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 #:
0001229
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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September 30, 1922 EXHIBITORS HERALD 21 How We Will Set the Value of "East is West" SETTING EXHIBITION VALUE The unusual production cost in which, of course, the screen rights to the play are an important item, make it necessary that unusual precautions be taken in order that the rentals on the picture be determined by actual box office test runs before any definite exhibition value is placed on the production. Accordingly, Mr. Schenck and ourselves have agreed upon the following plan: Play dates for preliminary test runs in six theatres are now arranged. Upon the result of these engagements a temporary or tentative exhibition value will be set, at which rate 40 additional test engagements will be played. Upon the results of the 46 engagements the final exhibition value for all rentals will be set. We believe this plan will be fair to exhibitors while at the same time giving the producer what he is justly entitled to. REGARDING SPECIAL NATIONAL ADVERTISING CAMPAIGN We have agreed with the producer that the public must be told of the unusual entertainment value of "EAST IS WEST," so they will understand that this latest picture of Constance Talmadge's is a real special, and far bigger and finer than anything in which she has yet appeared. A national magazine advertising campaign running over a six weeks' period has been decided upon. In order to tie up this campaign directly with theatres, each exhibitor running the picture will be given free certain special advertising for local uses. An unusually big and fine line of standard accessories will be provided in addition. REGARDING RELEASE DATE The general release date has been set for be kept informed as to what the picture does Oct. 23rd. The test engagements will precede at test runs by advertisements in the trade this general release date. Exhibitors will papers. IN HANDLING THIS BIG PRODUCTION BOTH MR. SCHENCK AND FIRST NATIONAL WILL LEAVE NOTHING UNDONE TO ASSIST EXHIBITORS TO OBTAIN MAXIMUM RESULTS Joseph M. Schenck presents CONSTANCE TALMADGE in 8 reels of the best fun, love and thrills ever screened. By Samuel Shipman and John B. Hymer, from the play produced by Wm. Harris, Jr.; adapted by Frances Marion; photographed by Antonio Gaudio ; art direction by Stephen Goossoon. Directed bv Sidney Franklin, Director of "Smilin' Through" FIRST NATIONAL ATT