Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Mar-Jun 1927)
Leaf #:
000607
Language:
English
Collection:
Early Cinema and Hollywood Studio System
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:
September 21, 2023
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April 23, 1927 EXHIBITORS HERALD 61 “What the Picture Did For Me * VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR Copyright, 1927 This is the original exhibitors* reports department, established October 14, 1916. Beware of cheap, misleading imitations. *‘What the Picture Did for Me’* is the one genuine source of exhibitor-written box office information. Address: *‘What the Picture Did for Me,** EXHIBITORS HERALD, 407 South Dearborn Street, Chicago, III. Columbia , FIGHTING THE FLAMES: Special east— 60%. March 17-18. Plenty of good old fashioned hokum, thrills, and sob stuff. — R. B. Maxwell, Illinois theatre, Sullivan, 111.— General patronage. THE BANDIT TAMER: Franklyn Farnum — • 70%. April 21. Clean comedy. Five reels. — R. B. Maxwell, Illinois theatre, Sullivan, 111. General patronage. STEPPING OUT: Special cast— 51%. April 2. Good, peppy, classy. A little racy, but not too racy. All cast good. Business fair for Lenten Season. — L. Wayne Jones, Arcadia theatre, Vandergrift. Pa. — General patronage. THE FALSE ALARM: Special cast — Here was a hunger. We ran this for a club and all said one of the best, also our regular patrons said extra good. Play it strong as it will stand all the boosting you can give it. Six reels. — F. N. Harris, Amuse theatre. Hart, Mich. — General patronage. SWEET ROSIE O’GRADY: Special cast— This one we played St. Patrick’s Day and it went overgreat. All said fine. — F. N. Harris, Amuse theatre, Hart, Mich. — General patronage. F. B. O. RIDING THE WIND: Fred Thomson— 85%. For the first time and the last time this spring, I guess, the roads and weather were great. So was business. Best I’ve ever had on a Thomson. A very poor plot and wildly impossible story, but who cares when the old cash box is busting out? Fred and Silver good. They need better material. Six reels. — L. E. Palmer, Postville theatre, Postville, la. — General patronage. THE TIMID TERROR: George O’Hara— 55%. March 29. A speedy comedy drama that pleased average crowd. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — -Small town patronage. DON MIKE: Fred Thomson — 88%. March 27. A good picture. Fred seems to be getting by with costume stuff fairly well. A few didn’t like this, but the majority seemed more than pleased. Some twists in this one which relieve the monotony of the ordinary straight western. Play it on a western date, and I believe it will come through okeh for you, especially if Fred has the following he has here. Good prints, fair paper and slide. Six reels. — Wm. A. Griffith, Accola’s Bonham theatre. Prairie du Sac, Wis. — Small town patronage. FLAMING FURY: Ranger— 85%. March 21. Good dog picture. — R. B. Maxwell, Illinois theatre, Sullivan, 111. — General patronage. THE MAGIC GARDEN: Special cast— 90%. March 22-23. Equal to the Gene Stratton Porter standard, and a fine picture, especially photographically. Acting is fine, and we are hoping the best of Raymond Keane in the future. Satisfied with this. Seven reels. — Helen Ulman, Ulman’s Opera House, Salisbury, Ma. — General patronage. COLLEGIATE: Alberta Vaughn — 91%. February 28. Pleased everyone. Plenty of action. Print good. Five reels. — R. B. Maxwell, Illinois theatre, Sullivan, 111. — General patronage. GOING THE LIMIT: George O’Hara— 5%. March 30. Not much to this, although there was plenty of action, but all nonsense, so did not satisfy. Five reels. — R. Duba, Royal theatre, Kimball, S. Dak. — General patronage. THE MERRY CAVALIER: Special cast — 60%. Good, the right kind of a picture. Good business Editor’s Note Percentage ratings given by exhibitors in reports to this department are obtained in tbe following manner: Average daily gross of picture reported is divided by average daily gross of picture holding house record to determine relative box office value in terms of percentage. EXAMPLE: $75 (average daily gross of picture reported) divided by $100 (average daily gross of picture holding house record) equals .75 (percentage rating given picture in report) . When a picture has received percentage ratings ih 10 reports it is entered in THE BOX OFFICE TICKER with its current gross average indicating relative attraction values of pictures listed therein. THE BOX OFFICE TICKER appears this week on page 73. for Lent. — L. Wayne Jones, Arcadia theatre, Vandergrift, Pa. — General