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1947-48 Theatre Catalog, 6th Edition, Page 544 (528)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 544
Page 544

1947-48 Theatre Catalog, 6th Edition, Page 544

TABLE 94Percentage of theatres retailing candy and popcorn, separately, together and in association with other merchandise items.

Popcorn Candy Popcorn Popcorn Candy Popcorn and Candy (No Corn) (No Candy) and Candy Alone Alone Alone and Others and Others and Others Northeast .. 28.4 6.2 21.8 14.2 0 29.4 South ................ V. 2.2 23.8 9.6 2.2 5.4 56.8 North Central 3.6 25.9 19.2 2.6 0.5 48.2 Mountain . ............. .. 4.5 13.6 18.2 0 0 63.7 Pacific ..................... .. 7.0 5.3 12.2 0 3.5 72.0 U. S. TOTAL 11.8 16.6 17.2 6.0 1.7 46.7

But what of the less expansive businesses? A breakdown of the returns, made on the basis of items and combination of items sold, gives the data presented in Table 9.

From these results, nearly 50 percent of the theatres selling extra-profits items restrict their sales to either candy or popcorn, or both. The surprising aspect, however, of the data is the fact that a measurable portion of the selling theatres (1.6 percent) handle no candy at all and only about 6 percent do not handle popcorn, both groups selling the while other items of refreshment.

Merchandising Equipment

While some theatres operated one kind, others the alternative type, and still more operated both, the breakdown on vending machines and lobby stands or counters is given in Table 10.

The results indicate, despite a multiple use, a 2%:1 preference for stands and counters. In this question, While reference was made to the lobby, as the

place of location of stands, all stands, '

vhether in lobby, lounge, or mezzanine, Jere included, since it was thought that stands are stands regardless of where they may be placed in the theatre. And, of course, placement is largely a matter of the availability of space and convenience. No doubt Wherever both vending machines and stands were used, the former were in the more remote balconies and lounge rooms, or as standby equipment when the stand is not attended.

Since there are two ways in which a stand may be operated-and machines, too, for that matter-it was thought desirable to obtain information as to whether these counters and stands were operated by and for the theatre or leased out as concessions. The answers to this question are given in Table 11.

In Table 11 where the pairs of figures total more than 100 percent, it is due to the fact that more theatres reported employing both types of operation than theatres failing to give this information.

On the other hand, where the pairs of percentages total less than 100, the reverse is true: that more theatres refrained from answering this question than those who have both types of operation.

Whether it is because concessionism is a rather new development, especially in stand operation, and theatres have not yet pondered the pros and cons of the matter; whether such consideration has been made and an adverse decision made; or whether concessionaire services are not available in many sections and more remote locations; the fact remains that there stands a 3%:1 condition of theatre operation of the extra-profits facilities.

TABLE 10-Percentages of theatres using dilferent vending methods for extra-profits sales.

Vending Lobby Stand

Machines or Counter Northeast ......... .. 44.3 71.2 South ..................... ., 18.6 98.4 North Central 22.8 77.5 Mountain N 22.8 77.2 Pacific 43.8 84.3 U. S. TOTAL 31.6 80.0

However, to study this aspect of

operation, a further breakdown of the returns was made, from the standpoint of the theatres operating machines, counters, and both types themselves or leasing them as concessions. The percentages on this basis are given in Table 12.

The base figure in this sub-calculation is somewhat less than for Tables 10 and 11, because only those theatres were considered that reported the complete information on this special analysis presented in Table 12. However the figures show 75.5 per cent of this group 0f theatres operating their own equipment,

TABLE 12-Percentages of theatres, operating directly or as a concessionary lease, vending machines, counters or stands, or both types. W



Machines Only Counters Both Machines Counters Both

Only Types 5 Only Only Typos

Northeast 18.6 74.2 7.2 29.7 30.8 39.5 South 6.6 84.2 9.2 4.0 96.0 0

North Central 11.3 76.8 11.9 5.6 91.2 5.6

Mountain 6.6 86.8 6.6 0 50.0 50.0 Pacific ............. .. 11.7 75.4 12.9 50.0 5.0 0

U. s. TOTAL .... .. 11.7 75.4 12.9 1dr; 56.0 24.4


with 25.5 percent leased as concession* again, however, showing an approximate 3:1 advantage of theatre operation.

However, the inescapable fact stands forth in counter-alone operation, the theatre ownership-management is the form in vogue, while the machines alone, concessionism is a 3:2 favorite. It is thought that where theatres operate both machines and stands, and the machines are leased as a concession, the stand is also apt to be leased.

Without asking for specific information as to the amount-although some theatres gratuitously offered the actual percentageseit was requested that the theatres indicate Whether or not the attendant of the theatre stands and counters were paid a commission or bonus.

The percentages from the returns are given in Table 13. Since it was manifest from write-in remarks that sometimes managers receive the commission (and from time to time both attendant and manager received a commission of various amounts), the table was expanded to include these data also.

It is interesting to note that in the Northeastewhere the most and the largest theatres are located (compare Tables 1 and 2)-the area probably first to go in for candy and the last to take

TABLE lli-Percentage of theatres utilizing two dilferent business operation methods.

Operated Operated

by Theatre as Concession Northeast .......... ., 53.0 33.6 South ......................... .. 86.8 24.2 North Central ., 78.1 15.4 Mountain ........... ... 86.2 13.6 Pacific . 87.8 3.5 U. S. TOTAL 72.0 21.9

on popcorneand where rugged individualism is synonymous with big business-about one in 10 theatres offers extra-curricular inducements to attendants at counters through bonuses or commission and only one out of 200 managers are in for such an extra profit of their own.

Types of Stands

Where theatres operated a stand-type of display for its extra-profits items, it was asked that indication be made whether it was an open stand or a closed counter and whether service was made from the front or rear. These data are summarized in Tables 14 and 15.

From an examination of the figures in Tables 14 and 15, a parallel, which was not unexpected, is evident: that where a sales unit is of the open-stand type, it is generally serviced from the front, and where it is a closed counter, servicing is from the back. There were exceptions to this general rule, with some open stands serviced from the back and some counters served from the front. However, these exceptions are thought to be occasioned by the local structural design, for both are possible.

Preferred Package

In setting up the question "What type of package do you prefer for best hand THEATRE CATALOG 1947-46
1947-48 Theatre Catalog, 6th Edition, Page 544