Boxoffice-December.02.1950

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\ \ ^fe^ Let '"Nameless" Syrups Dry Up Your Cup-Machine Sales CANADA DRY SYRUPS TO DISPENSE GREATER PROFITS! :-' yj^^*^^:!^ ? 4 f ^ > «^ 4i- **uVi?^*r* rv^ R? i* Itm^^ Put a world-famous name to work for you. Canada Dry has kept up consistent, sales-pulling advertising for over 26 years.This pulling power works wonders for cup-machines. Customers know that Canada Dry stands for quality. And repeat customers won't stand for anything but quality. Canada Dry supplies you with the most popular flavor syrups. CANADA=DRY and many other sparkling, delicious, world-famous flavors. CANADA DRY GINGER ALE INCORPORATED, 100 PARK AVENUE, NEW YORK 17, N. Y. The MODERN THEATRE SECTIONI
Vol. XVII No. 13 DECEMBER 2, 1950 o n I n I Adding Profits with Seasonal Specials 8 A Handbook of Successful Refreshment Merchandising V. L. Wadkins 9 Drive-in Patron Appetites Demand Second Concession 14 Winterizing Theatre Floors Dave E. Smalley 15 Modernism Blended with Local Interest in Theatre Decoration 16 Keep Your Eyes Open for Candy Stand Demands Ernest A. Grecula 19 Care for Your Carpeting G. Walter Brurting 26 Spectacular Stage Effects Possible by Using New Bandcar 28 Contour Curtain Fits Drum Stage 31 Carbon Saver Ends Timing Worry 32 Indoor Drive-in Theatre Becomes Hub of Multiple Enterprise 38 A Manual of Drive-in Design and Operation, Part III George M. Petersen 40 DEPARTMENTS: Floor Coverings 15 Drive-Ins 38 Decorating 16 New Equipment and Developments 46 Readers' Service Bureau 35 Ljferature 50 Advertiser's Index 36 People and Product 52 ON THE COVER The luxurious avvearance of the lobby and refreshment service unit in the Garmar Theatre, Montebello, Calif., illustrates graphically what can be done to make effective a sales location. Tilted display shelves afford a maximum of visibility to the tops and sides of bars displayed. The Manley popper is in a position for the actual popping of corn to be the most effective sales stimulant. An interesting treatment is the slatted canopy above the stand. Recessed downlights in the ceiling provide illumination. KENNETH HUDNALL, Managing Editor HERBERT ROUSH, Sales Manager Published the first Saturday ol each month by Associated Publications and included as a section in all editions of BOXOFFICE. Editorial or general business correspondence relating to The MODERN THEATRE section should be addressed to the Publisher, 825 Von Brunt Blvd., Kansas City 1. Mo. Eastern Representatives: A. J. Blocker and Ralph F. Scholbe, 9 Rockefeller Plaza, New York 20, N. Y. Central Representatives: Ewing Hutchison and E. E. Yeck, Room 1478 Pure Oil Bldg., 35 E. Wacker Dr., Chicago, 111. Western Representative: Bob Wettstein, 672 So. Lafayette Park Place, Los Angeles, Calif. T,HE past five years might well be called the adolescence of refreshment service in the motion picture theatre. With the end of World War II and the return to civilian use of confection supplies, theotremen began to collect the data from which they could chart a pattern of scientifically successful operation. Jets with theatre operation peculiarities, During these years, blending the experience of other types of retail out- rapid strides have been made in periecting techniques of food sales to theatre patrons. Psychology is on the theotremcm's side in his campaign to increase refreshment sales, for history has proved that the appreciation of entertcdiunent has been heightened by oppropricrte foods since the earliest days. Despite this fact, the purchase of any kind of sweets at the theatre is of an impulse nature and theatre concession men have carefully compiled guideposts to stimulating these impulses. Open display of merchandise from which the patron can help himself has been used to increase both original and secondary sales. Experience and the consensus of exhibitor opinion seems to indicate that the sight and smell of popping com helps to create sales. And, of course, the very location of the counter itself, affects the volume of business being done. Certainly no showman is going to be apt to disparage the important role which the merchandising of an everwidening variety of refreshments has played in making his property more valuable. Because of its importance to the success of theatre operation the editorial material contained in this issue has been carefully compiled to present the successful techniques of several outstanding exhibitors, all of whom, however, acknowledge that presenting film fore is still the prime goal of the motion picture exhibitor.
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m flHlBIll Entered is Mcond-titu na
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(A .rvos\«- I Celebrate the Happy
Page 5 and 6:
Technicolor Gi!Y COOPER^ RUTH ROMAN
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j , — ' w-;"'i,uffl»^'''W 'I i.
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. . CAN'T RELEGATE DRIVE-INS TO STA
Page 11 and 12:
A Message of Vital Importance To Al
Page 13 and 14:
), [he lAL WALLIS ptember AfFair AN
Page 15 and 16:
FIVE SONGS Scott "making vivid impr
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TOTAL COST: $6,000,000 'Quo Vadis'
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FOR EVERY HOUSE IN THE LAND! iTi^l"
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New Approaches to Sharing Advertisi
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UowVI'i The h\g Egg of T/ie Egg and
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LETTERS THAT COMPO-TOA CONTROVERSY
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charles ...the talk of the trade n3
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7iJcL4AiK^to*t ^cficnt By ISABEL OL
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— . . Maxwell . . . Borrowed . .
