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 #:
000834
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:
July 11, 2024
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Page 24 Exhibitors Trade Review To the lett, a window display arranged for a jewelry store. No definite article of jewelry is mentioned, the appeal depending entirely upon the copy used. Below shows the fashion in which "Pretty Ladies," the Metro-Goldwyn-Mayer picture, was tied up with the Grebe radio. The Walkover Shoes came in for a goodly portion of publicity when it was permitted to tie-up with a shoe-store display on "Pretty Ladies," a M-G-M film. WHY IT SOLD WHEN Loew's Warfield Theatre played "Pretty Ladies," the publicity department planned an "A to Z" campaign on it. The result was no more nor less than was to be expected — a sold out house for the length of the run. "Pretty Ladies" happens to be a good picture anyway. But any picture, given the same amount of exploitation, would not have reacted differently. The campaign was positive proof that the money house is the house that sells its pictures, rather than that which waits for the customer to come in. «..• here dp tHEY cor.,c rnom HOW DO THEY LIVE WHERE DC YMCY GO _I ' iloew's mm-mzt PRETTY 'LM OF THE NEW YORK EVERYTHING, from giant sheets to window tie-ups was used. On this page are several methods used. The window tie-ups are especially of interest, since they provide one of the finest methods. It is such tie-ups that are always advocated in the National Tie-up Section of Exhibitors Trade Review. This giant poster to the left was enough to attract the attention of all but the stone blind. But then, the stone blind would not care about Metro-GoldwynMayer's "Pretty Ladies" anyway. A street Teaser Ballyhoo found great favor with the many passersby whose curiosity could no longer withstand the onslaught of exploitation on Metro's "Pretty Ladies." Automobile stickers, ("Pretty Ladies" — Take a ride with me), went a long way towards acquainting everybody in town that Metro's "Pretty Ladies" was playing the Warfield Theatre.