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1954-55 Theatre Catalog, 12th Edition, Page 428 (390)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 428
Page 428

1954-55 Theatre Catalog, 12th Edition, Page 428

Certainly, if they depend on you to the extent that most of them claim, they are very much interested in boosting you in any way that they can. Surely, there is no better way of merchandising your theatre and your pictures than by having lots of active salesmen in the field talking for you. Your neighborhood merchants are your best possible salesmen. Use them.


How and where does concession mer(handising fit into this picture, and how can it pay off for you? With a static patronage, rising cost of operation, and shrinking profits, refreshment profits loom larger today than ever before, and how to make them even greater is a matter of much concern and importance.

Your best eiTorts and energy directed into the channel of merchandising your theatre by bringing in more patrons, and our best efforts and energy directed into the channel of selling those patrons refreshment items once they come inside your theatre, makes up an unbeatable combination.

Point of Sale

In theatre concession merchandising, everything happens at the point of sale.

CONCESSION stand is used to help promote film at Fox West Coast Theatre, Long Beach, Cal.

A customer walks in the theatre, and then, for a fraction of a minute, his attention is either attracted or not by the refreshment unit. In a short minute or two, that customer is waited on, and so goes on to his seat. He is a satisfied customer.

Everthing we have to do in merchandising concessions happens to that customer in those two or three minutes. He sees our stand, and buys from it if we do a good job. How, then, can we best go about merchandising our product to take advantage of that short space of time in the life of your customer?

First consideration in doing a good merchandising job is the proper location of the proper type of concession equipment. Regardless of whether the theatre has a refreshment stand or uses only machines for vending concession items, it is imperative that the location be in the most conspicuous spot in the theatre, within the bounds of good taste and good operation. Experience has shown that a center standee rail location in most theatres will produce 100 per cent of the potential business, and in every instance we try and capitalize on the fact that that location will catch the most incoming traffic. Assuming that we are able to get the best possible location for our equipment, our next consideration is putting in equipment of the proper type, equipment that is clean, neat, attractive, colorful, bright, eye-catching. The design and decoration of the unit has lots to do with its sales ability, and even on a machine type of operation, the type of equipment used, the cleanliness and attractiveness of that equipment will determine to a large extent how much business it will do. Still, the crux of the above is that we must get the best location of the best type of equipment if we are going to, from that point, go on with merchandising refreshment items in a theatre.


Supervision of operation would certainly rank second in judging the factors that go to make profitable, well-operated and orderly refreshment stands. The training of sales personnel in such important phases of operation as courtesy,

SIGNS ON THE counter at the refreshment stand at Wometco's Parkway, Miami. F111,. lett. called attention to popcorn's food values. At the right is a poster used in campaign.

cleanliness and neatness, proper stocking of merchandise, working in harmony with theatre personnel, stand display and decoration, and last, but not least, salesmanship in the art of promoting those items will produce the greatest sales volume and the greatest profit.

This supervision cannot justibe casual, it must involve a training program for the sales help and constant checking to see that all the factors that we try and instill in those people are carried out to your patrons so that they become appare ent to each customer in those two or three minutes that he is doing business at our little store.

The supervisor is trained to observe the unit and the sales person in action, so as to bring into the operation ideas and suggestions and criticisms that have been proven successful in other locations, and it is only by this constant checking and surveillance that the sales people and the stand can be kept in topnotch operating order. Lets take these items that go to make an efficient operation, and run through them one at a time to see

ANOTHER extra profits angle is selling tie-in products as done at the Boyd. Philadelphia.

1954-55 Theatre Catalog, 12th Edition, Page 428