Exhibitors Herald World (Jan-Mar 1929)

Record Details:

Title:
Exhibitors Herald World
Date:
Jan-Mar 1929
Author:
Quigley Publishing Company
Publisher:
Chicago, Quigley Publishing Company
Volume:
Exhibitors Herald World (Jan-Mar 1929)
Leaf #:
000426
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Media History Digital Library
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:
March 21, 2024
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54 EXHIBITORS HERALD-WORLD February 2, 1929 THE THEATRE What Do You Think of This Theatre Ad? To the firing trench, boys, and have at 'em ! Sidney Larschan, resident manager of the Meserole theatre in Brooklyn, and a regular showman as well as reg'lar fella, pins the ad in the adjoining two columns up against the wall and asks you to shoot ! Welcomes Criticism Here's what he writes to "The Theatre" : "I am glad to know that you are going to permit your readers to assume the roles of advertising critics. Here's one for them to pass judgment on. "I am an ad writer of the common garden variety. This ad was prepared from a 4 and 2 column mat. "I'm not a sentimental sort of a guy, so stiff criticism will produce neither a melted heart nor tears. "Here's to better ads and more critics." You will recall that "The Theatre," departing a bit from established procedure, proposed in a recent issue that, when exhibitors or exhibitor-staffs so desired, the department would reproduce newspaper advertisements for criticism by other showmen. What Do You Think? Larschan is first to offer his brainchild upon the altar of better showmanship. He wants you folks to comment upon the ad on this page. Remember that true criticism means positive as well as negative comment. If you think this is a good ad, tell us. If you think the ad could have been improved upon, be just as frank in telling us how. Larschan wants to know how the ad could have been bettered, and so do other exhibitors who see it. And don't forget that in offering your comment you also will be benefited. You may reply direct, of course, to Larschan, but "The Theatre" earnestly asks that you write to this department also, so that your suggestion may be published. The aim is the familiar one of the Three Musketeers, "All for one, and one for all." A PASSIONATE WAR OF LIFE . . . fought only with a woman's weapons . . . Charm . . . Sex appeal . . A Scarlet Woman . A Lilly of the Streets . . ■ Loved by two men . . To one she gives her love ... to the other her honor . . . the three figures in this bizarre modern love story are the three closest friends. MJ^OMAN DliPlTED COMING! CCMING! After Its Successful Run at the Central Theatre, N. Y. "LILAC TIME" With COLLEEN MOORE and GARRY COOPER SEE LIFE at its most magnificent moments . ... in the most magnificent spectacle the sereen has even given you ....... Here is the Larschan ad reproduced for your comment. think of it? What do you Audien Tabloid Strip Is Issued to Exploit New Chaney Film in Papers (Special to the Herald-World) NEW YORK, Jan. 29.— An audien tabloid serial has been issued as a n'wspaper novelty for use in connection with L_>n Qianey's "West of Zanzibar." The tabloid strip, in six instalments, is furnished in mats or proofs and tells the story of the film in a vivid and dramatic fashion. Photographs of scene stills were cut out and pasted against drawn backgrounds for this serial strip. Then dialogue was written to fit the various' scenes and inserted in the pictures.