Exhibitors Herald (1927)

Page scan 000299 from Exhibitors Herald

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
000299
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:
July 25, 2024
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April 2, 1927 EXHIBITORS HERALD 55 “What the Picture Did For Me'* VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR Copyright, 1926 This is the original exhibitors* reports department, established October 14, 1916. Beware of cheap, misleading imitations. *‘What the Picture Did for Me” is the one genuine source of exhibitor-written box office information. Address: “What the Picture Did for Me,” EXHIBITORS HERALD, 407 South Dearborn Street, Chicago, III. Associated Exhibitors THE EARTH WOMAN: Mary Alden— Good acting, good photography. No big thing, but held interest of patrons ; however, we received no comments favorable or otherwise. Six reels. — Giacoma Bros., Crystal theatre. Tombstone, Ariz. — General patronage. THE CALL OF THE WILDERNESS: Special cast — ^March 8-9. Fair dog picture. Five reels. — Wm. E. Tragsdorf, Trags theatre. Neillsville, Wis. — Small town patronage. THE PINCH HITTER: Charles Ray— Good program picture. — L. M. Jones, Arcadia theatre, Vandergrift. Pa. — General patronage. BETWEEN DANGERS: Buddy Roosevelt — March 4. A good Western, much better than tho average. Five reels. — E. A. Armistead, Lyric theatre, Easley, S. C. — General patronage. Columbia THE TRUTHFUL SEX: Special cast— 98%. February 27. A very good program picture, nothing outstanding about it, but very entertaining. Seven reels. — Homer P. Morley, Princess theatre, Buchanan, Mich. — Small town patronage. SWEET ROSIE O’GRADY: Shirley MasonMarch 7-8. A good clean comedy drama. Business a little better than usual due to the fact that we advertised it as just a clean, pleasing program and not as a $2.00 Broadway hit. They are wise to these kind that are called Broadway hits, and so are we from now on. Good for any day. Six reels. — G. Carey, Strand theatre, Paris, Ark. — General patronage. F. B. 0. HER FATHER SAID NO: Mary Brian— 80%. February 20. Witwer’s clever story made into an equally clever picture. Mary Brian charming and Dennis O’Shea should be moved up a few notches for exceptionally good work opposite Miss Brian. Seven reels. — P. G. Estee, S. T. theatre, Parker, S. D. — Small town patronage. HER FATHER SAID NO: Mary Brian — A good Sunday picture that will please everybody. Everyone in the cast was very good. Not very good poster. — S. Vermes, Eclair theatre, Cleveland, Ohio. — General patronage. THE GORILLA HUNT: Special cast— 90%. March 12. Splendid box office. Five reels. — Jack Van Epps, The Fort Lee theatre. Fort Lee, N. J. — General patronage. THE GORILLA HUNT: Special cast — This picture proved quite a surprise for us. Most interesting African hunt pictures ever produced. Posters very good. — S. Vermes, Eclair theatre, Cleveland, Ohio. — General patronage. HER HONOR THE GOVERNOR: Pauline Frederick— 56%. March 5. This is a very well presented play. Good theme, strong cast, and holds interest all the way. Not a big story, but good entertainment. Seven reels. — G. S. Kennedy, Community House theatre. Greenwood, Ind. — General patronage. HER HONOR THE GOVERNOR: Pauline Frederick— 60%. Seven reels. — ^Jack Van Epps, The Fort Lee theatre. Fort Lee, N. J. — General patronage. HOMESTRUCK: Viola Dana— 40%. March 15. Just an average program feature that didn’t draw any too well. Six reels. — E. M. Biddle, Editor’s Note Percentage ratings given by exhibitors in reports to this department are obtained in the following manner: Average daily gross of picture reported is divided by average daily gross of picture holding house record to determine relative box office value in terms of percentage. EXAMPLE: $75 (average daily gross of picture reported) divided by $100 (average daily gross of picture holding house record) equals .75 (percentage rating given picture in report) . When a picture has received percentage ratings in 10 reports it is entered in THE BOX OFFICE TICKER with its current gross average indicating relative attraction values of pictures listed therein. THE BOX OFFICE TICKER appears this week on page 37. Strand theatre, Paoli, Ind. — Small town patronage. HOME STRUCK: Viola Dana— Viola Dana proved to us in this picture that she surely can act. Good dancing scenes. Very entertaining story. Well pleased everybody. — S. Vermes, Eclair theatre, Cleveland, Ohio. — General patronage. SIR LUMBERJACK: Lefty Flynn— 50%. Feb. 4-5. Comedy and thrills make this one of Lefty’s best. Pleased 100% and went over fine. Lefty is a big favorite here. Why this went down to 50% is a puzzle to us. Five reels. — Geo. Khattar, Khattar’s theatre, Sydney, N. S., Canada. — General patronage. THE WHITE RIDER: Yakima Canutt— 100%. Jan. 21-22. Played this with Dempsey vs. 