Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
00091
Language:
English
Collection:
Early Cinema and Hollywood Studio System
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 25 Won’t bum out C-H Dimmer Plate Bases are made of one solid block of insulating material — soapstone, which will not deteriorate from the severe temperature changes to which all dimmers are subjected. The resistor wire lays on soapstone — grounding is impossible. Bases which won*t burn out are only one of many outstanding features of C’H**Sim^Jlicity” Dimmers, Shall we mail your copy of illumination Control for the Modern Theater,** which fully explains all features? The Liberty Theater, Olym^ pia,JVash. Lighting effects produced by C-H Dimmers, For the neighborhood theater, C-H** Simplicity** Dimmersf mean increased and steady patronage. Ask the management ofihe Parkway Theater, Milwaukee, fVis, C-H ** Simplicity** Dimmers help maintain steady box office receipts at the Milwaukee Theater, Milwaukee, IVis. Why should they choose your theater? You offer good programs, no doubt. So do your competitors. How, then, can you hope to surpass them by means of picture selection alone ? People prefer the theater where they see good films presented better. Beautiful lighting effects add enchantment to any picture — create a restful, care-erasing atmosphere which assures steady patronage. Regardless of decorative scheme or seating capacity, C-H “Simplicity” Dimmers are adaptable to your theater. Ask your electrical contractor or architect how easily they are installed. Write for your copy of the Booklet “Illumination Control for theM.odern Theater.” It points your ujay to bigger, steadier box office receipts The CUTLER-HAMMER Mfg. Co. Pioneer Manufacturers of Electric Control Apparatus 1 2 3 7 St. Paul Avenue MILWAUKEE, WISCONSIN A constantly growing number of theaters in small cities are utilizing the pulling power of C-H Dimmers. The Rowland Theater of Phtllipsburg, Pa,, is an example. CUTLER^HAMMER VoT^ect Illurntnatiori Control Jot the 'Modern ^Theater