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 #:
00023
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 11 Why I Show Paramount Pictures By PHIL GLEICHMAN Owner Broadway-Strand Detroit Here are Some Current Paramount Pictures CECIL B. DE MILLE'S "The Affairs of Anatol" GLORIA SWANSON in "The Great Moment" "THE SHEIK," with Agnes Ayres and Rudolph Valentino, A George Melford production "GET-RICH-QUICK WALLINGFORD," A Cosmopolitan production GEORGE LOANE TUCKER'S "Ladies Must Live" WALLACE REID, GLORIA SWANSON and ELLIOTT DEXTER in "Don't Tell Everything" ELSIE FERGUSON and WALLACE REID in "Forever" ("Peter Ibbetson") A GEORGE FITZMAURICE production ELSIE FERGUSON in "Footlights" WILLIAM deMILLE'S "Miss Lulu Bett," with Lois Wilson, Milton Sills, Helen Ferguson and Theodore Roberts WILLIAM S. HART in "Travelin' On" A William S. Hart production BETTY COMPSON in "The Law and the Woman" CECIL B. DE MILLE'S "Fool's Paradise" JACK HOLT in "The Call of the North" THOMAS MEIGHAN in "A Prince There Was" By PHIL GLEICHMAN Owner Broadway-Strand DETROIT Why do I show Paramount Pictures at the Broadway-Strand Theatre? Why does a good carpenter insist upon a certain brand of tools ; why does a housewife insist upon a certain grade of flour, or why does a well-dressed man depend upon a certain tailor to outfit him? The answer is simpk work best. -because they do the That, briefly, is why I am showing Paramount pictures. When I took over the Broadway-Strand Theatre, three years ago, I decided to obtain the best possible grade of pictures on the market, and if they fulfilled my requirements, to stick to them and establish them as a certain means of revenue to my house. Paramount pictures have done all of that for me. There are certain requirements of the very highest standard that all Paramount pictures must attain and a regular patron of any theatre showing such attractions soon begins to discover that point for himself. For instance, the story value must be of a certain standard, the cast must be beyond criticism, and last, but by no means least, the directorship must not only be good, but a step or so ahead of the times. In showing Paramount pictures, I bring a nationally advertised product into my theatre — not a product that has been publicized without sufficient merit behind it, but one that stands up to any advance notices that a theatre manager can make. In other words, the Paramount system of production and advertising gives the exhibitor the opportunity to go the limit in exploitation and know that he can fully satisfy his public. The slogan, "It's a Paramount Picture," means a great deal to me and to other exhibitors showing Paramount pictures. It is found everywhere the picture patron might look — in the national magazines, in the newspapers and on the billboards. It is a sign that picture patrons have come to fix in their minds unconsciously, but with a very good reason, as the sign of good motion picture and a wholly satisfying evening's entertainment. PHIL GLEICHMAN, Owner Broadway-Strand Theatre, Detroit, Mich.