'Tunney fight pictures and had great crowds. Feature is nothing extra ; would advise you to play it on a double bill. Five reels. — Geo. Khattar. Khattar’s theatre, Sydney, N. S., Canada. — General patronage. THE COLLEGE BOOB: Lefty Flynn— 15%. March 2. A 100% picture. Something a little different from our Wednesday program, but the small crowd who saw it praised it. If your patrons like football, give them this one by all means. A country boy who goes to college and his classmates try to make a boob out of him. They soon find out that he is no boob, can play football, and, Boy, some fighter! Print in good condition. Six reels. — -J. S. Landry, Columbia theatre, Morganza, La. — Small town patronage. WILD TO GO: Tom Tyler— 30%. March 9. Like all his others, very good Western. ’Tyler and his pals very popular here. Print in very bad condition, from New Orleans exchange. However, it is not often that we get a bad one from this exchange, so we will overlook this one. Six reels. — J. S. Landry, Columbia theatre, Morganza. La. — ^Small town patronage. PARISIAN NIGHTS: Elaine Hammerstein — 15%. March 11. A good program picture. Above the average. — Bert Silver, Silver Family theatre, Greenville, Mich. — General patronage. THE MAN RUSTLER: Bob Custer— 70%. Bkinny that “Man Rustler” paid and “That’s My Baby” didn’t, but facts are facts. The play is O. K.. however. — Philip Rand, Rex theatre, Salmon, Idaho. — ^General patronage. KEEPER OF THE BEES: Special cast— 75%. March 4-5. This picture is great. Will be glad when the next one comes. Seven reels. — L. H. Bridgham, Strand theatre, Oakland, Maine. — General patronage. THE TWO GUN MAN: Fred Thomson— 5%. This is real moon-kist lemon. How long do the directors think they can fool the public with such impossible bunk? Thomson looks into pupil of villain’s eye and perceives man getting ready to shoot him. He then shoots over his shoulder into the barrel of the other’s gun, caiKsing the other’s gun to backfire. A patron entering at this time inquired if the comedy was being shown. Fred, you’d better stick to something that can happen. Six reels. — Frank Nicosia, Chili theatre, Rochester, N. Y. — General patronage. DON MIKE: Fred 'Thomson — Good program picture, although Thomson does not have drawing power he once had here. Why not give the horse more to do? That is what a great many come for. — ^R. K. Lattin, Strand theatre, Valparaiso, Nebr. — General patronage. DON MIKE: Fred Thomson — 90%. March 18. ’This program certainly pleased. Was run by the Parent Teachers’ Association and some of its members were a little afraid of it, owing to it being of a Western type but, after shown, every member is sure a Thomson booster and they want us to promise them some of his future releases. The program not only was fine but made good money for the association. Six reels. — C. H. Thompson, O. H. theatre, Plattsburg, Mo. — General patronage. KOSHER KITTY KELLY: Special castSplendid box office. Six reels. — Jack Van Epps, The Fort Lee theatre. Fort Lee, N. J. — General patronage. LADDIE: John Bowers — March 16-17. ’This picture is very good and every exhibitor should run it, as it pleased all who saw it. We did not make as much on it as the other Stratton Porter stories, but no fault of the picture. We had a hard storm the first night and rain the next, so the weather was against us. — Mrs. Frank Ober, Boynton theatre, Boynton, Okla. — General patronage. BORN TO BATTLE: Tom ’Tyler— March 8. Good. Everyone liked this. It’s hard to tell which was the most popular, the boy, the dog or Tom. — Mrs. Frank Ober, Boynton theatre, Boynton, Okla. — General patronage. LONE HAND SAUNDERS: Fred ThomsonVery good program picture. Where they like Westerns, Fred will make you money. Six reels. — ^Homan & Hoxmeier, Opera House, Alton, la. — General patronage.