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1953-54 Theatre Catalog, 11th Edition, Page 380 (342)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 380
Page 380

1953-54 Theatre Catalog, 11th Edition, Page 380

The Second Boxoffice

A Comprehensive Study of All Phases of the Concession Business As It Applies to Indoor and Outdoor Theatres

A brief 15 years ago, the concessions side of the American theatre business was represented to all intents and purposes by a few grubby popcorn machines hidden apologetically in dark corners of the lobby and by stop-and-go coin machines dispensing cigarettes and candy. Today, that stepechild of the theatre industry is a booming, bustling business that turned a half-billion dollars gross profit into the pockets of house owners in 1952.

To change the metaphor briefiy; what began as a penny-ante popcorn game before World War II has become, almost overnight, 3 highstakes contest for customer patronage and the customers dollar. The stakes are high, but the jackpot awaiting the winners is well worth the battle.

Actually, it was public demand which forced the hand of the reluctant exhibi tor, and set him up in the refreshment.

business. And it is public acceptance, reflected in climbing sales, that makes the concession stand the valuable asset it has become in the modern theatre. Today, in the face of TV and other

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BRIEF: It is no longer necessary to convince theatremen of the importance of concessions . . . However - . . realizing the importance of something and knowing how to get the most out of it . . . are two different things . . - As with most phases of the complex operation of a modern theatre . . . The concession stand . . . in order to give maximum results . . . must be properly run . . . As part of its continuing effort to supply its readers with information - v . the Editors of THEATRE CATALOG offer this thorough and complete study of concession stand operation . . . touching upon all the ingredients that go into creating a concession that pays of in extra profits . . . and satisfied customers . . . Conventional and outdoor theatres are given individual treatment.

THE CONCESSION business in theatres has grown in Eileen years from a penny-ante popcorn game to an enterprise grossing a half billion dollars in 1952. Many larger houses feature elaborate. center-lobby stands like this with duplicate services.

inroads on movie audiences, of more and better competing attractions than ever before, and of less available amusement dollars, the snack stand has done more than its bit to keep the alert exhibitor operating within the profit side of his ledger.

According to comprehensive surveys recently completed on an industry-wide basis, 61 of every 100 theatre customers make purchases at the concession stand. This is in the conventional operation, the indoor house. In the fabulous drivein business, 67 of every 100 ticket-buyers become paying customers of the snack stand. No wonder the business is booming.

For every dollar taken in at the ticket window, the refreshment counter pulls in an additional 26 cents indoors, a whopping 45 cents at the drive-in. Put another way: concessions account for nine cents per customer at the conventional house, almost 16 cents per patron outside!

Once lured into the lucrative operation of a refreshment service, the American theatre owner has been quick to recognize the potential involved, and to

1953-54 Theatre Catalog, 11th Edition, Page 380