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Boxoffice-January.03.1953

REFRESHMENT SERVICE

REFRESHMENT SERVICE Theatre Manager Designs Candy Display All out promotion like that exhibited above really sells a candy bar. with WATERFALL ANIMATION That Willlncrease Counter Sales . . . giving a The BUCKINGHAM is a beautiful dispenser combining simplicity of design with unusual animation and illumination. Beverages cascade from the top of the Sphere downward cool, thirst erecting outdoors effect. A top light iliuminotes (he fountain so that the coscading action and cool beverages con be easily seen. THE BUCKINGHAM has • Increased Concession Business Wherever Used! • Upped Beverage Sales 100% Over Standard Types of Equipment! • Proven Itself a Top Money Maker that Will Increose Your Counter Soles! Designed For Modern Merchandising . . . 18" high, 30" diometer — perfect for every counter. 12 Gallon capacity Clear Glass Sphere. Cools from 75 to 42° in 5 minutes or less. Stainless steel, quick-draw faucet. Spun Aluminum illuminating cone. 8" diameter filler hole. THE BUCKINGHAM GUARANTEE The entire mechanism and moving parts of the BUCKINGHAM Beverage Dispenser ore warranted against detect and foilure tor o period of one year. Complete repair and replacement of any parts will be mode without charge by the factory during this period, upon return of complete unit to the factory. Minor adjustments, if necessary, will be made without charge for period of one year on location For Complete Details, contact your nearest jobber or write to modern refreshers,inc. 55 EAST WASHINGTON ST., CHICAGO 2, ILLINOIS Al Easson, manager of the Oakwood Theatre, Toronto, Canada, is an enterprising exhibitor with creative merchandising ideas. When he received word from Theatre Confections, Ltd. to "give a good plug for a send off to a new candy bar" he devised a particularly effective display. He built a small counter display box. with a cut-out space about in the center. A Mallo Whip candy bar wrapper was pasted over the opening, and a light on a flasher installed behind it. Lettering on the box above the illuminated space read: "If you like candy, you'll love," and the name of the bar was flashed on and off, just beneath. When installed on the concession counter, the display was enhanced by extensive backbar signs and merchandise displays. Easson has found this illuminated, home-made display effective in merchandising many other brands of candy bars. Holidays provide further incentive to Easson, and his recent concession display Popcorn a Key to Romance Jack Hynes, manager of the Paramount Theatre. Youngstown, Ohio, says he can tell the romantic status of a couple by a bag of popcorn. If the boy buys the popcorn and gives it to the girl, it's their first date ... If he puts the bag between them and they both nibble, they're engaged . . . If he keeps the popcorn himself, and yells. "You want popcorn, go buy some!" they're married. —Peanut Journal and Nut World. for Halloween greatly increased sales of popcorn. The concession was decorated with black cats, witches and jack-olanterns, and a large backbar sign urged patrons to take home the large thrift boxes of popcorn "for the Halloween Shellouts." According to Easson, the theatre averages only a few of these 25c-cent boxes a week, but during the week previous to Halloween sales increased about 10 per cent. Incidentally, Easson also built the attractive concession counter in his home workshop, and put it together in the theatre. It is small, but effective. Popcorn sales increased about 10 per cent when patrons saw this interesting Halloween display fea turing take-home, jumbo packages of popcorn for trick-or-treat visitors. Sponge Rubber Underlay for Carpet Good theatre carpeting requires good cushioning material for the utmost in long life and fine appearance. One of the important solutions to this problem is chemically blown sponge rubber underlay which will resist heavy traffic and provide that luxurious softness under foot which is so desirable. The product is said to be permanently resilient, wa.shable and long-wearing. It will not pack down nor sag and is lint-free, mothproof and vermin-proof. 26 The MODERN THEATRE SECTION

Theatres Are Credited With Creating Popcorn Munching Habit Theatres have rightfully been given credit for creating the popcorn eating habit, and are today the largest single segment users of popcorn outside the home market. This was indicated by Van Myers, head of Wometco Theatres. Miami. Fla.. moderator of a panel discussion concerned with "Getting Maximum Returns Fi-om Concession Operations" at the recent Popcorn Industries convention and exhibition. He stated that. "Theatre concession merchandisers will play an important part in assisting the popcorn industry to achieve its one-half billion dollar retail sales volume in 1953." Charles Manley, Manley, Inc., Kansas City, Mo., explained the importance of attractive eye-appealing displays and proper location of equipment in order to spur the sale of popcorn, mainly an impulse item. Kenneth Wells, Theatre Confections, Ltd., Toronto, Ont., credited successful popcorn sales in their theatre operations to employe sales contests and promoting the nutritional benefits of popcorn. MORE VOLUME IN QUALITY CORN "Quality popcorn means better tasting popcorn for your patrons, repeat sales, and a higher return per beg due to greater volumetric expansion, ' said Abner Horn, Rainbow. Inc., Lake Charles, La., urging the purchase of the best corn available. Extra sales appeal and extra profit result from offering patrons buttered popcorn, Russell F^fer, American Butter Institute, Chicago, told those at the session. "Modern manual or automatic butter dispensing equipment makes it easy to add this service to any concession operation," he said. The public relations program of NAPM was prai-sed by Van Myers, and he said, "If more theatres belonged to NAPM it would be able to further enlarge the scope of its work in 1953. NAPM founded and supported National Popcorn week, pioneered the nutritional story of popcorn. Van Myers, head of concessions for Wometco Theatres Miami, Fla., is shown above as moderator of a panel discussion at the recent Popcorn Industries convention and exhibition. Others on the panel discussing the subject, "Getting Maximum Returns From Concession Operations," were, seated, from left, Charles Manley, Manley, Inc.; William H. Beaudot, ABC. Popcorn Co.; Abner Horn, Rainbow, Inc.; Kenneth Wells, Theatre Confections, Ltd., and Russell Fifer, executive secretary, American Butter institute. Famou Milk Availa 10< si COUBt Indicaiing the success of the NAPM public relations program during the last quarter of 1952 is this photograph of Betty Mattson, motion picture starlet, Miss Popcorn 1952, posing amid over 5,000 newspaper and magazine clippings resulting from the campaign. The program will continue in 1953. See your Nestle representative or write for more details THE NESTLE COMPANY, INC., 2 WILLIAM STREET, WHITE PLAINS, N. Y. BOXOFFICE :: January 3, 1953 27