One such video was produced in the US by the National Association of Concessionaires (NAC), an organisation that – as its title suggests – wants to make sure you buy lots of stuff from a concession stand. Instead, the video – that had been sold to over 60 cinemas at the time the article was published – pushed the notion that buying two items was never enough. “We want every patron to have three items,” explained Scott Gross, the sales coach for the NAC. And getting the right blend of suggestions was key to that happening. “Something wet, something salty, and something extra,” he added, leaving the smutty gags to write themselves. Plus selling, inevitably, was identified as the key. “What a patron asks for a soda or popcorn of whatever, your only response should be ‘large’,” Gross said. “Pretend the smaller sizes don’t even exist.” It’s dollar signs too if two people are buying together. “If two people order something and they indicate that’s all they want, try selling them a large something else to share.” “Remember,” adds Gross. “We’re doing the patron a favor when we remind them about high-quality products and larger, better-valued sizes.” How, then, does this play out in the video itself? Well, here’s a sample exchange: Vendor: “Can I get you a large drink to go with that?” Custoner: “Sure, make it a lemonade.” Vendor: “Okay, I’ll get that while you’re picking out your candy.” Seamless. Of course, the concession stand has evolved a lot in the subsequent 27 years, to the point where more and more automation is making such sales tactics moot. Given that cinemas hardly seem stuffed with staff, just getting through the line in time for people to see their film has become the key challenge, over trying to flog a bag of Skittles with your popcorn. It’s all a bit other-worldly though, in the era of sugar taxes and healthier alternatives. Furthermore, the majority of employee training videos are locked behind digital training systems now, and less easily available. And it still doesn’t explain why the bloody pick and mix costs so much either… Citations taken from Premiere magazine (August 1991 edition)
