Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
00071
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 5 it isn*t what you pay — it*s — — what you get for your money! What a Saving in Current! “The month following the installation of Perfection Arcs, our power bill at the Venus Theatre dropped from $35.00 to $9.00 the light company wanted to know if we had shut down part of the month.” S. Bauer, Venus Theatre, Milwaukee, Wis. You buy a Low Intensity Reflecting Arc Lamp because you are convinced it makes possible a much better picture on your screen. You are therefore confronted with the problem of getting the best dollar for dollar veJue attainable. The “PERFECTION” Low Intensity Reflecting Arc Lamp priced at $195.00 is the best “dollar for dollar” value on the market today. You can convince yourself in your own projection booth under our “Ninety Days’ Trial — Money Back” guarantee. The “PERFECTION” is just “Rugged” enough to stand up day in and day out doing everything a low-intensity arc lamp should do, and “Massive ’’ enough to last a lifetime — ^but you don’t have to rebuild your projection booth to support it. Low Intensity Reflecting *195 '"‘ Arc Lamp *195 "^ IN OUR HOME TOWN we’re up against five other lamp companies getting $300 and up per copy and sold by grizzly old veterans in the Equipment Game AND THE SCORE to date stands : PERFECTIONS ANYTHING ELSE BUT— 58 20 IT ISN’T THAT Milwaukee Exhibitors can’t afford the top-priced product — But They’ve Seen “PERFECTIONS” Work! PERFECTION ARC COMPANY 738 37tii SL Milwaukee, Wis. You don’t have to pay more than $ 1 95.00 for a reflecting arc lamp that will meet your every requirement! FILL OUT COUPON NOW^ and make us prove IT! I Perfection Arc Co. I 738 37th St. I Milwaukee, Wis. I Taking advantage of your “Ninety Days Trial — Money Back’’ guar. antee, I, attach hereto my check for $195. Please ship at once, subI ject to the trial offered above. If you wish more information conI cerning “Perfections” place a check in this square. □ I Theatre I I City ...State.... I Base castings, rheostats and stereo included I tree to mail order customers ■ Reference: Liberty State Bank of Mihvaukee, Bradstreet’s, Bnn’s. J 1 I I I I I I I I I I I