Exhibitor's Trade Review (Jun-Aug 1923)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Jun-Aug 1923
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Jun-Aug 1923)
Leaf #:
000323
Language:
English
Collection:
Hollywood Studio System and Early Cinema
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
In late-1916, Exhibitor's Trade Review entered a crowded market of weekly motion picture trade publications that already included the Moving Picture World, Motion Picture News, Exhibitor's Herald, and Motography, along with theatre and vaudeville-oriented papers that covered film, such as Variety, the Billboard, and the New York Clipper. To gain market share and differentiate itself from competitors, Exhibitor's Trade Review pursued a variety of tactics -- some constructive (gathering allies among exhibitor organizations), others destructive (smearing the reputations of competing trade papers and certain film companies that refused to buy advertising). Despite the behind-the-scenes controversies, though, Exhibitor's Trade Review appears to have, in the words of Alan Gevinson, 'established itself legitimately in its role as advisor to and fighter for the independent exhibitor.' All the issues that mattered to independent exhibitors were covered, including censorship, taxes, distributor contracts, piano accompaniment, and, of course, the films. In 1926, Exhibitor's Trade Review ceased weekly publication and only offered the daily service, Exhibitor's Daily, which was acquired a few years later by Martin Quigley as he attempted to consolidate the industry's trade papers under his control. -- Eric Hoyt, 2014
Date Added:
September 21, 2023
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July 14, 1923 EXHIBITORS TRADE REVIEW 301 HllCilTY LAK A ROSE" j Display for First National's "Mighty Lak' a Rose" at the Strand Theatre, Cincinnati. The checkered border design for title and poster panels fits into the scheme of the house as well or perhaps better than a floral motif. More echoes of New York's Silver Jubilee. The gilded coach in which Arline Booth drove in the parade. It did not overlook the fact that people wou'd be looking on and therefore carried a card announcing Marion Davies in "Little Old New York." Miss Booth plays a role in the Cosmopolitan production of the stage play. When Mrs. Martin Johnson posed with a native African lady in a scene tellingly contrasting the hose worn by the two different types, she blessed the exploitation men. Here is a "Holeproof Hosiery" tie-up in the window of a Hutchinson. Kansas, store which featured the showing of Metro's "Trailing African Wild Animals." The co-operative newspaper spread obtained by the Hippodrome Theatre, Gloversville, N. Y., for the presentation of the Warner Brothers screen version of "Brass." Manager Charles F. McManus of the Colonial Theatre, Tacoma, gave a public demonstration of motion picture projection in a store window as a special exploitation stunt for Goldwyn's "The Christian." A small screen was banked with palms and flowers and a machine projected scenes from the films. Various operations in the performance were illuminated by the showing of explanatory cards. It looks as though the McManus stunt had an appeal.