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1948-49 Theatre Catalog, 7th Edition, Page 533 (518)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 533
Page 533

1948-49 Theatre Catalog, 7th Edition, Page 533

BERLO VENDING COMPANY, a unit at A.B.C. Vending's national concession operating service. has constructed very effective merchandising units such as in the Masthaum, Philadelphia, Pennsylvania.

sionaires must also be well aware of the profits being made by the circuits which operate their own departments, and still feel they are better off to stick with the


All will agree, however, that there is no standard set of rules for an extra

profits department to serve all houses.

The type of stand, kind of merchandise to be sold, and location of the department, all depend upon each individual house, and a proper study must be made to determine how to get the last ounce of profit out of each operation.

MANLEY'S "ADAPTI-BILT" stand comes in several effective units which can be moved or placed in order to create the most dramatic or serviceable result. Many small theatres can greatly benefit by them.


All will agree, also, that unless the attendants of the departments have a proper understanding of their jobs, the whole operation will be so handicapped that no one will be satisfied, the theatre owner, concessionaire, or the patron.

Many circuits have regular bulletins which they distribute to employees to give them sales hints. For example, one contained this type of information:

"Place your slow sellers on top of your counter, in neat stacks in front, and in boxes on ends and rear of top, and see that boxes are kept filled. Changing position of items weekly will give variety and quicken sales.

thour candy counter is the buy-focal point of the theatre, and should beckon invitingly to prospective patrons. It should be eye-attractive constantly.

ftRepeat business, customer gratitude, and good will must be encouraged by gracious, helpful, speedy, and accurate service.

nUse seasonal colors to influence people to make repeat purchases.

lfYou can sell more candy if your counters are plentifully stocked."

Another bulletin emphasizes managers taking a merchandising inventory as follows:

"Have I followed a constant training program assuring the maintenance of interest by each employee?

"Have I insisted on the cultivation of the kiddie market?

ifHave I rotated merchandise insuring fresh stock on sales?

"Have I established the good will, respect, and confidence of my patrons?

ffHave I kept the counter, popcorn machine, and drink dispenser clean, inviting, and attractive?

ffHave I realized that those who work for me contribute more to my success than the building Pm in or the merchandise I sell?"

With grosses declining, overhead going up, and nothing in the national economic picture to indicate that the easy money days will return. in a hurry, the motion picture industry in general can only look forward to a period in which its profits will be going down.

With that sort of outlook, no exhibitor is in a position to ignore any possible means of legitimate profit. While most will not side with anyone who has the tigeneral storeH point of view, the fact remains that either through direct operation or through the use of the services of a concessionaire each theatre should try to make the most of its extra profits opportunity.

What the confection department has to offer is directly allied with the operation of a theatre. Patrons come to expect that a theatre will sell candy, popcorn, drinks, and allied lines. They come prepared to buy it.

Subject to sensible rules of operation, and handled by a well-trained stad', each theatrels extra profits division can be made as much an important part of the houses reason for being as does the pics ture on the screen.

But, in all of this, it should never be forgotten that the primary business of the theatre is entertainment.


1948-49 Theatre Catalog, 7th Edition, Page 533