Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Nov 1925 - Feb 1926
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Nov 1925-Feb 1926)
Leaf #:
00042
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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Page 36 Exhibitors Trade Review "Lightnin" Strikes Vancouver LIBERTY THEATRE RAILROAD JOY LINE Form C 7 reels 1925 GOOD FOR ONE ( 1 ) PASSAGE Aug. A1 PORTLAND TO NEW YORK with stop-over privileges,** taxi fares, cover charges and all incidentals nerfciinins to Sept. Oct. Nov. Poo. NIGHT LIFE OF NEW YORK LIBERTY THEATRE PORTLAND TO GRAND CENTRAL STATION LIBERTY THEATRE GOOD FOR SUITE ROOM AND BATH HOTEL JENSEN (Does not include flirtation privileges with hotel telephone operators) LIBERTY THEATRE ADMIT TWO (2) TO GOOD TABLE NOBLE CLUB if they can get in LIBERTY THEATRE GOOD FOR A LOOK-IN at the followingNight Clubs CIRO'S ROSELAND MIRADOR TROCADERO LIDO PLAZA HOTEL RICHMAN CRILLON LIBERTY THEATRE THIS STUB with $190.00 will purchase oh TAXI CAB and a BARREL of EXCITEMENT to follow LIBERTY THEATRE Present THIS CHECK to Captain ol PORTLAND POLICE STATION PRECINCT 31 and see what it gets you I LIBERTY THEATRE For a coinr lete idea of the thrilliugest, fastest, most amazing and most entertaining view of the REAL NIGHT LIFE OF NEW YORK SEE THE PICTURE HERE STARTING SATURDAY AUGUST I -Allan Dwan's Great Jazz Epic of the Great White Way with Rod La Rocqne, Dorothy Gish, Ernest Torrence, and George Haekthorn. Bv Edgar Selwyn. Screen play by Paul Seikofitlll. A PARAMOUNT PICTUflE Effective Throwaway rpHIS long strip above is nothing other than an unusual throwaway that worked wonders in the advertising of the run of Paramount's "Night Life in New York" at the Liberty Theatre, Portland, Ore. Paul Noble, manager of that house is the person who originated the novelty. And he says it is only one of the many that he employed to make this picture one of the best sellers of the year. Orthodox Ideas of Long Standing Shattered When "Lightnin" Exploiteer Hits Town T IGHTNIN' " struck Vancouver, British Columbia, last week and when the casualties were recapitulated, it was found that some very firmly established Vancouver customs had suffered a terrific jarring from their fastenings. For one thing, it has been considered as much as an exploitation man's life was worth, to dare suggest to a Vancouver newspaperman that he get together with a theatre on a cooperative page of advertising. It just simply isn't being done by your best Vancouver newspapermen, you know. However, exploitation men are trained to venture where angels fear to tread, so the Vancouver Sun was made * to forget its conservatism long enough to let the principal Vancouver merchants get together on a friendly page, with every merchant's ad bearing the word "Lightnin' " in heavy caps. Theatrical contests are another commodity that are anathema to the esteemed Sun. However, as they fell for the cooperative page, and as one good turn, etc., pronto — and it was done. Accordingly a page of the Sun blossomed forth for several days thereafter, with a collection of the most egregious and outlandish lies that ever issued from the lip of man. It was the "Lightnin' " Liar's Contest, and it proved almost as big an exploitational bomb-shell for the picture as did the cooperative page. Moreover, A. H. Gates, the Circulation Manager of the Sun, paid this unique contest the tribute of — as he expressed it — "being an excellent circulation builder." Other unorthodox stunts perpetrated in Vancouver were an elaborate window tie-up staged in the display windows of the Vancouver Hotel. Also a Corona Typewriter tie-up at their sales shop, in which the "Lightnin' " qualities of Coronas were so forcibly visualized that Mr. Les Dawson, the manager, claimed he sold a machine five minutes after the display was put in. Mr. Dawson quite naturally referred to this instance of quick merchandising as a sale that was made by "Lightnin'." The Canadian Pacific Telegraph Company also worked like "Lightnin' " multigraphing 15,000 of their telegraph blanks, and had them delivered by messenger boys to a select list, in the same fashion. Topnotch Feature* on Thi» Remarkable Bil TKi* It the Place to Come Today! CHARLESTON DANCERS Watch them go! Like drum sticks on a drum. Whoop la! Grace and rhythm! Dixie's dashing, prancing exercise done right! DOUGLAS MACLEAN A3aHHBKre\ george M.Cohan's '/ZJ UlfBI •Lift bit CJER Doug MtcLem, J Ihe Lcv.hlc Lock J Keys In Baidpri If you «*• The Iron Hone." you'll (cream at WINELAND, DWto Half page (4 col.) ad appearing in the Seattle Times, showing prominence of space for Educational's "The Iron Mule." Fifty Fifty On The Newspaper Ad A WEEK or so ago the Coliseum Theatre, Seattle, Washington, had a corking good program. It would have sold without much advertising, no doubt. But it probably would not have sold as big as it did after the management decided to pull off an unusual ad. Paramount's "Seven Keys to Baldpate" was the feature. That shared 10 inches, four columns in the Seattle Times with the music and divertisements. The lower 10 inches were given over exclusively to a two reel Educational comedy, "The Iron Mule". Did the advertisement pull. I'll say it did, and so will the house manager. Just because the management thought enough of the short to advertise it the way he did, the audience expected something good,