Boxoffice-March.09.1964

—
NEED FOR MORE IMPROVEMENT IN
variety, better displays and more suggestive
selling by attendants to create plus
sales.
"Employe Training: The Power of Suggestion"
was touched on by B. F. Ross,
CONCESSIONS OPERATIONS CITED The Coca-Cola Co., Los Angeles.
"When a waitress takes an order and
47
—
'2
43
per
per
cent increase:
cent increase; confectionery
vending machines
stores
that is all, she doesn't sell anything," said
—40 per cent increase: government—40 Ross. "Selling is the art of influencing a
C DWARD S. per cent increase: variety stores—27 per customer's thinking to cause him to purchase
what we want him to purchase. One
Redstone, Northeast cent increase, while theatres showed a
Diive-In Theatre decrease of 28 per cent.
way is through suggestion. About 65 per
Corp.. Boston, and
Bush said that the 28 per cent loss of cent of your customers will purchase suggested
items. A simple suggestion and you
president of the National
Ass'n of Con-
candy sales in theatres would seem to indicate
that candy is not keeping pace in have a bigger order, and all that it takes
cessionaires,
holding its share of that source of total is a few extra words."
addressed more than
volume and suggested that the opportunity
100 amusement-recreation
industry con-
In relating the "Ice Cream Story." Forest
to sell more candy exists and deserves careful
consideration, regarding a wider
Continued on page 17
cessionaires, equipment
manufacturers
[dward S. Redstone and suppliers during
the two-day, western
regional concessions conference sponsored
by NAC at the Biltmore Hotel in Los
Angeles. February 17 and 18.
OVERLOOK IMPORTANT FACET
PART OF EVERY GOOD PERFORMANCE
In discussing the subject, "The Management
of Improvement," Redstone declared
CRUSH 'n corn is as much a part of a movie date as the movie itself. Your
that "most of us are so involved in
profits show what your customers know . . . popcorn and Orange-CRUSH
running our respective businesses that we
are a number-one combination with theater goers across the country. That's
lose sight of the fact that an important
'cause Orange-CRUSH has the refreshing taste they enjoy best. No orange
facet of our enterprises should be the
problem of improvement." Continuing, he
drink sells like Orange-CRUSH. No other orange drink brings you a greater
said: "Obviously, through improvement we volume of repeat business. That's because Orange-CRUSH is the best-liked
might increase our sales, often decrease orange drink in the country.
the cost of operations and, of equal importance,
we more effectively compete." And remember: Grape-CRUSH, Fruit-CRUSH, CRUSH-Lemonade,
Redstone spelled out three important HIRES ROOT BEER and OLD COLONY beverages are all members of
steps for effective action:
the same profit-making family.
1. We must first be concerned with developing
and maintaining a philosophy of
improvement centering around the problem
of attitude of our personnel.
2. We must then use a procedure designed
to implement the improvement, attitude
and philosophy in everyday practice,
and
3. The final step in the process is the
establishment of agreed-upon objectives.
"Through improvement," he concluded,
"management executives may find a new
approach to future profits."
Major C. Bush, national sales manager.
Curtiss Candy Co., Chicago, emphasized the
great opportunity that exists for increased
candy sales in concessions.
GREATER PUSH ON CANDY
"My company feels it is on the threshold
of being of real service to your industry,"
said Bush, "with tested, proven-successful
ideas which will be developed in your own
type outlets through your own people. Let
us assure you we will be anxious to see you
with these ideas and suggestions as quickly
as we are sure of their value and success."
1963, according to Bush, was the first
year in a long time that the candy industry
growth exceeded the population increase.
Some recent candy industry sta-