Exhibitor's Trade Review (May-Aug 1925)

Record Details:

Title:
Exhibitor's Trade Review
Date:
May-Aug 1925
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (May-Aug 1925)
Leaf #:
000736
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 38 Exhibitors Trade Review Canadian Pacific Railway NEWSPAPERS TIE-UP Advertises "The Iron Horse" WITH DENNY FILM An exploitation stunt over 3,000 miles wide has just been effected by the Exploitation Department of Fox Film Corporation with the Canadian Pacific Railway. The stunt consists in displaying a special "Iron Horse" one-sheet, on the advertising boards, with which the C. P. R. ticket offices throughout Canada are equipped. The one-sheet contains six shots of scenes from the picture, together with a shot of Cut-Outs Figure Prominently In "Thief" Exploitation For the showing of First National's Samuel Goldwyn-George Fitzmaurice production, "A Thief in Paradise," at the Kentucky Theatre, Lexington, Ky., Colonel Fred Levy made free use of cut-out hearts and mounted cut-outs from the posters. Above the marquee was a large cut-out rigure of Ronald The Countess of Dutterin or C. P. R. No. 1, which famous old engine constitutes the Canadian "Iron Horse." Plenty of "Iron Horse" sales copy is carried on the one-sheet, and inasmuch as the C. P. R. offices have issued instructions that the posters be displayed generally, it can be appreciated that this constitutes one of the most valuable national tie-ups ever effected. Colman and Doris Kenyon. Mounted in the lobby, on either side of the box-office, were cut-outs from the smaller posters while strung on a wire running the length of the lobby were a number of red cut-out hearts and masks with sentences appropriate to the character of the photoplay printed upon them. Above the box-office were long, narrow banners carrying the title of the production and the names of the featured players. Tying up both newspapers in Quincy, 111., to publicize Reginald Denny in "The Fast Worker" brought Will H. Sohm a "big" four days when he presented that Universal star at his Belasco theatre. It brought Sohm "the money" against such opposition as Gloria Swanson in "Sans Gene" and vaudeville at one house ; and "Charley's Aunt," plus vaudeville, at another. Quincy Folk Believe the News Knowing that the people of Quinc\ and its surrounding territory have unquestioned faith in whatever they read in their newspaper, Maurice Davis, Universalist who conducted Sohm's campaign, used these mediums to "sell" the Denny picture to the people of Quincy. In The Whig-Journal, Davis planned a co-operative page, which tied up with a contest. Seven merchants bought space in the page, each tying up his advertising with the picture and its stars. Thus, Laura Le Plante, "vivacious and beautiful star of 'The Fast Worker' wore and recommended a certain kind of pearls ; "The Fast Worker" doesn't waste time thinking what to send HER. "He buys her a box of Whitman's Chocolates;" and if you wanted to know what the Hudson car could do, you were advised to see Reginald Denny drive one in "The Fast Worker." "Fast-Worker" Contest "The Fast Worker" contest tied up with "The Fast Worker" page in this way : In every ad was a keyed word. Put together, they formed a slogan about the picture — "the fastest thing on reels today." Besides getting the right slogan, the entrants in this contest were asked to list the keyed words and write opposite each word the name of each firm in whose ad the word appeared. The first 15 "Fast Workers" to turn in correct answers were to be awarded passes for future shows. The Quincy Herald, equally as strong an advertising medium as The WhigJournal, sponsored a "Pote's Contest" — a "Pote" being an amateur poet. "Spring has came." it was open season for the poets. The Herald invited them to win passes to the Belasco. the only provision being that the subject of the "pome" be restricted to verse about Reginald Denny, Laura La Plante or the picture itself. Straight Exploitation Also Sohm also used throwaways ; a special poster giving his personal endorsement to the picture ; and colored triangular cards bearing catchlines from the picture, which he strung from his theatre-canopy. Here is a reproduction of the special one-sheet poster prepared and used by the Canadian Pacific at all the ticket stations and offices in Canada. It was a great advertisement for Fox's super-production, "The Iron Horse."