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MGM Tieups Geared to Aid Subsequent
Page 36 and 37:
160 — Showmanship Exhibitors' To
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14-Ton Missile (It's Real) Rockets
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: Dec. Manager in Snrall College To
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' Smart Outside Flash Costs Little
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. . William . . . . Andrew . . Paul
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%ei^ %imi MOTION PICTURE mJECTORS..
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BRITISH FEATURE RUNS GAIN STEADILY
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Television Ads Continue To Overshad
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. . Wally . . Ralph . . . For . . H
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TBA Television Clinic Agenda Comple
Page 56 and 57:
STUDIO PERSONNELITIES Barnstormers
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^(mcOm ^cfront pOR SOME TIME past t
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. . . Apologies a SALT LAKE CITY Di
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Arizona Honors Robert Stillman, Pro
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%e!m. %du». MtnoN pieruitE mimm. .
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MINNEAPOLIS Tn the 1930s, when Char
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• . . That . . Other . . Another
Page 70 and 71: ! Dale McFarland to Coordinafor Pos
Page 72 and 73: %ei^ %im MOTION PICTURE mJHCTOKS...
Page 74 and 75: . . Johnnie BOOK NOW MEMPHIS n bliz
Page 76 and 77: . . bui . . Morris . . Frank . , W.
Page 78 and 79: • Century Projection and Sound Eq
Page 80 and 81: . . The . . Alan DALLAS Jijtrs. Min
Page 82 and 83: . . Mark . . Thanksgiving . . . .
Page 84 and 85: %ei^ %ilSm^ MOTION PICTURE PROJECTO
Page 86 and 87: . . Mrs. . . Oral . . Guy . . The I
Page 88 and 89: - . . Out-of-town . . Loew's . . Th
Page 90 and 91: Ludwig Sussman Revives Program Of W
Page 92 and 93: %er^ %imil MOTION PICTURE PROJHCTOK
Page 94 and 95: . . The . . . . . . . . PITTSBURGH
Page 96 and 97: I . . Carl . . Edward . . John DETR
Page 98 and 99: Akron Bingo Menaced By Taxpayers' S
Page 100 and 101: ' %ei^ %iM» MOTION FieiURE PROJECT
Page 102 and 103: . . Ray . . The . . Paul ! . . . Gl
Page 104 and 105: . . . Jimmy — — CELEBRATE ANNIV
Page 106 and 107: . . NEW HAMPSHIRE T ouis DeRochemon
Page 108 and 109: . . . Raymond . . Arthur . . Allan
Page 110 and 111: . . New . . . The . . . Bill . . .
Page 112 and 113: . . Casey . . The . . . . . Enjoy O
Page 114 and 115: A Good Investment
Page 116 and 117: I PROFIT'S GOT I RHYTHM There's a s
Page 118 and 119: I FOR THE **t national celit: 75 TO
Page 122 and 123: ADDING PROFITS WITH SEASONAL SPECIA
Page 124 and 125: Ketreshment Handbook (Continued fro
Page 126 and 127: I Continued from preceding page' To
Page 128 and 129: This view of the romp area of the C
Page 130 and 131: 1 The dramatic quality of illuminat
Page 132 and 133: FOR THE BIGGEST SCREENS it's ASHCRA
Page 134 and 135: . . FOR DRIVE-INS! MAKE MORE REFRES
Page 136 and 137: Winterizing Theatre Floors I Contin
Page 138 and 139: ]0I I Winterizing Theatre Floors (C
Page 140 and 141: WHEREVER APPEARANCE AN^NEATNESS CAR
Page 142 and 143: IF YOU ARE fUSSY' about PICTURE QUA
Page 144 and 145: I — You Have the fINEST in a GRIG
Page 146 and 147: mmmmm — ,^. HERES SENSATIONAL NEW
Page 148 and 149: ft «5 low budget' LIGHT DIMMING EQ
Page 150 and 151: 1 AB For literature on products adv
Page 152 and 153: *^^^J^
Page 154 and 155: PART in A Manual of Drive-ln Design
Page 156 and 157: A Manual of Drive-ln Design (Contin
Page 158 and 159: Discuss Advantages of In-Car Heater
Page 160 and 161: EQUIPMENT €r DEVELOPMENTS Mills O
Page 162 and 163: PO0 TO DRIVE-IN GREATER PROFITS Add
Page 164 and 165: — Choose the Super that Meets You
Page 166: incre^isem WITH BLACK LIGHT INTERIO
Page 169 and 170: I Rep), a bill for the drawing powe
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• llCassino 5 Alphabetical Pictur
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9! ++ Vory Good; + Good; * Fcrir;
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CHECK RUNNING TIME WITH LOCAL EXCHA
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I r ^• CHECK RUNNING TIME WITH LO
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' . 20th Century-Fox d. N o. Title
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Opinions on Current Productions; Ex
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. wi , Mioef. A:S: 10c per word, Tn
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Boxoffice-December.02.1950

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