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
YOU'LL FIND IN THE CHOCOLATE COVERED CHERRIES CHOCOLATE SPECIALTIES EASTER CANDIES SUMMER CANDIES CHRISTMAS CANDIES i HALLOWEEN CANDIES NICKEL NAKS FANCY BOXES Whether . SELECTIONS. you Jis, bar cand-*C^^,^^^ ^^^.- .;..\.W alio conn ,,i;aav • hoUdav ;ee£ciuick\yauJ^J^^ ^:ê:;-a.on. crtUid. You are assured of all the advantages ot dealing with one source of supply for practically all your requirements when you buy from Chase. We operate the largest cand\ manufacturing plant West of the Mississippi —one of the largest in the nation— in St. Louis. We also operate a complete plant at San Jose. California, better to serve Pacific Coast and Mountain State customers. May we serve you? See the Chase Candy salesman in \()ur area, or write; FINE CANDY COMES I CANDY COMPANY ST. LOUIS 16, MISSOURI, OR SAN JOSE, CALIFORNIA N CHASE PACKAGES BOXOFFICE 47
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Fox Earnings for '52 In an Upward T
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I . .TESTED ... and PROVED imh CEHT
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DuMont Cannot See Thealre TV Profil
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L . . . King . . Handed . . And ôU
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i \If you're part of the amusement
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T-shirts CHESTER FRIEDMAN EDITOR MO
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s California Managers Turn Full Ste
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5t tl*' fm H' Animation in Display
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Virginia Exhibitors Plan Theatre Cl
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Thanksgiving Boosts Grosses; Vadis
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New York Paramount Has 25th Birthda
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. . The . . The . . Lippert . . Sar
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NEWS AND VIEWS OF THE PRODUCTION CE
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New Mary Pickford Suit In Goldwyn S
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J..._ Montana Theatremen Hold Annua
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kl.. . . . Gene . . Ben . . . Aldri
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Twin City Homewood Trial Is Resumed
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. . After 'Paris' Grosses 250 In Tw
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Hawarden, la.. Comet Is Gutted by F
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aptaiD 'Pat, William Truog Dies; UA
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J CAROLINAS TOA ASS'N ELECTS BOB BR
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Picture Trademark Gone; Stage Is Fi
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Audience Expanding For Adult Pictur
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ATLANTA \risitors on the Row: Horro
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Movietime Reports To Okla. Exhibito
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! a { Wanda I men. ! attending I Li
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Two at Milwaukee In Theatre TV Loop
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J, . . Reports ST . L PUIS Frank Gl
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ottir^ , Dayton 1 and Variety of Da
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. . Lou Cleveland Does Big On Four
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. . Rowland . . Harry ^'mi j Mrs. C
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. . . Free . . Woodrow LOUISVILLE n
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. . Irving RKO Starts Buildup For '
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MONTREAL . . Filmrow The Motion Pic
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Page 93 and 94: 1l«ll{^ i „ j 4951 I 4952 , 2!5^
Page 95 and 96: Opinions on Current Productions; Ex
Page 97 and 98: I aken I I ATES: ISc per word, mini
Page 99: lovember 24, 1951 ection Two Constr
Page 102 and 103: )k The stage is set for WITH CARPET
Page 104 and 105: For comfort underfoot— For sound
Page 106 and 107: Li 11 "ITIVERYBODY Stands to gain f
Page 108 and 109: ' Let us custom-style your carpet a
Page 110 and 111: i THEATRE REMODELING • Oklahoma C
Page 112 and 113: REMODELING JOB • Oklahoma City Ab
Page 114 and 115: Are You Planning I To Redecorate Yo
Page 116 and 117: p On movie sets . BETTER MOVIES! In
Page 118 and 119: This deep approach to the interior
Page 120 and 121: lOfp ^ FACING THE PROBLEM-DIAGONALL
Page 122 and 123: iu A CASE FOR SMARTNESS IN DISPLAY
Page 124 and 125: IL OUT OF THE ORDINARY :' .•«^S:
Page 126 and 127: I ILi. lllii jfKOJI «tU til (Oil f
Page 128 and 129: 1 In designing the auditorium of th
Page 130 and 131: \ ' iA * iiuiicstfili THEATRE IT" A
Page 132 and 133: Out Into the Open for New Ideas Som
Page 134 and 135: 36 The MODERN THEATRE SECTIO^ U Sti
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Page 138 and 139: DESIGN AND CONSTRUCTION SAVE NOW! E
Page 140 and 141: DESIGN AND CONSTRUCTION Balanced Li
Page 142 and 143: L' 44 M A,ikL Model 420 Majestic Fo
Page 146 and 147: . . keeps i j HOW TO INCREASE CANDY
Page 148 and 149: ' i HOW TO INCREASE CANDY SALES Con
Page 150 and 151: PATRONS COME TO DINNER AT THE TROPI
Page 152 and 153: BOXED DINNERS AT DRIVE-IN Continued
Page 154 and 155: m^'^^ CHOCOLATE CREAMS. Doiiljle-wh
Page 156 and 157: REFRESHMENT SERVICE HERE ARE SEVEN
Page 158 and 159: ' | ' HOW TO INCREASE CANDY SALES C
Page 160 and 161: . . CANDY . . OILS . . BOXES . . KE
Page 162 and 163: j ' ' iminate oH Cluster Light Smg
Page 164 and 165: IL A MUST for That Play Area The on
Page 166 and 167: I PROJECTION AND SOUND MEN IN BOOTH
Page 168 and 169: IL PROJECTION AND SOUND Develops a
Page 170 and 171: PROJECTION AND SOUND Here Is How to
Page 172 and 173: RCA Service protects your Box-Offic
Page 174 and 175: Ike (lix^t PROJECTION AND SOUND A V
Page 176 and 177: i Iki GENERATOR SETS Ask Your THEAT
Page 178 and 179: j PROJECTION AND SOUND Four Well-Pl
Page 180 and 181: j ' ; INTERIOR DECORATING 5. Should
Page 182 and 183: i INTERIOR DECORATING TODAY'S THEAT
Page 184 and 185: 35 YEARS — and still tops! CURTAI
Page 186 and 187: MAINTENANCE AND SANITATION f The Th
Page 188 and 189: ' j Here 's Your Biff DOUBLE FEATUR
Page 190 and 191: ^^K|[i You Can Avoid Fire Losses by
Page 192 and 193: I ' ALPHABETICAL INDEX; Specialized
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'. I ^Specialized ^peciai \-t STAGE
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ADVERTISING DISPLAY Use the Index o
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179 Pittsburgh 3114 2753 11001 Frig
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200 ' 243 Chicago CONCESSIONS Use t
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90 919 Phila r 1 DECORATING Use the
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' ' FURNISHINGS Use the Index of Ad
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111 4801 Freeport, 321 W. SOlh SI ,
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"i; • N '1 I I ' PROJECTION Use t
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Semon, L 300 149 1600 848 706 Walte
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SANITATION Use the Index of Adverti
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2747 i STAGE EQUIPMENT Use the Inde
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6222 724 ] DRIVE-INS Use the Index
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Miahavroka, 1035 Cleveland 64 1525
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' ' DENVER 'Graham Bros., Theatre E
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'' i Fire-resistant treatment for,
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. { ' j , I Orange juice dispenser,
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READERS' SERVICE COUPONS For inlonn
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II it's MOVIETIME U.S.A. Are You Pr
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Boxoffice-November.24.1951

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