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1948-49 Theatre Catalog, 7th Edition, Page 532 (517)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 532
Page 532

1948-49 Theatre Catalog, 7th Edition, Page 532

conduct our concessions as to earn the respect and good will of your patrons.

HThe concession bar is not a racket or an appendix to your theatres. It is as much a part of your theatres as the dining car service is a part of the railroad, whose primary function is transportation. By conducting our concession bar upon a high plane of ethciency and :service, we do as much to help the theatre patron enjoy his visit to your theatres as the railroads do to help the passengers enjoy the use of their transportation facilities.

HThe concession bar offers each manager an opportunity to run his house in a hospitable, charming, and inviting manner.

HIn each divison of merchandise, we will handle only the finest quality of products. We have a rigid standard of quality. The complete facilities of our organization are at your disposal. We are responsible for keeping your theatres well supplied with the necessary merchandise, and we will take regular inventories and make inspections of our equipment. The rest is entirely up to you.

nWe know from experience that where the concession bar is well operated, where the service to the patron is interested, attentive, courteous, and wholesome, we are able to produce a volume of business which is equal to 10 cents per patron. In other words, if your weekly attendance is 4,000, our sales at the concession bar should be $400. If your attendance is 8,000, our sales at the concession bar should be $800, and so forth.

"Some managers who have learned the technique of proper merchandising have been able to increase their sales to as high as 12 cents and 13 cents per patron. On the other hand, when the concession bars are neglected by the managers, and permitted to run by themselves, sales have fallen as low as six cents per patron. The results at each theatre are dependent almost entirely upon the talent, ability, and interest that the manager takes in its operation.

ttBecause of superior concessions management, we are able to produce increased grosses, reduce personnel costs, eliminate inventory losses, step up bestselling turnover, guarantee uninterrupted service, furnish daily certified accounting, embrace patron good will through better enjoyment of the show, provide especially designed installations most effective for your theatre, carry the whole investment, and result in more actual net profit every time."

()n the other hand, the best argument for ownership management of the extra profits department naturally rests with more profit. If a circuit is large enough, the proponents of this type of thinking declare there is no need for the concessionairc, and all of his functions can be duplicated by the circuits own large organization.

The fact that some large circuits continue to use the concessionaire services while others have created their own organization would seem to indicate that there is much to be said for both sides, and furthermore, the conclusion must be drawn that theatres served by conces 'l948-49 THEATRE CATALOG

CONFECTION STANDS designed (or the particular needs of patronage of the nation's theatres have sprung up like wild-tire from coast to coast and usually reflect modern merchandising techniques. A rounded counter with clear plastic shelves and coloriul cut-outs sets cit the modern stand and tidy miss who serve the patrons of the Palace, Tampa, Florida. A wide range oi candy including boxed goods bolster the profitable popcorn. Below. (1 counter-high DRINCOLATOR soda dispensing unit is countersunk into a stainless steel and plexiglass stand at the Wareham. Manhattan, Kansas. At the Tower, Atlanta. Georgia, good use has been made of star stills and photo murals combined with knotty pine planking to create the "Shovae Bar" which is a fully equipped luncheonette complete with stools and menu.
1948-49 Theatre Catalog, 7th Edition, Page 532