Exhibitors Herald (Jul-Sep 1922)

Page scan 00086 from Exhibitors Herald

Record Details:

Title:
Exhibitors Herald
Date:
Jul-Sep 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Jul-Sep 1922)
Leaf #:
00086
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:
July 25, 2024
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EXHIBITORS HERALD July 8, 1922 Press Ads Are Used By New York's Biggest Theatres! And see how they stand out! PARAMOUNT'S press book advertisements are now used exclusively for all display advertising by the Rivoli and Rialto Theatres, New York. This is the most expensive newspaper space in the world. It has to be filled with the best possible advertising. If there were anything better than the press ads the Rivoli and Rialto would know it. But there isn't! The same layouts and copy which every exhibitor in the country gets free, cannot be improved on by the finest theatres in New York. You don't have to hire an expensive advertising staff. Paramount has already done that for you. These experts are paid by the company — but they work for you ! These theatres also get the benefit of the national advertising by the line "The Home of Paramount Pictures." That's another business-getter that you get for nothing! (paramount ^pictures JFAMOUS PLAYERS IASKY CORPORATION