Exhibitor's Trade Review (Jun-Aug 1922)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Jun-Aug 1922
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Jun-Aug 1922)
Leaf #:
000648
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
In late-1916, Exhibitor's Trade Review entered a crowded market of weekly motion picture trade publications that already included the Moving Picture World, Motion Picture News, Exhibitor's Herald, and Motography, along with theatre and vaudeville-oriented papers that covered film, such as Variety, the Billboard, and the New York Clipper. To gain market share and differentiate itself from competitors, Exhibitor's Trade Review pursued a variety of tactics -- some constructive (gathering allies among exhibitor organizations), others destructive (smearing the reputations of competing trade papers and certain film companies that refused to buy advertising). Despite the behind-the-scenes controversies, though, Exhibitor's Trade Review appears to have, in the words of Alan Gevinson, 'established itself legitimately in its role as advisor to and fighter for the independent exhibitor.' All the issues that mattered to independent exhibitors were covered, including censorship, taxes, distributor contracts, piano accompaniment, and, of course, the films. In 1926, Exhibitor's Trade Review ceased weekly publication and only offered the daily service, Exhibitor's Daily, which was acquired a few years later by Martin Quigley as he attempted to consolidate the industry's trade papers under his control. -- Eric Hoyt, 2014
Date Added:
September 21, 2023
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614 EXHIBITORS TRADE REVIEW Volume 12. Number 8 Exploitation. — Newspaper advertising, street car posters and lobby display. Short Subjects. — Christie Comedy, Fox News Reels, Education News Reels. MERRILL "LOVE NEVER DIES," Lloyd Hughes and Madge Bellamy. Fair business. Stars not very well known in this section, although picture was given favorable mention by press. Short Subjects. — International News Reels, Tony Sarg's Almanac, Educational News Reels and two-reel Century Comedy. PALACE "GAY AND DEVILISH," Doris May (F. B. 0.). Picture liked by audiences and given favorable criticisms by local press. Good summer picture. SAXE'S RIALTO "THE FACE BETWEEN," Bert Lytell (Metro). Fair business. Picture given the razz by newspaper critics. Short Subjects.— "The Studio Rube," a two-reel Vitagraph comedy; Selznick News Reels and fashion hints. SAXE'S STRAND "SONNY," Richard Barthelmess (First National). Excellent business. Star loved by all who have seen him. Exploitation. — Lobby display, street car posters and attractive advertising. Short Subjects. — First National Kinograms and Sketchograms and Topics of the Day. TOY "THE SAFETY CURTAIN," Norma Talmadge and Eugene O'Brien (Selznick). An early release given praise by local press. Short Subjects. — A Snub Pollard comedy and International News Reels. NORFOLK, VA. GRANBY "TURN TO THE RIGHT," All Star (Metro). A whole week to very big business, with the added attraction of Charles Chaplin in "Pay Day." WELLS "THE PRIMITIVE LOVER," Constance Talmadge (First National). A week to very good business with strong opposition. STRAND "KISSES," Alice Lake (Metro). Very fair business on a three-day run. OKLAHOMA CITY, OKLA. CAPITOL "ACROSS THE CONTINENT," Wallace Reid (Paramount). Picture enjoyed; pleased big business. Short Subjects. — St. John comedy, "Ship Ahoy"; Kinograms. CRITERION "REPORTED MISSING," Owen Moore (Selznick). Picture fine, as was also the business. RIALTO "SCHOOL DAYS," Wesley Barry (Warner Bros.). Although here for the second time, the picture enjoyed splendid business. EMPRESS "WATCH YOUR STEP," Cullen Landis (Goldwyn). Picture enjoyed; pleased good business. RICHMOND, VA. BIJOU "A CONNECTICUT YANKEE IN KING ARTHUR'S COURT," All' Star (Fox). A three-day run only was given this to fair business. "THE QUEEN OF SHEBA," Betty Blythe (Fox). Three days to big business. COLONIAL "KISSES," Alice Lake (Metro). Three days to good