Boxoffice-November.24.1951

REFRESHMENT
SERVICE
HERE ARE SEVEN PROVED
REASONS FOR SELLING
SOFT DRINKS
I HEATREMEN who have not yet included
soft drinks in their concession
service will find plenty of encouragement
in the facts revealed by the recent Survey
of Theatre Refreshment Sales, conducted
for the industry by Boxoffice and the
Modern Theatre Section.
Hundreds of successful soft drink installations
were reported from theatres of
all types and sizes throughout the country.
Their methods and results may be
summed up in the following seven arguments
favoring the installation of soft
drink service in virtually any theatre.
7. The public wants soft drink service
in theatres. Favorable response and patronage
have proved that the public wants
beverages included in refreshment service.
More theatres today are selling soft
drinks than ever before. The trend is
increasing. In 1950 less than half of the
nation's theatres sold soft drinks. The
number in 1951 increased to 69 per cent
of all indoor houses.
2. r/ie volume of sales justifies the
installation. Both the present and potential
sales justify setting up the operation.
Remember that throughout the country
an average of 61 out of every 100 theatre
patrons patronize the refreshment
stand. Soft drinks rank third in concession
sales, next to candy and popcorn.
Drinks account for approximately 10 per
cent of the total dollar volume.
Last year among the non-circuit theatres,
downtown and neighborhood houses
used an average of 300 to 500 gallons of
soft drink syrups. Small town theatres
average over 200 gallons in selling drinks.
3. Negative factors prove imaginary.
Some theatremen have believed that if
they added soft drinks it would reduce
their sales of popcorn and fail to compensate
with sufficient increase in total
volume and profit. Reports do not verify
the foregoing, but indicate that soft
drinks will produce additional gross.
Objections on the grounds that dispensing
beverages would unjustifiably increase
cleaning problems have likewise
been dissipated by the experience of
managements which have made installations.
In fact, nearly six out of ten theatres
now permit soft drinks to be taken
into the auditorium.
4. Drinks sell easily. Soft drinks are "a
natural" for concessions in places of
amusement. The several nationally advertised
brands have created a strong demand
and therefore sell in good volume wherever
made available. They can be served
by aU forms of dispensing and there ai
flavors to suit aU tastes.
Carbonated drinks are sold by 88 per cer
of aU theatres and non-carbonated by ;
per cent of the houses. Small theatre mar,
agements will be interested in knowln
that about one -fourth of the small hous«
handle the Stillwater or non-carbonate
drinks exclusively. The dispensing equip
ment is comparatively inexpensive and thi
enables the manager to make his beverage
from prepared syrup; thus operating a
low cost and maximum profit. The major
ity include the popular carbonated kind;
5. Syrups available in small quantities
It is not necessary to buy beverage syrup
in large quantities. Most theatres purchas
them in gallon containers, four to the case
6. Dispensing cost is flexible. The nu-l
merous methods and types of equipmen
make it possible for any theatre to instal
soft drink service. These range from sell
ing bottled beverages which in most case;
are served in cups at the counter, bottle;
dispensed by coin machines, fountainetti
dispensers, and coin machine cup drini^
dispensers. The last two are most used. ,
7. Circuits set the pace. Tests and experiments
by the circuits have resulted ir
79 per cent of all circuit houses now selling,
soft drinks. Add to this the successful experience
of 60 per cent of the independent
theatres—and the argument in favor ol,
soft drink service becomes convincing. i
HOLLYWOOD CANDY TV
SHOW PROVES
SENSATIONAL SALES SUCCESS!
mmsm^mmoBmi
Stars of "Hollywood Junior
Circus"—fellows who are do-
^
'
ing this sensational sellino job '
for you. Ringmaster Paul
Barnes, Zero the Little Hollywood
Candy man, and Boffo
,.
the Clown. See them yourself >
this Saturday! \
Now Hollywood Junior Circus
Television Schedule DOUBLED!
Yes, Hollywood Candy is selling so well
—and so fast — that their TV circus
show for kids is going weekly! Now it'll
be telecast every single Saturday morning—making
more ond more customers
for Hollywood Candy bars, for your
retailers, and for you.
No wonder dealers like you oil over the
country are so enthusiastic about the
Hollywood candy line. This is really fullscale
promotion . . . and besides, only
Hollywood offers all these other odvantages:
Top quolity candy bars . . . only the
finest* freshest ingredients. Tasteappealing
variety ... 7 different bors,
all delicious. Eye-catching packages
that keep the condy fresh and hove
good soles appeol. Prices that bring
you profit . . . lower than many, as
a
low as any comparable in quality. Sales
guoronteed ... no risk to you because
you con return any unsold bars for full
credit. Premiums for kids and adults^
too . . advertised on TV, require return
.
of wrappers.
Don't miss out!
HOLLYWOOD CANDY CO.
CENTRALIA, ILLINOIS
CASH IN WITH THESE
TOP MONEY MAKERS
-
MILK SHAKE
Chocolate
malted
nougat
topped
with
coramel,
covered
with
chocotote
TTERNUT
Crunch
peanuts
ZSRO^y
in
caramel
center,
coverod
with
chocolate
$8
The MODERN THEATRE SECTION
9