Showmen's Trade Review (1945)

October 13, 1945 SHOWMEN'S TRADE REVIEW 53 Ideas to Sweeten Your Confection Profits {Continued from Page 46) Candy sales records of the Roxy proved the value of the setting in which merchandise is offered in this heavily attended showplace. In commenting on his ideas of "spotlighting the star" (in this case candy) Knorr points out that while these designs were created for rather expensive facilities the same basic ideas could be carried out in less costly materials by the smaller theatres. Art shops could construct some of these display settings using standard glass display cases with very good results. In his opinion, the most important phase of theatre merchandising is that of keeping cases clean, sparking and well lighted. Candy products should be artistically arranged on the shelves and counter tops with colored wrappers used to their fullest effectiveness in making the displays. Knorr suggests that the backgrounds of cases be made entirely of mirror or a combination of mirror and Flexiglass. This will reflect light and add to the apparent quantity of merchandise displayed. Colored lighting in surprise pink, straw or very light blue may be effectively used for background lighting but a shaft of white light should always be directed at the merchandise on the counter or case. Very definite upswings in confection sales have been reported by theatres which have glamorized their merchandising methods. In short, showmanship pays dividends. Theatre Installs Ultra Violet Air Sterilizers The Narrows Theatre has just completed ingtallation of Ultra Violet Ray Air Sterilizers. These Sterilizers destroy air borne bacteria or germs and viruses. Eminent scientific authorities have demonstrated that air borne bacteria are destroyed by use of the Ultra Violet Ray, and cross infection of air borne germs such as those from colds, coughs, sore throat, tuberculosis, pneumonia and respiratory diseases prevented. Jack Reel, Narrows manager, stated that it had always been the policy of the management to utilize every means for the protection and comfort of their patrons. Installation of this equipment makes the theatre one of the first south of Washington to use the newly developed Air Sterilizers. In addition to eliminating air borne bacteria it is said to aid in purifying the air by the elimination of stale odors leaving the atmosphere pure and bacteria free. THE COVER Glamorized vending is a policy that pays dividends and one of its staunchest advocates is Advisory Council Member Mel C. Glatz, general purchasing agent, Fox InterMountain Amusement Co. Councilman Glatz sent along the photo on our cover to emphasize his contention that sales, whether they be tickets or popcorn or candy, depend upon the degree of showmanship exercised. (See Pages 40-41 in this issue for more cn this subject.) YOU GET MORE for your Air-Conditioning Dollar WITH hsAIRco SYSTEMS! • Back of every usAIRco theatre air conditioning system is one basic idea — to design and to build the comfort cooling unit around your box office. Theatre air conditioning that pays you a profit is the blueprint of all usAIRco systems. Leader in theatre air conditioning is usAIRco's Refrigerated Kooler-Aire, a compact "packaged" system that's meeting the comfort cooling requirements of exhibitors everywhere. In a single unit, factory engineered and assembled, the Refrigerated Kooler-Aire combines the refrigerating section, an evaporative condenser, and the section for cooling, dehumidifying and circulating the cooled air. Made in eight sizes to meet the load and design requirements of any theatre air conditioning job, with single or multiple installation, usAIRco Refrigerated Kooler-Aire gives you more air conditioning for your dollar! UNITED STATES AIR CONDITIONING CORPORATION Northwestern Terminal • REFRIGERATED KOOLER-AIRE I. "Packaged" unit — see illustration with covers removed. 2. Proper cooling, dehumidifying, cleaning and circulation of air. 3. Easy to install — all wiring and piping complete in "packaged" unit. Simply connect to water, air duct and electrical systems. 4. Low cost operation — minimum of maintenance. 5. Saves space — compact "packaged" unit requires little room. Minneapolis, Minnesota