Exhibitors Herald (1927)

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
00067
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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September 17, 1927 EXHIBITORS HERALD 53 DEAR HERALD: NELIGH, NEB., September 4, 1927. It looks like prosperity was headed for the corn belt and nothing short of Jack Frost can head her off. The entire region West of the Mississippi is due for an abundant corn crop should this dry, hot weather cotninue, hut a lot hinges on whether they get a frost before the corn matures. Especially is this true of Nebraska. It has been many years since Nebraska had a better prospect for corn than this year and her corn is farther advanced than most states, mainly because she escaped the excessive floods in the early spring which enabled farmers to get the corn planted earlier than other localities. In anticipation of this coming prosperity it behooves us all to put our house in order to receive her. Have you remodeled the front of your theatre? Have you painted out the fingerprints and other markings on your box office and picture frames? Have you dusted off the picture frames in your lobby? Have you redecorated the interior? If not, don't you think it ought to be done? We are all too apt to travel in a rut; we get used to doing things in the same old way and forget that with a little effort we might materially add to the comfort and enjoyment of our patrons and thus add to our box office receipts. Let’s not follow the line of least resistance any further, hut let’s astonish the community by dressing up the theatre and keeping pace with the march of events. From what we have seen of the new product this year that is being distributed by all the producers it looks like there was a lively season in store for you exhibitors. Poor pictures have been made, it is true ; there always will be poor ones, just like there will always be poor apples in every barrel, but the bulk of the crop seems to come nearer grading No. 1 this season than ever before, and if you exhibitors will take advantage of your opportunity and will exploit your pictures in a business-like way it would seem that nothing short of a shortage of gas could keep you from placing that account on the right side of the ledger. How about your short subjects, have you given any special thought to this matter? We have heard many theatremen say, “Oh I never mention my comedies and news reels in my advertising because they all know I have a comedy and news with each program.” If this kind of advertising is logical, why mention any part of your program at all? Why not say, “There will be a show tonight” and let it go at that. We will venture the prediction that if you will post a one-sheet of your news reel and a set of photographs of your comedy alongside the hilling for your feature and note the people who stop to look the billing over you will find better than 50 per cent of them will pay more attention to the news and comedy billing than to the feature. This will indicate that more importance should be given the short subjects. Any good up-to-date news followed by a good two-reel comedy will be worth the price of admission regardless of the feature, and oftentimes they pull a weak feature through. Well, anyhow, think it over, maybe we are all wet, hut we don’t think so. The Herald Fills a Want None Others Do Plans have been adopted by Eugene Huse for the remodeling and redecorating of the Auditorium theatre at Norfolk, Neb. This theatre has been closed since the opening of the Grand some years ago. The Granada was opened recently and when the Auditorium is completed and in operation Norfolk will be well supplied with theatres, having four in all. The Grand, Granada and Lyric are Universal houses, but we understand that the Auditorium will be under independent management. When the Auditorium is completed as Eugene Huse wants it to be, Norfolk will have another playhouse she can well be proud of, for Gene never stops short of the best when he gets started. We are looking for some lively times in theatrical matters when the Auditorium gets underway. Norfolk has a population of 8,000 or more and it is a safe guess that one can find a seat in some of her theatres anytime, and not be crowded for room. ( Continued on following page ) of good comedy thrown in. They liked it, and said so. Seven reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. WHISPERING WIRES: George O’Brien— Good picture, with lots of comedy and action. It will please the average “movie” fan very much. — S. H. Rich, Rich theatre, Montpelier, Idaho. — General patronage. THE FLYING HORSEMAN: Buck Jones— 57%. August 1-2. Good Western, to fair crowd. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. THREE BAD MEN: Special cast — 75%. August 30-31. Drew well, and was well liked. Have no complaints and several compliments. Nine reels. — J. A. D. Engesather, Movies theatre, Brocket, N. D. — General patronage. THE COWBOY AND THE COUNTESS: Buck Jones — 30%. August 15-16. A good Western, but did not draw much of a crowd. