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 #:
0001272
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:
September 21, 2023
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84 EXHIBITORS. HERALD June 24, 1922 THOMAS MEIGHAN AND SUPPORT IN A SCENE FROM "OUR LEADING CITIZEN," BASIS OF A SUGGESTION IN THE ACCOMPANYING STORY 'Our Leading Citizen" (Continued from page 83) advance for teaser purposes is the same used by Roosevelt in 1912 — "We want Tommy." * * * Another design for a street ballyhoo is shown in the three-column the campaigns, national and local, will be at white heat. The politicians are the best showmen in the world and their devices for making an erstwhile unknown personage a household word over night have met the tests of many a campaign. The exhibitor might well adopt some of their methods as well as sail along with the tag. Both the stills and accessories offer a number of suggestions. The one-column press-book ad shown here pictures -i young girl carrying a sandwich board! From this a street ballyhoo may be taken. The design on the sandwich board may be the same as shown in the illustration, the head of Meighan being cut from a Paramount lithograph. A suggested slogan to be used in SEE STORY FOR SUGGESTION BASED ON THIS STILL ad. The box can be made and is a recognized feature of political campaigns. Parades which cost the exhibitor A SETTING SUITABLE FOR A ONE-PERFORMER PROLOGUE little are not too difficult to arrange. As a part of the co-operative advertising available for this picture, the merchants of the town ought to come in for a procession, torchlights and all. The basis of this will be discussed further on when we consider newspaper advertising. The locations made famous by the politicians and the electric lights — during campaigns they are fairly covered with tack-cards showing the honest eyes of some candidate. Get up a herald announcing "We want Tommy for 'Our Leading Citizen' " and fairly slough the town. Tack them everywhere. .Other heralds on the Older of those used in political campaigns can be used for distribution. ■f * * A type character can also be used effectively for a ballyhoo, a model being Theodore Roberts in his small-town make-up, shown in one of the stills. Have him tour the (Continued on page 86) I I I ' I I i — i — t— T WE WANT TOMMY OUR LEADING CITIZEN WILL SPEAK TONIGHT SPECIAL DRAW'NG ILLUSTRATING ONE OF THE SUGGESTIONS FOR THE EXPLOITATION OF "OUR LEADING CITIZEN" BY THEATRE MEN A PRESS BOOK LAYOUT ON OUR LEADING CITIZEN"