Exhibitors Herald (Jul-Sep 1922)

Record Details:

Title:
Exhibitors Herald
Date:
Jul-Sep 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Jul-Sep 1922)
Leaf #:
000370
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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An AD VERTISING INDUSTRY COPY A DVERTISING men in no industry write with a wealth of "copy" comparable in volume or variety to that at the disposal of the motion picture advertiser. All that belongs to art, literature, science, lies at hand. Each attraction presents, in addition, story, star, author, director, what not — all clinching sales points in certain quarters. (The man who sold Spearmint to the world worked with far less than the least of these.) The motion picture advertiser who limits his copy to the exploitation of a single sales point undoubtedly holds himself accountable for the limited return which it brings, expects no more than such return and is satisfied. It is not probable, however, that he duly considers the fact that by restricting exhibition of what may be an extremely desirable screen subject he unwarrantably arrests the business progress of the exhibitor and the artistic progress of the motion picture. It is solely through exhibition of good pictures that the screen goes forward. The obligation of the film advertiser is greater than that of employee to employer. It is an obligation to the screen public. This is an advertising industry. Its advertisers approach sovereignty in their power to impede or accelerate its progress. It cannot afford to man its advertising posts with incompetents or reactionaries of this or any type. W. R. W.