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1947-48 Theatre Catalog, 6th Edition, Page 568 (552)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 568
Page 568

1947-48 Theatre Catalog, 6th Edition, Page 568

An Extra-Profits Booster for Extra Profits

Brief Picture Review of Refreshment Stands

With Beverages That Supplement Other Items

A PROMOTIONAL TIE-IN with the Atlanta premiere (1939) ot "Gone with the Wind" probably brought bottled Coca-Cola to the theatre. This activity started gradually with temporary stands and refrigeration equipment and has matured until, at the present, dispensing is made over elaborate bars and other tacilities, some 01 which are shown in these pictures. Three methods of selling-by bottle. cup-vending machines, and fountain serviceehave their own merits-and demeritsewhich vary on the physical structure of a theatre or the availability of equipment and service. The public recognizes that, in bottled beverages, it has "packaged quality," whereas the quality of the beverage dispensed through vending machines or at soda fountains is dependent upon the service rendered by the theatre or the concessionaire. No matter how perfect the equipment, the responsibility tor serving a drinkewhich includes the right amount of syrup. the proper carbonation, and the proper temperatureerests upon the fountain attendant or the operator 0! the vending machines. Profits irom sales in theatres are sufficienth large to merit the serious consideration of the owner 0! one or more theatres. By all of the three merchandisina methods. sales have reached as high as one sale to three paid admissions. Admittedly this ideal per-capita consumption cannot be expected to obtain in every theatre. Beverages supplement other items.

1947-48 Theatre Catalog, 6th Edition, Page 568