Motion Picture Herald (Apr-Jun 1931)

Record Details:

Title:
Motion Picture Herald
Date:
Apr-Jun 1931
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Apr-Jun 1931)
Leaf #:
000167
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
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:
August 29, 2022
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April 11, 19 3 1 MOTION PICTURE HERALD 69 iCookies To Kids Were B. O. Sweet Cookies At Russ Rose's House Keep your eye on the kid business around the vicinity of the Strand Theatre in Reading, Pa., and watch the way it will pick up with Russell O. Rose making a play for it. ==^^=^^^^^^^^=^= Many of the Club members are already acquainted with Russell, who in the past has handled a couple of houses in Philadelphia. Well, Russell recently arrived at the Strand in Reading, and noting that the kid business could stand a little pushing up, he set out to bring the youngsters into the house. He made an advantageous and excellent tie-up that resulted in his obtaining a quantity of cookies. When he announced at the theatre that he was going to give them away on the following Saturday the youngsters were certainly enthusiastic. And they turned out in a mob for the next Saturday's show and the free cookies ! And another of Russell's activities also went over fine not so long ago. This was a whoopee party on the stage, billed as "Russ Rose's Whoopee Party" and using local talent. It certainly went over in a big way. Now that Russell has joined the rest of the live-wires in Reading the town will be hotter than ever for showmanship. We expect it to sizzle plenty! Let's hear from you again, Russ. Essaness Circuit's Houses Grabbed An Ace Publicity Plug There are, as we have many times declared, hundreds, even thousands, of ways in which a live-wire showman can grab off a flock of publicity for his house if he takes the trouble to check up on his local opportunities. This point is demonstrated again in the tie-up arranged by H. Elisburg of the Essaness Theatres in Chicago, Illinois. The Essaness houses, a chain of community theatres, are quite well known in the Chicago, suburbs. But the showmen handling the publicity on the chain decided that they'd grab off a lot of good will and publicity at the same time. Accordingly, a contact was made with one of the largest chain drug stores in the city, that was productive of the desired objective. The drug store paid for the printing of a quantity of large circulars plugging their product. The back page carried the week's program current at fifteen of the circuit houses. To stimulate interest in the herald, the circuit agreed to permit, for five days, parents to bring the children to the theatres, buy an adult ticket, and the kid would be admitted free. The stunt went over great, being more than enthusiastically received. We want to thank Elisburg for letting us see what is done on the Essaness circuit and we hope that we'll hear some more of the chain's activities in the near future. It Pays To Advertise Wa^ Proven To Hyde By Co-Operative Page There's a new film on the market tabbed "It Pays to Advertise," and many showmen are using the title as a basis to secure a co-operative full page or double truck ad in their newspapers as a plug on the picture to eventually sell it. The move has proven one of value, as in few cases will the merchants demur at taking space in the layout. When Bolivar Hyde, Jr., played the picture at the Paramount Theatre in Montgomery, Ala., he, too, grabbed off a full page of ads. Bolivar pulled a fast one — and a valuable one — on the layout by injecting a contest in which anyone was offered an opportunity to write an ad, conforming to the same measurements as any one of those of the five dealers and the theatre. The best ads, it was announced, would be given prizes. Both cash and tickets were offered. It was announced in the page spread that all ads submitted automatically became the property of the paper, to be used as seen fit. The paper also supplied the judges. The stunt went over to pretty good results, a number of ads being submitted. Perhaps you can use this stunt in your town, too. The idea's not bad, judging from Hyde's success. And you know, "it pays to advertise." ^^The Showman^s Calendar^^ AN EXCLUSIVE CLUB FEATURE Check up on these dates each week and see how you can turn them into "money dates" for your theatre. Each new month o£fers new days of untold opportunities. April 17th April 19th April 20th April 22nd April 23rd April 24th April 25th April 26th April 27th April 28th April 30th APRIL "Boston News Letter," first permanent newspaper in English America, established (1704) Patriot's Day (Maine and Massachusetts) West Virginia admitted to the Union (1863) Cuban Blockade Declared in (1898) Oklahoma Opened to White Settlement (1889) Shakespeare Born (1564) James Buchanan, 15th Pres., Born (1791) War between U. S. and Mexico (1846) War Declared with Spain (1898) Confederate Memorial Day (Ala., Fla., Ga. & Miss.) Slavery Abolished in U. S. (1865) First shot of War between U. S. and Germany fired (1917) Gen. Grant's Birthday (1822) Pres. James Monroe bom (1758) Louisiana Admitted to Union (1812) Geo. Washington became 1st president (1789) Boston settled bv Winthrop (1630) Rhode Island settled (1636) Can you tie any of the above events into your theatre^s activities? And don't overlook the many local events that are constantly turning up right in your own town, county or state. Keep an eye on ^^The Showman^s Calendar^* £op an advance tip on Suture holidays and events.