business. BROADWAY "MY OLD KENTUCKY HOME," All Star (American Releasing). Three days to fair business. SCRANTON, PA. STRAND "ACROSS THE CONTINENT," Wallace Reid (Paramount). Would get a better reception if things were back to normalcy. Mine strike in thirteenth week and three sets of railroad staffs on sti-ike, starting this week. Naturally business was affected. Picture good, one that measures up to Reid standards, interesting and well told. NEW STATE "WOMAN'S PLACE," Constance Talmadge (First National). Made some impression with management raising the question as to whether woman should be at home or at the polls. Star popular and that helped. Prevailing business conditions poor. POLI "GAY AND DEVILISH," Doris May (F. B. 0.). Fair attendance in midst of coal and rail strikes, which have city hy throat and which are making their pinch felt in most homes as well as in business places. REGENT "THE FIGHTING STREAK," Tom Mix (Fox). Not half bad considering industrial situation in coal and railroad fields. Business almost normal, showing this rough and ready star can drag 'em in, if the people have any spare change to spend on amusement. SEATTLE, WASH. STRAND "THE WOMAN WHO WALKED ALONE," Dorothy Dalton (Paramount). Patronage well sustained. Good business. Exploitation. — Billboards, newspaper advertising, window cards, solid lobby trim blue and organge, panel cut-outs, illuminated frames, very attractive. Short Subjects.— "Cold Feet," Christie Comedy, Kinograms. LIBERTY "SONNY," Richard Barthelmess (First National). Attendance excellent. Star popular. Exploitation. — Newspaper advertising, window cards, billboards and lobby. Short Subjects. — Liberty News, Pathe scenic, "Light Showers" comedy. COLISEUM "THE CROSSROADS OF NEW YORK," All Star (First National). Excellent business. Exploitation. — Regular newspaper pace, billboards and window cards, lobby cards. Short Subjects.— "Days of Old," Snub Pollard comedy, Pathe News, Kinograms, Topics of the Day. COLUMBIA "THE BLACK BAG," Herbert Rawlinson (Universal). Better than average patronage. Exploitation. — Newspaper advertising, lobby trim very eflFective with black panels and white cut-outs. Man with black bag appearing in business district, with prizes for first to accost him as such. Afterward stationed in lobby. Short Subjects. — "Some Class" with Brownie, Screen Snapshots, International News. BLUE MOUSE "QUEEN OF SHEBA," Betty Blythe (Fox). Popular return, playing to excellent business. Attractive lobby with illuminated frames, good newspaper advertising. PALACE HIP "THE SPITFIRE," Texas Guinan, who is also appearing in person with her company of five. "Female Bill Hart" drew heavy crowds. WINTER GARDEN "THE SHEIK OF ARABY," H. B. Warner. Put on with attractive prologue. Played to excellent business. Short Subjects. — International News, Marion Hamilton in artistic dance interpretations. ST. LOUIS, MO. NEJV GRAND CENTRAL, WEST END LYRIC AND LYRIC SKYDOME "THE SILENT CALL," All Star (First National). Attendance at both theatres and Skydome, despite very hot weather, registered good during the run of this picture. Local papers praised highly the remarkable dog that takes the principal role and no doubt this helped greatly to draw. Attendance at Skydome seemed to be a bit above the average. Short Subjects. — News and Views, Topics and Comedy. Exploitation. — Advance trailers on the screen run on feature. Lots of paper out in advance and all copy carried line, "Sensational run of 18 weeks in Los Angeles." MISSOURI "THE WOMAN WHO WALKED ALONE," Dorothy Dalton (Paramount). Star never fails to draw a nice attendance in this town regardless of heat or any kind of inclement weather. Matinees did not register so good, but the night attendance well made up for the afternoon slack. Short Subjects. — "Toonerville Trolley Comedy," News and Views. Exploitation. — Usual newspaper space. COLUMBIA "SECOND-HAND ROSE," Gladys Walton (Universal). Vaudeville is found in this house also, but the picture was well liked by the audience and received big: laughs on its funny situations. m