Showmen's Trade Review (Oct-Dec 1946)

SHOWMEN'S TRADE REVIEW, December 7, 1946 E-3 C. B. AKERS GriiBth Theatres ^ K. r. ANDERSON W. S. Butterfield Theatres W. B. ARMSTRONG Golden State Theatres E. E. CLEVELAND Western Mass. Theatres DICK DICKSON National Theatres |. H. ELDER Interstate Circuit EMANUEL FRISCH I jUndforee Amusement Corp. eT/D i [iJ"l7l\t THEATRE ' flDVISORV COUNCIL MELVIN C. GLATZ Pox Inter-Mountain Theatres HARRY J. GLENN Wm. K. Jenkins Theatres HERMAN R. MAIER Warner Brothers Circuit HARRY MOSCOWITZ Loew's Incorporated L. PARMENTIER Evergreen Theatres SAMUEL ROSEN Fabian Theatre* FRANK D. RUBEL Wometeo ThMitres LEONARD SATZ Century Circtat CLAYTON TUNSTILL Malco Theatres R. VAN GETSON Balaban and Katz Corp. JULES S. WOLFE Famous Players Canadian Popcorn Sales Add Important Revenue Amply Worth Added Operating Costs Popcorn sales add so importantly to a theatre's revenue that the extra cleaning expense involved is amply justified. This is the unanimous opinion of the Council. A single reservation was registered by one member whose circuit does not at present vend popcorn and who therefore felt he was not in a position to comment. The others were emphatic that popcorn sales add "substantially" — "considerably" — to a theatre's total revenues. Audience carelessness with popcorn and its wrappings does add to housekeeping difficulties, in the view of the great majority. Moreover, the greater part of those who held this view also find that the intensified cleaning problem is serious — but feel that the revenue from popcorn sales is worth it. "We employ blowers," one member explained, "which not only take all residue popcorn that lies on the floor, but also boxes and paper wrappings, blowing them jail down to the front section. There they can easily be picked up and the theatre cleaned in a third of the time required by sweeping — and with better results. It is also necessary to mop auditorium floors and rinse them to keep down odors from the oils that may work into the concrete." "Naturally popcorn creates a cleaning problem," said another, "but the revenue offsets the disadvantages." "We have had to add to our cleaning staff, but it pays." contributed a third. "Constant cleaning is needed." "More time must be allotted for cleaning." 'We clean carpets oftener, but it still pays over and above the additional expense." And one member noted shrewdly that declining to sell popcorn will not eliminate the cleaning problem — the audience will bring it along anyhow — "if the theatre does not sell it, some store right next to ijcie theatre will." Opinion was very evenly divided on the question of popcorn machines vs. prepopped corn and re-heating stands (or cabinets) . Popcorn Machines Some members not only favor popping machines, but also approve installing more than one, if the house and patronage are large enough. "Using popcorn machines of the present build, a large theatre would require more than one." "Yes, put more than one in a large theatre." "If necessary for handling the traffic." But there was very considerable sentiment on the other side. "We do not have any popcorn machines — we have popcorn cabinets and the popcorn is supplied by a central popping plant. We have developed a special reheating cabinet. Only one is needed, except when there is reason to establish a concession counter on the second floor as well as the main floor. Our reason is the waste of ingredients, carelessness of employes in handling, and poor control of popping." "We prefer off-theatre popping and selling from re-heating stands." "Make arrangements to pop away from the theatre and bring it to the theatre, placing on a re-warming stand." "I personally am very much opposed to the use of popcorn machines. They stink up the place." "Keep the popcorn machine in a special room in a remote part of the theatre. Use a popcorn warmer at the candy stand." "We use popcorn machines in our smaller houses; for larger ones we buy corn already popped." As for the location of popping machine or re-heating table, the consensus appeared to be "the most prominent spot possible." Second choice was the lobby, "if the law allows." "Popcorn machines cannot always be placed in locations that the operators prefer. If permitted, in positions where the patron passes it before entering the theatre." "Near the box-office or near the ticket taker. If inside the .theatre, vent it well." "Most prominent location in lobby consistent with flow of traffic." "Near box-office, where people have room to stand to make their purchase." "Same location as candy counter. In lobby if possible." "In direct view of the entrance door." Storing Corn "Storage of popping corn in the theatre is one of the great weak points. It is seldom given proper care or facilities. The corn can lose 50 per cent of its popping volume in a few days if improperly stored. This not only decreases the profit but spoils the product, since corn popped out of condition is very tough and full of hulls, or damp and soggy. It should be stored in an airtight container, in a cool place, to avoid loss of moisture content and to keep down rancidity." "Should be stored di'y at not more than 50 degrees temperature." "By all means — kept cool and dry." "Cool, dry, in a separate storage room." "In a cool place in metal containers." "Provide cool, dry and mouse-proof storage. In some locations the Fire Department requires a metal-lined storage room." Tliere was no dissent. Jfiaintcnance Unanimous agreement was registered on the necessity for cleaning popcorn machines daily. (Continued on Page E-22)