The Exhibitor (1960)

PROMOTION-OF-THE-MONTH Wallace’s Neylcind Wins Contest Ties In Kiddie Give -AWays With Candy Maker, Distributor S. J. NEYLAND. JR., general man¬ ager, Wallace Theatres, Inc., Texas, is the winner of MOTION PICTURE exhibitor's March Promotion-of-theMonth Contest for his outstanding tie-in promotion of candy and prizes for children. Neyland will receive the $25.00 monthly prize for this outstand¬ ing promotion. As Neyland said in his explanatory letter, "there are two periods in the year when the curve based on concession sales dips down into a valley of 'lowgross.' The periods of time following the Christmas and the Easter holidays." During both holiday periods, John Q. Public consumes more candies and other sweets than usual. Because of this. John Q. buys less candy at the theatre concession counter. "This year," Neyland stated, "we have been able to hold the curve up." In September of 1959, Neyland's can¬ dy supplier. The Dixie Company, made arrangements with the Johnson Candy Manufacturing Company to give pre esT/i rm froAf ai/ji m A pmmf/ ANDREWS, TEXAS miums to Johnson candy buyers. John¬ son, in conjunction with the Dixie Company, offered a choice of two pre¬ miums for every 15 cases of candy purchased. Either a 25-inch Doll or a 14-piece Gun Belt Set was given with every 15 cases purchased. The candy did not. however, have to be purchased all at one time. It could be bought over a period of sev¬ eral months; between September 1 and December 15. Also, the purchase did Good For One FREE CHANCE ON OUR CONCESSION STAND GIVEAWAY Name _ ! Address _ I Drawing for lucky winner Saturday, February 13,1960 not consist of only one kind of candy, but of several brands. It was not too difficult under these conditions, Ney¬ land said, to push Johnson candy and be able to secure a premium for each of our theatres. Originally, Dixie Candy thought that these premiums would make excellent giveaway items at the Christmas Kiddie Shows. However. Neyland began think¬ ing of the "low gross" periods and made plans accordingly. On January 10, Neyland established a program to issue to each of his con¬ cession stands free tickets to give to every customer who made a purchase. These tickets were to be signed and dropped in a box in the lobby. Printed heralds that described the giveaway items were also distributed. The date of the drawing was set just before St. Valentine's day, Saturday, February 13. Each manager built his own display for his particular premium. The promotions were conducted in seven towns and at 12 theatres. Good saturation for an excellent promotion! Concluding his letter, Neyland said, "I hove noticed that some of the John¬ son Candy Bars are still being ordered by our managers, even though the premium contest is over. It has served to introduce to us products that we formerly overlooked, and also has intro¬ duced these candy items to our cus¬ tomers." This fine promotion is another ex¬ ample of what can be done to make the concession counter a "top notch" extra profit center in the theatre. Why don't you enter the EXHIBITOR contest now. You may be a $25.00 winner next month. Just send information concerning your particular promotion, plus photos, to: Promotion-of-the-Month, MOTION PICTURE EXHIBITOR. 246 N. Clarion Street, Philadelphia 7. ePTAme fPOAA apg eoA/eesf/AAA CHlEFmDINI CROSBYTON 32 PHYSICAI THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR March 16, I960