Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
000147
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 26, 1927 EXHIBITORS HERALD 11 SHORT TALKS ON SHORT FEATURES The Winning Combination Advertising will not put over mediocre pictures any more than it will put over a poor cake of soap or a poor can of soup. The first requisite for a successful advertising campaign is a quality product. But every retail dealer in the land knows that a product of real merit, backed up by extensive advertising, is his best seller. And this is just as true of motion pictures as of anything else. Highest merit, supported by service and advertising, makes Educational Pictures your “best sellers” among short features. They have long been recognized as the dominant quality leaders in their field. And they were the first short features to be advertised nationally to your patrons — in fact, the only short features that have had consistent magazine advertising. Educational Pictures have been making new friends and extra profit for a steadily increasing number of exhibitors for seven years — there are 13,000 theatres showing them now. And they are the short features you can depend on most confidently for continued quality, service, advertising support, and box-office profit, next season. EDUCATIONAL FILM EXCHANGES, INC. President Member, Motion Picture Producers and Distributors of America, Inc. + . ♦ WILL H. HAYS, President