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 August 12, 1959 POPCORN: Sold On Sight That space on a theatre’s ledger between the red and black ink is often filled by pop¬ corn — the cash returns from its sale, that is. And while popcorn is about as good as it is ever going to get, as far as the palate is concerned, merchandising methods in many individual theatres have fallen somewhat short of the rapid pace set by the growers and producers. Strangely enough, the theatreman can least afford that lag. Popcorn has advanced from its compara¬ tively tasteless state when it was first offered for sale, to the point where today’s patron can take his choice from a pleasing range of flavors: cheese flavored popcorn, sugared pop¬ corn (in a variety of colors), caramel pop¬ corn and simply salted and buttered popcorn. Get the customer’s eye to a brightly lit dis¬ play and half the battle is won. There are few who dislike the exploded kernel and even fewer who can resist it in a flavored state. The problem, then, is to attract the cus¬ tomer’s eye, let him know what is available through an appealing — taste appealing — display, and then sell him from a sanitary, sparkling dispenser. In popcorn, as in any food product, the display is important because of the intimate relationship between sight and taste. If the eye sees something that appeals to the stom¬ ach, a sale has been made. But no matter how tasty the popcorn may be, if the display is drab there will be a dearth of customers. The most popular innovation, as far as dis¬ pensing popcorn is concerned, has been the butter dispenser. When buttered popcorn was first introduced, it raised the average Only two samples of the sort of thorough merchan¬ dising the exhibitor must be prepared to carry on, these cups can be stapled or tacked along walls and hung from ceilings to attract attention to the flavor-rewarding cupful awaiting customers at the refreshment stand. In case anyone needs to be convinced, this authori¬ tative sign (note the source quoted at the bottom of the display) will convert the most skeptical patrons into happy, munching viewers. volume of popcorn sales in the theatre 40 to 90 percent. Most of this increase has become permanent, proving that the product has the long-lasting appeal of good flavor rather than that of a short-lived novelty. This strong ap¬ peal makes the task of selling easier as time goes on. After a while, the customer knows what the product tastes like, making it neces¬ sary only to remind him it is there. This can be done efficiently in a number of ways and depends almost wholly on display. The containers or cups themselves make This unique display is a sure crowd drawer. The old-fashioned cart, painted in bright eye-catching colors, will draw the curious together in the largest lobby and direct their attention to the venerability of popcorn. After all, if it was good enough for grandfather . . . excellent displays when tacked or stapled to back walls, stacked on counters or hung overhead, if they are colorful and attractive in design. It is important to keep up the displays as it is to have good displays at the introduction of a newly flavored popcorn, so that they should be continually refreshed. In order that the product be as attractive to the patron as possible, it is vital that the popcorn is always fresh and hot and that the flavoring, whatever it may be, be kept pure. If buttered popcorn is served, the butter must be 100 percent pure butter and un¬ adulterated. Also in evidence on the counter should be extra salt — in clean, filled con¬ tainers — and napkin dispensers. The butter dispenser should be kept in view of the patron and spotlessly clean at all times. At drive-ins, display is even more import¬ ant because there is less time for the vend¬ ing attendant to do any suggestive selling. This is particularly true when something new in the way of flavoring or a new pack¬ age is being introduced. The sale of popcorn need not end with the closing of the refreshment stand. It may prove profitable for the operator to install one or more of the sparkling fetching auto¬ matic popcorn vendors now available. The sale of — and profit from — popcorn is limited only by the imagination and fore¬ sight of the individual operator. Innovations such as free samples, lobby displays accen¬ tuating the health nurturing value of pop¬ corn, and other novel selling devices are the stock in trade of any imaginative showman. An automatic vendor can be especially valuable in a drive-in or other location where there is a peak rush period during which the refreshment stand attendant may not have time to suggest or personally serve all customers. Also, these machines never close. They sell through the last show. PE-8 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR August 12, 1959