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1954-55 Theatre Catalog, 12th Edition, Page 427 (389)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 427
Page 427

1954-55 Theatre Catalog, 12th Edition, Page 427

Concession Merchandising

Proper Exploitation of the Angles at a Theatrels Snack Bar Will Mean an Increase in Extra Profits

The motion picture business grew and prospered on merchandising. In fact, our industry coined a new word for it. Unfortunately many exhibitors have forgotten all about this word. It happens to he Showmanship.


Showmanship is the art of exploiting our wares to our potential customers, apprising them of the wonderful entertainment to be had in our movie houses, enticing them in with powerful campaigns and gimmicks designed to whet their appetites, and arousing their curiosity about our bill of fare. Certainly on todayls market, with competition more keen than ever for the publicls dollar, merchandising in the form of showmanship can still pay off.

BRIEF: The value of a theatre's concession business is by now fully appreciated by every exhibitor who has seen the color he used on his books change from red to black as a result of extra profit efforts . . . However a mere awareness of this fact will not increase this valuable source of theatre income . . . In this article the author offers an analysis of what is necessary in order to make the term extra profits mean somethng more than just an expression.

Readers will find a discussion of proper merchandising approaches . . . discussion of point of sale . . . advice on stocking and display activities . . . and nanny other valuable pieces of concession stnml in/ormation.

Many successful men who built their fortunes in the motion picture business did it through the use of Showmanship. Today, your best tool in helping your business lies idle. All it needs is the application of a little brain power and muscle power to put ,it back in shining condition again, and it would serve you well if you would only begin once again to use it to the utmost of your ability. There are many facets of your operation that require effort and attention. Certainly they are all important but todayls struggle for profit in our business, not just profit but in many cases survival as well, depends on how good a job we do. It behooves us then to channel our efforts in the direction that will do the most good.

That is in bringing in patrons.

Certainly, better pictures is the answer to our problem but there are only so many available today, and, irrespective of the good intentions of our producers,

'Frum rm addn'rs before a l'iiryinia exhibitor group.


By RALPH PRIES* Berlo Vending Company

there will only be so many tomorrow, and the tomorrows that come after. All of you in your experience in this business can remember many pictures on which you made a Hat buy, that returned to you many more dollars profit than most pictures that you have been forced to pay 50, 60, or 70 per cent for. Some of those pictures were not supercolossal but they were pictures that caught your fancy, pictures that had an idea that you translated into action, for which you built up a real case in exploitation. You livened up your business, and gleaned more profit dollars by using exploitationy advertising, Showmanship, and merchandising!

Anything that detracts from the goal or purpose of bringing in more boxoflice dollars is hurting your theatre and your business. If your attendance falls, but through careful management, watching expenses, or by any stretch of the

imagination, you are able to keep your profit constant, you are still in trouble. For it is only by creating regular patronage that you will be able to perpetuate this fabulous business in which we are all engaged.

Not only are you concerned about keeping your theatre open, but there are many neighboring merchants who depend upon the patrons who come to your theatre for business, who are vitally interested in keeping your theatres open. Certainly, we should draw on these people for help in keeping our business before the public. These people in your own community can be called on to boost your business by mentioning to your regular customers some of your fine pictures and the bargain in entertainment that they will get when they attend your theatre.

When you have a particularly good show, wouldnlt it be good sense to give some of these neighborhood merchants passes to your theatre, bring them in, and let them talk about your good shows to their customers, and enlist their aid?

A CLEAN WELL STOCKED concession stand. such as this one at the Golden, Golden, Colorado, with an attractive sales lorce, are ingredients that help create a successful extra profits department.
1954-55 Theatre Catalog, 12th Edition, Page 427