Boxoffice-August.05.1950

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Careful Controls Are Key to Success (Continued from page 14) Ruth. Oh Henry, Rockwood merchandise, Mara items. Dairy Maid Non Pareils and Holloway Mill: Duds. A complete line of 10-cent packaged merchandise is stocked and sold in enormous quantities, thousands of dollars worth of goods coming and going weekly. The great perennial favorite, popcorn, is purchased in carloads, some of which is stored in the cool room and some in regular storage. Popcorn boxes are bought lo- hiiaiiiiiiiihiiaHaMa cally, as are many of the other paper supplies. This has been found profitable and s'impler. Though local manufacturers cannot compete in price with large northern concerns, the heavy freight rates which are eliminated by buying at home, equalize costs. The Wometco organization as a whole is so well integrated that functions of one department can often be used to help another. The warehouse, for instance, can use the services of an exterminator who is employed by the circuit full-time. "We have at present,'' says Myers, "no trouble at all with Insects or other pests. Modern sanitary controls are in operation and storage space is kept in excellent repair." In addition to Myers as general manager, the department consists of an assistant, a Life Magazine seen by 26,434,000 readers weekly carried this advertisement last month. secretary, a stockroom supervisor, two bookkeepers, and the sales personnel. Myers keeps very close personal touch with all details and oversees the training of his sales force himself. He does his own hiring, visits the various theatres and gives thorough instruction to his sales girls. In addition to his own efforts, Myers relies on the experienced help of an employe who has been with the department for more than six years. Employing the feminine approach, she goes to the various theatres and works with the sales girls until they are familiar with their jobs. Altogether there are more than 70 persons employed by this department. The Boulevard Drive-In at present contains Wometco's most complete refreshment stand. Almost a restaurant in itself, it provides patrons with an entire meal. In addition to the theatre personnel there are 12 persons on the staff over the weekend periods and on special holidays like the Fourth of July, even more help is required. "Prior to 1940," says Myers, "very few motion picture houses offered a refreshment service to their patrons." At that time there were only two Wometco theatres with a candy counter, with perhaps five employes directly or indirectly connected with them. Now each theatre has its counter. "In fact," he explained, "as the new theatres are built, the refreshment counter becomes an integral part rather than just an addition. "We have found through the years that patrons insist upon candy, popcorn or other refreshment. Before we started this service we found that they stopped next door or down the street to purchase candy to carry into the theatre If we didn't sell it to them. Many people were irritated to find after they got into the theatre that there was no refreshment stand and they had to go back out again to find one. "We know now that if we were to remove the candy counter from the theatres someone would immediately set up such a service right next door and we would still have the problem of cleaning up the empty boxes and candy wrappers." Along with its other functions the confection department has to be more or less in the psychology business too. The type of patronage which each theatre draws very definitely determines the kind of candy that will be popular there, Myers says. What sells like a whirlwind in one house may be a drug on the market in another. The theatre patronized by Hopalong Cassidy addicts has different tastes from the theatre which draws a more sophisticated audience. Therefore, along with a knowledge of wholesaling, retailing, accounting and sales psychology, it's not a bad idea, thinks Myers, to employ a knowledge of human nature in selling sweets. If you are running a comedy and they like it, do you increase sound volume during hilarious moments so they won't lose track of the show because the auditorium is filled with loud laughter? 22 The MODERN THEATRE SECTION
