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1953-54 Theatre Catalog, 11th Edition, Page 391 (353)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 391
Page 391

1953-54 Theatre Catalog, 11th Edition, Page 391

enough (a few minutes) for the gum

to become brittle and flake off.

In removing popcorn use a broom on waxed doors, otherwise, a vacuum cleaner.

In removing trash and refuse, detach the vacuum hose from the intake, connection, attach it to the exhaust, using the blowing action to push the trash between seats to a central collection point.

In removing ice cream spilled on carpets, wipe up with rag saturated with ammoniated water, unless a grease spot has been created. In that case, use solvent.

In removing mashed candy, on hard floors, wait until it hardens, and then scrape 0%. In small spots on carpets, use alcohol on most ypes of carpet, and hot water on others. In large spots, use clear, warm water, feathering-out the wet area to make it less conspicuous. If a greasy spot has appeared, follow with solvent.

In removing beverage spots from concrete, asphalt tile, rubber tile, ceramic and quarry tile, and linoleum, mop up with clear water; from marble or terrazzo, mop with clear water immediately to prevent permanent stain from acids; from carpeting, mop up with wet rag and clear water if the job can be done before the spot dries, and from carpeting after spot dries, apply hot glycerine and rub with small, stiff hand brush. Wash off with clear water, feathering-out to avoid lines of stain.

Cleanliness of the entire concession operation, including the theatre seats and floors, is a matter of preservation as well as a matter of pride. Bits of sweets and other edibles imbedded in carpeting or upholstery attract mice and vermin.


In wrapping up this discussion of concession operation in the conventional theatre, we have saved until last a few random bits of information and tips on procedure which come under the heading of Management. '

-Slight1y over 10 per cent of the

nations indoor refreshment stands are leased out. In some 90 per cent of the houses, exhibitors and house managers handle the reins of their own refreshment departments. Two factors should be kept in mind since the theatre business and concession business are so different: first, that concession employees should be appraised and hired according to their fitness for the concession Operation, not theatre jobs; second, that bookkeeping and administration of the house and the concession stand should be kept entirely separate.

EFinally, that theatre patrons are still, primarily, theatre patrons. The program should be the big item, and the concestion stand should be a valuable partner in succcSSful operation. The only limits imposed on the profit possible from a concession stand are imposed by management in the placement of the stand, the merchandising of that stand, and the variety of items offered for sale, and by the personnel who serve the public, through their cleanliness, cheerfulness, and sales ability. Properly operated, the


concession stand is, in truth, a second boxofiice inside the conventional theatre, and a highly profitable one.

THE DRIVE-IN THEATRE The Stand Itself: History

Possibly the outstanding single development in exhibition in recent years has been the tremendous and growing popularity of the modern drive-in. Before World War II, drive-ins were, for the most part, primitive establishments cone sisting of rickety screens, small projection shacks, and cleared areas of raw dirt.

Today, the picture has changed entirely. The modern drive-in draws its clientele from people of all ages and all economic levels. It has become a highlypopular family amusement center, catering to the motion picture fan from tenderest years to old age. The physical plant is a masterpiece of modern design, with sweeping acres of paved parking space, the most advanced projection and sound equipment, clean and attractive rest rooms, and spacious, inviting snack stands that sell everything from popcorn to fried chicken dinners, and take in 45 cents in addition to every dollar that crosses the ticket counter.

On the surface, constructing, stocking, and operating the drive-in concession stand presents the same problems as would any roadside restaurant or shortorder stand. There is one important difference, homever, and it effects every phase of the business:

Customers converge on the driveein snack stand in large crowds during one or two peak periods each night. Otherwise, traffic is almost non-existent.

The planning of the stand itself, the arrangement of equipment units, the work schedules of stand personnel, and the preparation of food items are all

ENTIRE concession stand must be kept clean at all times. Adequate supply of trash containers puts the customer to work for you in keeping floors. counters tree of trash and debris.

centered on the necessity of serving the maximum number of customers in the very short interval usually 10 to 20 minutes between shows.

Placement of Stand

For this reason, the stand should be placed where it is most easily available to all patrons. Usually, this is in the virtual center of the parking area. preferably in the same building which houses rest rooms and projection equipment.

There are many styles of stand-design popular today. In one of them, the customer actually enters an open section in the center of the stand which runs parallel to the picture screen. In others, windows or doors open to allow patrons to walk in from the screen side of the stand, and buy refreshments without missing action on the screen. Still another favored style has counter-height windows which open in a line at right angles to the screen. In this type opere ation, the customer stands outside, and buys over the counter.

Any of the above styles is effective. About the only rule which should not be violated is that of keeping the lights and sights of the concession stand out of the eyes of patrons Seated in cars behind the stand. This usually means arranging the stand so that it does not open directly away from the screen.

Addition of a terrace in front of the stand, facing the screen and set up with tables or wide-arm chairs, is also a lure to customers.

Whether the snack stand is entirely enclosed or whether it opens across the front with folding doors or sliding screens depends on typical Weather conditions in a given community, among other things. Easy entrance and exit should be carefully planned in any case.

The outside decoration and design of the stand should be simple and attractive, with emphasis on functionalism. Since drive-ins operate entirely at night, money spent on elaborate outside decoration of the stands is pretty well wasted.
1953-54 Theatre Catalog, 11th Edition, Page 391