Motion Picture Herald (Oct-Dec 1956)

People Lr product* OFFICERS AND DIRECTORS OF THE NAC — Formerly the Popcorn and Concessions Association, now the National Association of Concessionaires, which named Bert Nathan of the Theatre Popcorn Vending Corp., Brooklyn, N. Y., chairman of the board; and elected Lee Koken, head of concessions for RKO Industries, president to succeed Mr. Nathan. Van Myers, concessions manager for Wometco Theatres, who could not join the group for this picture, was elected first vice-president. Shown seated (left to right) are Mr. Nathan, Mr. Koken, and Harold F. Chesler of Theatre Candy Distributing Co., Salt Lake City, second vice-president. Standing: Thomas J. Sullivan, executive vice-president, secretary and general counsel of the association; Irving Rosenblum, Savon Co., Paterson, N. J., Robert Condon, Condon's Concession Supply Co., St. Cloud, Minn.; Charles A. Darden, Dallas; Theodore O. Leland of Albert Dickinson Popcorn Co., Chicago; Melville B. Rapp, Apco, Inc., New York; Nathan Buchman, Theatre Popcorn Merchandising Corp., Cambridge, Mass.; and Lester Grand, Confection Cabinet Corp., Chicago, 1957 exhibit chairman. by (jus Bacolini Although the 1956 PCA convention is now history, its effects will be felt for a long time, judging from comments heard there and since. Much was accomplished to improve selling and merchandising methods. Anyone walking among exhibits at the New York City Coliseum could readily understand why the concession business has grown into such an important part of the theatre owners’ gross ‘take,’ and why it shows up so favorably in his net earnings. This is a business in which the exhibitor’s percentage of gross box office revenue is more or less fixed. It is then up to the theatre owner to select those products which sell best in his theatre and merchandise them to the hilt. Merchandising simply means to show products off advantangeously by improving the physical appearance of the refreshment stand, installing attractive and modern equipment and making the concession area inviting and stimulating to the patron. This may not be an easy task, but when accomplished it pays off in increased sales, and sales make profits. The manufacturers of equipment, beverages, foods and candy are ever-willing to assist by passing along merchandising ideas which have been tested and have proved to be effective selling methods. Planned merchandising is a sure profit-building system. FROM PCA TO NAC In voting to change the name from Popcorn and Concessions Association, to National Association of Concessionaires, the organization has acquired a title better identifying it with the interests of the entire vending field. It will be recalled that the original name was International Popcorn Association. The one adopted at the 1956 convention, being free of emphasis on any particular kind of merchandise, is in keeping with the broadened functions of the organization. Lee Koken of RKO Industries, newly elected president of NAC, is certain that when a final count is made, the figures will show that more than 8000 buyers attended the segment meetings during the five convention days. Bert Nathan, under whose direction the organization developed so rapidly, and now board chairman, commented, “the Jack Messer came all the way from Canada to show his back-bar and drive-in electric signs. He calls these merchandising aids “illuminated menus,” which is exactly what they are. Manley, Inc.: Charlie Manley, as usual, showed off his products to advantage — and, incidentally, introduced his charming sister, Pat, who is now taking an active part in the business. Cramore Fruit Products, Inc.: Newton Wylie had an interesting report on the rapid growth of his business. His DriSyrup sales have caused the company to double manufacturing facilities. Peter Paul, Inc.: The popularity of Peter Paul products was very much in evidence by the demands made upon Ed Dalton in the ‘free’ sample parade! Eastern Management Corp.: Shelly Smerling and Bruno Kern, with the help of a “delovely,” made quite a hit with their E-Z Go Foodmobile. Harry P. Ritchie Co.: Dale Newbold started his Eastern sales trip right from behind Ben Newman’s counter. He introduced new merchandising aids and did a bang-up good-will job. Flavo-Rite Foods, Inc.: It appeared as though everyone at the convention had his fill of Shrimp Rolls and Turkey-in-a Bun, judging by how the Adler brothers and Ken Fell just kept on cooking and cooking. Larry Blumenthal, the speechmaker of the quartet, meanwhile kept on selling and selling. Henry Heidi, Inc.: Every time we passed Gene Sullivan’s booth he was greeting an( Continued on page 42) purpose of our association is to provide a medium for exchange of profitable ideas and to present the very latest developments in products and equipment,” and that aim was further emphasized at the segment meetings, where some 75 speakers agreed at least on the point “greater sales potentials are ahead for alert merchandisers.” EXHIBIT RECOLLECTIONS Mel Rapp of Apco, and his able assistant, Walter Sherman, saying how pleased they were with the way things were going. Sam Kresberg, Apco president, can feel satisfied with the reaction their massive display created. At the Associated Advertising exhibit: Charlie Okun, theatre representative of the CocaCola Company, and L. G. Hanna, New York regional sales manager, in that famous pause made refreshing by a certain beverage, at the company's fountain sales exhibit of the 1956 PCA Trade Show. BETTER REFRESHMENT MERCHANDISING 39