claimed. WHITE BOOST SALES Continued From Page PE-10 (5) Compactibility with the other vend¬ ing machines: a grouping of various size, color and design vendors is unpleasant and therefore uninviting. They should have a ‘ planned” look that speaks efficiency and convenience. Location can be crucial. Here are some basic rules for properly locating machines: (1) High traffic areas: use spots that are readily available to all patrons. Candy and soft drink buying are impulse purchases — you can’t expect people to ask where the machines are. (2) In the larger theatres, machines should be made available to balcony and mezzanine patrons. Don’t expect patrons to walk up and down two flights of stairs to get a piece of candy. (3) The machines should be easily visible and well lighted. Machines hidden in a tiny alcove with a 40 watt bulb may well keep your profits on low voltage also; (4) The machines should not be so close to the seating area that patrons watching the movie are annoyed every time someone drops in a coin. Service “principles” form the third impor¬ tant aspect of automatic vending operations: (1) Machines must be kept clean: they should be sanitary in appearance as well as fact. (2) Follow a program of “preventive main¬ tenance” — especially on coin mechanisms — to minimize mechanical breakdowns and in¬ sure maximum sales; (3) Service and fill machines before or after the theatre is open to the public: breakdowns and “run-outs” during public hours mean lost sales and annoyance to customers; (4) Be sure your machines are properly serviced. If you plan to purchase your own machines, you must have a trained mainte¬ nance mechanic available for emergencies as well as routine service; if your machines are serviced by an outside operator, be sure you have an adequate service contract to cover all contingencies. Century Names Cahill To Top Sales Post Frank E. Cahill, Jr., formerly coordinator of techincal activities for Warner Brothers, Inc., has been named sales manager by the Century Projector Corporation. Cahill, well known in the motion picture industry, has served in many responsible executive capaci¬ ties with Hollywood studios, in theatre cir¬ cuits and laboratories. During World War II Cahill held the rank of Colonel in the Army Signal Corps. Dur¬ ing his tour of duty he served as contracting officer at the Signal Corps Photographic Cen¬ ter, Astoria, L.I., and later as executive of¬ ficer of the Army Pictorial Service in Wash¬ ington, D. C. He is thoroughly acquainted with theatre problems and will be available for consultation. • BRIGHTER LIGHT • LONGER BURNING • SHARPER PICTURE Free Test Samples onncune m CARBONS INC., BOONTON, N. J. tUUiitiMAAiUMkftl • STEADIER LIGHT • LESS ATTENTION • PERFECT COLOR BALANCE Free Carbon Chart PE-16 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR July 15, 1959