Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
000293
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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April 2, 1927 EXHIBITORS HERALD 49 HARCIBS In "The Kid Brother” euta non rotm solid weeks at kcvickcrs tbeatke. cuicago HE ROCKS THE WORLD WITH LAUGHTER | Original herald on “The Kid Brother” put out by Arthur Nelson, Lorraine theatre, Hoopeston, III., with results described in letter herewith. IN THE MAIL BAG Sells “Kid Brother” HOOPESTON, ILL. — To the Theatre: I am enclosing a few newspaper clippings on the advertisements and stunts we used in putting over “The Kid Brother.” 1. Ten thousand heralds in 15 towns. 2. Two thousand rotos in 4 towns. 3. “Kid Brother” contest in local paper. 4. Color contest in local paper. 5. Four window tie-ups. 6. Also usual amount of posters, photos and cards used in all our “get after them” campaigns. 7. Front page publicity daily for ten days prior to showing. — Arthur J. Nelson, Lorraine theatre, Hoopeston, 111. {Illustration herewith.) Exploits Vitaphone HAMMOND, IND. — To the Theatre: We did quite a little stunt work on “Don Juan” which got us a record business. Had ten girls in ten Auburn cars loaned us by the local dealers. These girls were dressed to represent the leading characters in the picture. Had a man dressed up to represent John Barrymore riding in the lead car. I used to get out an expensive house organ but found that the folks threw most of them away. Now we get out a paper like sample enclosed with songs, etc., and we have no waste and get 100% results. Exploiting “Getting Gertie’s Garter” with 5,000 pairs of garters given us for trailer advertising; each lady who attends matinees gets pair of garters. Had an Irish frolic St. Patrick’s eve — got capacity house last performance at 10 p. m. with dancing in the lobby ; have been using dance hall stumts since I took charge of the house last November 15th. Going great with no decrease in business during Lent. Fifteen thousand men out of work Doing Your Bit? Doing your bit? Writing the percentage ratings into your reports? If not, why not? See anything in “The Box Office Ticker” you don’t find valuable? Think it’s cockeyed? Try to argue with it. Reports are great stuff — details, dates, circumstances, all essential — but the COMPLETE reporter tells “What the Picture Did for Me” and that’s the information that goes into “The Box Office Ticker.” If you are interested in it, want it to include more and later pictures, DO YOUR BIT. in rail works. Going back to work April 1st. Vitaphone has brought better class of people in the house, folks coming from all small towns within 30 miles. Tried to cut stage shows during “Don Juan” but got so many letters complaining about it, I’m putting stage shows back again. — Jonas Perlberg, State theatre, Hammond, Ind. {Picture on page 48.) Hennegans for Palace Revue CINCINNATI, OHIO.— To the Theatre: Your recent articles on accessories and house organs have been exceptionally interesting to us. We think your going after in a right way the subject that has long been overlooked will sure bear fruit. In your issue of March 9 your mention of the Palace theatre’s Hamilton, Ohio, house organ interests us very much, due to the fact that we are now supplying them with our Stock program covers. We felt that you would like to look over Announcing BEHER EQUIPMENT MOVEMENT Invest in larger patronage by using modern equipment. Plan now for your requirements. Write us today for a list of the members of this Association. It includes manufacturers and dealers of known responsibility— those able to give you experienced service. THEATRE EQUIPMENT ASSOCIATION Headquarters Old Colony Building Chicago, 111. BETTER EOUIPPIENT ZSiaa!^ ncAHs pett^ business NSiSSiRg Jonas Perlberg, manager of Karzas’ State theatre, Hammond, Ind., largest theatre in the State, whose letter on the exploitation of Warner Brothers’ “Don Juan” is published in this issue. some of our program covers so that you would be acquainted with this service which is offered to exhibitors to greatly improve their house organ without going to too much expense.— John E. Hennegan, Cincinnati, Ohio. Write Him, Boys CHICAGO, ILL.— To the Theatre: I noticed some time ago an announcement in the Exhibitors Herald in regard to a list of various theatres who wish to exchange their house programs with other theatres. Due to the fact that this house has just started the program idea, we would greatly appreciate being placed on the list. Kindly send us a copy of this list so that we may get in immediate touch with them. Appreciating very much the interest Exhibitors Herald has taken in this matter and with best wishes for the best trade paper ever published for exhibitors, I am, — K. A. Butterfield, Fischer theatre. Fond Du Lac, Mis. FOR THE PICTURE DON JUAN’S 3 NIGHTS— Regent, East Liberty, Pa., gave out 5,000 souvenir photos of featured player in preceding picture, stamping backs with ad for this attraction. THE VOLGA BOATMAN— Lyric, Marion, Ind., ran bannered street car three times daily over every track in city and thrice around public square, once with school band aboard. Also stamped out-of-town newspapers sold in Marion with liner for picture.