Showmen's Trade Review (Oct-Dec 1949)

Custom-Built Refreshment Stand For Medium-Sized City Theatre Custom-built refreshment stand specially designed for a suburban theatre of 1,850 capacity with patronage consisting largely of industrial workers and their families. Pictured here is a specially designed, custom-built refreshment stand recently installed in the Walter Reade Majestic Theatre, Perth Amboy, New Jersey. It embodies novel and original features, notably the rotary plastic covers over the candy display. These can be revolved back and out of sight under the display, leaving the candy open to the patrons to serve themselves, or, rotated forward in their metal grooves, they cover the display with clear transparent plastic when it is desired to have attendants hand out the merchandise. The Majestic is a theatre of 1,850 capacity, located on the main street of a municipality suburban to New York. Patronage is drawn largely from industrial workers and their families. The house recently was remodeled to the extent of a new facade, a rebuilt lobby and mezzanine, and a redecorated auditorium ceiling. The new stand was designed for the re Trouble-Free Popcorn Bag A popcorn bag that does not rustle or rattle, cannot be blown up and exploded, and cannot be filled with water and dropped from a balcony, has been put on the market by Hi-Land Paper Products Division of Grand Bag and Paper Company. A sample sent to STR is of soft, cloth-like texture, with advertising printed on it. Its porosity is such that although it can be blown up it cannot be made to explode; when the expanded bag was struck it collapsed noiselessly. It would not hold water, which sieved through it instantly. The bag is marketed under the trade-name "Blow-Pruf". modeling by Edwin Gage, company Secretary; LeRoy Blumenhein, Director of the Concession Department, and William I. Hohauser, Inc., Architect. It Compels Attention The most brilliantly lighted, decorative and ornate object that greets the eye of the entering patron, the refreshment stand is located where it directly faces the entrance doors. Its length is 18 feet 6 inches, but the fact that the ends are curved results in an overall counter space of approximately 21 feet. Popcorn is sold from a Manley machine at one end; and cola drinks, root beer, orange crush and ice cream from the other end. The nut counter is adjacent to the popcorn machine; the center of the counter, which has the roll-back plastic covers, is devoted to candy bars. Distance from the floor level to the top of the counter is 2 feet 5 inches, and to the tops of the glass cases 3 feet 6 inches. Both are lower than customary, so that patrons will reach down and not up for their merchandise. Wood, Metal and Plastic Used The stand itself and its large backboard are bleached wood veneer. The base of the stand is protected against scuffing by being formed of a 4-inch strip of blacl< formica %-inch thick. The canopy above the stand is made of flexmetal and studded with downlights that spot the merchandise. This canopy is supported in part by poles which stretch up from the counter top and are painted to match the bleached wood veneer. Two spacious cabinets are built into the backboard for storage, and there is additional storage space under the counter. The two glass-windowed display spaces built into the upper rear wall are used for advertising, display of unusual merchandise; or for decoration, as with flowers. Apple Juice Machine A novel beverage can be dispensed to your patrons — real apple juice squeezed out before their eyes — by means of a juicer perfected by Southern Cross Manufacturing Corp. It is rated to supply 110 five-ounce drinks from each bushel of good quality juicing apples. New Carbonic Dispenser Offers Three Beverages J. H. Rasmussen and Company's new carbonic dispenser offers choice of plain soda water and two flavors at a dispensing rate of 10 to 20 gallons per hour (depending on incoming water temperature). A jet type carbonator produces a drink of exceptionally high carbonation and elimi nates need for positive water pressure. The mixing faucet is self-cleaning. Height of the unit is 36" and its other dimensions are 251/2" deep and 18" wide. It contains a h.p. compressor, a heat exchanger, a carbonator and two 2% gallon syrup tanks.