Boxoffice-December.02.1950

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.