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 #:
0001205
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:
July 25, 2024
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June 24, 1922 EXHIBITORS HERALD 19 The Adventures of Sherlock Holmes HERE TODAY in one of SIR ARTHUR CONAN DOYLE'S famous Defective Stories 11. A chance to tie up with booksellers. Get them to put in window display of Conan Doyle books, giving a place to the announcements of The Adventures of Sherlock Holmes in your theatre. 12. The publishers of Sherlock Holmes — Geo. H. Doran Co., Grosset &. Dunlap, and A. L. Burt Company, are placing wide -spread stocks of "Sherlock Holmes" with dealers. 13. Exhibitors can offer prizes to high school pupils for best compositions on Sherlock Holmes, prizes to consist of Sherlock Holmes books. Get the teachers to act as judges. Parents will become interested in pictures at your theatre. 14. Multi-colored slides. 15. 4-color one and three-sheet posters for each release. 16. Duo-tint lobby cards, 11 x 14; 8 cards to set. GET aboard this opportunity to fill your theatre this r summer. Don't forget that men and women, boys and girls, are all interested in stories of adventure and especially in The Adventures of Sherlock Holmes. It will cost you only eight or ten dollars to exploit the entire series for your theatre. Less than a dollar a picture. Write our branches for their simple, inexpensive and effective exploitation aids. REMEMBER: Advertisements in THE SATURDAY EVENING POST and THE LADIES' HOME JOURNAL vill tell 24 Millions of People that Progressive Exhibiors everywhere who are striving to give the greatest ■alue for the box-office admission will present I THE ADVENTURES OF SHERLOCK HOLMES FOUR-COLOR Announcement One-Sheet DUCATTONAL FILM EXCHANGES, Inc. E. W. Hammons, President