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Canty —Backbone of the Snack Bar
The first item of refreshment merchandise to be introduced in most theatres, candy continues to retain its force as a magnet drawing patrons to the snack stand. If does so not only through its appeal as a delicacy but its adaptability to attractive counter displays both on top and inside the case like the one shown below.
Counter display by manager Norm Reay, Odeon's Plaza theatre, Victoria, B. C.
DESPITE the practice ot many theatre operators to add continually to the variety of refreshment merchandise offered their patrons, it is candy which remains the “backbone” of the theatre snack stand. That is a foothold it gained very early, and it holds steadily today.
For it was candy which was the very first refreshment item to be sold in most motion picture theatres. Back in the ’30’s, when theatre men first turned to this additional source of revenue, they started out hesitantly — perhaps just installing a very small candy case in an inconspicuous corner somewhere, stocked with only one or two types of confectioneries. Once given a start, however, candy proved to be so popular with theatre patrons (many of whom had been bringing their own candy from the outside, anyhow) that the candy counter was increasingly enlarged. And eventually it was expanded in most cases to a permanent and prominent
fixture in the theatre where many other food and drink refreshments are sold.
The fact that candy was the start of it all is nowhere revealed so clearly as in the tendency of many theatre operators still to
refer to their refreshment counter as their “candy stand” — in spite of all the other delicacies on sale there!
Thus it was that motion picture patrons learned early that they could secure their favorite candy bar after they arrived at the theatre to enjoy during the show. That habit has grown over the years, and today it is still the desire to purchase candy that leads many a customer to the snack bar where his appetite can then be whetted for any number of other products.
In addition to its appeal as a delicious refreshment, candy has another advantage which the theatre operator can exploit. That is the fact that it is so highly displayable. Attractive candy packages, invitingly arranged in an imaginative fashion, help considerably in drawing customers to the snack bar, thereby increasing sales.
In this regard it is important to remember that such displays should he changed
BETTER REFRESHMENT MERCHANDISING
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