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GEORGE SCHUTZ, Director ... GUS BACOLINI, Associate Editor
Promotion Exalts Even King Popcorn!
How Theatre Confections, Ltd., swelled sales still further among Canadians
Nothing in the theatre business sells itself. Not even delicious hot buttered popcorn. Popcorn, like everything else connected with motion pictures, needs to be pushed, promoted and propagandized. Once the importance of such a line of action is realized, various tie-ins as well as direct selling approaches may be found and invented to achieve the desired end.
To help stimulate further thought in this direction, the following examples are given of effective promotion, in which coloring cartoons, flags of the United Nations, a dog and a pretty girl in a bathing suit, were all used to increase appreciably the sale of popcorn in theatres.
Not long ago, Theatres Confections, Ltd., in Canada, Famous Players Canadian Theatres affiliate, conducted a Popcorn Promotion Week in a number of theatres. Results of the campaign ranged from “successful” to “exceptional.” The theatres appealed directly to children and indirectly to adults with contests involving coloring cartoons and United Nations flags scrapbooks. Of the participating theatres, the promotion evolved by the Century theatre in Hamilton, managed by Mel Jolley, was by far the most elaborate and effective.
Coloring cartoons were obtained by the Century from the Popcorn Institute. With each box of popcorn sold at the refreshment stand, the purchaser received in addition one of these color cartoons.
BETTER REFRESHMENT MERCHANDISING
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