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 #:
000411
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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pril 29. 1922 EXHIBITORS HERALD 11 How to Sell "Fair Lady " to Your Public The best picture made won't bring real big money to your box-office unless you tell your people what you've got. "Fair Lady" is a real picture. It will make big money for you if you tell your public how good it is, why it is good, and why they should see it. PAPER — Sell this picture to your theatre territory with paper. Tell your story with posters. Bill your town so every man, woman and child will know about "Fair Lady," will talk about it, and make up their minds to see it. LOBBY— Dress your lobby with 11x14 and 22x28 hand-colored display cards so that it will catch every person passing anywhere near and make him talk about it at his home, to his neighbors and his friends. The lobby cards issued with this production are exceptionally strong as attention attracters. CLOTHES — Every woman everywhere can always be interested in handsome gowns and beautiful costumes. Use cutouts from the posters showing the gorgeous silver cloth wedding gown worn by the heroine in this picture. See that every woman in town hears about these last-minute dress styles. WILL TELL you more about this picture next week. The exhibitor and the merchant are in the same class. The one sells amusement; the other merchandise. When the exhibitor applies the merchant *s selling principles to his picture it is sure to show in the box office. UNITED ARTI/TJ CORPORATION riAI^Y PlCKrOfiD • CWA(2J_lE CMADLlN • DOUGlAj" PAiriDANKJ" D. V GQjmTW WII2AM ADfJAMJ" DliCriOEINT