Boxoffice-May.03.1952

3'JiK
MAY 3, 1952
o n t n t
ESECTION:
Luxury House for Shopping Center i 8
How to Use Your Screen to Increase Sales at Your
Concession Hay'iland F. Reves 11
Prominence of This Concession Boosts Refreshment
Soles Kitty Harwood 14
Research Program Produces Corn With More Pop to
the Pound John C. Eldredge 16
The Progress of Projection Arc Lighting for Motion Pictures
The Strong 30th Anniversary Special Section Harry H. Strong 26
Change Your Oil, Mr. Projectionist? Wesley Trout 40
A Manual of Preventive Maintenance, Part XII L. E. Pope 46
Exhibitors Should Strive to Win Goodwill of
Their Communities E. Y. Stafford 50
Treat Every Patron As If It Were His First Time
At Your Drive- In 53
A Manual of Drive-In Design and Operation, Part XX,
(Conclusion) George M. Petersen 54
Rx for Theatre Trouble Spots 63
Are You Covered? D. K. McDonald 64
Theatre Architect Says "Don't Be Afraid of That Old
Bogey—Television" Eric Hounsom 65
DEPARTMENTS
Refreshment Service 11 Advertising Index 60
Projection and Sound 40 New Equipment and Develop-
Drive-ln Theatres 50 ments 66
Readers' Service Bureau 59 Literature 70
ON THE COVER
About People and Product 71
Happy smiles indicate the pleasure patrons receive from a visit
to the theatre concession bar or building. Equally expressive is the
concentrated attention the little girl is giving to the satisfying busi-
7iess of munching her buttered popcorn. This busy concession is
located at the four-screen, St. Ann Drive-ln Theatre. St. Louis, Mo.
R,lEFRESHMENT merchandising in
the theatre is more than an additional
avenue of profit for the exhibitor, it aids
the theatre business itself because it
adds to the patron's pleasure and
creates goodwill.
Conversely, since the entertainment
on the screen creates a relaxed, holiday
mood, patrons desire and enjoy
refreshments more.
Thus, the properly
operated concession prospers.
An advantageous location for the
refreshment bar is of paramount importance
if the exhibitor is to obtain
maximum .sales, for the patron purchases
refreshment items entirely on
impulse. To create that impulse the
theatreman must be certain that the
patron cannot miss seeing the concession.
As told in this issue, strategic location
of the Carib Theatre's refreshment
bar is credited as the major factor
in its excellent sales production.
of
Attractive displays of a wide variety
candies, a selection of beverages, a
popcorn machine or warmer that will
keep the product in first class condition,
and a generous assortment of other
snac^ items will make it possible for
every patron to find something to suit
his fancy. Most exhibitors have found
it best to stock name brands of goods
which are familiar to their patrons. To
the displays should be added point-ofsale
placards and signs worded to
stimulate the appetite and thirst.
The most obvious advertising medium
to promote the theatre concession
is the screen, and regular use of concession
trailers will keep the cash register
at the concession ringing merrily.
Incidentally, the concession offers the
theatre manager one of the best opportunities
to meet his patrons, cmd it is
well for him to spend some of his time
there. He may learn a lot about the
type of films they like best.
I. L. THATCHER, Managing Editor HERBERT ROUSH, Soles Monoger
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