Exhibitors Herald (Dec 1921 - Mar 1922)

Page scan 000769 from Exhibitors Herald

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 #:
000769
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:
July 25, 2024
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The Spice of the Program JSJO matter how good the feature picture may be, it is after all only half of the evening's motion picture entertainment. The spice, the zest and frequently the greatest enjoyment are furnished by the short subjects. rpHOUGHTFUL exhibitors realize, however, that short subjects, to give spice toany program, must be of unusually high quality and must present artists of ability and character — such short subjects as CHRISTIE COMEDIES "TORCHY" COMEDIES MERMAID COMEDIES CAMPBELL COMEDIES SELIG-RORK PHOTOPLAYS S hort Reel feature* "SCENICS BEAUTIFUL" and WILDERNESS TALES By Robert C. Bruce SKETCHOGRAFS — CARTOONS By Julian Ollendorff KINOGRAMS -NEWS WEEKLY and Specials like THE BATTLE OF JUTLAND The above makes of motion pictures carry our trade-mark. Look for it on posters and lobby cards in theatre entrances. When you see it — Go in-- It's the sign of a Well-Balanced Program ! "THE SPICE OF THE PROGRAM" Reg. U. S. Pat. Off. Educational Film Exchanges, Inc. H&mmons, President EXECUTIVE OFFICES. NEW YORK TWELVE MILLIONS OF PEOPLE are being told constantly through Educational's National Advertising to look for posters announcing our unusually high quality short subjects In YOUR Theatre Entrance! This advertisement will appear in THE SATURDAY EVENING POST, March 18, 1922 "THE SPICE OF THE PROGRAM