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1947-48 Theatre Catalog, 6th Edition, Page 564 (548)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 564
Page 564

1947-48 Theatre Catalog, 6th Edition, Page 564

The Cinema-New Potential for Soft Drinks

Discussion of the Operation and Management Of Bottle and Cup Vendors, Soft-Drink Bars

A new type of outlet for the sale of soft drinks which is being rapidly developed and one that promises unusual potential and sound profit is the American movie-theatre lobby. In view of the millions of people who patronize the movies weekly, this new point-of-sale, for a number of obvious reasons, appears to be a natural.

With the development of new-type automatic bottle and cup vendors, which are now showing up in the trade in ever-increasing numbers, theatre owners are finding soft drinks highly popular among their patrons and profitable to their operation. Pioneering work in this new market is now going forward in national, regional and local circuits. The soft drink industry, along with canteen service and beverage companies, is working in conjunction with theatres to develop this new outlet to its great potential.

In both bottle and cup vendors, Dr. Pepper has been served in many various types of outlets for a number of years and the company has done considerable research in this field. The present expansion of retail outlets in the soft drink field is the result of the concentrated drive by the industry to establish availability and distribution. Soft drinks

A BOTTLE VENDOR of an excellent type which is highly adaptable for use Located in the lobby of

in theatre lobbies is the one pictured here.

Dallas College, the downtown branch of Southern Methodist University, Dallas, Texas, this unit has proved very popular and profitable. It is

JOE B. ALFORD Dr. Pepper Company

can be served to the theatreegoer through bottle vendors, cup vendors or over-thecounter service. The method used in serving customers will depend largely on the size of the theatre, size of the audience, amount of space in lobby or foyer and the amount of investment the theatre management wishes to put into the project.

The location of the dispenser or bottle bar is important. It is usually determined by the size and layout of the lobby, the location and size of lounge rooms and the anticipated volume of business that will result. The sale of soft drinks in the theatre lobby will be affected by the location of the unit. It should be in a conspicuous location, easily accessible to all patrons, yet it should not block entrances or exits. Above all, dispensing units should be serviced often, kept clean and inviting to the customer.

Soft drink outlets in theatres offer great potential because they suggest an added pleasure to the patron who is there for the prime purpose of enjoying himself. Like the theatre itself, soft drinks have become an American custom

and this new association of the two presents an ideal combination.

BOTTLE VENDORS Bottle vendors are responsible for the major portion of the soft drink business and are ideal for use in serving theatre patrons. The larger units have a capacity up to 242 bottles, which is an adequate supply for one eveningls run on the average neighborhood theatre. In the larger theatres, however, these units would require refilling during the course of the performance.

The primary advantage of the bottle vendor and of the bottle bar is the guarantee of serving a uniform, quality product made according to standards established for the product by the manufacturer. The Dr. Pepper Company places great emphasis on the importance of serving a perfect product. A control laboratory is maintained in its home offices in Dallas where strict measures are used to check the quality of Dr. Pepper throughout the entire territory where the product is sold. Field men send in samples taken from the trade at regular intervals for analysis and immediate steps are taken to correct any slight variance from the product standards. This same procedure is followed by other

equipped with an automatic coin changer, and dispenses a properly chilled drink to the thirsty patron. Bottle racks and containers, to take care of empty bottles, are arranged near the vendor. encouraging the customer to deposit his empty bottle: in the proper place. Neatness begets neatness.

1947-48 Theatre Catalog, 6th Edition, Page 564