Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
00012
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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(continued) IF you can’t keep your house filled WITH Chaney one week, Shearer the next, GILBERT the next, and Garbo, Haines, etc., etc. RIGHT down the line — NOT to mention M-G-M’s Great Specials — THEN you’d better quit strutting your stuff AS a showman. ANY theatre is strongly intrenched with M-G-M’s BIG Parade of Stars plus M-G-M’s equally high quality program of JUNIOR Features — M-G-M offers you only those short subjects THAT add drawing value and class value TO your program. HOUSE-fillers, not time-fillers ! HAL Roach Comedies build patronage — “OUR Gang,” “Charley Chase,” “Max Davidson,” “AlbStar” GREAT Events in Technicolor — M-G-M Oddities — THOSE are the cream, boys ! AND M-G-M News will give other newsreels SOMETHING to think about— WE urge all exhibitors to EXAMINE the facts of all products for ’27'*28. TAKE your time, there’s no hurry. WE know that when all is said and done YOU’LL go with the company that offers you THE chance to make the most money IN receipts! In other words —