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Post-War Vending Scene
{Continued from page 14) isn't popped in the public area of the theatre, but it is displayed in a glazed warming case, alongside the candy counter in the magnificent foyer, and is dispensed there in boxes by a uniformed girl attendant.
The corn is popped at the Newman in a basement room equipped with popping apparatus, racks for the 5-gallon cans in
Corn popping kitchen In the basement of Kansas City's Newman theatre.
which the confection is carried up to the foyer case, seasoning shelves and bins.
The factor of public appreciation of these refreshment services — its growing demand for them, in fact, now that the business has become receptive to them — may be somewhat obscured by their profitableness. The profit motive is not to be minimized, of course; but the service to patrons is present also, and that is important.
That fact directs attention to other ways of expressing this policy of extra service. One obvious one is apparel and parcel checking facilities. Few motion picture theatres could economically provide an attended checkroom ; on the other hand, there isn't, in regular circumstances, any need for anything so elaborate. Coin lockers especially designed for coats, umbrellas and parcels, installed in a number of theatres, have proved adequate for a "checking" service and they are self-supporting.
Here again the sordid hand of profits shows up to degrade the idea of service. In one theatre having only 56 lockers the income from them last year was $2,214; in another, with 99 lockers, it was $3,620. Thus, at a profit, many a patron was provided a place to put a bulky overcoat, several parcels, and a wet umbrella besides in his lap and in other patrons' faces.
Various automatic dispensers expand in smaller ways this postwar picture of extra service to patrons — at a profit. And in the field of over-the-counter refreshments, the soda fountain, according to the trend today, is itself but an intimation of more diversified service yet to come.
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TODAY'S "BIG STEP" IN SOUND REPRODUCTION
Century excels in quality . . . quality that your eye can see and your ear can hear. Century Master Sound Reproducers are more dependable . . . more durable. Your sound will be improved . . . reproduction more pleasing . . . you'll be in "step" with Century.
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Hollywood Studio and qualified Theatre Technicians know that is obtainable only on Century Reproducers.
* Designed in cooperation with Western Electric Co., Inc. Licensed under U. S. patents of American Telephone and Telegraph Co. and Western Electric Co., Inc., for use only in connection with the exhibition of motion pictures.
less than .07 percent flutter
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.07% FLUTTER IS HALF THE STANDARD ACCEPTED BY THE ACADEMY OF MOTION PICTURE
ARTS AND SCIENCES.
CENTURY PROJECTOR CORPORATION, NEW YORK
NOTHING LIKE IT ANYV&Vl IT SAVES FILM ... I
iRE . . . iS3A"VES MONEY
SOLD
ELIMINATES FILM MUTILATION MAKES SMOOTHER CHANGE-OVER FRAMING APERTURE AND LIGHT MEETS ALL ACADEMY SPECIFICATIONS
THROUGH YOUR DEALER ONLY
EXPORT: K. STREUBER, 501 MADISON AVE.. N. Y. C.
FONTAINE
Q
BETTER THEATRES, APRIL 5, 1947
41