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1954-55 Theatre Catalog, 12th Edition, Page 434 (396)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 434
Page 434

Drive-ins Mentioned

Riverside Drive-In, Ogdensburg, NJ

1954-55 Theatre Catalog, 12th Edition, Page 434

according to your own means, the building of the concession, Sure, some blunders may occur, but we all learn through experience and as time goes by, the theatre owner will be able to rectify his mistakes by trial and error.

If your drive-in theatre is in a highly competitive situation and you feel that you must do many extra things which may not be profitable at the moment, but eventually will help you to get more customers into your theatre, you may sell your various commodities below the regular and accepted prices in other theatresy or you may carry items that may be suitable for your particular theatre alone.

You may find, in order to get new customers or take customers away from your competitors, that you want to give away certain things such as candy to children, a free cup of codee or use

many other promotional ideas that have been tried from time to time.

You may feel, in order to 52$ch your customer better service, that you want to use extra help during your rush periods to give your customers that extra service that they cannot get elsewhere.

Finally, you may want to use your concession as a special booster to get customers.

These are things your concessionaire could not do for you, or may not be willing to do for you, whereas, on your own, you can do as you please and even though some of these ideas may not always work as successfully or profitably at the moment, in the long run, to the theatre owner, they may seem important.

Your help is another important factor and sometimes a saving in running your own concession. You are able to

THE STANDS a! the Moonlight Drive-In, Potsdam, N. Y.. (above) and the Riverside. Ogdensburg. N. Y.. (below) are self-operating. This type permits economies not always possible with concessionaires.

use the same help that is already work ing at the theatre so that they can

also work part time at the concession.

Or you may want your wife or other

immediate members of your family to

Work at the concession for you which

saves you paying out extra money to

outside help. All these problems you may not be able to work out with

a concessionaire.

In the final analysis there is no compensation for being your own boss and being able to do as you please, may it be right or wrong, profitable or otherwise.

The following is, in short, the advantage of a self-operation:

]. If your funds are limited, you may build a small concession within your means.

2. You may change and replace equipment as you see fit over the course of time.

3. You can watch your competitors and copy or change their system of operation as you see fit.

4. You can carry items which may

not be generally accepted for thea tres, but you may feel they are suitable for your particular locality.

3. You may carry merchandise that might not be profitable to a concessionaire but still an asset to your concession.

6. You may undersell your competitors even though it may not be particularly profitable to you.

I. You can keep your stand open to the end of the show as an extra service to your customer, which the concessionaire would not find profitable.

8. You can uSe extra means of selling supplies through the boxoffice or moveable stands (luring busy periods which may not be particularly profitable from a business standpoint, but will be of extra service to your customers.

9. You can economize on help by using them part time for the theatre and part time for the concession.

10. You can employ your wife or other immediate members of your family and in that way keep your payroll cost down.

11. You can have certain give-aways at your concession such as candy for children or a free cup of coffee with a hot dog. A concessionaire would not find it promable to do this.

12. You donit have to keep detailed records and inventories or reports. especially if your own family handles the concession.

13. You may use promotional ideas or give-away prizes at the concession which would not be profitable for the concessionaire.

14. You can use your concession as a drawing card or promotional outlet in order to get more customers in your theatre.

As in all things in life, it is (lifiicult to generalize. Some theatre owners find a concessionaire is the answer to their problem and others will be able to prove. and rightly so, that you cannot beat the advantages of a self-operation. Each is right in his own way.

1954-55 Theatre Catalog, 12th Edition, Page 434