> > > >

1954-55 Theatre Catalog, 12th Edition, Page 422 (384)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 422
Page 422

1954-55 Theatre Catalog, 12th Edition, Page 422

Liquid Assets

Proper Equipment and Correct Sales Approach Can Make Beverages One of the Most Popular, and Profitable Concession Stand Items

BRIEF: It has been proven that today more than 70 per cent of the theatres in this country serve and sell some sort of beverage . . . It has been proven that a refreshing drink is something that pleases the theatre-going public . . . and is a healthy source of income for the theatre . . . This article discusses beverage sales as they apply to the motion picture theatre . . . There is information about the different types of dispensing equipment . . . and where eachtwould be most suitable . . . There are hints on how to serve beverages so as to get the greatest amount 0/ sales volume . . . Such subjects as storage . . . merchandising . . . and stock control are also given attention.

The theatre operator who would like to know more about beverages . . . and how he might get a greater return from this popular concession item . . . will find this article to be of particular interest and value.

In the booming business that theatre concessions have become in recent years, nothing plays a bigger part than tithe beverage." Sold ice-cold, red-hot, lukewarm . . . in cup or bottle or glass . . .

indoors and outdoors, upstairs and down . . . "the beverage" is important to the customer and the house owner alike. Let's be specific.

Recent surveys of the industry indicate that roughly seven out of 10 theatres handle beverages for the enjoyment of their customers and the increase of their profit statements. Some of the conventional houses feature elaborate dispensing sections as a part of their refreshment stand operation; some rely on automatic vending mwhines; many have both. In the drive-in theatre, the beverage service at the snack stand is frequently supplemented by push-cart service at the window of the automobile. Everywhere, theatre patrons show their approval by buying more . . . and more . . . and more beverages while they enjoy the movie program.

Growth and Profit

How has this situation come about? In the years before World War II, refreshment service in the average Ameri A WELL organized concession stand. such as the one seen here. results from the proper display, and advertising of the slund's merchandise.

can theatre was largely limited to vending equipment which served cigarettes and candy bars . . . plus popcorn machines handled with their left-hands by ticket-takers. The public . . . and the alert exhibitor . . . have changed all that. A trip to the theatre these days is a complete entertainment experience. It is expected to include not only a satisfying feature film and a selection of shorts, but a variety of quality refreshment items, readily available and attractively merchandised.

In other words, the theatre-going public wants refreshment with its entertainment. It has established this fact beyond question by making the concession operation a half-billion dollar annual business.

In locations where the exhibitor has reacted aggressively to this demand for additional service, the rewards have been rich indeed. On an industry-wide basis, more than six of every ten patrons make a purchase at the refreshment stand in the conventional theatre. The drive-in snack stand does business with seven out of ten customers who come to see the show! For every dollar taken in at the ticket window, the

1954-55 Theatre Catalog, 12th Edition, Page 422