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1947-48 Theatre Catalog, 6th Edition, Page 534 (518)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 534
Page 534

1947-48 Theatre Catalog, 6th Edition, Page 534

Restaurants in Association with Theatres

Realization of the Most from Extra Profits Should Include Possibility of Food Service

Since the sale of popcorn and candy has proven so financially successful in theatre operations, it is only natural that the mind of the operator turn its attention to realizing the most from concession operations. While sheet music, records, toys, and other items have appeared from time to time in the theatre concession set-up, it seems that at the present time the best public acceptance is in the confection and food items.

Food service in connection with motion-picture theatres is not a new feature in Mexico. This developed faster in Mexico than it has in the United States chiefly because their shows used to start shortly after siesta time in the late afternoon and a great deal of food was consumed in the theatres. We consequently developed complete rooms handling food, which led to many problems from the technical side.

First of all, the room where food is served must be located so as to be architecturally attractive, tie in with the general theatre plan, be in a convenient location, designed so that crowds can be handled in and out With a minimum of interference, plus the multiple complications of odors from cooking and coffee being warmed, preparation of cooked meats for sandwiches prepared on the premises, and the handling of dish washing both from the standpoint

THE SODA FOUNTAIN oi the Lido Theatre, Mexico City, is at the right. The foyer is done in dusty shell pink, with light fixtures of hammered brass by native craftsmen. Food sales rank high in theatres and special rooms have been developed through solving the many technical problems.

S. CHARLES LEE Arrhilecl

of convenience and the appearance to the patrons.

From the standpoint of handling food in the United States, probably the best and latest example is the new Miami Theatre on Flagler Street, Miami, Florida. This is the No. 1 shopping district and the most important shopping street. The theatre has a. tigrindlt policy and food and confectionery are handled by expert operators. To start with, a lease was made with Huylerls large chain operators from New York, to occupy the space to the left of the theatre entrance and all of the second iioor.

The front was designed as though the theatre occupied the entire building, giving an imposing and theatrical mass to the face of the building. The lower floor has a marquee directing the fiow of traffic to the entrance without obstructing the adjoining shop occupied by the restaurant and confectionery.

This first floor has a standard confectionery layout on the Huylerls side, opening into the theatre foyer, and also entered from either the lobby or the street. Complete fountain service as well as confectionery is operated. This

same type of operation both inside the Huyleris store and in the theatre has been repeated at the mezzanine floor level by designing the mezzanine level and the second floor confectionery store on the same level. Therefore, standee crowds can be served on the theatre side either from the foyer or the mezzanine level; and access is also provided to the mezzanine confectionery level through doors from the theatre mezzanine itself.

While the operation may seem complicated in story form, it is actually very

,simple and efficient and the theatre de livers a high quality of merchandise, dispensed by experienced confectionery help.

The handling of foods in both levels of the Miami Theatre is accomplished through the main kitchen being located in the basement and dumbwaiter lifts serving both floors. Secondary warming kitchens are operated on both levels.

Architecturally the space should be beautifully handled so that the theatre will benefit from the confectionery operation of the building and vice versa. Many persons have taken advantage of the waiting period by using the confectionery operation of the building. This is increasing the possibility of holding the crowd together waiting for show breaks with profit to both the concession and the theatre.

THE MEZZANINE SODA FOUNTAIN ot the Chapultepec Theatre, Mexico City. has a back wall of gold Flequas, with inserts of gun metal Flequas. The general side walls of the mezzanine area are faced with Flexwood. In Mexico, restaurants have proved popular since shows start after siesta time.

1947-48 Theatre Catalog, 6th Edition, Page 534