Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Jun-Sep 1927)
Leaf #:
000880
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:
September 21, 2023
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What is the New Theatrical Season to Mean to You? Fall is just a few short weeks away. In the motion picture business, as in all other lines of theatrical entertainment, it means the beginning of a NEW YEAR. What is it going to mean to you? Are you satisfied where you are at the present time? Do you feel that you made the progress during the past twelve months that you should have? Has the industry rewarded you for your ability? If you are not satisfied with your place but you are confident you have the ability and the talent to go onward and upward, there is only one thing to blame — your publicity and advertising effort. Hiding your light under a bushel basket may be becoming modesty, but is poor business — mighty poor show business. The Studio brings you regularly before the entire industry. It gives you the opportunity to call attention to your successes and your progress — not in small type but in a constructive and interest compelling way. Start the NEW YEAR with new determination. Start your Campaign In these Issues ( Forms Close I September 10 August 31 October 8 September 28 November 5.. October 26 December 3 November 23 Four Advertising in “The Studio” Reaches the ^‘yes or no” Man. Your Sales Message Goes Straight Through the Door Marked “Private” to the Executive Who Makes Decisions.