Boxoffice-April.07.1958

A Modern Theatre Report to the Industry
HOLD THAT PRICE
SAY CONCESSIONAIRES
Although theatre concessionaires
naturally try to stimulate all the sales they
can, they are not out to gouee the public.
This fact has been established by a survey
of concessionaires and circuit concessions
chiefs in various parts of the country.
In peneral. all are holding the line on
concessions prices, and not cutting down
on sizes or quality, in spite of rising wholesale
costs. An occasional increase on an
item of only a nickel is all that has been
reported. Where this has been necessary it
has not met with adverse reaction.
The men questioned expressed a deep
concern for community acceptance and approval
and a fear that increased prices
would have an adverse affect upon boxoffice.
"The primary function of the motion
picture theatre is to bring mass entertainment
to the public at a reasonable figure
for the whole family," says Van Myers o!
Wometco, Miami. "The concessions business,
it is true, is a very lucrative accessory
business. If we keep on raising the cost ot
motion picture attendance by the family,
LINE
the disparity between staying home and
watching television and going out to a
movie becomes more acute.
"In my opinion, a concessionaire who
raises his prices above a normal markup
is doing a di.s.service to himself and tiie industry.
When people stop coming to the
boxoffice. the concessionaire will have no
one to sell to. It is my opinion that further
advances by a concessionaire will have
an adverse affect upon the boxoffice. We
have not cut down on the size of anything,
and we have not raised concessions prices."
Jim Hoover of Martin Theatres is of the
same opinion. He says:
"We have not increased concessions
prices, nor have we cut down on the size
of hamburgers, hot dogs, popcorn bags or
boxes. We are holding the line and I do
not anticipate any price changes will be
put into effect in the foreseeable
future.
"Most of our theatres are located in small
towns and in the states of Georgia, Florida,
Alabama and Termessee, which means that
the prices charged by us have never been
as high as in the larger cities. Frankly, I
think that we make an excellent margin of
profit on popcorn and drinks; therefore,
we should not do anything that would in
any way give the patrons the slightest rea-
-son to think they are being gouged or taken
advantage of.
"We have always been most interested
in having the people in tlie towns where we
operate regard us as 'part of the community.'
so consequently, we are always
very mindful of goodwill and public acceptance.
Of course, I cannot make the
.statement that our concessions prices will
never be changed; however, I do feel very
strongly that, unless costs increa.se considerably,
present prices should prevail."
MORE TIME ON THEATRE OPERATION
"We should spend more time and thought
and action upon the operation of the theatre
than upon squeezing the last cent out
of the concessions," says Julian Rifkm.
vice-president of the Rifkin circuit. "It
always annoys me that the great preponderance
of time at exhibitor meetings is
spent upon the refreshments, rather than
on enticing the patrons into a theatre and
giving them service after they are in.
"In all good business judgment, I must
admit that with the increase in prices it
would not be gouging to raise our prices
on a few items. However, before I raise
prices, I wall hold the line in a few theatres
to see what the reaction is, as against
where I have raised prices. For the last
two years I have been below the standard
prices for this area on hot dogs, hamburg-
TRADE
ON THI
FAMOUS
NAME
FOR GREATER
CANDY PROFITS!
Famous, fast-moving Helde candies
con sweeten your sales and
profit picture right now! With
notional advertising, demand is
greoter than ever ... so be sure
all your outlets are fully stocked.
Promote the full line . . . profit
wifh every pack!
HENRY HEIDE, INC.
NEW YORK 13, N. Y.
As nafionatly adveiiised in:
LOOK • WOMAN'S DAY
FAMILY CIRCLE • BOYS' LIFE • AMERICAN GIRL and TELEVISION
32 The MODERN THEATRE SECTION