Boxoffice-April.07.1958

Quartet of Quieter Models
Added to Generator Line
P-1700
Four quieter, more powerful motor generator
sets for projection requirements
have been announced by the Hertner Electric
Co. simultaneously with announcement
of a new marketing arrangement for the
firm's TransVerteR products. Independent
theatre supply dealers of the United States
and Canada now are authorized to distribute
the line, which also will continue to be
offered by National Theatre Supply branches.
Largest of the foui- added models is
the iUustrated Type HP 200/400 amperes
at 90 volts DC with a 40 h.p. motor. Common
to all four models are horizontal construction
operating at 1,750 RPM. Each
motor generator has three major components;
enclosed control panel for wall
mounting, fully enclosed dual ballast rheostat
and a magnetic motor starter. The
rheostat requires no special ventilation.
The other models are Type HC 75/150 amperes
at 48 volts DC with a 7 '/a h.p. motor;
Type HH 125/250 amperes at 75 volts with
a 25 h.p. motor, and Type KL 150/300 amperes
at 90 volts with a 30 h.p. motor. Each
of the generators incorporates latest engineering
advances developed by Hertner,
a pioneer supplier to the theatre industry.
Trailer, Merchandising Aids P-1701
For
Candy Concessionaires
Theatre concessionaires stocking the line
of candy bars produced by Hollywood
Brands, Inc., are offered free a full-color,
animated, 45-second 35mm trailer that
stimulates patrons to visit the concessions
stand, especially whetting appetites for
candy bar purchases. Also to theatre concessionaires
stocking its candy bars, the
company provides a free merchandising
plan built around items appealing to
youngsters, such as attractive T-shirts,
flying gyros and satellites.
Nonalcoholic Brew Exclusively
For Drive-ln Theatre Situations
P-1702
Pilser's Maltcrest Brew, brewed exclusively
for sale at drive-in theatres at the
controlled price of 35 cents, is being introduced
by the Savon Co. following a year's
successful trial in many different tyj>es of
situations. Since the drink contains less
than one-half of 1 per cent alcohol by
volume, it meets federal standards for a
nonalcoholic drink and hence do«s not
come under jurisdiction of the liquor control
board. Sale is i>ermitted in 44 states.
In tests. 85 per cent of this product's sales
were "plus" business, not sales taken away
from other beverages In the concessions
line. If no refrigeration is available, a
plunge into ice water for 15 minutes will
bring cans of the product to the desired
serving temperatures of 40° to 44°.
Buttered-Before-Popping Corn P-1703
With Maximum Poppability
Combo popcorn, a buttered-before-popping
product said to attract as much as
24 '/2 per cent new and profitable jxjpcorn
business because of its fresh, distinctive
butter flavor, is being introduced to drivein
and indoor theatre concessions by Pood
Sales, Inc. The patented Combo process
treats kernels with butter and seals in the
butter with popping oil. Since the process
thus provides each kernel with the proper
amount of popping oil, it is unnecessary for
the theatre popcorn machine attendant to
add popping oil when ready to prepare a
supply for immediate sale. With the
human error element eliminated, there is
no chance for a batch of corn being popped
by the theatre popcorn machine operator
with either too much or too little oil, preventing
costly wastage. Combo prebuttered
popcorn needs no refrigeration, due to the
butter being sealed in the kernel by the
popping oil. Other advantages important
to the theatreman are maximum poppability,
standardized costs, tender and
hulless popped kernels. A 25mm animated
cartoon trailer and a butter-yellow lobby
display are available as sales aids.
Eight-Drink Automatic Vendor
For Big Theatre Operations
P-1704
Push-button selection of five carbonated
and three noncarbonated drinks is provided
for theatre patrons by the eightdrink
SodaShoppe manufactured by Apco.
Inc. The unit is made for handling heavy
theatre concessions trade, providing a
2.000-cup capacity, 2,500-drink capacity,
dual cup stations and five syrup tanks. Illuminated
plastic decorative features of the
tall case attract attention of patrons entering
the theatre concessions area. Each
SodaShoppe augments this decorative eyeappeal
by an exterior color combination
closely associated with a nationally known
beverage, being available in Coca-Cola red,
Pepsi-Cola blue, Nehi red-and-white, Canada
Dry green and Dr. Pepper green. Tendrink
models of the vendor are available.
Music, P. A. Commercials Taped P-1705
For Individual Drive-ins
Music and concessions announcements
tape-recorded for playing at intennlssions
are custom made for individual drive-Ins
by the Alliance Drive-In Theatre Recording
Service. Production of each tape Is
aimed primarily at increasing .snack bar
sales. The service also will promote coming
attractions at an individual theatre
when requested. Another service is taping
mu.sical jingles, based on the slogan, "Get
More Out of Life—Go Out to a Movie,"
for a drive-in's local promotion. Cost of
the service can be more than paid for by
the drive-in managers selling commercial
announcements on the tapes to mercliants.
Alliance announcers tailor their dialect to
fit the section of the country in which the
theatre is located. This especially helps
southern managers who "don't want any
Yankees promoting their snack bar fare."
Concessions Promotion Plan
Builds Traffic and Sales
P-1706
A $100 theatre concessions promotion
kit, including four sweepstakes prizes, is
being offered free to exhibitors contracting
for a specified number of cases of barbecued
beef by the Castleberry Food Co.
The kit includes a 24-piece silverplate flatware
set with chest; Linda baby doll outfit
with wardrobe and trunk; full-size Gene
Autry cowboy guitar, and de luxe cowhide
double holster with pistols and leg straps.
Each kit also includes a fuU-color concessions
trailer featuring Castleberry's barbecue
beef sandwiches, plus spliced-on reminder
about the sweepstakes event; a fullcolor
electric sign featuring the sandwiches;
10,000 sweepstakes tickets and a
two-color ticket box. As an alternate plan,
an exhibitor may contract for fewer cases
and pay $30 for the promotion kit, later
receiving a $10 promotional credit for each
additional five cases, up to 15 cases, ordered
during the season.
Military-Type Construction P-1707
For Drive-ln Speakers
Weathermaster drive-in speakers by
Jensen, for 25 years manufacturer of speakers
for the military services, are being distributed
by Soundcrafters. Two types are
available—four and five-inch Model WP-
401 with a phenolic militai-y-type cone, and
two Viking models, wr-400 and WF-350,
four and three and one-half-inch, with
newly developed special moistureproof and
antifungus impregnated, fiber cone. Characteristic
of both types are electronically
cured, nonsoftening. thermo-setting adhesives,
phenolic impregnated spiders,
baked varnish impregnated voice coils and
nonswelling gaskets. Magnets, locked permanently
in center position, are unaffected
by accidents and rough handling. As a result
of such rugged construction, it is
claimed that these models will provide long
service life in face of rain, snow, dust, winddriven
grit or any other weather hazards.
BOXOFFICE AprU 7, 1958 53