Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
00061
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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September 17, 192 7 EXHIBITORS HERALD 47 Schine Dedicates New Ohio Theatre To Town’s Citizens One of the worst enemies of any theatre is lack of personal interest for the theatre by its patrons. The theatres that are most successful are those that have definite personalities just as a person has a personality. And when patrons do not have a personal interest in a theatre, there is tough sledding ahead for the theatre. As a first step toward arousing this personal interest, Schine Enterprises, Inc., upon the opening of its new Ohio theatre at Sidney, O., dedicated the theatre to the citizens of the town. Such a plan is noteworthy. It means that the day the theatre was first opened the patrons were given a personal interest in the theatre and its success. To announce the opening of the theatre, a special section of the local newspaper, The Sidney Daily News, was published. The first page of this section is reproduced on this page. In this section numerous stories about the theatre were run, thus giving the readers a thorough appreciation of the new theatre. Heuse Organ Copy In this section were two short pieces which will make excellent copy for your house organ. The first is entitled “Motion Pictures” and is a striking definition : “A wonderful new force is abroad in the land. An influence which stimulates the imagination, which is exciting, gives keenest pleasure, and which educates, is such as the motion picture. Do you realize the growth of this wonderful new art and the possibilities which it has? Through the uses of the motion picture cameraman, you may travel the world over. You may see the wonders of nature and learn of all people. You may be present at the inauguration of the President or work or play with the greatest living celebrities. You may visit events which make world history. All of this is the privilege of the theatregoer today. On the 'screen you may see stars of the finest magnificence acting from tales which have made history or presenting offerings of the brilliant writers of today and this age. Through pantomine you may watch comedians who make tears turn to laughter and chase gloom away. Have you ever stopped to think just how much your motion picture means in your community? If not, center your thoughts on the untiring efforts of those in back of the scenes that are presented to amuse the persons in every walk of life. The screen is the chief educator of the foreigner and teaches American ideals in every land.” A Theatre Policy The second item is the outlining of the policy of the Ohio, and it is a policy worthy of any theatre : “Our policy is to present an entertainment that will embrace the highest productions of the motion picture realm combined with the greatest musical technique. In the construction of every program we will endeavor to offer something artistic, something novel, something instructive and something amusing, and to offer a spirit of unmistaken courteous hospitality. In fact, the program in the Ohio theatre will be always worthwhile.” 1 — . — The value of Hash fronts was proven by the Arcadia theatre when it ran “The Great Train Robbery,” an F B O picture, recently. The generous use of stills, oil paintings and a special strip across the marquee shown at right helped the theatre to gross the biggest receipts since it showed “The Birth of a Nation.” SCH1NES OHIO THEATRE SECTION SPECIAL EDITION UPfjje Utelji o£E?, VOL. XXXV. NO. 207. SIDNEY. OHIO, WEDNESDAY EVENING. AUGUST 31, 1927 PRICE 3 CENTS OMawtcxx^-nieucucAiL' Messers J. Myer and L. W. Schine NORJ^SHEARER AMD Schine Enterprises INC. IN DEDICATING THE NEW 0 SCHINE H iQ To The Good People of SIDNEY wish to express their deep appreciation and sincere thanks for the co-operation given them to further this institution and to reciprocate by offering to Sidney the Best and Highest Type of Clean Entertainment and Amusement