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind. — Small town patronage. CANYON OF LIGHT: Tom Mix — One of Tom’s best. We are all for you, Tom, when you make pictures like this. — S. H. Rich, Rich theatre, Montpelier, Idaho. — General patronage. COLLEEN : Madge Bellamy — A good program picture, but failed to draw. Fox pictures never draw for me on Monday or Tuesday. — J. Brazden, Cobb theatre, Boston, Mass. — General patronage. CIRCUS ACE: Tom Mix — Gets the people and pleases most of them, but not as good as the last two he made. — T. J. Kempkes, Bonham theatre, Fairbury, Neb. — General patronage. THE CIRCUS ACE: Tom Mix — August 27. Good, and Mix has a real leading lady for once. She fitted the part 100 per cent. Five reels. — Mrs. Richard A. Preuss, Arvada theatre, Arvada, Col. — Small town patronage. SUMMER BACHELORS: Special cast — This picture has box office power, but it’s not a special. Lots of kicks. Nothing to it at all. — A. G. Miller, Lyric theatre, Atkinson, Neb.— General patronage. HILLS OF PERIL: Buck Jones — Westerns always draw well here. Buck Jones is a good Western star and is well liked by both young and J . Brazden, Cobb theatre, Boston, Mass. — General patronage. Gotham THE RED KIMONA: Mrs. Wallace Reid — £0%. July 28-29. Pick this picture up and play it on your poor nights and watch them come in. Boost it strong, it is a good picture. Seven reels. — E. A. Rhoades, Grand theatre. Story City, la.— Small town patronage. Metro-Goldwyn-Mayer TWELVE MILES OUT: John Gilbert — 45%. August 28-29. A little rough for some, but will please 90 per cent. Eight reels.— E. H. Brechler, Opera House, Fennimore, Wis. — General patronage. AFTER MIDNIGHT : Norma Shearer — 40%. September 4-5. A nice picture, but not Norma’s best. Seven reels.— E. H. Brechler, Opera House, Fennimore, Wis. — General patronage. AFTER MIDNIGHT: Norma Shearer — 38%. September 1. Fair entertainment of the night club life in the large cities. Did not please Norma’s supporters. Six reels. — T. A. Shea, Palace theatre, McGehee, Ark. — General patronage. CALIFORNIA : Tim McCoy — 30%. September 2-3. A good historical Western. Six reels. E. H. Brechler, Opera House, Fennimore, Wis. — • General patronage. THE CALLAHANS AND THE MURPHYS: Special cast — 80%. August 26-27. Perhaps a little too much near-beer, but the crowd will laugh and tell you they enjoyed the show. Nothing in picture to be afraid of. Seven reels. — J. A. D. Engesather, Movies theatre. Brocket, N. D. — General patronage. THE CALLAHANS AND THE MURPHYS: Special cast — 20%. As my name implies, we are 100 per cent Irish, though if we thought any class of that race ever acted in the manner described by Sally Moran and Marie Dresser we would certainly deny our nationality. If you are Irish and have one spark of Irish pride, do not lun this picture. Better still, do not advise your acquaintances to even pay to see it. It’s the lowest order of filth. I imagine it would go big in certain parts of Alabama and with the president of Mexico, and the producer should be restricted in its direction to the above territories. Six reels. T. A. Shea, Palace theatre, McGehee, Ark. — General patronage. ROOKIES: Special cast — 100%. August 10-11. A knockout and a real drawing card, if you have a few in the town that have seen it. Otherwise, you might have a slim first night, but on the second night you better go out and borrow some seats ; you’ll need them. Sure gets the laughs and the ending is a wow. Seven reels. — Ray W. Musselman. Princess theatre, Lincoln, Kan. — Small town patronage. ROOKIES: Special cast — 90%. August 26-27. Like all the rest of the exhibitors, will have to report it went over big. Seven reels. — E. A. Rhoades, Grand theatre. Story City, la. — Small town patronage. ROOKIES: Special cast — August 29-30. Got some awful vulgar scenes that bring forth shouts of glee from the persons who thrive on smutty stuff. But my patrons are mostly clean minded, and I didn’t have the nerve to ask them how they liked it. The picture would go over big without the dirt. Admission 10-20-30c. — F. W. Zimmerman, Palace theatre, San Marcos, Tex. — Small town patronage. ROOKIES : Special cast — One of the best comedies of the year and sold to us at a fair price. Lot of laughs and also a good thrill, which is what our patrons want. — W. L. Crouse, Ideal theatre. Bloomer, Wis. — General patronage. LOVERS: Special cast — 60%. August 17-18. Played this with a tentshow in town and had good patronage. It is better than average. My lady patrons fall hard for Novarro. Seven x-eels. ■ — E. A. Rhoades, Grand theatre. Story City, la.— Small town patronage. LOVERS: Special cast — August 28-29. After reading a pair of adverse reports on this one, we were surprised at the many favorable comments received from our patrons. The box office statement shows it as a fair Sunday-Monday offering. Seven reels. — Ivy D. Arnold, Creseo theatre, Cresco, la. — General patronage. FLESH AND THE DEVIL: Special oast— 78%. August 24-25. One of the best Metro pictures I have ever used. A good plot and plenty of dramatic situations that please. Lots of love scenes, but has a good lesson and will please practically all. Advertise big and make some money. You won’t go wrong. Nine reels. — Guy B. Amis, Princess theatre, Lexington, Tenn. — Small town patronage. THE TAXI DANCER: Special cast — 80%. September 1-2. The best program of its kind for some time. Admission 10 and 30 cents. — Earl N. Conway, Electric theatre, St. Francis, Kan. — General patronage. TILLIE THE TOILER: Marion Davies 100%. September 1. We ran this one night and it filled the house. Not only that, but it pleased them all.