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At left is shown a "waterfall sign" over a Coca-Cola dispenser with "privilege" reading, "Eat Popcorn," and strategically located adjacent to the "Buttercup" popcorn machine by manager Sam George of the Paramount theatre in Atlanta. Below, the "waterfall sign," illuminated and animated, is shown mounted on serveyourself popcorn warmer at the Criterion theatre in New York. Manager Milton Schwartz is pictured.
Picture at left above shows a plastic, illuminated, "double-face" hanging sign at the 5th Avenue drive-in, Bayshore, Long Island. The "privilege" message may be varied, according to the theatre operator's wishes. At center is shown an easel advertising a "Free Coca-Cola Show." This was the fourth in a series of 10 a.m. shows at Shea's theatre, Ashtabula, Ohio, during vacation time. Manager Dale F. Tysinger arranged with the local Coca-Cola bottler to pay for the program. At right is an illuminated "antenna sign" mounted on automatic drink machine; it can also be used independently as a directional sign to point out the location of vendor placed in an inconspicuous place.
purchase sales aids. Among the most popular are special intermission trailers in color, which call attention to the different items served at the refreshment counter.
There are also various signs, such as the illuminated “antenna sign,” which can be either inserted at the top of the beverage coin vendor, or, if the machine happens to be set in an inconspicuous spot, the sign can be placed in a heavy traffic location to point the way to the drink machine.
A drive-in theatre favorite, reports Mr. Okun, is the "ledge sign,” which comes in two styles and can be illuminated from either front or rear. The one customarily used above the refreshment area entrance consists of a series of plastic panels, one or more of which carries the Coca-Cola sign, while the others name other merchandise on sale, such as popcorn, hot dogs, hamburgers, french fries, etc. This advertising of products other than Coke is “privelege.”
The indoor version of the ledge sign is frequently used over the cafeteria serving counter. This series of overhead panels not only names menu items, but has a variation which pictures the products attractively. Often the Coca-Cola clock, illuminated from the tear, is made the eye-catching central unit in this type of ledge sign. The clock is also popular in indoor theatres, where display space may be limited, to call ( Continued on page 13 -R)
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MOTION PICTURE HERALD, OCTOBER 30, 1954