Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
00020
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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8 EXHIBITORS HERALD September 17, 1927 Don't Feel Disappointed C. Perhaps you expected too much. Miracles. HokusPokus. Legerdemain. You should have known better. CL Maybe you’re feeling disappointed because you didn’t even see a job up to the standard you have been accustomed to. But you shouldn’t feel surprised. C. The world didn’t change overnight just because Somebody waved a magic wand. EXPERIENCE is still King. ORGANIZATION is still supreme. PER' FORMANCE still laughs at promises. CL There’s a deft, sure touch of showmanship and news skill about INTERNATIONAL NEWSREEL that you shouldn’t have expected to find in the work of experimenters. There’s an efficiency born of experience in UNIVERSAL’S distribution of International Newsreel that you must give the other fellow time to learn. CL Give him time. But don’t pay for his education. CL Most of you weren’t disappointed. You had your feet on the ground! CL Because INTERNATIONAL NEWSREEL is today setting new records in renewals, volume of new booking, and quality of representation. CL It is inevitable. Every old INTERNATIONAL NEWSREEL account is automatically a new account. Once International, always International. CL And the biggest of circuits and first-run houses, shrewd small-town accounts saw International sweep all before it last year in news-getting skill, and leave competition behind in cramming every foot with AUDIENCE meat, ENTERTAINMENT value. CL They know there is only one INTERNATIONAL NEWSREEL. And their response means that — CL THIS IS INTERNATIONAL NEWSREEL’S GREATEST YEAR! CL For which we thank you! Sitting on Top of the World— That's Universal /