Boxoffice_May.09.1960

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ADDED INCOME OPPORTUNITIES FOR PROGRESSIVE EXHIBITORS
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20 PROVEN WAYS TO INCREASE YOUR SALES
NAC Members Share Ideas
With One Another and
Modern Theatre Readers
I RiED AND tested methods of
stimulating refreshment sales, related by
exhibitors, concessionaires and manufacturers,
highlighted the recent western regional
meeting of the National Ass'n of
Concessionaires at Salt Lake City, and
sent many home to try out another man's
plan in their own locations.
And that is a good idea for those reading
this article. Following are 20 outstanding
promotion ideas.
• A manual should be prepared for
every person who works behind the stands.
"If they have a manual," said Spiro Papas,
president of NAC, "all they have to do is
know how to be affable. When a customer
asks for popcorn, they know they are supposed
to ask, 'Large size?' and if they get
a negative response, they say, 'Medium
size?' and so on. Don't work from the small
to the large. Work the other way."
A PACKAGE DEAL
• Try a package deal. "After regular
intermissions are over," said Virgil Odell,
Terrace Drive-In Theatre, Caldwell, Ida.,
who was chairman of the clinic, "I offer
two sandwiches and two drinks for $1. I
try to make it a real bargain. I announce
it a couple of times and it helps the
business."
• Coupons in popcorn boxes. When
Odell introduced buttered corn, a higher
quality and higher priced product, he inserted
a five-cent coupon in every package.
He called attention to this in the theatre
by signs and announcements. After a short
time they increased the sale of buttered
corn to 40 per cent of all popcorn sold.
• Free drink with admissi07i ticket.
Some Montana theatres arc giving a free
drink or a five-cent discount on popcorn
to every patron at the boxoffice. Of course,
the offer is advertised and it helps get
people into the theatre, increasing both
boxoffice and concessions sales.
• Free tickets bring 'em back. A Montana
exhibitor mailed free tickets to residents
of his city where he had lost 90 per
cent of his business. Many persons who
hadn't been in the theatre for years have
started coming again, he said.
14
• Mind your Cs and Ps. Concessions op-
erations are based on courtesy, cleanliness
and cheerfulness, Odell said. To these he
added the three Ps: proper decoration,
whether simple or elaborate it must be
proper; proper lighting and proper display.
If the refreshment stand cannot be
seen it loses its entire value.
• Make a personal pitch at intermissions.
Also strive for more trailers, better
trailers and more variety.
• Concessions on the playground? "Sell
wherever and whenever you can, even on
the playground," said Papas.
• Premiums sell drinks. Some exhibitors
are offering stuffed animals in connection
with drink sales. Stars or some similar
token are given with each drink sale and
when so many of these are collected the
customer is entitled to an animal.
• A grab-bag for children. One circuit
bought 25,000 small toys which retail for
ten cents each. They were purchased for
two cents each. Youngsters were allowed to
grab-bag for these toys when they purchased
a drink.
• Related sales. Drinks help sell two
items instead of one. Some theatres are
offering free drinks with popcorn or a
drink for five cents with the purchase of
popcorn.
• Use nationally known drinks and
make use of tie-ins. Make full use of free
promotions and tieins being offered by
manufacturers of nationally known drinks.
• The sta7id revolves around the drink.
That's the opinion of Phillip Briggs,
Orange-Crush Co. "It's like going for a
good cup of coffee. If you get a good one.
you'll remember it. If you don't you'll
never forget it."
• Buy popcorn in hermetically sealed
cans or in superseal poly bags. It is at its
optimvmi moisture content when it leaves
the processing plant, which means that it
is at its best popping expansion. "Loss or
Continued on page 16
Recessed Venders A Successful Space Solufion
An unusual and attractive vending bar arrangement is this which is located in the Towne Theatre, Denver.
Because space was limited, and Eastern Monagemtnt Corp. thought it more important to enhance the
beauty ol the lobby than to put in a regular refreshment stand, three vending machines were recessed
into the walls. The venders are a Stoner cigaret machine, a six-drink Apco Soda Shoppe and a National
CC-De Luxe candy machine. According to James L. Ellis, district manager for Eastern, the vending
setup has been very satisfactory. "Our business from these machines is almost as good as we would
expect from a stand operation. We have a similar arrangement in our Elwood Theatre in Newark,
N. J , which is also very satisfactory." Herb Howe is manoqcr of the Towne.
The MODERN THEATRE SECTION