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 #:
0001278
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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90 EXHIBITORS HERALD June 24, 1922 Advertising Advertised — Meighan Continues as "Daddy" — A Summer Picture — Flowers Tickets POTENTIAL ADVERTISERS, 300 strong, responded to the appeal of the Meyers theatre, Janesville, Wis., for signs to advertise "Beyond the Rocks," Paramount picture. The idea has double value. It's good as an exploitation <tunt. It attracts sharp and lasting interest to theatre advertising. It can be adapted generally and widely varied. There's money in it. THE TIE-UP NEAT describes the above photo showing Thomas Meighan, star of Paramount's "The Bachelor Daddy," in the lobby of Loew's Warheld theatre, San Francisco, on the opening night. Thi? policy of opening new theatres with film stars in attendance has become almost general, begetting good results always. It's good showmanship, good theatre, good screen. DESERT, HEAT, SUMMER, the ideas associate naturally and give force to the type of exploitation in vogue where Yitagraph's "The Sheik's Wife" is being exhibited. The photos show lobby and front of the Rialto theatre, Jamaica, N. Y. Exploitation and pictures of this character are extremely valuable in the torrid period. PARAMOUNT short subjects were shown at a Memorial Matinee at the Branford, Newark, admission to which was by plant only. All of Newark's heroes' graves were decorated. It was a Paramount idea.