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 #:
000150
Language:
English
Collection:
Early Cinema and Hollywood Studio System
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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EXHIBITORS HERALD January 7, 1922 The Alhambra theatre, Los Angeles, noted for lavish lobby displays, has seldom presented a more attractive appearance than during the run of "Lotus Blossom," National Exchanges, Inc., production, which is reported as having doubled business at that playhouse. W. L. Newberry, manager of the Alhambra, had charge of the picture's world premiere and went about the production of a fitting lobby setting in a manner that leaves nothing to be desired. The statement is made that three other pictures of Oriental subject matter were showing in direct opposition to "Lotus Blossom" at the time of its exhibition. It follows that Mr. Newberry's decorations must have exerted powerful influence over potential patrons, who, like all patrons at this time, were shopping for entertainment. The present shopping tendency is a timely argument for enterprise in lobby work that should not be overlooked by exhibitors. The old lobby-showwindow analogy was never more important than at this time.