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1947-48 Theatre Catalog, 6th Edition, Page 545 (529)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 545
Page 545

1947-48 Theatre Catalog, 6th Edition, Page 545


TABLE 134Percentages of theatre paying candy attendants or manager a commission or bonus on extra-bonus sales.

Attendant Manager Northeast . 10.6 0.5 South 18.0 0 North Central ,. 24.8 4.0 Mountain ............ .. 27.3 4.5 Pacific .................... .. 24.6 5.3 U. S. TOTAL .. 18.8 2.1

ling and display?" it was hoped to discover what the average exhibitor would like to have if he could name his own packaging material.

Perhaps that is What was obtained# and if it was, it shows an amazing agreement with what the manufacturers are presently doing, indicative of the fact that no radical changes are desired.

The data on this subject are presented in Table 16. Because most theatres indicated several types of container, or wrappingebecause they felt that various types of items needed different materials -the regional and national figures yield total percentages far in excess of 100.

From the figures of Table 16, as well as thetcomments made at write-ins on the returns, it is apparent that the majority of extra-profits sellers are quite content to have their candy bars wrapped in cellophane, paper bags for their 5-cent popcorn, and cardboard containers for the 10-cent popcorn. But a single ffother3 preference was indicated, and that was for a type of foil.

Two principal "demands, were frequently mentioned: first, that the candy bar be wrapped in a transparent material -or with a transparent window if a generally opaque material were usede because it was felt that a bar that could be seen possessed greater sales appeal; and, second, that the wrappers be as noiseless as possible. Those who mentioned point two are content to go along with such materials as cellophane because of the sales appeal due to the transparency of the wrapping.

It is a bit curious to note that none of the returns made any direct references to the pop-ability of paper bags.

Soleable Price Range

From a cursory review of the types of merchandise offered in theatres (see Table 7), it is obvious that the heaviest sales come in the 5- and 10-cent items if for no other reason than there are more of these available than of those at the other price levels.

But just how the nation stacks up on the matter of the price range most saleable, and at what percentage, is presented in Table 17. Since several price ranges were mentioned by almost all the returns, the totals here are in excess of 100 percent.

The one interesting feature of Table 17 is the fact that the 50cent item, while saleable, is almost ftodd man outf being an article priced beyond that which one desires for himself and not quite good enough when it comes to impressing the girl friend.

Not all the returns presented the requested figures, and perhaps it is well


TABLE 14-Percentages of two types of

stands used in extra-profits merchandising.

Open Stand Closed Counter Northeast . ., 34.0 66.0 South ...................... ,. 20.4 73.6 North Central ....... ,, 41.2 58.8 Mountain ................... .. 40.0 60.0 Pacific ....................... ., 47.2 52.8

U. S. TOTAL ........ .. 35.8 64.2

for the figures presented in Table 17 are, of course an aVerage based on percentages which, naturally, is not a mathematically accurate figure. However, an appreciable number of returns came in with just checkmarks to indicate the saleability of the various price groups.

Accordingly, the returns, as represented in Table 17 were recalculated and combined with the check-marked returns to form the basis of Table 18, presenting just What price-range items are the most saleable. Indication of several price levels here also result in percentage totals exceeding 100.

It should be pointed out that in the several price classes, a sort of "basic"

TABLE 15-Percentages of stand-types

of displays with front and back service.

Front Service Back Service

Northeast 66.0 South . 70.8 North Central 37.6 ' 62.4 Mountain 57.8 Pacific 65.3 U. s. TOTAL ........... ,. 34.2 65.8

patron who pays his money and takes his choice.

The final question was asked in two parts: the number of items sold for each 100 admissions and the average sales price. These data are summarized in Table 19.

The outstanding feature of Table 19 is the remarkable consistency of the business throughout the country. Only in the mountain states does the volume of business drop under 50 percent, and it is felt that, because there are the least theatres in this areaeand, consequently, the smallest volume of questionnaires returnedethis sub-median figure is explainably low. Yet even here the average return for the item sold is just as good (7.3 cents) as it is in the more populous northeast.

TABLE 16-Percentage of theatres indicating preferences for packages of certain


Cellophane Paper Cardboard Novelty Box Olher Northeast 42.6 21.4 34.6 9.7 0.5 South 39.8 46.5 30.2 9.8 0 North Central ., 25.8 33.2 48.3 9.4 0 Mountain ., 27.3 27.3 50.0 9.1 0 Pacific ............................................ 56.3 31.6 21.2 8.8 1.8 U. s. TOTAL ........................... .. 37.3 31.9 37.4 9.5 0.3

rate has been maintained, and candies which, in pre-war times. sold for 5 and 10 cents, and presently 6 and 11 or 12 cents, have all been grouped in the respective 5- and 10-cent groups. In this regard, it should also be pointed out that there is a persistent demand on the part of the theatres for a good 5-cent candy bareand full value for that nickel!

The parallelism between Tables 17 and 18 further emphasizes the more or less obvious fact of the pre-eminence accorded the 5- and 10-cent items.

Volume of Sales

After learning whatls what from the standpoint of the theatre and the supplier of extra-profits items, one final group of questions remains, and this involving the ultimate consumer, the

The average amounts spent by each purchaser, as given in Table 19, naturally reflects the over-all situation, without regard to methods of operation of management.

Accordingly the returns on which Table 12 was based were further analyzed, to see whether there was any detectable advantage one way or another over the type of equipment used in relation to operation by the theatres themselves or leased under concessionary agreement. From this analysis, Table 20 was developed.

The national totals on all types of theatre operation is 8 cents, while all types of concession operation bring in an average of 7.6 cents. (The blanks in the regional totals indicate classifications with insufiicient data.)

TABLE 17-Price range most saleable on extra-profits items and the percentage

of sales at each price level.

5 cents IO cents 20 cents 25 cents 50 cents Si and over Northeast .... .. 72.1 29.0 8.3 9.7 2.5 6.8 South ................... N 58.0 45.6 6.3 7. 5.0 10.0 North Central 52.0 47.3 16.7 10.7 4.8 4.3 Mountain ....... ,. 66.8 30.8 1.2 2.7 0.5 0 Pacific ............. .. . 47.5 42.8 12.5 10.7 1.7 0 U. S. TOTAL 60.0 41.6 10.1 9.7 3.3 7.3
1947-48 Theatre Catalog, 6th Edition, Page 545