Exhibitors Herald (Dec 1924-Mar 1925)

Record Details:

Title:
Exhibitors Herald
Date:
Dec 1924-Mar 1925
Volume:
Exhibitors Herald (Dec 1924-Mar 1925)
Leaf #:
0001174
Language:
English
Collection:
Hollywood Studio System and Early Cinema
Format:
Periodicals
Contributor:
The Museum of Modern Art Library, New York
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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56 EXHIBITORS HERALD March 7, 1925 SHORT SUBJECTS MOVIES FOR TODAY AND THE COMING WEEK Take a Good Look at It Take a good look at the advertisement for Pathe’s “Idaho” reproduced in the next two columns. It’s a sight for sore eyes. These things do happen. It is a long time between them. (Try to .remember the last one.) But they do happen and each time they mean something. It wasn’t enough to reproduce the “Idaho” ad alone. The whole amusement section of the paper had to be reproduced to show just how big the serial ad really was. The Missouri theatre, St. Louis, was a pioneer in short subject advertising. It always gives short subjects a good break, a better break than they often get, but this is exceptional even for the Missouri. Take a good look at it, for it may be a long time before you see another like it. Shimon Policy Consistent Louis C. Shimon is consistent in his use of original posters advertising short subjects exhibited at the Milwaukee theatre, Milwaukee. A poster done for “Our Gang” was reproduced in a recent issue and this week a second poster on Mr. Shimon’s letter. Mr. Shimon recently stated that exploitation of short subjects was just about as effective as any means he knows of getting patrons, young and old, into the habit of coming to a certain theatre. His points were well established, but his consistency is additional proof of them. They Must Be Funny Comedies must be funny. Clever isn’t enough. Nor novel. Even different. They must be funny, must make people laugh, or they don’t get by. Read exhibitors’ reports under “Short Subjects” any week and you can’t miss that point. When the audience laughs, the comedy’s good, and when it doesn’t laugh the comedy’s bad. That’s all there is to it. Exhibitors buy comedies to make audiences laugh and for no other purpose. They must be funny. Storin His Own Editor Harry F. Storin, Leroy theatre, Pawtucket, R. I., is his own newspicture editor when occasion demands. News that Floyd Collins had been found dead reached Pawtucket too late for the evening papers. Storin was running the International News showing rescurers at work. He made up a slide telling of the finding, slipped it in just ahead of the cave scenes in the weekly and “beat” Pawtucket papers to the story. It wasn’t a very complex operation, and perhaps no great return will come to Storin or the Leroy, but it was the thing to do! If everybody did the thing to do, newspictures would mean a lot more to theatregoers and, naturally, to the box office. "ABRAHAM LINCOLN” Chicago — Roosevelt — Kiwanis Club sponsors Boy Scout pilgrimage to tomb and home of Lincoln at Springfield. National as well as local publicity results. (By Ben Serkowich.) * * * "THE SNOB” Akron — Allen — Banners on back of all busses. Man in opera hat on street carrying sign. Special lobby display. (By C. C. Deardourff.)