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December 31, 1927
21
EXHIBITORS HERALD
Tom Mix (Fox)
Colleen Moore (First National)
“Herald” Exhibitor Readers Select
Big Names of 1927
By THE EXHIBITOR
The biggest box office names of 1927! Who are they?
Your screen critic on the newspaper will tell you. Your producer will tell you. Your distributor will tell you. And your film salesman — yes, he will tell you, too.
But, who are the big names in the lights?
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There is only one individual in the motion picture industry who can give an honest and correct answer to that conundrum, and that person is Mr. Exijibitor.
In its annual survey among hundreds of theatre owners, the Herald is able to determine accurately the names which put money into the pocketbook of Mr. Exhibitor.
This year’s survey reveals many interesting phases of that important factor known simply by the term, “Names.” It reveals the power of a few to maintain a dominating position. It reveals the superlative ability of others who have advanced within a comparatively few months to the high plane of recognition.
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“Names” which are presented on the following two pages, and which were selected by a vote of the exhibitors themselves, must be recloned with if the theatre is to
make a handsome profit each year. These are names for the lights out front and for the black type in the newspaper advertising and throwaways.
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The topnotchers in the 1927 poll are, for the most part, stars of comedy dramas, comedies and Westerns. Colleen Moore, Tom Mix and Fred Thomson for the second time hold the premiere positions.
Another amazing feature of this year’s poll is the great advance made by Clara Bow, who, last year, ranked far down in the list. Her development into a “Name” during the last 12 months has been astounding.
•X* -X -X
If the reader will refer to the list of “Money Makers” published in the Herald last week he will find that in most of the big pictures are the big names published this week. This seems to be conclusive evidence that, despite the attitude to submerge “Names,” they are a vital factor and must be reckoned with.
In a forthcoming issue, the Herald will publish a list of the directors whose names are a power at the box office.