ftei4/' ' andaiHoii} ^64:i/ tETTER PISPUy >R ANY BUSINESS - AN AVi:i3ria Illuminated from the front by spotlights, trough-reflectors, goosenecks, etc. THE MODERN, INEXPENSIVE SECTIONAL BAKED ENAMEL GALVANNEALED STEEL OR PORCELAIN DISPLAY BACKGROUND WITH ADLER'S UNDERWRITERS APPROVED STAINLESS STEEL LETTER BAR CONSTRUCTION WHICH HAS BEEN SUCCESSFULLY USED FOR OVER 16 YEARS ond ** ADLER 'Sectioned ' (Potent Pending) ; ADLER THIRD DIMENSION" (TRADE MARK) CAST ALUMINUM OR PLASTIC LETTERS In Popular Sizes, Used Interchangeably on the Same Display .... for Single Face, Double Face or V-Shaped Displays, etc. • THE LETTERS ARE SUPPORTED ON STAINLESS STEEL BARS. THEREFORE DO NOT RIDE DIRECTLY ON THE BAKED OR PORCELAIN ENAMEL. THIS METHOD ELIMINATES CHIPPING AND RUSTING OF THE PORCELAIN ENAMEL. RUST-RESISTANT GALVANNEALED STEEL IS USED FOR THE BAKED ENAMEL DISPLAY. • FAMOUS ADLER REINFORCED STRUCTURAL STRENGTHS RUGGED DURABILITYASSURE TROUBLE-FREE SERVICE. • AVAILABLE IN 14" AND 7" HIGH SECTIONS TO BUILD UP DISPLAYS OF ANY HEIGHT. FOR ANY NUMBER OF LINES OF LETTERS— AND IN 10' AND 5' LONG SECTIONS FOR DISPLAYS OF ANY LENGTH. EVERY DRIVE-IN THEATRE CAN NOW AFFORD CHANGEABLE LETTER AD- VERTISING BECAUSE OF THE LOW COST OF ADLER "SECT/ON4D" CHANGEABLE LETTER DISPLAYS YOUR LOCAL ADLER DISTRIBUTOR, • COLORFUL METAL BORDER FURNISHED WITH "SECTION>1D" — MAY BE EASILY REMOVED FOR ADDING EXTRA SECTIONS TO HEIGHT OR LENGTH OF DISPLAY. , GUARANTEE: FOR EVERY ADLER CAST ALUMINUM LETTER YOU BREAK. WE GIVE YOU A NEW ONE FREE. . . . and Many Other Important Advantages. ...will help you with the selection of "SECT/ON>tD" Displays and ADLER LETTERS — also if desired, illumination, name, neon borders, or other additions. WRITE FOR NEW, FREE DESCRIPTIVE FOLDER ADLER SILHOUETTE LETTER CO. 3021a West 36th St., Chicago 32 MSla Broadway, New York 18 CHICAGO . . NEW YORK . . TORONTO, CANADA . . LONDON. ENGLAND Also Other Adier Products Covered by Many Patents Granted and Ponding, and Approved by Undorwntots' Lab.. Inc. BOXOFFICE August 5, 1950 23
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7^Modern Theatre Presents CONFECTIO
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•1 ^», : V.^^ Vbi 6tW \ .eWV' ^^
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^^9^'''':(^ Trade ft— PRODUCED BY
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THE NATIONAL FILM WEEKLY Published
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Brandt RKO Theatre Buy Up to Hughes
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SOOIU. from Twentieth Century-Fox
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BOSTON SEATTLE SAN FRANCISCO PHILAD
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Bob's best picture and the money-ma
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MHLL HAFE ITS World Premiere Engage
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711 OCEAN DRIVE An exciting circums
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' ' 'JW. ^^vtvrT^ Wi rTOftAn.V! ' '
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dore Dreiser's novels as a film sub
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Superb entertainment. Among the yea
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MONOGRAM'S Super- Successor to
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CHESTER FRIEDMAN EDITOR HUGH E. FRA
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Penny Post Cards Carry Theatre Mess
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Beauty Contests Draw Interest, Patr
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Two Drive-In Openings In Albany Dis
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YOU get extra rcsuhs wirtj equipm®
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Rochester Art House One of Nation's
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In Projectionists, Circuits Agree o
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. . Russell . . Alex reissue cardbo
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. . Robert . . Harold . . F. . . Mr
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(Hollywood Ojjice—Suite 2li) at 6
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i • Reduces film distortion due t
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BREAKING ALL BOXOFFICE RECORDS NOW
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A Message to Live Exhibitors!!! WE
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. . . Bob . . Joe . . Maury . . RCA
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Murals of Colorado Scenic Points Tr
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Top Features Billed With Stage Show
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• Full brilliance and sharper pic
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'Words' Score of 180 Paces Kansas C
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Roger Albright Speaks At Iowa Film
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Bernstein Building Drive-In at Dayt
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YOU get extra results with 'i^«»
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. . with . . . Carl . . The Everett
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. . with . . New Cinema Company's F
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Oklahoma City Tent Opens Filmrow Ca
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YOU ge* «*"» '**"*** equipment TR
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. . . Holdovers; . . . When . . The
Page 81 and 82: Tributes to Huston At Turies' Debut
Page 83 and 84: German Pictures Back To Milwaukee R
Page 85 and 86: YOU gel «xl" ,.«te«»li1^«'"*^
Page 87 and 88: . . with . . Warners' . . Ned, MR.
