Exhibitors Herald (Apr-Jun 1922)

Record Details:

Title:
Exhibitors Herald
Date:
Apr-Jun 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Apr-Jun 1922)
Leaf #:
000319
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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April 22, 1922 EXHIBITORS HERALD 11 Why Your Public Should See "Fair Lady " "Fair Lady" is a smashing good melodrama, one of the best all-round melodramatic romances that has been screened for a long time. It is full of love, mystery, adventure and intrigue. A beautiful woman foregoes her vow of vengeance as love wells up in her soul and devotes all her energies to righting the wrong she has done to the final choice of her heart. There is an all-star cast without a flaw and that contains such well known screen stars as Betty Blythe, Gladys Hulette, Thurston Hall, Robert Elliott, Macey Harlam and Effingham Pinto. Every woman in your theatre territory always wants to see beautiful clothes and handsome cos tumes when, properly worn. Every woman will see this in nearly every scene in "Fair Lady." This melodrama is full of action and thrills from the very start to the final climax when the most stirring punch is delivered. This picture is thorough and absorbing — a finished photoplay. It is sure to be popular wherever shown. It has in it all the elements for a first class emotional spasm and never fails to stir the pulses of the audience. Every man, woman and child who likes stirring melodrama, well played, with thrills and action aplenty, will find what they want in "Fair Lady." How to Get Your Public to See "Fair Lady" Play up the name of Rex Beach, the photoplay being adapted from his popular novel, "The Net." His name is a big drawing card anywhere. Tie-up with bookstores on Rex Beach books. Concentrate on the title, "Fair Lady," which lends itself to all sorts of attentionattracting exploitation and gives a chance for co-operative tie-ups and window displays with almost every type of business house and merchant in any city. Go strong on the fact that this is a high class, romantic melodrama, with a stirring love story, full of action. Make much of the mystery element in the picture. Run a teaser campaign, based on the title of the film, and copy for which will be found in the exploitation folder. Start a newspaper contest. See the exploitation folder for this also. Use plenty of paper. The posters are unusually strong, and exactly suited to "Fair Lady." ZOh/fman J3ennett pr REX BEACH) romance Jounded on his famous nove/ Directed by J&nneth Webb Scenario by Dorothy yarnum CMARUSBmPLIN DOUGLAJjHP&ANIO" HIRAM .ACaMj; DUE J"l DENT