Exhibitors Herald (1927)

Page scan 000290 from Exhibitors Herald

Record Details:

Title:
Exhibitors Herald
Date:
1927
Volume:
Exhibitors Herald (Sep-Dec 1927)
Leaf #:
000290
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:
July 25, 2024
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10 JJ EXHIBITORS HERALD October 8, 1927 NX NX IN the first nine months of 1927, EXHIBITORS HERALD has piled up an even larger margin of advertising patronage over the second paper in the field than it did in the first nine months of 1926, this despite a retrenchment policy adopted by motion picture distributing companies. Intensive field subscription work and a steady swing of the leading Eastern and Southern theatre owners to the HERALD today for the first time in the history of the motion picture business promises the fulfillment of the hope of every advertiser in the field — COMPLETE COVERAGE IN A RESPECTED AND RESPONSIBLE MEDIUM. NX T HE one paper which can accomplish this task is EXHIBITORS HERALD — understanding and reflecting the sen timent of every section of the country. rr