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 #:
0001064
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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48 EXHIBITORS HERALD September 16, 1922 I Made Man" Thrives in California Run — School Days" Lobby Is Better Than Prologue 120,000 TICKET SALES were reported from the California theatre, Los Angeles, early in the fourth week of "A Tailor Made Man." United Artist production featuring Charles Ray. Monroe Lathrop, in charge of exploitation, promoted co-operative advertising displays with clothing establishments which were followed up with a mail campaign reaching 13,000 addresses. The newspaper helped by running a favorable box at the top of the space used, the theatre ad occupying the center. It has been suggested that similar enterprise be conducted in other cities where the picture is shewn. Frederick Miller, manager of the California, is reported as planning for a fifth and possibly a sixth week of the picture. NOT A PROLOGUE, but a much more effective attractor of business, is the lobby display used by the National theatre at Jersey City for the Warner Brothers production, "School Days." The required materials are such as can be obtained by any exhibitor with little or no expense. When lobby design is sign as permits adoption of the feature, the idea can be applied profitably. A LONG WAIT in prospect does not discourage the really interested theatre patrons, as the line-up for "A Tailor Made Man" at the California theatre clearly indicates. s a'fi & aS as aS 25 aS as aS aS aS aS as aS aS as as aS aS aS as aS aS aS aS aS aS as ai ai ai aSaS aS aSaSaS &XEZ^ttitf£lzfiffi^mtfSA