Exhibitor's Trade Review (Mar-May 1924)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Mar-May 1924
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Mar-May 1924)
Leaf #:
000902
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 76 Exhibitors Trade Review NATIONAL SECTION iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 'THE PERFECT FLAPPER' IS HELPLESS WITHOUT PERT The outdoor exposures of Summer or Fall, Winter or Spring, hold no fears for the gir^i who uses PERT Rouge. For the delight of PERT is that IT STAYS ON, even in spite of perspiration and constant powdering. That's why the "Perfect Flapper" is actually helpless without it. Ask Them — They'll Tell You. Pert Rouge Makes Perfect Flappers THE most pertinent window display tie-up with "The Perfect Flapper" is beyond the question of a doubt the combination display of Pert Rouge and Winx. These two products are the "flappers' delight!" There is no way in which you can better exploit Colleen Moore's latest and greatest picture than by appealing to all the feminine fans of your community and certainly the best way of doing that is by attracting their attention to the two most prominent whim accessories closest to l.heir hearts. That means Pert Rouge and Winx Eye Lash Nourishment— a window display that will actually increase your box-office receipts and increase sales for your local merchant. By signing the coupon below you get the benefit of tying up with both products. I Clip This Coupon | EXHIBITORS TRADE REVIEW, 45 West 45th St. New York City. Please have the Ross Company forward their special window display material so that I can take advantage of these national tie-up products, PERT and WINX, with Miss Colleen Moore's latest picture, "The Perfect Flapper." I have listed below my play dates and the number of display sets I can make use of in my exploitation campaign. Name Theatre City State . Perfect Flapper No. of Window Play Dates ....Sets Desired ... PERT AND WINX WINDOWS AID SHOWMEN Nationally Advertised Products Back of 'The Perfect Flapper' T> OUGE that gives a velvety touch and rosi ness that lasts until it is' removed with cold cream or soap and water. Rouge that is unaffected by rain, snow, wind or constant powdering. Rouge that has a light, fluffy, cream base which is constantly absorbed by the skin, thus protecting it against the formation of enlarged pores ! Wouldn't a rouge so described, send its appeal straight into the heart of the girl who would be a perfect flapper? We'll say it would, and her name is legion. Such a rouge is the nationally famous Pert Rouge, which has been conscripted as a tie-up partner in connection with window displays that give free exploitation to the exhibitors playing First National's rollicking screen play, "The Perfect Flapper." But the Ross Company of New York who sell Pert Rouge have not stopped there. The concern also handles the equally famous Winx. Winx has endeared itself to members of the fair sex for its properties that give lustre, length, depth and enchantment to eye lashes. And, oh, how the girlies do love that ! CASH IN ON FLAPPER FROCK CONTEST r\N page 80 of this National Tie-Up " Section is a description of a contest on Frances Faire Frocks to be run in connection with beautiful window displays exploiting First National's "The Perfect Flapper." To the exhibitor with even tht tiniest spark of the spirit of showmanship this contest will mean that old dame opportunity is camping on his doorstep. It offers a free explottation that fairly sparkles and shrieks with the promise of increased profits. No showman can afford to miss this. No real showman will. In being ofTered a chance to profit by the high power publicity of Pert and Winx window displays showmen have an opportunity to whxch they should give immediate heed. One could hardly think of a more appropriate tie-up for "The Perfect Flapper," nor one that more adequately instills a ticket-buying desire on the part of onlookers. Confirmed and potential flappers are naturally interested in Pert Rouge and Winx eye-lash preparation, for the fact that these are of an unusually durable nature. It makes no difference what the weather conditions are or the climatic temperature, Pert and Winx preparations stay with them. Mis's Flapper can even take a dip into the surf and be assured of the even tenure of her complexion when she emerges from the briny. Showmen would do well to take advantage of this stimulating opportunity. Appropriate stills of Colleen Moore, Flappiest of the Flapper species, will do worlds in turning window shoppers into screen patrons. Need anymore be said? The coupon in the Pert ad 'and Winx ad will do the trick if the exhibitor signs it and sends it post haste to the Review.