MARKETPLACE, VOL. XIII, NO. 12
EDITORIAL
PAGE 2, JU NE 30, 1974
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Bill Gers h
Back in the "Gay '90s" the late Herbert s. Mills, founder of the very great
and nov long gone Mills Novelty Company, stunned the coin machine business of
his time by introducing half-dollar play on his Mills Ovl, Milla Devey, and
other of his six feet high automatic payout color vheel machines vhich have
appeared in many "Pictorial History" editions of "Marketplace". His tvo chief
competitors, the Caille Brothers of Detroit, Mich., and Watling Manufacturing
Co., Chicago, Ill., didn't remain stunned very long. They quickly followed
his lead and soon had half-dollar play machines on the market. In fact, the
Caille Brothers vent a step further, they introduced silver-dollar play machines.
•
Since those early days there have been many half-dollar play machines pre-
sented aside from automatic payout slots, consoles, etc. For example, photo
and hand writing analysis as well as some fortune telling machines featuring
half-dollar chutes. Vending machines accepting half-dollars and making change
are well known to all. Today, lottery ticket dispensers feature half-dollar
chutes. Juke Boxes feature 2 and 4 quarter plus dollar bill action. One well
known phono manufacturer suggested "1-Play 2-Bits" and ")-Plays 50¢". Large
arcade type machines as well as video games and pinballs feature double 25¢
chutes in an effort to capture 50¢ play.
As far as every operator is concerned, games and mus!c at 50¢ play are most
welcome, indeed. But just to label a machine "50¢ Play", unless it's a money
payout, isn't the most feasible or effective labeling. OJ course there are today
and will be in the future equipment that can command 50¢ play, such as the photo
and analysis machines. What can also come into being could be such overwhelming
inflation that phonos would be forced to step up to "1-Play 25¢" and "3-Plays 50¢".
ElimiDAting conjecture, it does seem the day is fast approaching when some unique
method of 50¢ play may become recognized as part and parcel of profitable opera-
tion.
What do you think? Write now to: Marketplace, 185 N. Wabash, Chicago 60601.
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