Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

Record Details:

Title:
Exhibitors Herald and Moving Picture World
Date:
Oct-Dec 1928
Author:
Quigley Publishing Company
Publisher:
Chicago, Quigley Publishing Company
Volume:
Exhibitors Herald and Moving Picture World (Oct-Dec 1928)
Leaf #:
000249
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Media History Digital Library
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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October 27, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 37 Advertising, Exploiting Sound Trailer Copy ATTACHED, herewith, are sample trailers > giving you an idea of the advance screen copy which can be used to advertise the coming of the various types of synchronized pictures, and in addition to that we have included a sample of the type of trailer which should be utilized to generally announce the inaugural of the Sight-Sound policy. When you "use the latter you can add to it exceprts from the other trailers which will designate the particular kind of Sound attractions which will form vour opening program. And along the same lines, when you have a program to advertise which includes more than one ot the five different categories of sound, you must use that material from the different trailers attached which will cover and include the different kind of attractions you have. These trailers are intended to be the main trailers for use a week or two in advance of the actual opening. In addition to these, you should use on your screen for at least four weeks before, a series of introductory and teaser short trailers, the phraseology for which can be found in the trailers attached and in the pages of catchlines attached Reference should also be made to all ads and catchlines herewith for additional trailer material. For usage in announcing the inauguration of a Sight-Sound policy at your theatre, as follows: BARNUM HIMSELF NEVER ANNOUNCED ANYTHING BIGGER THAN ... . this epochal event in the entertainment history ot (your city or town). ... the realization of the age-old dream of motion S^MO&ET ONE* ! TALKING NEWS-WEEKLY : WARNER BROTHERS MARVEL VITAPHONE PRODUCTIONS (or whatever synchronization yon will hare) will be yours as a regular part of the entertainment offered here starting (date). This contribution of science endows motion pictures with SPEECH . . . affords wonderful musical settings . . . brings world-renowned artists (or yon . to SEE and HEAR ... in a perfect wedding of bOL>D and SIGHT 1 . ,. Yoe HEAR and SEE all; the motion picture world on parade ... the world in action passes in review ... in triumphal scenes that you HEAR! HEAR. SFF ' SEE1 You 'will find in the FOX MOVIETONE TALKING NEWS WEEKLY and WARNER BROTHER^ % ITAPHONE PRODUCTIONS (or whatever you 11 have) the Aladdin's lamp of Modern Entertainment programs . . THE LAST WORD IN MOTION PICTURES THAT SPEAK AND SING 1 This type of copy for usage in introducing Movietone or Vitaphone in your town when your first production has dialogue partly employed, such as Fox's "Air Circus," Warner Bros. "Caught in the Fog." On. -(date) 1 The Treat of Treats! The The 'a (theatre FIRST Hit of Hits ! TALKING PICTURE! The (theatre) "Goes Talkie" with that next show. The whole city has been waiting for this moment. It will be the Theatre s first word and the city's last WORD in TALKING PICTURES ! Our FIRST TALKING PICTURE will be "CAUGHT IN THE FOG." Warner Bros." scientifically-perfected Vitaphone Production. . . You'll HEAR and SEE it! You'll HEAR CONRAD NAGEL . . . May McAvoy . . . and Mack Swain ... in an all-«peaking cast. . . You'll SEE and HEAR a superb comedydrama aboard a Florida house-boat. It will be the big thrill in TALKING PICTURE HISTORY because the Theatre's TALKING EQUIPMENT is just the best there is to be had. DONT MISS THIS POWERFUL . . . DYNAMIC DRAMA IN DIALOGUE! THIS "TALKIE" INAUGURAL THAT WILL BE TOWN TALK! at the (theatre) (date) . . . frcm now on the Eye-land . . . Ear-land of Enchanted Entertainment ! Here you have trailer copy for usage in advertising pictures employing Sound effects such as "Wings," which has no dialogue. The Theatre. "The Home of Big Pictures" has arrived 1 Has come into its own ! With the finest SlGHT-SOUND policy in America. We're proad la announce that our next attraction will be Paramount' j mighty spectacle of the air WINGS . . . ONE PICTURE THAT REQUIRES NO This is the fourth of a series of articles on advertising and exploiting the sound picture, prepared originally by Jeff Lazarus and the advertising staff of West Coast Theatres. This article gives you many fine catch lines and slogans for sound pictures. ESPECIAL COMMENDATION! The whole country knows about its amazing story ... its recordsmashing runs ... its brilliant cast . . . Clara Bow . . . Richard Arlen . . . Jobyna Ralston . . . Buddy Rogers and Gary Cooper . . . and above all its air spectacle . . . tremendous thrills . . . romance and climaxes. (Here if possible, run pictorial footage.) You will SEE and HEAR "WINGS" at the soon . . . Presented with synchronized Sound effects that bring you the roax of motors . . . the put-putput of machine guns . . . the anguished cries of stricken pilots . . . the terrifying crash of cracked-up planes . . . All this . . . and more . . . that keeps you atop your 6eat . . . your blood tingling and heart thumping ! (To be used if you also have News or Shorts) And all this with SOUND EFFECTS . . . and always . . . sparkling SIGHT-SOUND NOVELTIES including the FOX MOVIETONE TALKING WEEKLY. (If you present "Wings" at popular prices give that fact one frame here.) This type of trailer is for your use in advance of pictures employing SOLMD effects such as Paramount's "Warming Up," with Richard Dix, which has no dialogue. DIX in "WARMING UP." It's a wonderful . . . wonderful romance ... si great comedy drama . . . with a World's Series baseball climax that will tear your hair and your hearts. And ladies and gentlemen: YOU'LL HEAR TTI You eyes will live it! Your ears will love H! RICHARD DIX in "WARMING UP" in SOUND You'll HEAR a World's Series baseball game . . . the crack of the bats ... a sweetheart's cry . . . cheering . . . strike tub ! . . . jeering . . . players yelling . . . razzing . . . the sob of a girl . . . vast crowds howling . . . wild multitudes. You'll HEAR an exquisite musical score by the 75piece Paramount Theatre Orchestra of New York City. You'll HEAR and SEE it all. . . . The thrill of this magie age next (date) (theatre) RICHARD DIX in "WARMING UP" Paramount's first in SOUND. This type of trailer is for usage where SOL^D-SIGHT synchronization is employed tcith effects but without dialogue, such as Wm. Fox's "Street Angel" — "Four Sons" or "Fazil." And next week folks, the. will have Paramount's FIRST SEE ! HEAR 1 TRIUMPH ! RICHARD AND NOW! AT LAST! The Sth Wonder of the World! The thrill of thrills! The hit of all-time htis! The cinema rave of raves! DIRECT TO YOU ... in all its SIGHT-SOUND GLORY . . . "THE STREET ANGEL" or (with billing) "FOUR SONS" Hailed as the outstanding SOUND EPIC OF THE SEASON with tremendous casts . . . gloriously embellished by the massive . . . 110-piece Roxy Theatre Orchestra of New York City. And you hear marvelous singing . . . scientifically attuied to brilliantly embellish the sparkling action of the picture. . . . OUR SILENT SCREEN ISN'T SILENT ANY MORE ! YOU HEAR IT! IT SINGS! MIRACLE OF MIRACLES! THE WEDDING OF SOUND AND SIGHT IS NOW YOURS ... at this theatre. "THE STREET ANGEL" or "FOUR SONS" (with billing) is one of those two or three pictures that may justly be described as BIG . . . and BIGGER (Continued on next page)