Exhibitors Herald World (Oct-Dec 1930)

Record Details:

Title:
Exhibitors Herald World
Date:
Oct-Dec 1930
Publisher:
[Chicago, Quigley publishing company]
Volume:
Exhibitors herald world
Leaf #:
00054
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
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:
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:
November 03, 2022
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48 EXHIBITORS HERALD -WORLD October 4, 1930 A "Swing High" Circus She led the parade. The Victoria theatre, Harrisburg, Penn., centered its exploitation for Pathe's "Swing High" around the stunts of a girl aerialist. Her trapeze was above the marquee. The bareback rider further carried out the circus theme of the picture. Below is a window tieup display. The girl seated in the swing was the center of the display. Passersby were invited to guess her age, weight and height, the reward for accurate answers being theatre passes. (Story on next page.) Essays on Romance In Newspaper Plug Greta Garbo's Film Essays on romance were the basis of an exploitation contest for Greta Garbo's "Romance" at the Irwin theatre, Bloomington, 111. A newspaper helped R. W. Lawlor, manager of the theatre, sponsor the contest and stories were run on consecutive days for a week prior to the picture's opening. Photos of Miss Garbo were carried with each story. The essays were restricted to 100 words in which the paper's readers were invited to express their opinions on romance, what really constitutes great romance, personal experiences on the subject and so on. Cash prizes and show admissions were given the winners. Two thousand photos of Miss Garbo were also distributed, with numbers on the reverse side. These were handed out in the lobby with the announcement that 10 of the given numbers were to receive free tickets each day. The public library in Bloomington distributed 1,000 bookmarks made up as blotters, which suggested current romantic fiction and carried copy, playdate and name of the theatre at which "Romance" was playing. Tram Cars Carry Youth To "Disraeli" in Melbourne Seeing "Disraeli" in Melbourne, Australia, was made such a convenient thing for children that thousands of youngsters in that city came to the Capitol theatre for the picture. The "convenience" was nothing other than ordinary tram cars, provided by Roy Nelson of the Capitol to carry children to and from the house, thus eliminating dangers which might befall them in traffic. Ten cars were operated daily while the picture was shown. Was the idea a success? Well, answer that yourself. Twenty thousand children saw the picture at the Capitol. The stunt was arranged through a tieup with the department of education. School was in session at the time the film was in Melbourne and the tram cars went directly to the schools for their passengers. Photos of "Rogue Song9' Star Are Given at Aurora Edwin Lewis, manager of the Tivoli house at Aurora, 111., had 5,000 special coupons printed and distributed from house to house in connection with the showing at his theatre of "The Rogue Song," starring Lawrence Tibbett. When these were presented at either of the two Atwater Kent radio dealers in the city they entitled each woman to an autographed photo of Tibbett. Lewis also obtained numerous window displays through tieups with song dealers and stores. W . M. Gollner Is Promoted W. Marsh Gollner, formerly manager of the Princess theatre, Toledo, has been promoted to city manager for all Paramount houses in that city. H. L. Bresendine has been brought from Rochester, N. Y., as Gollner's successor at the Princess. Country Store Boosts B.O. A country store program every Saturday night is helping to increase the fall business at the Lyric theatre, Fort Collins, Colo. A kiddies' club, which meets every Saturday afternoon, is another stunt being used by the management.