Exhibitor's Trade Review (Nov 1924 - Feb 1925)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Nov 1924 - Feb 1925
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Nov 1924-Feb 1925)
Leaf #:
000460
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 25, 2024
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Page 138 National Tie-Up Section Exhibitors Trade Review Here are just a few of the beautiful girls that appear in Universal's Century Comedies. Stills like this may be used to tie-up any number of products with your theatre's Century attractions. Putting the Spotlight on Century Comedies HATEVER the title of the Centur}' Comedy you play, it is well worth featuring in the brightest lights. The laughter loving world has come to look upon these brilliant bits of farce as the "smile a * day that keeps the doc tor away." Tell the town that the Century girls are on your screen, and the town will respond by depositing its coin with your ticket seller. Wanda Wiley, one of Universal's Century Comedy stars, will sell hosiery for your tie-up merchant and tickets for your show through this still and others equally fine. COMMUNICATE with all of the following manufacturers for display material, or have the various merchants handling the different products do so. The Century stills — your part of the window display — will help sell the tie-up goods, and the window itself will advertise your show. Vanitj Fair Silk MilU, Reading, Pa. Manufacturers of Silk Hosiery and Underwear Jantzen Knitting Mills, 303 Fifth Ave., New York, Manufacturers of Swimming Suits Tha Reiser Company, 220 Fifth Ave., New York Manufacturers of **Venida" Hair Nets Lehn & Fink, Inc., 635 Greenwich St., New York Manufacturers of '*Pebeco'* Tooth Paste Jos. H. Meyer Bros., 220 25th St., Brooklyn, New York Manufacturers of '*Richelieu" Pearls In addtion to these tie-ups, get the cooperation of any local automobile agent with the stills showing Wanda, Edna, and the girls riding in Chandlers, Kisselcars and other makes. Get windows from the local toy shops with the stills of Edna posing as a "great big beautiful doll," or riding her kiddy-car, or as a little girl playing with toy animals. LOAD up a motor-car with a dozen pretty girls and have the car drive through town decorated with streamers. Have the girls toss confetti, blow horns, and attract general attention. The car may carry a banner proclaiming the advent of the particular Century Comedy which you are showing. Organize a "Wanda Wiley Club" among the admirers of the comedienne, and present each of the members with an autographed picture of Wanda. THERE are dozens of stills for use in the windows of sporting goods stores. They show the girls boxing, fencing, exercising with the clubs, playing golf, and going through all manner of calisthenics. In fact there ' is no product which may not be utilized in the exploitation of your theatre and your show — when the show is a Century Comedy. Organize a local "Follies" by staging a series of contests to select the prettiest girl in town. Each winner is a member of your "Follies Club.^' This one is for a toy store. There are many others showing Edna Marian, with different articles that you may tie-up for your showings of Century comedies.