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EXTRA
PROFITS
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.
Bob Garner, Editor
December 13, 1961
Candy Display Appeal
When evaluating the appeal of your candy display, there are several questions to be asked.
1. How good is the stand’s location? With¬ out going so far as to be accused of using poor judgment, or having bad taste, the candy display must be located in the most conspicuous spot in the entire theatre.
2. How well is the stand lit, and decorated? When your patrons enter your theatre, there are a very few short minutes in which the
: physical appearance of your candy display i can attract the people. If your stand looks dull and lifeless, your patrons are going to be dull and lifeless, and they are not going to approach the candy. If they don’t come over to your stand, you can’t hope to sell candy. Keep your stand attractiyely illumi¬ nated and decorated and your patrons will show their appreciation in the way you lixe best.
3. How pleasant are the personnel who tend the stand? Everyone, when deciding to spend their money, be it for candy or tickets, likes to be greeted pleasantly. A cheery “good evening, may I help you?” costs nothing, but the benefits are many. If your sales personnel are courteous, clean, neat, and show inter :st
, in what they are doing, the most hesitant patron will have to be impressed. If your candy customer seems unable to make a choice, a tactful suggestion will not be resented, but will be appreciated.
If your stand looks dull and lifeless, your patrons are not going to approach the candy. The above stand makes clever use of a circus motif.
4. Is the candy counter filled? Is it clean? A full counter is by far the best way to pre¬ sent your merchandise to your customers. A full case looks appealing and fresh, while a half-filled display is sloppy and leaves a stale impression. No matter how fresh your candy, people feel that those few loose bars in your case are the stale ones, so they’re not going to buy them. The cleanliness of your display is also important. You are sell¬
ing food. Your patrons will not buy food from a case that is dirty. They will feel at ease when they buy candy from your sparkling clean stand. Keep your case full, and keep it clean, and you’ll keep it busy.
5. How are the different priced items ar¬ ranged in the case? Remember that you want to sell as many of the high-priced, highprofit pieces to as many people as possible; so display these bars prominently.
Shown above is a section of the grand lobby of Fabian's Palace, Albany, New York. Note the central location between the pair of doors. The stand cannot be missed by anyone entering the auditorium. It is also well-stocked, well lit, and attractively designed.
This concession stand, just inside the lobby of the Bronxville Theatre is filled to capacity. With its head-on location, and its eye-appealing design and decoration, Bronxville patrons react favorably. The panels on the stand match the blond panels flattering the walls.
December 13, 1961
PHYSICAL THEATRE
• EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR
PE-7