Exhibitors Herald (Dec 1921 - Mar 1922)

Record Details:

Title:
Exhibitors Herald
Date:
Dec 1921 - Mar 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Dec 1921-Mar 1922)
Leaf #:
0001173
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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March 25, 1922 EXHIBITORS HERALD 55 ERTY ■i DISTINCTION IS REGULARLY achieved by Ascher's Merril theatre. Milwaukee, in its original posters. Those used for Goldwyn's "The Glorious Fool" are representative of the excellent standard maintained. ANNOUNCEM ENT L A M P S, lighted in colors, were a feature of the advance billing for "Stardust" used by the Rivoli theatre. Portland, Ore., and described on a preceding page of this issue. A SMALL RADIO SET WAS INcorporated in the frontal display for the First National attraction, "The Sea Lion," by Steve Willitt, manager of the Liberty theatre, Astoria, Ore., as shown in the above photograph. FOX ANNIVERSARY WEEK was celebrated with the exhibition of "Trailin' " and elaborate frontal decoration by the Cover theatre. Fort Morgan. Colo. Business for the period is reported as "record breaking." ENTREME OPTIMISM CHARACTERIZES A REPORT FROM THE Mission theatre, Los Angeles, to the effect that in the third week of its run Universale "Foolish Wives" did but $700 less business than during the opening week. A run of ten weeks is anticipated. The above photograph shows the crowd in front of the theatre at the opening. THE CLASSIC ASSOCIATION of Saturday night and the bath tub was capitalized by Ollie Brownlee, Palace theatre, Muskogee, Okla., in the lobby display for the Paramount production. "Saturday Night." In the very obviousness of the stunt lies its forcefulness. BARRY BURKE, OF THE Palace theatre, Fort Worth, Tex., is responsible for the very direct tie-up shown above in connection with the Paramount picture, "Rent Free." Miniature houses of this type are in general use by real estate dealers. "THREE LIVE GHOSTS" WAS rather more than the title of a Paramount picture to citizens of Muskogee, Okla., when Ollie Brownlee sent the three street representatives shown above into public places in the interests of the picture.