Boxoffice-May.03.1952

REFRESHMENT SERVICE
Prominence of This Concession
Boosts Refreshment Sales
by
Imported Candy Brings in Extra Business
KITTY HARWOOD
I MPORTANT TO SALES prodUCliOIl IS
the advantageous location of the refreshment
counter at Wometco's showplace, the
Carib. Miami. Fla. "It's in a really prime
location." said Van Myers, head of Wometco's
concession department for all the circuit's
theatres. "Directly in the center of
the lobby, between the two main floor
aisle heads, it is visible the full length of
the lobby from the boxoffice to the auditorium.
OCCUPIES ONE-THIRD OF WALL
The 30-foot concession bar occupies
about one-third of the wall space. It was
custom-built of beautifully grained blond
mahogany, the panels arranged in pleasing
patterns. The bar features two open, helpyourself
candy display units, and between
them a Selmix Coca-Cola and root beer
dispenser. P^'esh orange juice is also dispensed
in this section from a plastic container
through which the "barreled sunshine"
may be seen. A full-length backbar
is used for storage and for display of
cigars and cigarets. Mirrors behind the
backbar add to the beauty and spacious
feeling and help achieve maximum light
and reflective values. A large, air conditioned
stockroom is located a few feet from
the counter.
The two most popular items at the Carib.
according to Van Myers, are popcorn and
fresh orange juice. Unbuttered corn is
sold in 15-cent packages, and dairy buttered
corn is ten cents additional, but the
patrons seem to find it well worth the difference.
All merchandise except drinks
may be taken into the auditorium.
An unusual feature of the Carib's concession
is imported candy, some of which
comes from Switzerland, Holland and Israel.
These may be had in bars or in
boxes and have been stocked to serve the
Carib's cosmopolitan clientele. "Lots of people."
said the Carib's concession manager,
Tom Rayfield, "drop in to buy our imported
candy, but not necessarily to see the show."
GREAT VARIETY OF MERCHANDISE
The concession is supplied witli such variety
it is not easily stumped by patron
requests. Every popular brand of cigarets
as well as some less
in demand are available,
in addition to the great variety of
candy and other items.
Myers has employed four girls full time
to serve the counter properly. He puts them
through a special training course, being a
strong believer in the relationship between
sales and the seller. He is convinced that
only through the enthusiasm and interest
of the sales .staff are the best results attained.
The girls wear aqua uniforms which
carry out the sea-blue of the theatre'.s
tropical decorations.
In front of the counter is a terrazzo
floor, easy to keep spotless. The atmosphere
around the refreshment bar is inviting, the
displays are kept neat and attractive and
the surroundings are luxurious. If anything
further is needed to draw eyes to the spot,
a television set has been recessed in the
wall above the counter .so the patron has
entertainment even before he goes into the
auditorium.
Ways to Increase Your
Concession Profits
Correcting flaws in the theatre refreshment
service has proved to be an excellent
way to increase profits and improve the
morale of concession personnel.
Patron incentive to buy at the concession
stand must be achieved by suggestion.
Theatre managers have stressed pep talks
to personnel in selling. However, the idea
of pressure selling is out of the question.
The first time a patron feels that he is
getting a sales talk a "no" reaction sets in.
A simple "Thank you" and "You're welcome"
always meets with immediate approval.
A clean looking stand also goes a
long way in selling. Neatly dressed employes
help step up sales. The concensus
seems to be that a theatre without a set
policy in the refreshment field is just seeing
good profits go by the theatre door.
The average theatre manager should review
in his mind just what he's done recently
in the way of keeping the concession
stand areas clean and stressing refreshment
service employe courtesy, and then
arrive at a consistent policy. The regular
use of screen trailer copy can also prove
to be useful in boosting vending sales.
Ballantyne Plant Escapes
Missouri Flood Damage
Bob Hoff, sales manager of the Ballantyne
Co., Omaha, Neb., reports that the
Ballantyne plant is on high ground and
thus escaped damage in the Missouri river
flood.
The plant is at present working two complete
eight-hour shifts filling an unprecedented
demand for the new patented Dub'l
Cone in-a-car speaker, as well as complete
drive-in theatre sound and projection
equipment.
The custom-built refreshment bar at the Carib Theatre is 30 feet /ong, arid occupies a strategic location
between the two main floor aisle heads. The two most popular items at the Florida concession are
popcorn, and, logically enough, fresh orange juice. Dairy buttered corn is favored.
Hoff further reports that over 50 of the
company's new Boyer prefabricated screen
towers have been sold in the past 60 days,
with shipments being made this week to
Slothower Theatre, Wichita, Kas.; Cowtown
Drive-In, St. Joseph, Mo.; Arrow
Drive-In, Northuiriberland, Pa.; Jur Drive-
In, Whitesville, W. Va.; Transit Drive-In,
Lockport, N. Y., and the Mattoon Drive-In,
Mattoon, 111.
14 The MODERN THEATRE SECTION