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 #:
00072
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 22 National Tie-Up and Exploitation Section Exhibitors Trade Review Clothes Make The Pirate Tie-Ups Get The Cash LAUNDRIES AND MODERN MACHINERY Sweet and sad ! Isn't she ? Dorothy Gish makes a pretty laundress but she'd look much happier if she had modern laundry machinery at her disposal. Modern washing machines, ironers, etc. Make local tie-ups with the laundries or hardware and electrical stores which feature labor-saving laundry devices. Use the above still on a series of window cards, calling attention to "CLOTHES MAKE THE PIRATE" — and others rebellious — when they wash the old-fashioned way. IN all your tie-ups, when effected, do not forget to stress the name of the picture, "CLOTHES MAKE THE PIRATE." In all printed matter, in window cards, in throwaways, in placards, get the name over big. The greatest natural tie-up with this title is clothes. One of the country's greatest clothiers, Goodman & Suss, of New York, are daffy on motion picture window-card tie-ups on their clothing — the famous GG-G brand of clothing. Secure space in the windows of every men's furnishing store, clothing or department store, handling this line and send in your request for a special window display material. You can do the rest with your own handmade cards and stills of Leon Enrol in fancy costumes. LAUNDRY DRIERS This still of Dorothy Gish hanging clothes in the back yard in "Clothes Make the Pirate," also lends itself to a tie-up with laundries and labor-saving laundry driers. Word your window card for laundries to say that "even pirates won't worry about their clothes, if handled through the Star Laundry, for they won't blow away. In windows of stores handling modern laundry dryers, have samples of the dryers in the windows, with stills like this one to accompany them. Sniff and Snuff! FAWNCY that ! Our spic and span dandy, played by Leon Errol is a lover of snuff. And quite the vogue too ! But not so much nowadays. Still, every cigar and cigarette store in town won't mind advertising their brands of snuff — or other smokes. Fix up your window cards with this still. Send in a request for window display material on the brand of snuff carried by the dealer or Garcia Grande Cigars, carried by all dealers. We'll send them to you for an effective tie-up. Offer halfprice tickets to all smokers buying at each particular store, to come and see the picture, after making a purchase. Coaches or Fords? AH, for the good old days of colonial coaches and carriages. Yes, those days are gone, but the day of the Ford is here! Two possibilities present themselves. Get in touch with every local Ford dealer and get him to feature stills from the picture, and particularly this one shown here, together with appropriately worded window-cards. Emphasize that "Clothes Make the Pirate," and "A car makes the man." A necessity which no one can be without. The other possibility is that of advertising for old and broken-down automobile or carriage coaches, stationed in front of your house.