Word: popcorn
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...close of business, Gillespie discovered that he was doing all right. The average adult had contributed 27? (compared to 55?, including tax), the average child 6? (against 15?)-and it was all taxfree. And a bigger take than usual came from Owner Gillespie's popcorn candy and soft-drink counters. Thus inspired, Gillespie has since played periodical Honor Nights to capacity houses...
Last week another cinema palace joined the movement against "stifling taxation " Lee J. Hofheimer and Albert L. Sugarman, owners of the Little Theater in Columbus, Ohio, held a "Free Night": donations were tossed into a fishbowl in the lobby. Result: a good income, a rise in candy and popcorn sales, a full house...
...This year, as the movie industry celebrates its 50th anniversary . . . proper homage should be paid to the popcorn machine [which] at long last . . . should take its place with the stars of the movie world . . . Popcorn is even combating the threat of television, [which] will never become a serious threat until some enterprising television manufacturer perfects a set that will turn out warm, well-buttered popcorn along with Milton Berle...
Play the Strength. Some of the Goldstein rules for making "Hershey Bar" pictures-i.e., movies that sell lots of candy and popcorn too: 1) never make a war picture unless it is a comedy (e.g., (Up Front and its sequel, Willie and Joe Back at the Front); 2) play the strength -if fantasy pictures are making money, turn out fantasy pictures until moviegoers are tired of them; 3) avoid "downbeat" pictures-nobody ever bought tickets to watch inmates of a mental institution; 4) adults are grown-up children, and should be entertained as such...
Point of Honor. In Detroit, when Bennie Evans was hauled into police court for drinking whisky, insulting women and eating popcorn in a movie theater, Evans indignantly protested: "I have never eaten popcorn in my life...