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 #:
000323
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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anuary 21. 1922 EXHIBITORS HERALD 37 THE "EARTHBOUND" GLOBE FAMILIAR track in full view of the crowd at every opportunity. :o exploitation readers was mounted on the likewise Cooperation reduced the expense of the stunt, which amiliar Mack truck and sent to the Allentown (Pa.) undoubtedly proved highly effective in bringing patrons Fair when the Goldwyn attraction was exhibited at to the Strand theatre. Cooperation will perform a sim jtlie Strand theatre. The float was sent about the race ilar office for all exhibitors advertising all productions. "MOLLY O," FIRST NATIONAL'S READY-TO-SERVE EXPLOITATION PICTURE WAS EXHIBITED at the Gifts theatre, Cincinnati, O., after a campaign of a month's duration. All the prepared-in-advance tie-ups were used. Pictures here reproduced show some of the results. A girl who paraded streets in "Molly O" make-up and led the curious to stores selling the song, the silk, the hat, etc., figured importantly in the campaign. Song pluggers sang the number in other theatres. Newspapers boosted the picture and products offered in its name. The Chamber of Commerce chef devised a "Molly O" salad for its public dining room. And business during the exhibition just prior to Christmas escaped much of the slump ordinarily regarded as inevitable at that period. The front of the theatre, a unique rubber heel tie-up and two of the silk windows obtained are shown in accompanying illustrations.