Motion Picture Herald (Jan-Mar 1956)

interest of making a reasonable profit ) and lack of proper promotional material from most manufacturers. In inducing — and educating — their public to accept these higher prices, exhibitors have been given invaluable aid, however, by a majority of the candy manufacturers, who do not print a price on the bar wrapper, thus leaving it to the theatre operator to charge whatever he likes. Some few complaints from patrons about the "theatre-price” for candy bars have been noted by exhibitors, but, by and large, they state that acceptance is well-grounded and gaining. As spokesmen for both the candy and theatre industries see it, one sure way to hold on to the ground already gained in the dime-bar market is to “de-emphasize” nickel goods — in some cases to complete exclusion— and never to sell the “small-size” counterpart of a bar that is simultaneously offered for a “dime.” Some impressive evidence in behalf of this latter policy is offered by the Nestle Company, White Plains, N. Y., which last year withdrew its competing nickel bars from all Pacific Coast outlets. At the same time the company stepped up sharply the advertising of “ten-cent” bars and intensified merchandising and promotional efforts. Results, according to T. A. Fowler, product manager of bar goods sales for Nestle, were as follows: the volume of the larger bars on the Pacific Coast increased two and a half times and is continuing to grow. “It is our belief,” declares Mr. Fowler, “that the thicker 10^ bar gives consumers greater satisfaction and eating pleasure than its thinner 5^ counterpart.” Given this type of support by other manufacturers in 1956, and backed furthei by promotional material especially designed for theatre stand display, the dime bar should continue to advance in popularity and acceptance by theatre patrons. 15^ ITEM SUGGESTED Looking even further into the future, Lee Koken, concessions head for RKO Theatres, New York, would like for the candy manufacturers to go a step farther and make a special “15^S” item. He is confident that the public will buy “any 15^ unit if it is a nationally-advertised bar or package” since “the value of the larger piece is immediately recognized by the consumer.” The large neighborhood theatres and first-run houses in particular, he asserts, are now unable to meet the demand for goods in the 15^ field. Just as the “dime” bar is on the march in theatres so is the vending of candy ih rough automatic dispensing machines. (Indeed the whole vending industry is enjoying much progress as is reported in a news story in this issue on page 48.) More and more theatre operators, it is reported, have been taking advantage of this additional means of increasing refreshment revenue— particularly by placing the machines in locations away from the main stand. Typical of this trend is a recent installation in Loew’s Theatre in Rochester, N. Y., on the mezzanine floor, as shown in a photograph accompanying this article. As arranged by the theatre manager, Lester Pollock, a whole battery of machines offers the patrons a selection of candies, popcorn and soft drinks and cigarettes without the necessity of their having to go downstairs. Drink syrup is stored in the top part of the cupboard to the left and there is a receptacle for used cups at the bottom of it. To the right of the popcorn dispenser there is a storage room for candy and popcorn. At the top of the machines there is a display in neon equipped with flashers to draw attention to the products. These signs are painted in blue and gray. While the candy machines in this Loew’s installation vend only 5^ products, many operators have used a combination of both “5(1;” and “10^” candies and some have sold the large-size only with great success. Nestle's.clellv^ers wide screen perl ormanc'e/iorsa big ' WONDERFUL NEW COCONUT It packs ’em in for that rich milk chocolate that’s crammed with fresh toasted coconut. Available in 10^ size only. Hestles MiLK-the all time favorite with the ALMOND -Nestle’s exclusive blend crunch -all ages go for this sur rich Nestle’s flavor that sets the of milk chocolate and fresh roasted prise bar with its rnilk chocolate standard for all milk chocolate. almonds. flavor and crisp, crunchy texture. MILK, ALMOND AND CRUNCH AVAILABLE IN Sc AND 10c SIZES PACKED 100 BARS TO THE CASE. Sc SIZE NOT AVAILABLE ON WEST COAST. The Nestle Company, Inc., 2 William St., White Plains, N.Y. 44 MOTION PICTURE HERALD, JANUARY 7, 1956