Exhibitors Herald (Dec 1925-Mar 1926)

Page scan 000515 from Exhibitors Herald

Record Details:

Title:
Exhibitors Herald
Date:
Dec 1925-Mar 1926
Volume:
Exhibitors Herald (Dec 1925-Mar 1926)
Leaf #:
000515
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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January 2, 1926 EXHIBITORS HERALD 73 A friend o’ mine Offered me a ticket To the best Movie entertainment In town, And when I said And asked him when To use the ticket. He said Today, Tomorrow Or Saturday At the Fulton Theatre. Another of S. A. Rittenberg’s two-column ads for “Thank You,” Fox, at the Fulton theatre, Jersey City. LATTA TELLS STORY OF FAMOUS “HONESTY” AD ( Continued from First Page) feeling at heart to be fair and square with my patrons. No man can hope to succeed or last very long in the business world practicing unfair methods of obtaining business. You can fool some of the people some of the time but you can’t fool all the people all of the time. I want the good will of all the people all of the time. I have been working hard to convince my patrons that I am a square shooter and that when I say a thing they can bank on it. Rather than destroy confidence I would far rather lose a few dollars on a picture, for in the end it will all come back, and more too. Tonight Is Gift Night TOMORROW AND SUNDAY MESEROLE NEWS Novelty: CHIEF KO-KO Comedy: "THE IRON MAG’1 TOMORROW MATINEE 'Gr§en Pdftiesewi Allene Ray ^Walter Miller A -Green Archer Novelty Free to fhe First 500 Children attending. KIDDIES’ SURPRISE SPECIAL PRIZES 'SHWfut hSJWLES* nuith Lowell Sherman LAST TIMES TODAY NORMA TALMADGE in “GRAUSTARK” Two-column ad used by the Meserole theatre, Greenpoint, N. J., to herald the beginning of “The Green Archer,” Fathe serial, without playing down the remainder of the bill. GOVERNOR-ELECT A. HARRY MOORE SAYS j r* the V otii.g Public of Jersey City Por Your Support In the Election Campaign THE MANAGEMENT OF THE FULTON SAYS To the Victorious Candidate And All Others WhtK May Be Interested “YOU’RE WELCOME!” To the Big Double Feature Prograrr Starting at the Fulton T omorrou. Two-Column ad by A. S. Rittenberg, Fulton theatre, Jersey City, for “Thank You,” Fox, accompanying his letter in this issue. Patronage was cut considerable after issuing the warning but the few dollars lost have been more than offset by the confidence gained. Many have complimented me on my fairness and say I am a good sport. With a change of program the following day, business was above average in the face of considerable opposition. As stated before, I had no thought of launching a campaign against the producers of the picture which I was showing. I did not advertise in this manner to arouse curiosity, with but one thought in mind, to instill in the minds of my patrons confidence. I shall be very glad to furnish you with any further information desired and would appreciate hearing from you as to what issue of your trade journal this story will appear. — C. J. Latta, Empress theatre, Shenandoah, la. Mr. Latta’s widely discussed advertisement is reproduced herewith, deletions in same being made by Mr. Latta in copy submitted. r — An Open Letter to Police Captain Charles E. Lee The Mysterious GREEN ARCHER appears at the MESEROLE THEATRE every Saturday afternoon. WHO IS THE GREEN ARCHER? A deep mystery requiring the services of the entire force under your command. You are invited to dispatch the most competent detectives on your staff to the MESEROLE THEATRE every Saturday afternoon to help solve the greatest mystery of modern times. THE GREEN, ARCHER APPEARS AT 2:25 P. M. and again at 3:30 P. M. L A Another two-column ad on Pathe’s “The Green Archer” used by the Meserole theatre, Greenpoint, N. J. Today & Tomorrow Today & Tomorrow One of the Leading Laugh Hit* of the Year Harold Lloyd in ^ ^fhe Freshman Now in ita Eleventh Big Week on Broadway Additional — PASSIONATE YOUTH — A Modern Life Drama With Frank Mnyo/FanUne Garon, Bryant Wash bam A. S. Rittenberg’s two-column ad for “The Freshman,” an item in the campaign for that picture’s showing at the Fulton, Jersey City. WRITE “UP,” NOT “DOWN,” TO READER, RITTENBERG ADVICE “The Theatre,” Exhibitors Herald. Whenever possible I tie up my newspaper displays with holidays. I find it’s good dope, because it never fails to attract the attention of the reader, especially the more intelligent reader, and that’s the fellow I feel I must always try a little harder to sell. I don’t mean to imply that I ever deliberately attempt to write down to any reader. If I did that, Mr. and Mrs. John C. Public would surely see through my stuff and then I’d be kidding myself, and 11 FICTION’S STRANGEST LOVE STORY Mr Arthur ConanDoyM Amazing Tale of Strange Adventure and Thrilling Romance in Which Modern Lovers Clash With Prehistoric Monsters. i9P -|p “ — WITH Wallace Beery Bessie love( Lewis Stone Lloyd Hughes Thomas S. Daley, veteran contributor to these pages, sends this four-column ad on First National’s “The Lost World” accompanying his letter in this issue from the Tivoli, Toronto.