> > > >

1947-48 Theatre Catalog, 6th Edition, Page 565 (549)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 565
Page 565

1947-48 Theatre Catalog, 6th Edition, Page 565

leading soft drink companies and the practice has enabled the soft drink industry 'as a whole to greatly improve the quality of its beverages.

The bottle vendor delivers the drink properly chilled and ready for consumption. Some consideration, however, must be given to proper handling of empty bottles in order to avoid untidy conditions. Some patrons are inclined to carry the bottle into the theatre, which of course could not be allowed. Empty bottles on the floor of the darkened theatre auditorium would be hazardous as well as the possibility of someone accidentally dropping one from theatre balconies on patrons below. The only guarantee against these possibilities would be for ushers or attendants to prevent bottles being carried into the theatre auditorium.

Soft drink manufacturers provide bottle racks and containers designed to take care of empty bottles. These should be neatly arranged near the vendor, thereby encouraging the customer to deposit his empty bottle in the proper place. Racks should be placed well back out of traffic lanes and ushers or other attendants should be held responsible for these items, checking to see that bottle racks do not overflow or become disarranged.


In larger theatres the soft drink bar will serve the purpose well. Many theatres in metropolitan cities have been

IN THE LOBBY of the Fox Theatre, Joplin, Missouri, is this Dr. Pepper bottle dispenser, installed for the convenience and pleasure of the patrons of this unit of the Fox Midwest Amusement Corporation's circuit. The sale of soft drinks through this unit has boosted appreciably the volume


using bottle bars for some time and are finding them highly successful and profitable. The soft drink bar is perhaps the best means of dispensing drinks to the patron. It can be placed in the candy counter, adjacent to or entirely separate, depending on the arrangement of the lobby. The soft drink bar does not necessarily represent a large investment and will produce handsome profits for the business if handled properly. Percentage of profits from the sale of soft drinks runs higher than many of the items sold and represents plus business to the theatre management. Cooling of drinks at the soft drink bar can be done through the use of electric or ice units, however, electric coolers have been much more practical for theatre outlets. The important factor, as in the sale of soft drinks in any other location, is that the drinks be properly chilled to at least 33 degrees. The experience of the entire soft drink industry has been that customers will go out of their Way to purchase a soft drink that is good and cold. Reserve stocks that are kept cool, or, Where possible, pre-chilled, speed up the service and cut down on refrigeration expenses. There have been a number of theatres throughout the country where soft drink bars have been installed and are proving highly popular among theatre patrons.


The newest means of dispensing soft

drinks and one that appears to hold great promise for the industry is the use of automatic cup vendors. These, in the majority of instances, are installed and operated by canteen service companies. Cup vendors are efiicient and have the advantage of taking up less space because they do not require room for bottle storage. In most instances these units are installed on a contract basis by the canteen operator, which requires no investment on the part of the theatre. For the location space the theatre receives a percentage of the gross take from the vendor and all servicing is done by canteen operators.

Recent new developments in this field have brought many improvements in cup vending machines. The unit performs the complete job of carbonation, refrigeration, mixing of syrup and water, and finally, dispensing the finished drink in a paper cup ready for the consumer. All that is required of the purchaser is for him to insert a nickel in the slot. The vendor does the rest.

An important factor in operating the cup vendor is adequate service. These units must be checked and cleaned at regular intervals. Once a week the lines of the machine should be thoroughly cleaned by pumping chlorine water compound through them at a capacity rate of 25 to 30 gallons a minute. Each syrup tank should be washed and rinsed carefully before a new refill is made to guard against contamination.

of profits from the theatre's concessions. The primary advantage of the bottle vendor or of the bottle bar is the guarantee of serving a uniform, quality product, made strictly according to the standards established by the manufacturer, and served at the proper temperature for most tastes.
1947-48 Theatre Catalog, 6th Edition, Page 565