Boxoffice-April.07.1958

"
"
!
—
11
Two-for-the-Price-of-One'
Offer Gets Patrons on Run
For the Concessions Stand
"We've outpopped ourselves, folks, and
now I'm popping. All popcorn goes two for
the price of one." The speaker is Dr. Marvin
Sandorf owner of the Twin Theataire
in Indianapolis, breaking in on the picture
to make the P. A. announcement, and the
time is 11 p.m.
This is a regular practice of Sandorf if
he finds there is too much popcorn on hand
at that time. There are no complaints
about the announcement interrupting the
picture, and people can't get into the concessions
fast enough. He makes the same
offer on hamburgers and other items, if
there is an oversupply near closing time.
to get rid of everything so that nothing is
left over.
ALWAYS A SURPRISE
People don't hold back on making normal
purchases at the concessions because they
never know when the specials will be offered.
The Twin Theataire sells up to 250 dozen
hambui-gers on a Satui-day night at 40
cents each. "Don't sell a grammar school
hamburger," says Sandorf, "sell a hamburger
with a master's degree
!
His M.A. hamburgers are not fried. He
uses dehydrated onions which are freshened
before use. Onions are placed on the
grill first, then the hamburger and bun
over the hamburger, so that the meat is
steamed. Everyone gets onions whether
they like them or not, and apparently they
do, at the rate the hambui-gers sell. Secret
of sales is quality of meat and bun and
Sandorf's imaginative descriptions over the
mike.
All sandwiches at the Theataire are
wrapped in different-color bags. This
makes for excellent control as all bags are
counted and the color of the bag identifies
the sandwich to the attendants and the
cashiers.
EXPECTS TO EQUAL ADMISSION
Sandorf gets 60 cents per person at the
concessions and has a 65-cent admission.
He expects to equal his admission price.
Once a year the Twin Theataire is one
vast hotel. That's on Memorial Day eve
when people can't get into the hotels because
of the auto races.
"We have a dusk to dawn show and let
'em sleep in our park for regular prices.
says Sandorf. "We also serve doughnuts
and coffee free for breakfast."
Last year the theatre ran out of doughnuts
and Sandorf told the folks to go home,
but they didn't, and he had to go out and
buy more doughnuts.
A good way to serve buttered popcorn is
to fill a box half full of corn, then spray
one pumpful of butter; fill the box to
the top and spray again.
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BOXOFrlCE April 7, 1958 39