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1947-48 Theatre Catalog, 6th Edition, Page 550 (534)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 550
Page 550


1947-48 Theatre Catalog, 6th Edition, Page 550

Popcorn Is a Soundly Profitable Business!

A Comprehensive Study of All the Factors To Be Recognized for Keeping It That Way!

FOREWORD

ltPopcorn is a business." That phrase to a great many people seems very strange. To tell a person. you are in the popcorn business is only to receire a look that says, ttArc you nuts?"

We, who are in it wholeheartedly, know that we aren't tlnuts" and that it is a real businesseand a profitable one. But, as much as we hate to admit it, there are some in the field who do not realize that it is a business, and who, regardless of what part of the industry it is they are working, have not taken

CHARLES B. BLOOD

51m Manufacturing Company. Inc.

time to study the industry as a whole. It follows that their particular operations are not at all an asset.

Many years ago a. few brare men started to introduce popcorn as a commercial product. They have worked hard and long to build up the industry to the place that it holds in the field today. The going was slow and rough, but gradually more and more *became intern

THE RECESSED THEATRE CONCESSION STAND is one of the popular spots for locating the extra>proiits activities. As in any other retail operation, the selection at a location is of extreme importance. Whether you are trying to pick a spot in a shopping district or are trying to locate a machine in a theatre lobby, it is extremely hard to list cut-and-dried rules for selecting the proper location.

W



ested and joined the morement so that popcorn has become universally accepted and there is a general rush to get into every phase of the industry.

This rush. in. many cases has not been sound. The easy money was tempting and the sudden splurge was to take the profits with little consideration that they were entering a field which was entirely new to them. As a. result, many have and are falling by the wayside, and, as they fall, they are partially tearing down. the rery thing that. we have all been trying to build up.

Popcorn is an established businessnot a fad! Let us all realize this fact and work together to build up the entire industry. It is a growing business. It is a sound business. It is a profitable business. Let us keep it that way!

This article is directed toward one single phase of our large industry, the indiridual retail popcorn-machine operation. It is my only hope that erery perk son reading this article may find at least one fact that will make his operation simpler, more profitable, or his product higher in standard and in this way help this grand industry of ours.

With the thought that some might keep this article for future reference, the text has been broken down into sections pertaining to the general operation of a popcorn machine.

SELECTING A LOCATION

As in any other retail operation, the selection of a location is of extreme importance. Whether you are trying to pick a spot in a shopping district or are trying to locate a machine in a theatre lobby, it is extremely hard to list cut and dried rules for selecting a location. However, there are several things that must be kept in mind.

First, all of your locations must have titanic, for the volume of business depends on the number of people to whom you are offering your product. Gener ' ally speaking, a larger percent of sales

will come in locations where people are relaxing from the rushof things, rather than in locations which are in the heart of busy business centers with all the rush and pressure of daily living.

Your machine, stand, or process must be easily visible to your customers. The greater activity around a popcorn stand esuch as corn popping, waiting on trade, and so forth-edraws the attention of the passersby and, as a result, additional customers. Do not hide your operations. Keep them in front of the people, and they will respond.

Remember that you are handling and selling a food. Your location must be able to meet all sanitary and health regs ulations. .

Sufficient power or heat supply must be available. Keep these in mind. It will reduce installation costs.

Especially in theatres consideration

THEATRE CATALOG 1947-48
1947-48 Theatre Catalog, 6th Edition, Page 550