Boxoffice-November.24.1951

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REFRESHMENT
SERVICE
You Can Enjoy
BIGGER PROFITS
QUALITY CANDY
on
and
CARMEL CORN!
Order direct and SAVE
Pure,
Finest
Delicious,
Ingredients
PACKAGED CANDIES
Boxed to retail at 5c
Packed 400 to the case.
$noo
2
Per hundred packages, only
Lemon Drops, Jelly Beans, Anise Dolls, Candy Hearts,
Candy Com, Jelly Drops, all the old favorites. You
may order all one kind or assorted.
CARMEL CORN
Packed bulk, 30 lbs. per case.
Direct to you, per pound
Carmel Corn Boxes, 3"x3"x6", per 1,000..
A Big
Seller at 10c
Both in Theatres and Drive-Ins"
PACKER JACK
POPCORN
30
..$9.00
AND NOW A NEW
PROFIT-MAKER
CONFECTION
High Repeats! Colorful Package! Cellopliane Wrapped
ORDER TODAY
Case of 4 Dozen $5188
2-Ounce Packages. 'O Gives You Top Profits!
FREIGHT PREPAID on IS or More Cases
ALSO ASK FOR PRICES on POPCORN BOXES
ORDER NOW direct from:
KONTNEY CANDY CO.
SREEN BAY
P. O. Box 402
WISCONSIN
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop and pour c
bagful of popcorn in one single easy motion.
Mode of light, stainless aluminum. Cool hardwood
handle. Perfectly balanced for moximum efficiency
and speed. Only $2.50 at your Theatre Supply
or Popcorn Supply Deoler.
SPEED-SCOOP
109 Thornton Avenue, Son froncitco 24, Calif.
HOW TO INCREASE CANDY SALES
by NEVIN I. GAGE
A 25-Point Check List
If you THiinc your candy sales volume
is not as high as it should be, try
looking for places of improvement in an organized
way. Study your operation in relation
to the four main factors that influence
the sale of confections; equipment, display,
ASSORTMENT and SELLING.
In some theatres basic improvements in
equipment are needed to achieve the desired
boost in sales. Others need only to
inject more merchandising excitement Into
their displays, improve their assortment of
candies, or develop better sales attendants.
The answer is usually found by "stepping
up" the operation all along the line.
Here is a check list of 25 points, with
brief suggestions, applying to selling candy
at the concession stand. By combining
these with your own ideas, you can work
systematically toward building sales to the
higher level.
CHECK
EQUIPMENT
1. Concession location. About 80 per
cent of all candy purchases are made as
a result of the impulse stimulated by seeing
it displayed. Most concessions are therefore
located where they will catch the eye
as soon as patrons enter the lobby or foyer.
The best spots are head-on and on the
right side, close to the flow of traffic. Of
course, there are exceptions and limitations.
Is your stand in the best location?
2. Size of space. Does the potential volume
of business justify expanding your
concession? If not, at least make sure that
your display of candy is as large as possible,
so the selling power of mass display
can work for you. Many theatre refreshment
counters are built with candy sections
which are too short and cramped. At the
same time large sections are given to blank
panels, upholstering and other decorative
effects. Some of this waste space can be
converted into additional merchandise display
sections.
for Theatre Concession Men
3. Open display counter. Many theatremen
and concessionaires have proved
that open-display fixtures sell more candy
than those covered with glass. Impulse is
stimulated when customers can help themselves.
Pilferage can be controlled with a
narrow strip of glass on top at the front
edge and also by alert attendants. Chain
store experts in other fields long ago
adopted the open-display method of selling
candy. Use it as much as you can.
4. Glass-enclosed candy cases. If your
shelving is flat, you are losing about 30
per cent of display efficiency. Try slanting
the shelves at a sharp angle forward, so
the top surface of the candy bars will be
seen at a distance as well as by patrons
looking down at close range. Also, if your
case has only two shelves, try to install a
third.
5. Wall cases. Additional display space
may be provided by mounting a small display
case or a few shelves on the nearby
wall or on the concession backbar. Perhaps
a small glass case or display rack can
be accommodated on the counter top.
6. The backbar. Stand out in front and
study your backbar or the waU in back of
your counter. Everybody agrees that it
should be pleasing and help attract attention
to the stand. But with imagination
and showmanship you may be able to make
it work harder for you, helping to sell specific
merchandise. The background you
have already constructed is ideal for an
attractive display of univrapped confections,
presented to excite appetite appeal.
It can be glorified in many ways: such as
with the use of a silver or glass pedestal
set in the midst of floral or seasonal decorations,
with a spotlight enhancing the
effect. The small investment in special
(Continued on page 48)
/imM/^ fof iMMEPimmm
FACTORY REBUILT 75-BAR
MILLS CANDY MERCHANDISERS
Completely rebuilt and modernized with brand new coin mechanisms
and coin return. New mint green top and burgundy red
hammerloid finished base with polished stainless steel and
chrome trim give candy eye appealing display for better sales
in any location.
Price just $75.00 F.O.B. Chicago (complete with base).
Only a limited number of Mills Merchandisers are on hand.
Order now! Make sure you get your machines at this low price.
MILLS AUTOMATIC MERCHANDISING CORP.
4150 Fullerlon Ave., Chicago 39, Illinois
46 The MODERN THEATRE SECTION