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i<br />
I<br />
PHONE<br />
SOUNDPROOF POPCORN BAG<br />
SILENCES THE COUNTRY!<br />
Rex Soundproof Popcorn<br />
Bogs ore quieting the clomor<br />
of theatre managers everywhere<br />
for less theatre noise<br />
and substantial economies in<br />
inset<br />
Popcorn packaging. Share in<br />
these advantages yourself.<br />
WON'T CRACKLE . . .<br />
WON'T EXPLODE<br />
LESS THAN V2<br />
COST OF BOXES<br />
Write for Free Samples Now!<br />
Mex Paper Products eompanif<br />
95-109 Onderdonk Avenue, Brooklyn 6, N. Y.<br />
onufacturers of: Classlne, porchmenr, lomlnafed, waxed ond foil boas ond a/I ofher paper<br />
lectoltles. Ploin and mulfi-colored printing.<br />
PECIALISTS TO THE POP-CORN TRADE<br />
DRIVE-INS!<br />
sturdy<br />
IV/ffi<br />
Walky-Servke Equipment YOU<br />
MAKE MORE MONEY From Refreshments!<br />
showi<br />
rubber-tired<br />
dolly;<br />
makes<br />
it easy to<br />
wheel to any<br />
location.<br />
The HOT BOX Warmer<br />
Attractive, well-Insulated cabinet keeps boxed popcorn,<br />
peanuts, hot sandwiches, etc., warm indefinitely.<br />
Quickly pre-heated by built-in electrical unit. Foods<br />
held in 3 removable chrome plated dispensing baskets.<br />
S side display signs, large illuminated sign at top.<br />
Easily placed at point of greatest traffic flow for<br />
maximum sales.<br />
NOW IS<br />
THE TIME<br />
. . . Place your orders<br />
before the Spring<br />
Rush!<br />
WALKY-TERIA<br />
Electrically pre-heated within a<br />
matter of minutes. Developed<br />
to<br />
vend:<br />
• HOT DOGS<br />
• CHIU<br />
• HOT TAMALES<br />
• HOT SOUPS<br />
• BEANS<br />
• HOT PEANUTS<br />
• BEER AND POP<br />
• FRUIT JUICES<br />
• DAHtY PRODUCTS<br />
• HAMBURGERS<br />
Phone Wichita 4-S169<br />
WALKY-KOFFEE<br />
Plug in to electric current<br />
to pre-hcal. Keeps SO cups<br />
of coffee piping hot, and<br />
keeps co'd drinks icy cold.<br />
Automatic cup dispenser.<br />
few Kl^"^' '«* of<br />
. - __ Ask tor<br />
I<br />
A Promotional Program<br />
(Continued from preceding page)<br />
Lobby displays. "It's vital to plug, plug,<br />
plug," says Spivack, "to keep your audiences<br />
aware that you provide refreshment<br />
facilities."<br />
Newspaper advertising. Spivack recommends<br />
this only in the case of drive-in<br />
theatres. "There you sell food as weU as<br />
light refreshments," he explains, "and under<br />
favorable circumstances can make your<br />
concession stand produce as much as 50<br />
per cent of a day's gross receipts."<br />
Other factors which can be merchandised<br />
include:<br />
Insistence on Cleanliness. Regardless of<br />
the size of the theatre, a vigorous effort<br />
should be made to see that the theatre's<br />
refreshment service stand is kept clean at<br />
aU times. The stand should have a few<br />
clean cloths on hand continually, with<br />
the stand attendant to clean off the front<br />
glass, for example, more repeatedly than<br />
normal during a kiddy matinee show on<br />
Saturdays.<br />
Uniforms. They should be clean, not too<br />
flashing. The stand is in business to sell<br />
refreshment service and not the good looks<br />
of the attendants. Too much attention on<br />
the uniform may call attention from the<br />
attractiveness of the refreshment items<br />
available for purchase.<br />
Courtesy. "Thank you" and "You're welcome"<br />
are small phrases in the courtesy<br />
line, but should never be overlooked in any<br />
theatre.<br />
Proper change facilities. Enough reserve<br />
change should be kept on hand at<br />
aU times. During a rush period, for<br />
example, sales can very well empty the<br />
change rack and a reserve change fund<br />
would save sales where the attendant might<br />
be forced to say "I'm sorry, but I have no<br />
change."<br />
Lighting. It's a good idea for the theatreman<br />
to change the lighting effect on<br />
his stand from time to time. This draws<br />
renewed interest to its location.<br />
Candy and Popcorn<br />
Pay the Rent<br />
Commenting on the value of refreshment<br />
service in a recent Omaha newspaper<br />
column, veteran theatre supply executive<br />
Frank A. Van Husan is quoted as<br />
recalling an instance where one theatre's<br />
monthly $1,500 rental was paid by receipts<br />
from popcorn and candy sales.<br />
Projecting some of his theories into future<br />
trends. Van Husan added that he felt<br />
the era of building large and ornate theatres<br />
had passed and that more new theatres<br />
would be built to accommodate the<br />
return of vaudeville.<br />
The BUFFETERIA*— >^<br />
Easy to Push! Amazingly Low Priced! Lighted Signs! Coleman Heater!<br />
People hesitate to leave cars. The short recess does not solve the<br />
patrons' need. Take the snacks to tliem! Hot and cold compartments<br />
for large stock of ice cream, cold drinks, hot dogs, hot popcorn, chili,<br />
nuts, etc. When a Walky Fountain is mounted on top of it you<br />
boost sales of alt items.<br />
WALKY-SERVICE COMPANY "''l.^l^r.r^^^t^^-<br />
MOBE PEP HUNOBEO<br />
IN PBOf ITS • wfire <<br />
TOPAY roP iAUPLS<br />
\m^^'^^<br />
[INDIANA POP CORN CO.'<br />
9762 « MUNCIE » INPIANA •<br />
40 The MODERN THEATRE SECTION
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