Boxoffice-April.07.1958

"^TH^maiiii II
HI iiMiiiini
I
—
i
Are you interested in
increasing profits?
If your answer is yes, then you must
try
DELL'S PERFECT BLEND seasonings
and flavors.
Watch That Popcorn Kettle!
An Inefficient Popcorn Machine Costs You
Up to $25 Per 100 Lbs. of Raw Corn
. . . and
• PIZZA SEASONING is the newest
and most desired. PIZZA flavored
popcorn is sensational
it's
easy to make with DELL'S PIZZA
SEASONING. Your customers will
love
• DELL'S
it!
RICHBO BRAND SEASONING
(the butter flavored salt) is
another outstanding seasoning.
It's easy to use and saves time
and
money.
DELL'S PERFECT BLEND SEASON-
INGS INCLUDE BAR-B-Q, PIZZA,
CHEESE AND MANY OTHERS
Find more out about all of t/ie sensational
Dell flavors and bases.
Samples will
DELL
be sent on request.
FOODS
SfxecialU&i. Qa.,
Bcloit, Wisconsin
0*tc.
SNOW CONES
By
ED CHRISMAN*
r opcoRN HAS been, and still is,
youi- highest profit concessions item. So
much so, I think, that many times it is
neglected because many theatre owners feel
that popping corn is so simple and the
profits are so large, that only limited attention
is given to this part of your concessions.
It is no news to you that popped corn
rarely ever tastes the same in any two situations.
So often it not only isn't good part
of the time, it isn't good lots of the time.
In my travels around the country, I taste
the popped corn at many theatres and.
frankly, it is not encouraging to see how
corn is sometimes popped and sold. But
it isn't just my opinion because too many
people mention it to us, and too often these
complaints are justified. Naturally, our
friends, knowing we are in the popcorn
industry, never miss an opportunity to tell
us about poor tasting corn.
CORN BETTER THAN EVER
All of us know that today the special
hybrid raw corn is better than ever, and
for the past several years cheaper than
ever. The expansion has been exceptional
and the flavor excellent, with the net results
that you have made more money per
hundred pounds. Popping oils, both coconut
and peanut, are excellent products.
Coloring and other ingredients have been
added to the popping oil and seasoning to
make popped corn look and taste better.
Popcorn machine manufacturers have
spent a substantial amount of money and
effort to improve efficiency and incorporate
special features that will produce a better
product. In the 73 -year history of our company,
we have never made finer equipment
than our machines today.
If all of this is true—and it is true— then
why doesn't every concessions stand sell
good popped com?
rather than the exception,
that an inef/icicnt
popcorn kettle can cost the theatre
from $15 to $25 profit per hundred pounds
of raw corn. This means that a part of the
progress made in hybrid corn is wasted because
it's impossible to obtain full expansion
from raw corn when the kettle is inefficient.
So, profitwise the theatres have
an immediate loss.
But, we are still concerned about taste.
This same inefficient kettle produces a
smaller popped kernel than its normal expansion,
and it's hard—not tender and
crisp. So, the taste is actually affected to
some degree by the efficiency, or inefficiency,
of the popcorn machine kettle.
PROPER OIL RATIO
Next, we want to discuss a factor possibly
just as important as the machine
the popping oil and its ratio to raw corn
something that the majority of theatre
owners never think too much about, except
that oil is the most expensive of ingredients
to pop corn.
We have mentioned the two most popular
oils as coconut oil and peanut oil, but
strongly recommend coconut oil.
Because the heat in the oil pops the corn,
it is of utmost importance that the proper
amount of oil be used. If too little oil is
used, the first popped grains take up most
of the oil and there is not enough left to
properly pop the remaining grains. This
again results in smaller, untasty kernels,
and a loss in dollars and cents. Also, the
greatly increased expansion of raw corn in
recent years makes it more important than
ever to use the proper amount of oil. Our
tests and experiments over the years show
33 ',3 per cent as the best ratio for expansion
and also for taste.
Again, we get back to taste, and 33 Vb
per cent oil ratio will certainly produce the
best tasting popped corn. Not 25 per cent
not 28 per cent—not 30 per cent—but 33 ',3
INCREASE THE PROFIT
percentage of your snack bor with SNOW
36
CONES. Use this Echols Improved Snow Shover
with reserve capacity for "peak" periods.
Polished Aluminum ! !
Attractively ligtited cose ! !
As Sliown $325.00
See your /oca/ dealer or write:
S. T. ECHOLS, inc. Box 612
BISMARCK, MISSOURI
CAN OVERCOME PROBLE/VlS
We realize some of it may result from
the fast turnover of young and inexperienced
personnel, but most of the problems
can be overcome with just a little effort.
As a sidenote, I personally feel many concessions
stands can afford to employ better
than average personnel because the
profits justify it. Also, the increased savings
by better personnel would more than
pay the additional expense.)
It is usually true that equipment loses its
efficiency as it gets older. That's true of
some popping equipment; and it's the rule,
•Director of sales, Cretors. Address gtven at the
combined Stiow-A-Rama of Kansas-Missouri Theotre
Ass'n and Allied Independent Ttieatre Owners in
Kansas City, Mo.
PRIZES GALORE
AS NEVER BEFORE
with
''BARBECUE BONANZA"
Get The Facts From
Your Distributor Today
The MODERN THEATRE SECnON