Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
00065
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, 1927 EXHIBITORS HERALD 51 ‘What the Picture Did For Me” VERDICTS ON FILMS IN LANGUAGE OF EXHIBITOR Copyright, 1927 Columbia KING OF THE PACK: Special cast— A good picture that drew a fair business and pleaded. — S. H. Rich, Rich theatre, Montpelier, Idaho. — General patronage. FBO ARIZONA NIGHTS: Fred Thomson— 100%. August 12-13. Another good one from Fred and Silver. My last I guess for some time, until he gets back in Westerns. He has made a mistake and I hope he realizes it before it is too late. This pair always did draw for me and whatever he gained by his change is a loss to the exhibitor who ran his Westerns. I considered this one of his best and only wish that he would continue to make more like it. Seven reels. — Ray W. Musselman, Princess theatre, Lincoln, Kan. — Small town patronage. THE GORILLA HUNT: Special cast— 75%. August 22-23. An exceptionally good educational picture and pleased my men patrons enough to have them tell me how they enjoyed it. The promoters are to be complimented on their efforts and the success of their undertaking. It enlightened me on this particular subject and above all. it drew some extra business. Five reels. — Ray W. Musselman, Princess theatre, Lincoln, Kan. — Small town patronage. COWBOY COP : Special cast — 65%. August 26-27. A little better than the average Tyler picture. He is not a very good bet for me and doesn’t draw as other Western stars. Five reels. — Ray W. Musselman, Princess theatre, Lincoln, Kan. — Small town patronage. LADDIE: Special cast — 100%. August 28-29. A very fine production. Drew better than “Keeper of the Bees” and “The Magic Garden.” You will note the percentage on this one. In fact, it is the first one I have run in over a year on which I had to use a shoe horn in order to get ’em all inside the doors. I do not recall this one ever ran on Broadway at two smacks a seat, nor did FBO roadshow it. That’s that. Seven reels. — Wm. E. Tragsdorf, Trags theatre, Neillsville, Wis. — Small town patronage. LADDIE: John Bowers — While not a special it is a very good picture. They all went out smiling. Made good on same. Book it and advertise. Seven reels. — C. Wagner, Royal theatre. Ft. Recovery, O. — General patronage. LADDIE: John Bowers — Very good. Much better than "The Magic Garden.” Will make you new friends. Six reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. A REGULAR SCOUT: Fred Thomson— 30%. August 27. A fine picture, but spoiled by bad print. The writer’s boy says he counted the stops, due to rotten print, and that they amounted to seven. We did not make any money on this. However, we think it is the first, but this was due to conditions at the present which is not near normal. This picture was of course enjoyed by the boys. The grown-ups did not like it much. Personally, we think it is good. Six reels. — J. S. Landry, Columbia theatre, Morganza, La.— General patronage. THE MASQUERADE BANDIT: Special cast— 65%. August 5-6. Just another Western that needs a good comedy to round out your program, for Saturday night. Will please some and entertain the others but you won’t get many favorable comments. This star won’t do business for Editor’s Note Percentage ratings given by exhibitors in reports to this department are obtained in the 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 in 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 on page 49. me and I am glad that I have finished with these. Five reels. — Ray W. Musselman, Princess theatre, Lincoln, Kan. — Small town patronage. MOTHER: Belle Bennett — 90%. A very good picture. Played it three days with excellent results. Pleased all who saw it, and had many good comments. — J. Brazden, Cobb theatre, Boston, Mass. — General patronage. SPLITTING THE BREEZE: Tom Tyler— 59%. August 20. A good Saturday night picture, but not quite up to the Tyler standard. Had opposition in form of tentshow, but got a fair share of the business. Five reels. — Guy B. Amis, Princess theatre, Lexington, Tenn. — Small town patronage. SPLITTING THE BREEZE: Tom Tyler— 38%. August 12. Not nearly as good as the ones with Frankie Darro. Just an average program Western. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. THE MAGIC GARDEN: Special cast— 71%. August 6. A Gene Stratton-Porter story presented to the screen in a beautiful manner. The work of the youngsters is splendid and the whole cast plays in a convincing manner. Interesting, wholesome, no need of any villains, a charming story magnificently photographed. Seven reels. — G. S. Kenny, Community House, Greenwood, Ind. — General patronage. THE MAGIC GARDEN : Special cast — -August 5-6. This will bring you new people. Had more favorable comments on this picture than on any I ever played, although it’s a very simple little picture that pleases ladies only. Six reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. FLASHING FANGS: Ranger — -78%. August 27. A good outdoor action picture, suitable for a Saturday night show. The dog did some good acting and pleased most of the fans. Six reels. ■ — Guy B. Amis, Princess theatre, Lexington, Tenn. — Small town patronage. FLASHING FANGS: Ranger— July 6. Just a fair dog picture. Five reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. DON MIKE: Fred Thomson — 83%. August 5. Consider this above his average, and he and Silver King are among my best bets. Seven reels. — E. M. Biddle, Strand theatre, Paoli, Ind. • — Small town patronage. DON MIKE: Fred Thomson — July 20. Good as all Thomson’s are. Five reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. DON MIKE: Fred Thomson — Good picture, but not so good as some of the old ones. — S. H. Rich, Rich theatre, Montpelier, Idaho. — -General patronage. RED HOT HOOFS: Tom Tyler — 45%. August 19. A pleasing Western to fair business. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. CYCLONE OF THE RANGE: Tom TylerAugust 30. This is the best of the last three from this star, and drew a few more patrons. Five reels. — Ivy D. Arnold, Cresco theatre, Cresco, la. — General patronage. CYCLONE OF THE RANGE: Tom TylerJust another Western. — R. K. Lattin, Strand theatre, Valparaiso, Neb. — General patronage. TARZAN AND THE GOLDEN LION: Special cast — This picture drew them in and pleased the majority. It was a money maker for me on midweek dates. My advice to the small towns is to run it. — S. H. Rich, Rich theatre, Montpelier, Idaho. — General patronage. FLAMING FURY : Ranger — August 3. A fair dog picture. Five reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. MOULDERS OF MEN: Conway Tearle— Another FBO picture that went over fine. A good story with a good cast. Frankie Darro did some fine acting as the crippled boy. — J. Brazden, Cobb theatre, Boston, Mass. — General patronage. First National ORCHIDS AND ERMINE: Colleen Moore— 50%. August 5-6. Played this for a Saturday picture, but it did not stand up. The flappers won’t come and these kind keep the majority of men out. Seven reels. — E, A. Rhoades, Grand theatre. Story City, la. — Small town patronage. ORCHIDS AND ERMINE: Colleen Moore— July 22-23. Very clever comedy drama. Pleased 100 per cent. Six reels. — L. C. Bolduc, Bijou theatre, Conway, N. H. — General patronage. THE UNKNOWN CAVALIER: Ken Maynard — 74%. August 20. Maynard is certainly a great rider of horses and puts on a bit of circus action. This play was well received. Han action, suspense, and a good comedy reel by Otis Harlan. Had to hold the youngsters down to save the roof. Seven reels. — G. S. Kenny. Community House, Greenwood, Ind. — General patronage. THE UNKNOWN CAVALIER: Ken Maynard — June 22. A 100 per cent Western. Say, Ken,