Exhibitors Herald (Dec 1921 - Mar 1922)

Record Details:

Title:
Exhibitors Herald
Date:
Dec 1921 - Mar 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Dec 1921-Mar 1922)
Leaf #:
00013
Language:
English
Collection:
Hollywood Studio System and Early Cinema
Format:
Periodicals
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
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:
September 21, 2023
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December 31, 1921 EXHIBITORS HERALD Giving the JjorCs share To the actual creator for the making of Better Films to the £ions FjtrLTTYi Omcfj . . . 1540 Bm*dwiv, >r>. York ATlAirr» 146M»rieluSt Bomn ; 19 Piedmont Sl hi ii .l.. 2S7 Fnnklin Sl Ci.tviTA.'rry ' 407 Film Exehinee Bide Oucico S04 Soulh Wibuh Ave. CincmiUTi .... Pioneer Sl. nil 6V...!w«, D»n»> 1812X Commerce 9l I*™ 1711 Bnndaiy Dmoir ... 143 E«4 Eliuhcih Si Film Bide.. 17lh .u.d M.in Su , k , -.. ,. Cm 838 South Olive St. . . . Lot AriCEL*» 16 North Fourth St. MtmvEAfOLIS '29 Seventh Avenue Niw You Cm 1235 Vine Sl I'miun.nu. 1201 Liberty Ave, Prmei BCii 284 Turk St. Sa.i Fn*>cc*x 2024 Third Ave ... SBATTU 3617 Washington Ave. St Love. 525 Thirteenth St, N. W. WHEN Wid Gunning came East to take over the reins of his distributing organization I heard something about his plans to let the workers share the profits which they created. I didn't enthuse much — five years as managing editor of Motion Picture News had made me just about twice as callous and cynical as the average exhibitor when it came to policy announcements. Then 1 heard the message from Wid Gunning personally, I met the men who compose his organization, I journeyed into the field and saw the men on the firing line AND I MADE A STARTLING DISCOVERY I found a new division of the exhibitor's hundred cents, of your dollar Seventy cents of every dollar you pay Wid Gunning. Inc., goes back to the man who inspired and made the picture that flashes on your screen. It is his just reward, and it is his inspiration to go out and make finer, better, greater motion pictures — for your screen. Not a cent goes to a swivel chair warmer Every penny of the balance goes to the men who create the exploitation and build showmanship value around the production, the men who actually do the work of selling and distributing it. Every resident manager for the Wid Gunning organization, every salesman who calls at your box-office, has it within his own power to determine the share of profis that shall be his. Every man who talks Wid Gunning to you is a partner of Wid Gunning. If he can't measure up to that position in ability and integrity — he doesn't belong with Wid Gunning. Inc., and he won't be there tomorrow. Is it any wonder that the leading production brains of the industry are discussing the future with Wid Gunning today? Is it any wonder that the most able exploitation effort of the industry is allying itself with Wid Gunning productions ? Is it any wonder that the top notch managers and salesmen are seeking an opportunity to become partners with Wid Gunning? If all the field knew the dollars and cents which that partnership means the doors wouldn't hold the onslaught. And is it any wonder that exhibitors, as they finger that dollar before it starts on its way to New York, are saying " My present and future depend on a stable supply of better motion pictures, at prices based upon efficient distribution. I'm paying my money where I make my money — out of the picture on the screen and the exploitation with it. I'm quitting the furniture business — and I never 'did like swivel chairs anyway " Neither do I.