patronage. OUT OF THE WEST: Tom Tyler — 81%. March 7. Has everything an action fan craves. Print good. Five reels. — ^R. B. Maxwell, Illinois theatre, Sullivan, III. — General patronage. LADDIE: Special cast — 95%. March 24. Very good. One of the few pictures we have shown that pleased everyone. — R. B. Maxwell. Illinois theatre, Sullivan, 111. — General patronage. THE IMPOSTER: Evelyn Brent — 75%. March 3. Clever crook story. Print good. — R. B. Maxwell, Illinois theatre, Sullivan, 111. — General patronage. HAIR TRIGGER BAXTER: Bob Custer— 85%. March 28. Good action picture. — R. B. Maxwell, Illinois theatre, Sullivan, 111. — General patronage. HER HONOR THE GOVERNOR: Pauline Frederick — 75%. March 27. This is one of Miss Frederick’s best features to date. Played on Sunday and pleased everybody. Six reels. — W. B. Finn, Tureman theatre, Virginia, 111. ■ — • General patronage. THE ISLE OF RETRIBUTION: Special cast — 60%. February 18-19. Had an I. O. O. F. minstrel show to buck but didn’t do so bad at that. I would call it a fairly good picture. Nothing big, but gets by with a comedy added to your program.— L. E. Palmer, Postville theatre, Postville, la. — General patronage. LILLIES OP THE STREETS: Special caeb90%. March 30-31. Here is one that all the wise boys have overlooked, myself included. In two days here it came within ten per cent of breaking a box office record that has stood for ten long years. I put it on with a heavy “no children under fourteen admitted” advertising campaign, and they tore down the doors trying to get in at advanced prices, and there was not a kick on the picture. There is nothing in it that anyone could object to. The press bookmats, heralds and paper on this are great, something that you can work with. In fact all F. B. O. material is good. Boys, buy this one, advertise it big and clean up big. Seven reels. — Steve Farrar, Orpheum theatre, Harrisburg, 111. — General patronage. KEEPER OF THE BEES: Special casb-75%. April 6. A picture that pleased 80 per cent. Follows the story closely, but I wonder if understandable to those who did not read it. Teaches a wonderful lesson to all adolescents, though not for little children. Seven reels. — L. L. Netzer, American Legion, Lena, Wisconsin. — Small town patronage. WHEN A DOG LOVES: Ranger— 100%. April 1. Two wet nights did not stop the people from seeing Ranger. The picture went over great. Everyone was well satisfied that saw the picture. Five reels. — Murl Howard, Wa-Pa-Co theatre, Watervliet, Mich. — ^General patronage. WHEN A DOG LOVES: Ranger— 70%. March 24-25. A genuine kid picture for everybody from 6 to 60. This five reeler pleased greatly. Good clean entertainment sold at let live prices. Good print and service from F. B. O. Paper and special trailer made them all turn out. Five reels. — Mrs. Richard A. Preuss, Arvada theatre, Arvada, Colo. — Small town patronage. BRED IN OLD KENTUCKY: Viola Dana— 60.% March 31. A very good picture and it should please as it has some exciting race features that are good for those that like that class of entertainment. Six reels. — C. H. Thomson, O. H. theatre, Plattsburg, Mo. — General patronage. BRED IN OLD KENTUCKY: Viola Dana— 70%. April 1. One grand little race horse picture that is there in every way. Six reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. BRED IN OLD KENTUCKY: Viola Dana— There you are, Viola. When Jenkins sees this he will return to his old love. Stay in pictures with a kick, and your followers will grow. Six reels. — S. G. Fry, Palace theatre, Mt. Palace theatre, Naples, Texas. A REGULAR SCOUT: PYed Thomson — 40%. April 4. Bad weather knocked down business on this picture. A good picture up to Thomson standard. — R. B. Maxwell, Illinois theatre, Sullivan, 111. — General patronage. A REGULAR SCOUT : Fred Thomson — March 11-12. Here is a good Boy Scout picture, but receipts were light at the box office. I figure that the movie fans do not care for Boy Scout pictures. Six reels. — A. J. Steggall, Cozy theatre, Fayette, Iowa. — General patronage. A REGULAR SCOUT : Fred Thomson — Kids raised the roof on this. Played to capacity. Six reels. — S. G. Fry, Palace theatre, Naples, Tex. — General patronage. FLAMING WATERS: Malcom McGregor — A melodrama that was rather cheap. A poor affair. — W. H. Hardman, Royal theatre, Frankfort, Kan. and Regent theatre. Blue Rapids, Kan. — Small town patronage. CRASHING THROUGH: Richard Talmadge— Our first Talmadge and they liked him. Fair business. — J. A. Zimmerman, Rex theatre, Aurora, Minn. — General patronage. MOULDERS OF MEN; Conway Tearle — The