Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
00017
Language:
English
Collection:
Hollywood Studio System and Early Cinema
Format:
Periodicals
Contributor:
The Museum of Modern Art Library, New York
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Founded in 1915 by a Chicago printing company as a regional trade paper for Midwest exhibitors. In 1916, editor Martin Quigley bought out the owners, and over the next 15 years, he grew EXHIBITORS HERALD into one of the most important national, weekly trade papers in the film business. Quigley acquired MOTOGRAPHY in 1917 and MOVING PICTURE WORLD in 1927. In 1930, he acquired MOTION PICTURE NEWS and the new 'consolidated' publication became MOTION PICTURE HERALD. From the pulpit of his editorial page, Quigley preached the need to improve the motion picture industry and improve the quality of the films. He skillfully served as a mediator in disputes -- between distributors and exhibitors, between the film industry and the Catholic Church (Quigley was one of the architects of the Production Code). Quigley claimed that EXHIBITORS HERALD represented the 'independent exhibitor' and sections like 'What the Picture Did for Me?' certainly provided a forum for theater owners. But plenty of exhibitors viewed Quigley as a servant to the studios and large theater chains. In response, publications such as SHOWMEN'S TRADE REVIEW, INDEPENDENT EXHIBITORS FILM BULLETIN, HARRISON'S REPORTS, and BOX OFFICE were either formed or grew significantly in the years following Quigley's brief moment of consolidation in 1930. -- Eric Hoyt, 2014
Date Added:
September 21, 2023
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March 19, 1927 EXHIBITORS HERALD 11 SHORT TALKS ON SHORT FEATURES — Renewals A magazine boasts of the number of subscribers who renew their subscriptions when they expire. “Renewals” in large quantities furnish the magazine one of its big arguments in selling space to advertisers. “Renewals” of contracts are a good test of any business, for they indicate satisfied customers, the best proof of a product of merit backed up by service. Educational Pictures are showing today in practically every theatre now operating that played them seven years ago, when we began national distribution. They have played these theatres every one of these seven seasons. And to this number have been added every year a large number of other theatre accounts that have in turn become “renewals.” Today they number 13,000, an impressive total. This is the greatest testimonial exhibitors could give to any company, and we are justly proud of it. We are proud also of the fact that we can look forward to the same sort of “renewals” when our splendid program of short features for 1927-1928 is announced soon. EDUCATIONAL FILM EXCHANGES, INC. President Member, Motion Picture Producers and Distributors of America, Inc. WILL H. HAYS. President