Motion Picture Herald (Jan-Mar 1955)

the NEW .fOliATt ff!h as It has been found that patrons who have not made up their mind what they want to buy when they approach the counter Avill pick up and purchase the closest or nearest item. Sales help must actively sell. Attendants must be instructed to use prepared sales phrases such as “Would you like to try a delicious package of chocolate almonds, 25c size ?” SUGGESTIVE SELLING “Suggestive” selling, too, is effective. After a patron has made a purchase, the salesgirl could say, “Would you like to try this new imported chocolate bar?” By selling additional merchandise to a percentage of purchasers sales will increase. Finally, stimulate sales personnel with incentives and competitive contests. In running sales contests proper timing and format are important. Basis of competition must be fair ; prizes substantial ; and enthusiastic follow-ups used. Competitive campaigns should be run periodically, since interest cannot be sustained over too long a time. Stunts to Boost Popcorn POPCORN s.ALES were stimulated at Loew’s Poli, Hartford, Conn., by giving free samples. A bowl of buttered popcorn was placed on the snack stand counter and patrons helped themselves to a taste. Sales were further aided by both visual and oral reminders to patrons to purchase their refreshments before entering the theatre. The visual promotion was achieved through usher cutouts on the stand wall, while the barker at the box-office added a snack bar plug to his information on the availability of seats. ANIMATED PROMOTION At the Odeon theatre in Victoria a giant 4-foot popcorn container was erected to rotate on a turntable on the counter. At the College theatre in Toronto a clown was hired to make a personal appearance and entertain in the lobby by the stand as well as on the stage. In connection with his appearance a small mechanical clown was placed on the refreshment counter to draw the kiddies’ attention. A display panel by the clown read as follows : “Fifi the clown can beat the drums but nobody can beat our delicious hot popcorn, freshly popped before your eyes. A treat for the entire family; take some home.” BUTTERED POPCORN Buttered popcorn sales were boosted at the Famous Players’ Paramount theatre in Halifax, Nova Scotia, when patrons were offered a chance to win a free ticket to the theatre with their purchase of the corn. All Motion Picture Herald, March 26, 1955 tion to attract attention. The dispenser at the stand should be located in the most prominent spot near the popcorn so the patrons see these two items first. Methods of Selling Candy [Pattfrns of mfrchandisutg candy at the theatre snack bar, as foUo’ieed by I' an Myers, concession head for If'ometco Theatres, Miami, Fla.] Each general manager must experiment with price lines and type of candy merchandise for each individual location until he has attained a successful pattern for approaching maximum sales. Each theatre is an individual merchandising entity, and products sold, and price lines must cater to the peculiar taste of its patrons. The knowledge of what to carry can only be gained by analysis based on experience. M ass displays of candy have been found most effective. In most cases open top step counters with mirrored backings are used. Candy is piled high and in neat stacks so that it makes an attractive appearance at the stand. Alore expensive and higher profit items are placed in the most prominent positions /' ' '.A Semt-sw^ A