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1947-48 Theatre Catalog, 6th Edition, Page 561 (545)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 561
Page 561

1947-48 Theatre Catalog, 6th Edition, Page 561

The Vending of Soft Drinks in Theatres

Smart Appearance and Patron Convenience

Give Automatic Cup DiSpensers Preference

Declining box-ofiice take is said to be leading theatre owners all over the country to show a renewed interest in selling soft drinks, candy, and cigarettes through vending machines and sales counters positioned in their lobbies or lounges. With todayls high costs making it almost impossible for them to operate their houses protitably, theatre men look to this extra equipment as a means of additional revenue, and the average manager is rapidly becoming convinced that such items are a definitely needed addition to his house that pay off in increased accommodation to his customer as well as increased income to his coft'er.

In oitering carbonated beverages to motion-picture patrons, it is important


JOSEPH W. RILEY The Charles E. Hires Company

that nationally known brands of the highest quality be sold. If a familiar name or trademark appears on a vending machine it rings a bell in the prospective customers mind that this is the spot to buy refreshing enjoyment.


The Himpulse factor" of buying attracts more customers to vending machines than any other reason. It is a definite misconception that the public will buy anything if it cannot get what it really wants.

In a great many cases people will

not buy if they do not recognize the product, which results in lost sales. It has been proved time and again that the use of nationally advertised quality products increases sales out of proportion to the savings obtained by using cheap inferior merchandise.

Companies, such as Hires, have spent millions of dollars to educate the public to look for and to recognize quality, thus it is only natural that theatre owners would want to sell the best products available as it means increased profits through more sales.


Experience has taught theatre men that an attractive, well-stocked conces THE AUTOMATIC CUP DISPENSER (lett) at 1,000cup capacity stands 6 ieet high and occupiean area as small as 3 teet by 2 feet. But size is generally considered secondary to appearance. It is all to the best if the machine can tie in with the decor of the theatre, but in any event it should be neat and well-kept. A goodlooking, clean machine is an asset to the lobby, and an invitation to customers to buy drinks.

THE SMALL SODA-FOUNTAIN UNIT (below) is seltacontained and manually operated. Diagrams of this machine are given in a later illustration. The machine is particularly adapted tor use in connection with a candy counter. where the attendant also draws the G-ounce drinks that. of course. may be served in paper cups instead of the traditional Hires glass as shown. Installation of the equipment is ecrsily accomplished.

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1947-48 Theatre Catalog, 6th Edition, Page 561