Boxoffice-January.08.1955

N^^s^l^
HITTING PROMOTIONS REBUILD SALES
Ice
Units, Special Displays and New Concessions Items Are Answer
Loss of Patronage Due to TV and Change to Single Feature
BBS
items, self-service units
promotion and display
counteracted the original
tronage and refreshment
)ut by TV and a change
re policy, for the Ever-
Jokane, Wash.
past the peak where TV
he Inland Empire," Jack
3en city manager, com-
"We are now regaining
d sales at our concession
ihing their former high
n Theatres, Spokane,
three first run theatres:
nd Orpheum. The Fox
f the most outstanding,
1 the Inland Empire area,
lave, we feel, one of the
irs in the Pacific Northi.id.
"It is a de luxe model
bar. We are planning
other two Spokane theaate."
selling too slowly, or they wished to close
it out: merely placing it near the cash
registers was all that was necessary to close
out that item. Two cash registers are located
at each bar, one near each end, thus
facilitating
service at the major break.
Since the advent of the longer shows,
and cutting down to one feature, the major
break has been placed at the end of the
feature. Hamaker advised. At the break
at the Fox Theatre, five courteous, uniformed
girls care for the bar. At that time,
about 70 per cent of the sales are made.
During the features one or two attendants
care for the customers.
A good .selection of the most popular
G-cent and 12-cent bars, 15-cent packaged
nuts and various packaged candies, such
as Nestle's, Hershey kisses, etc., in aS to 40-
cent units are placed on self-service
shelves located near both cash registers.
Other less popular items are in glass cases
easily seen and readily available. The
closed glass cases have a constant circulation
of cold air which is quite an advantage
in the summer, especially when chocolate-coated
items are kept.
Frozen candy bars and Bon Bons are
placed on a self-service tray sunk slightly
below the level of the bar. This tray was
especially designed by the engineering division
of Evergreen Theatres and then fabricated
there specially for them. The unit,
which is closed and used for storage space
after shows, is set to keep its contents at
15 degrees below zero.
Bon Bons are very popular on the west
coast, Hamaker advised. They sell at 10
cents per package. Each package contains
five units, consisting of vanilla ice
cream balls with a thick, tasty chocolate
coating. These are manufactured at
Seattle, and released at Spokane by the
Carnation Milk Co. Another popular item,
also put out by Carnation, is the walking
sundae. This walking sundae sells for 15
Continued on following page
SPONSIBLE FOR BARS
ice cream, popcoi-n and
srchandised at the Everthe
firms merchandising
le. This division, after
; study of the popularity
ars. soft drinks and packs
those confections which
the individual theatres,
s at Spokane each order
own candies and other
the Seattle warehouse of
eatres. The managers of
te responsibility for the
at their theatres. Jack
at 6 cents and 12 cents
l-known national brands
sr said, "We feel that as
IS possible brings greater
ig department at Seattle
le movement of all items
liscontinues those which
enough."
that frequently when
y bar. or other item, was
Top shows are often incorporated into the backbar displays at the Evergreen Theatres. Here, at the Fox
Theatre, Spokane, Wash., anchors, life belts and flags, obtained through the courtesy of the U. S. Naval
Supply Depot, were utilized in an effective exhibit in connection with the advance promotion of "The
Caine Mutiny." The de luxe bar features self-service candy, nuts and ice cream in addition to popcorn
and beverages The candy case is air conditioned.
luary 8, 1955 31