Showmen's Trade Review (Jul-Sep 1945)

September 15. 1945 SHOWMEN'S TRADE REVIEW 45 theatre layout being different, there is no set formulae to which the showman can adhere, but it seems reasonable that if the three points enumerated are assessed against a particular location in which the placement of a counter is optional, the resulting profit should be considerably enhanced. Some Council experiences with location: "Under actual operating tests we have proved that the outer lobby itself far outsells a separate alcove or adjoining store space." "A merchant always displays his merchandise where the greatest number of people go by. I would adopt the same idea in vending candy or other .confections in the theatre, i.e., the spot that gets the greatest traffic, does not interfere with ticket sales, convenience of patrons or any laws of municipal authority." "Location depends greatly upon the floor plan of the theatre, as in our theatres this position varies considerably. In all cases try to keep the merchandise well displayed and along the line of traffic so that it is the most outstanding item in the given location. Many of our installations are in the foyers next to the dividing wall between the auditorium and foyer. In many cases we are recessing by removing a few seats in the auditorium to make a special alcove for this display." "Vending in the theatre will continue to grow. Of that there is no question. Larger spaces will have to be provided. The theory of keeping the display cases as near to the entrance door or ticket chopper as possible, I believe is good^ since many patrons still have their change from the box-office in their hands, account for spot sales. The adjoining store space is the least appealing location." "It has been our experience that the best location for vending confections is in an adjoining store space. Our second choice is where ample space is available in the outer lobby. A separate alcove in the foyer has proven very successful where a directional flow of traffic warrants." "A separate alcove for candy, providing the location can be worked out in relation to the public eye is best. Of course, the outer lobby is a good location except that it becomes a problem if it's past the doorman." Fortified with this information on location and operation, let's turn to the matter of counter or display design and merchandising your product. We have mentioned the importance of glamorizing our candy set-ups. Here are a few stand-out ideas that have come to our attention recently. In Hollywood, the Iris Theatre, managed by Les Whittemore, is doing a swell business with a display decorated as "The Stars' Candy Bar." Ordinary counters for candy and popcorn are set against a wall trellis spotted with framed stills of the Hollywood stars and set off from the balance of the lobby wall by a column on either side capped by a gaily colored awning canopy. Such a display should be a cinch for any showman to duplicate. Seasonal backgrounds purchased in the finished state, ready to tack in place, such as those used in department store windows and available from display accessory suppliers have proved very popular in adding sparkle to candy or popcorn counters. Council suggestions and experience on this subject : "In most of our theatres we utilize the refrigerated candy counters on a self-service basis. These 'bars,' appropriately named 'Pick-A-Bar,' make it possible for the patron to make a selection at will, read the ingredients of the items displayed, pay an attractive feminine attendant who rings up the sales on a cash reg ister. We have sustained some loss in many cases at peak periods from theft. This depends a great deal upon the alertness of the employe handling the merchandise. We have experimented with popcorn and candy stand combinations, using the regular 'Pick-A-Bar' as the background, elevated so that perfect vision is possible over the top of the popcorn counter. At present we are using a specially built preheat cabinet for popcorn display. This case is being built of Flexglass, is very attractive and designed with a gravity ventilation system to insure dryness and crispness of the popcorn. We have found this method of dispensing popcorn more profitable, with a greater volume of sales than by using regular corn-popping machines in the lobby. This increased volume no doubt is due to the availability of large quantities of popcorn at peak periods as the storage facilities of these cabinets is ten to fifteen times that of present popcorn machines. Through centralized popping of the corn we have not only been able to control to a great extent the expansion volume, but also to control the seasoning as both seem to be less efficiently handled by inexperienced help when done in individual theatres. In comparing our average profit per 100 pounds of popcorn in our present operation as compared with the old method of popping the corn in individual theatres, the increase runs 30 to 40 per cent. Where we have the candy-popcorn sales combination we give the popcorn case the preferred location, due to the greater volume of profit possible in popcorn sales." Another member advises : "Keep candy cases full and inviting. Establish an orderly routine auditing check-up during the day. Establish a minimum amount of cash for change-making. High quality in candy and popcorn products pay off." "Vending equipment, counters and cabinets (Continued on Page 49) Sound Equipment Needs Attention, too! 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