Showmen's Trade Review (Jul-Sep 1945)

September 15, 1945 SHOWMEN'S TRADE REVIEW 49 (Continued from Page 46) most important developments in this field. Fluorescent paints in combination with ultraviolet light are gaining in popularity as a device for theatre decoration. With so many variations in lighting technique available it becomes iinportant that you, your architect and a lighting specialist consult as to the best installation to meet your needs from the standpoint of design, economy and convenience of maintenance. Heating plant equipment and cooling or -air conditioning have become practically inseparable companions in theatre installations other than in those cases where heating is not required. The heating and ventilating engineering on a theatre project go hand in hand with the architect's plans, because provisions must be made in tiie blueprint stage to accommodate ducts and pipelines for maximum efficiency of properly engineered installations. This too is a job for experts and if recognized equipment is procured and the system planned by a theatre-experienced engineering firm you should be able to expect years of trouble-free service. Many other items of equipment, almost too numerous to detail, must be considered on the basis of past performance, ease of maintenance, availability of service, reputation for responsibility of the maker and, of course, the price factor. Thorough investigation of these all-important considerations before laying the cash on the line will pay off dividends of service and economy for the prospective builder. Hunt Starts 2000 Seat Boardwalk House in N. J. (Continued from Page 36) of Hunt Enterprises, in less than a week's time it was renovated and opened as a nickelodeon and called the Bijou Dream. This place seating but 80 people and having standing space for 20 more, represented the beginning of The Hunt Enterprises. Recently William C. Hunt, president of Hunt's Theatres, said, "It has been wonderful to watch the development of this enterprise and I only hope those who follow me in the management of our various activities will be imbued with the same pride and find as much pleasure in promoting and operating this business and serving the public with the best entertainment obtainable as I have these many years." ■'As a clima.x to my active management, we shall next season ofifer in place of the present Regent Theatre at Garfield Avenue and the Boardwalk, an almost new Regent with double the present seating capacity and with every modern convenience, including seating, sound projection, ventilation and air conditioning. In the new Strand every appliance and gadget that will add to the comfort of the patron will be found in this latest and we think, the greatest of all Hunt Theatres." Advisory Council Report — No. 7 (Continued from Page 45) should be kept spotless, be well lighted and in a location most convenient to the patron." "I would, says another, have my counters and stands so attractive that they would compete in looks and performance with the better confectionery shops. I would use every bit of showmanship I knew in display. The merchandise would be standard brands, high in class, purity to meet every government standard and at a price that either meets or defies competition. As a matter of fact, in building new theatres I would design special spots, prominently located for the display and sale of these wares." .\nother Council comment : "The vending of candy, popcorn or other products in the theatre can be made more important by proper handling. The public in any situation can be trained to expect to purchase confections at a theatre. We have found that sales start off slowly and gradually mount as the operation of cases is continued until a peak is reached." Multiple Sales for Multiplied Profit Now, to polish off this report, it would be well to point out that many theatres are not overlooking their advantageous position to sell more than just nickel and dime candy bars. Many are selling half pound, pound and even five pound boxes, and doing a swell business on what limited stock they are presently able to secure. Many sell cloth dolls and dogs for child's gifts. There are numerous other items lending themselves to ' theatre merchandising that are well worth investigating. One of the big New York chain candy firms have augmented tlieir line of confections (due to sugar shortages) with these cloth toys and are doing a land office business on high priced merchandise. We should also report personal knowledge of a 200-seat theatre in a small town (independaitly oijerated by a former department store executive) which is doing a tremendous confectionery Inisiness. Indeed, the dollar volume competes with his box-office grosses. This is the result of smart merchandising and his attention to keeping his lobby counter loaded with stock. .\ Council member tells us that he is using a lot of Flexglass mirror for counter displays with trims of neon tubing. That's showmanship as applied to merchandising. If you can sell pictures, you can sell anything — well almost anything. .\nother hot topic next issue — Getting Going on Renovation and New Construction. ^ Save 25 to 40% on ^ Theatre Equipment Our NEW Bargain Catalogue is now on press — listing hundreds of various items. Reserve your free copy NOW! S.O.S. CINEMA SUPPLY CORP. 449 West 42nd St., New York 18, N. Y. Make those improvements now! • Now is the time to make those much needed improvements to your theatre. Allow us to offer our suggestions and estimate. NOVELTY SCENIC STUDIOS, INC. Draperies • Interior Decoration • Murals 318-320 W. 48th Street New York NOW AVAILABLE Another Wenzel development for SMOOTH RUNNING operation is this SLIP-IN type gate designed with an adjustment to compensate for wear between gate holder and center frame. Only one of the many items illustrated in our new parts catalog. Send for yours today. Mention name of dealer who serves you. STRONG Precision liEFLECTORS Sold by niiisl independent Ihpalre supply dealers. THE STRONG ELECTRIC CORP. The World * Larjeir Manufacturer of Pro/KCtion Arc Lamp* «7 City Park Ave. Toledo 2, Ohio flQVRt If fOUItSEif Same amount popped corn fills four % # bogs ... or 5 of our cartons of 5c extra profit. Write for prices. Also world's finest seasoning, popping oil, salt. AMERICAN POP CORN CO. SIOUX CITY, IOWA There is no substitute for a Robm-lmperial STEDYPOWER |J. E. ROBIN, INC. • 330 W. 42nd St. • New York City