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1954-55 Theatre Catalog, 12th Edition, Page 430 (392)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 430
Page 430

1954-55 Theatre Catalog, 12th Edition, Page 430

production of oils and gasoline. They (ionit wear away but they speed up the process, and produce more end product with more efficiency and more profit.

Just what do we mean by salesmanship at our stand, and what do we expect from these stand girls? In short, it means we want to sell the highest priced item to each customer that good taste will permit, and we want to sell the highest commission item to each customer that we possibly can. (That being popcorn.)


How do we go about doing that? To begin with, the display of merchandise has a great deal to do with just what items are sold. Naturally, popcorn is the longest profit item in the stand, and we are all interested in promoting that to the best of our ability. So we should make the central theme of any decoration in the stand popcorn.

It can be done in a variety of ways, with posters and signs and popcorn boxes and cellophane bags of popcorn tied with red ribbons and a thousand and one little clever ways that popcorn can be prominently displayed so as to suggest solidly to the customer that he try our fresh hot popcorn.

Then, further, there can be an attractive display of dummy ice cream packages along with a suitable sign advertising that product. In candy there is a hot spot in the candy casc that. first catches the customers cyc when hc comes into the theatre. In that section of the case, we naturally would like to display our highest-priced items so that the customer might very well choose a 25 cent or 30 cent item instead of a five cent or 10 cent item. So we display what we want to sell in the fashion that will best sell it. Of course, we want to take advantage of every possible section of the stand for display purposes. The backbar should be displayed using popcorn boxes, high priced candy items, or something else that we want to push, and the top of the candy case should be equally as well displayed. This area certainly lends itSelf to the pushing of one or two items, and, without cluttering up the stand and with a neat display, we surely should be able to promote the sale of an additional item to each customer.

Now with all of these silent suggestions working for us, it behooves our sales people to put into words that suggestion to attempt to sell each customer those items which we are so

THIS HANDSOME open-counter refreshment stand at the Metropolitan, Winnepeg. Manitoba. is a

reason why the theatre is a top seller of

concession items in the Famous Players Circuit.

prominently displaying. Any customer who buys only candy is a potential popcorn customer. We have a constant drive on to kccp the girls asking ffWould you like a box of popcorn 2w of thosc customers. When a customer asks for a box of popcorn, anyhow, the girls are instructed to say "15 cents or 25 cents." That suggestion encourages the customer to buy one of those sizes instead of the lO-cent size, which, of course, gives anywhere from a 50 to 150 per cent increased sale. So, with every move and every foot of space, suggestions are used visually and verbally to promote the sale of popcorn. The same sort of suggestive selling can be used with candy bars.

When a customer wants a Hershey bar, the girls are instructed to always try and sell the highest priced Hershey bar by offering it to the customer. Then even if the customer declines that bar, the girl can always offer the next higherpriced without actually dropping down to the lowest-priced bar. The extra five or 10-cent sale made to each customer by following the above promotional suggestive practices will result in a tremendous boost in concession grosses, a boost that on todayis market we cannot afford to bypass.

Concession trailers and intermissions, outside of the stand and sales person, are the greatest source of volume producers that can possibly be used today. We have had wonderful results by using some of the recent Technicolor trailers in connection with a two or three-minute intermission to allow the patrons an opportunity to come back to the refreshment stand for a pause.

All of this business of concession mcrchandising takes time, effort, energy, and know-how, the same kind of effort and energy that go into merchandising your theatre and your movies to the public. Certainly, it is possible to do both but I dare say that each is, in itself, a fulllime job, if done properly.


Speaking for a company that has specialized in nothing but concession merchandising for almost 40 years, I can tell you that by working with all the effort and energy at our command, we are doing the job in over 2000 theatrcs in this country, and yet every day wc find that further intense ciliort enables us to bring our salt-s cven higher. I know that your own ci'l'ort directed at bringing in customers to your theatres can not be bcttcr spcnt if you arc going: to remain in the theatre busincss.

Our concession operation depends cxe clusively on your theatre operation, and, if you do a good job, it gives us the opportunity to do cvm a better job. Tow gethcr, we can go a long way yet in this business. Our theatre business is still strong and hard hitting. lts potentiality is great. Together, we can do a wonderful job of perpetuating this fascinating busincss.

1954-55 Theatre Catalog, 12th Edition, Page 430