Motion Picture Herald (Oct-Dec 1956)

Variety of Items Recommended for Machine Vending By I. HAYNE HOUSTON, R owe Manufacturing Company, New York Vending in theatres will take a major step forward when all fast-moving items, such as candy, cigarettes and soft drinks, can be offered from a single "package." A number of machines grouped together so as to present a single harmonious picture will enable the motion picture industry both to realize a better return from its vending equipment, and to improve the appearance of concession areas This type of package, or group, vending, which has been pioneered by Rowe Manufacturing Company's industrial designers is particularly well adapted for theatre use and will undoubtedly replace much of the old style equipment which one now sees in vheatres. In such groupings of equipment, emphasis is concentrated almost entirely on the "showcase" where the actual items being offered are displayed. A wide variety of colors and harmonizing trim permits a theatre to select almost any combination that blends most effectively with its decor. Also, by grouping the machines in this way, a considerable amount of space is saved and a greater amount of display area is obtained. This concentration of display inevitably attracts attention and results in greater sales in all categories of merchandise offered. Naturally, only the most modern types of equipment should be available in these package combinations. The candy and cigarette units must provide a maximum of variety and flexibility, and cup vending units offer the tops in quality and capacity. whereas not enough are sold to keep them fresh if they were handled through the concession counter. Cigarette machines in most cases are operated by outside interests, with the theatre getting a small percentage of profit. They don't want the trouble and expense of obtaining licenses and servicing the mechanism. Most theatre managers found that the 5 cent candy bars are the most popular size of candy, chiefly because children are the best candy machine patrons and this is more within their economic means. Exhibitors in Chicago noted that eight five cent pieces were sold for each ten-center. However, most managers admitted they were more inerested in eliminating the five-centers and handling the higher-priced bar exclusively. A careful changeover to fewer fives and more tens over the past year has not hurt sales, the Chicago men said. Non-edibles, such as combs, handkerchiefs, nail files and what-nots are not very frequently sold at the concession stands, although some exhibitor somewhere is always trying out a new item. The principal difficulty is the generally slow turnover of such items at the counter and the unreliability of continued sales on some items that may have a brief flurry of action. A number of theatres were successful in installing machines in washrooms, which are usually unattended in theatres. They dispense aspirins, shoe laces, hand lotions, sanitary napkins, perfumes, hair pins and any personal item that the manager may consider salable. PREFERRED LOCATIONS Vending machines, in most cases, are placed apart from the attended stand. They are located in the center of the front lobby or in some very prominent position in the direct path of patrons on their way into the auditorium. The machines are placed along walls or inner lobbies — as long as they are kept in the patron’s route. Spots have to be picked out with care, so as to attract the people but at the same time not to create congestions or bottlenecks in the movement of traffic. PROFITS with "SNOW MAGIC" THE NEW SNOW CONE MACHINE The Bert's “SNOW MAGIC" maehlne combines eye-appealing beauty with perfect mechanical performance and large capacity. "Snow Magic” is easy to operate and is Fully Automatic. A Snow Cone costs \'U to \'M and usually sells for lOtf . . . that's profit! F O B. Dallas onty $285.00 Machines have been set up in balconies, in sitting lounges, beside drinking fountains, mirrors, displays and next to washroom entrances. The reason for the last was cited by a Stanley Warner manager, who said: “The men usually have to loiter around outside the ladies’ room for their friends, so naturally they notice the candy and drink machines and perhaps get something to occupy their time while they’re waiting.” Children, it has been decided, are the largest group of concession machine users. They are much more restless in a theatre than adults. They are more likely to leave the auditorium for a snack if they find a particular segment of the show uninteresting. ADVANTAGES OF MACHINES Children are also found to be quite fascinated by the appearance and mechanical workings of the automatic dispensers. Some managers remarked that adult males were just as intrigued at dropping coins into slots and watching the flashing lights and whirring operations. “Machine vendors are the best salesmen,” opined John Link, concessions manager of the Crescent Amusement Co., Nashville. “People love to drop in a coin and see them work.” Crescent operates 67 theatres in Kentucky, Tennessee and Alabama and is outspokenly in favor of automatic vending machines. Link expressed hopes that the demand for vendors will increase enough to lower the investment required and enable a more extensive mechanical operation in his theatres. The chief disadvantage voieed against Drink machine near traffic lane away from stand in Park theatre, Maryville, Tenn., still typifies automatic vending in theatres. automatic machines is the difficulty of maintenance, or in some cases the plain nuisance of servicing them. Managers feel it is inconvenient to keep a close check to see that the machines are kept supplied and the coin slots unstopped, one of the most common failures of automatics. It is often difficult to make one’s own repairs on a machine that has gone out of order for mechanical reasons. Furthermore, patrons seem to get extremely incensed about malfunctioning machines, and cause considerable disturbance trying to get to the manager personally to lodge a complaint. In addition, there is a certain amount of loss from slugs and foreign coins that are popped into the machines. And there is also the minor but irritating problem of vandalism, since the vendors are usually unwatched. In conclusion, however, the consensus is that the automatic vendor is an important auxiliary to sales at the stand. All Equipment Patented, Guaranteed and Backed by 37 Years' Experience SAMUEL BWT MFG. CO. Fair Park Station Box 7803, DALLAS, TEXAS 48 MOTION PICTURE HERALD, DECEMBER 8, 1956