Boxoffice-July.04.1960

IMAGINATIVE NAMES CREATE SALES
Continued Irom preceding page
to jump batteries for patrons. "Anything
to let them know we are glad they came
and want them to come back."
The concessions items are promoted with
generous point-of-sale advertising and on
the theatre screen.
The greatest medium of advertising for
the theatre itself has proved to be a 24-
hour t'^lpphone answering service in the
office which is hooked up with a tape
recorder. The record is made by Mrs. Gremillion
who speaks distinctly and, in addition
to naming the attractions, she always
adds a punch description of the
show. Some she makes up herself, others
are catch lines from press books. The service
was made popular last October when
the Halloween show was being promoted
and the telephone number was advertised
in the daily newspapers. Since then the
daily calls have mounted up into the
hundreds.
CONCESSIONS REMODELED
CREDITS: Concessions equipment: Manlcy popcorn
and drink machines, Toostmoster steom cabinets.
Original Crispy Pizza ovens • Lamps: Ashcraft
• Lenses: Bausch & Lomb • Projection,
sound and speakers: RCA.
Pizza is second only to Do-Barb (barbecue) at the Do Drive-In. This is a partial view of the pizza
section— in rush hours three pizza ovens are used. To the left of the attendant is the slicer for the
barbecue which is located next to the barbecue machine (out of picture). The meat Is deboned when
cold and sliced before freezing. Then, when ready for service the meat is reheated, but the fresh meat
The Do Drive-In has been kept up since
its opemng in 1953, and only recently the
concessions area was done over. A twotone
is actually cooked during business hours because of its tantalizing odor.
green asphalt tile floor was laid,
pastel green wall paneling was installed
and lemon-yellow Fibreglas curtains were located in the 75x60-foot, concrete block
draped at the numerous set-in, glazed building, was also improved with the placing
windows and doors. Fluorescent lighting
of wall-to-wall mirrors on the side-
is in gold and white, with a cool green walls. The mirrors are not only attractive,
used in summer.
they prevent the young "ladies" from making
The cafeteria layout is diamond -shaped,
lipstick scrawls over painted walls.
and four lanes or one can be used without
any problem with personnel or equipment.
What few marks are made on the mirrors
can be wiped off with a damp rag.
The ladies' powder room, which is also
There is also a sign (one in the men's
restroom, tool reading: "Please! Do Not
Mark Walls or Doors. Remember! Young
children are so easily impressed. Thank
you."
"This was an inspiration," says Mary,
"and has cut down the lipstick and pencil
YOU JUST CAN'T BEAT
A BOX OFFICE FAVORITE!
JAMES RIVER GENUINE(^/yt^^ii^^^^^BARBEQUES
HIGHER CHECK AVERAGES! The world-fomous "Smithfield"
the first vandwich—good eoting that can't be beat does the re
and serve!
FASTER SERVICE-Juil h } cooking to order .
messy grills! Exact portion control Iodic Tiokes it even faster,
BIGGER PROFITS-More repeat custom s— for top-price soni
soles More profit for you per sondwich!
Put these famous barbcques on your billing today! They've proved
Ihcy build box-office—ond profits— for others. They'll do it for YOU!
HERE'S HOW: Mix 29 oi. can Smithfield Turkey Barbeque with 17
ozs. moyonnoise. Yield: 30 delicious sondwiches $2.30-Sm;ihfield
barbeque, 27f-mQvonnaise, 60