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1947-48 Theatre Catalog, 6th Edition, Page 563 (547)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 563
Page 563

1947-48 Theatre Catalog, 6th Edition, Page 563

managers appreciate, for besides giving the customer a choice of drink, the dualflavor machine also enables the customer to have at least one kind, should the other side of the machine be temporarily out of order, since each Havor is a separate unit.


Up to this point we have been discussing primarily the cup vendor, as being the most suitable arrangement for theatre lobbies. But in order to cover the ground thoroughly, let us consider a comparison of the cup and bottle vendors.

As we have mentioned, the outstanding advantage of the cup machine is its capacity. Some machines carry as high as 1,200 individual servings. This would, of course, cut down on servicing. Also contributing to less frequent servicing is the fact that most machines can use the local water supply, drawing it from local pipe lines, then carbonating and mixing it with the syrup in the machine. Finally, paper cups can be more easily disposed of than bottles. A handy waste receptacle standing beside the vendor will easily take care of crushed paper cups, keep the lounge or lobby in order.

Incidentally, there seems to be a real fascinationeefor adults as well as children-in watching the cup drop and the liquid fill it automatically to just the proper height.

We might mention here, also, that 60 per cent of vending machine sales in theatre lobbies are made to childrenea factor to be considered when selecting your merchandise.

In the pre-War period, failure to dispense a uniform drink and the problem of sanitation were the chief criticisms of the cup vendor. But today most machines on the market have taken care of the mixing problem satisfactorily and are further equipped with ultraviolet-ray lamps to sterilize the product as it enters the cup. Tanks and fittings are of stainless steel, for the most part, and readily accessible for cleaning and replacing. Water purifiers and filters have been installed.

In some cases, where the water is piped in from the local supply, there is a chance of variance in the finished beverage. Water, of course, varies from one place to another, depending on the natural alkalinity of the supply and on the chemical disinfectants used by the municipality. In spite of technical improvements, it is sometimes difficult, under some conditions, to insure uniformity of the drink.

The bottle vendor, on the other hand, has a relatively small capacityeup to 300 bottles. In as busy a location as a theatre, with its crowds of patrons, this machine would have to be serviced sev eral times a day. Theatre managers;

would hardly care to be having machines serviced in the lobby during the show.

Considering some of the advantages of the bottle vendoreif capacity were not at stake#this is a comparatively simple mechanism. The customer inserts his coin, pulls a lever, and the bottle slides out. With this operation there is only a very slight possibility that anything can go wrong, causing any ill-will for the bottler or the operator. As for the beverage, it is uniform, con stant, sealed. .... 1947-48 THEATRE CATALOG

To the bottler, the chief problem of the bottle vendor is breakage and the loss of ffemptiesfi so to counteract this loss, most location commissions are contingent upon the return of ffemptiesiy to the bottler, who deducts tw0 cents for each one missing.

To the theatre man, because appear-f

ance of the lobby is so essential, the question of empty bottles-and the space in which to keep them-becomes the important factor.

Also important, in most opinions, is the cost of the bottles and the subsequent loss if some of them get broken or mislaid-which can lead to tension or argument all along the line.

In the bottle vendors that have reached the post-war market there have been few radical changes, except for larger capacity and a trend toward circulating dry cold air refrigeration. The addition of built-in change-making devices, which accept dimes and quarters and give the right change, has boosted sales 25 per cent in some casesewhich is also true of cup-vending equipment.

In general, each type of machine has its merits and its application, and there is a definite place in the market for both kinds. However, bottle vendors appear to be better suited for locations where the expected volume of business is comparatively small, such as offices and gas stations, While cup vendors, with their greater capacity, seem better suited for locations where there is more traffic and greater volume, as would be expected in theatres.


In summing up, the sale of carbo nated beverages, whether by cup or bottle or through a manually operated dispenser, has come to represent even now a sizable profit item in the operation of the modern motion-picture theatre.

The future of selling carbonated bevv erages in theatres, however, depends solely on the profit derived for the owner. He is in business to make money, and the company which offers dispensing equipment that is mechanically efiicient, easy to maintain, attractive in appearanceeserving a nationally known drink, properly chilled and perfectly proportioned-will help him make it.

Earlier vending machines fell out of favor to some extent because of faulty servicing, freaky operation. But in the past few years great effort has been put into making the vending'machine attractive, streamlined, friction-free. Their smart clean appearance, easy operation, comfortable convenience-eplus sizable profitsemake them a desirable asset to any theatre.

With the growth and development of automatic merchandising equipment, managers have a choice of either bottleor cup-vending machines. In general, the cup machine seems to be preferred for theatre locations, its chief advantage being its greater capacitye-besides greater profit possibilities and the lack of nuisance associated with the handling of bottled goods. Capacity is a big factor in theatres. With an average of 110,000,000 patrons a week in the 18,197 motion-picture houses in the country, the theatre vendor must be able to take care of large volumeewith the least amount of trouble to both theatre owner and customer.

SC-HEMATIC iDRAWING-S of the self-contained cooler, carbonufor, and manually-operated dispenser unit, shown in an. earlier picture. The Hires-developed unit can dispense 250 to 275 six-ounce drinks an hour. Shown m the drawings are the carbonate: and cooling unit, compressor, condenser, wafer bucket, and removable front and side panels, along with the dimensions of the unit's several parts.


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1947-48 Theatre Catalog, 6th Edition, Page 563