Page 89 and 90: AT INDIANAPOLIS PARTY — Victor Ma
Page 91 and 92: Many at Grand Rapids Variety Tenl O
Page 93 and 94: YOU get extra „«hs wi*'"!^""*^ T
Page 95 and 96: : West Virginia Ass n To Elite Gree
Page 97 and 98: . . . Eugene . . Ken . . George Det
Page 99 and 100: New England Group To Detroit IA Ral
Page 101 and 102: YOU get extra results with equipmen
Page 103 and 104: . . Ande r No. 1 Rifkin Drive-In Op
Page 105 and 106: Swampscott Theatre Is Leased to ATC
Page 107 and 108: Game Grosses $50,000 For Toronio Va
Page 109 and 110: . . . Don . . Vancouver's WB Ties i
Page 111: eaturing ion Uenui 9 AUGUST 5, 1950
Page 114 and 115: I V AflCADIA American Bodiform Choi
Page 116 and 117: PETER PAUL ANNOUNCES GREATEST ADVER
Page 118 and 119: Review Your Confection Counter In t
Page 120 and 121: INTRIGUING TRIO Three Lobby Counter
Page 122 and 123: Popcorn, Candy, Soft Drinks and Ice
Page 124 and 125: ( m Careful Controls Are Key To Con
Page 126 and 127: Loews Circuit Adds Beverages To Ref
Page 128 and 129: Patron Support Saves Theatre Sweets
Page 130 and 131: Modern decor is achieved with fine
Page 134 and 135: New Cleveland Theatre Near the entr
Page 136 and 137: Decor Lends Distinction to Ohio Nei
Page 138 and 139: One Theatre Fountain . . . And How
Page 140 and 141: Theatre Refreshment Survey, Des Moi
Page 143 and 144: . — Patron Support Saves Sweets A
Page 145 and 146: Decor Lends To Ohio Theatre Distinc
Page 147 and 148: A Check List for the Projectionist
Page 149 and 150: — Comfort Stressed in California
Page 151 and 152: ' . THE SMARTEST 10 SPOT YOU CAN i
Page 153 and 154: , Theatres ' Switch to -National" "
Page 155 and 156: Practically everyone et^joys the th
Page 157 and 158: IT HAS NOW BEEN PROVED! FOR DRIVE-I
Page 159 and 160: . . BUT — Nailhead Lettering Cust
Page 161 and 162: READERS' BUREAU For further informa
Page 163 and 164: 9
Page 165 and 166: ' ! To Build Huge Drive-In At New Y
Page 167 and 168: New Majestic Juice Dispenser Provid
Page 169 and 170: ! Continuous Ice Cream Freezer P-51
Page 171 and 172: Radiastat Dimmers Developed For The
Page 173 and 174: — — — The following concerns
Page 175 and 176: — L-1129 Creative Metal Products,
Page 177 and 178: Merchandising techniques in the sof
Page 179 and 180: BOXOFFICE BAROMETER • EXHIBITOR H
Page 181 and 182: — by booking it on Sun., Men. It
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Alphabetical Picture Guide Index an
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RKO RADIO 1 CHECK RUNNING TIME WITH
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I n— — I I R—June — I R—
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2uth Century-Fox Prod. No. Title Be
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Opinions en Current Productions; Ex
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RATES: 10c per word, miniiiium $1.0
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Boxoffice-August.05.1950

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