Boxoffice-October.01.1955

. . and
Big Fall Popcorn Promotion
Backed by Coordinated Plan
Of National
Advertising
Already at an all-Iimc hit;h as a profit
Item for theatre concessions operators,
popcorn IS heuded for still greater sales
records as the third annual fall popcorn
promotion is launched on nationwide scale
October 1. The Popcorn Institute, from its
offices at 322 South Michigan Ave., Chicaso.
111., will coordinate advertising and
promotion campaigns of many of the country's
leading food and beverage manufacturers
and trade associations related to
popcorn.
Enthusiastic consumer acceptance for
the promotion is foreseen by William E.
Smith, executive director of the Institute.
Smith says popcorn is popular bccau.se it is
an exceedingly wholesome and nutritious
food, delicious to taste, and yet priced well
within the most modest budget.
tlou. So lire related rood .mcl bcvcriiKi'
manufacturers. IncludlnK a newcomer to
this year's promotion— the Coca-Cola Co.
Almlnft a double-barreled prumotlon to
grocery and theatre trade, Cocn-Colu will
have Eddie Pi.sher sing the prnlses of popcorn
and Coke on his top-nitod television
show. Coca-Cola also Is releiislnK eyeappealing,
hard-selling combination Coca-
Cola and popcorn point-of-purchnse materials,
cut-out Inserts, all lithographed
and in full color, featuring two family
favorites that go together— popcorn and
Coca-Cola.
Morton Salt will boost the popcorn promotion
on 3.000 billboards in 582 markeUs.
Wesson Oil, Brer Rjibblt Molasses and the
Can Manufacturers Institute are other
leaders in the popcorn promotion who have
bi.uglii c'xtrnjtivp Hpnce In nationiil r
/me^ and lime for radio and 1