Exhibitors Herald World (Oct-Dec 1929)

Record Details:

Title:
Exhibitors Herald World
Date:
Oct-Dec 1929
Publisher:
[Chicago, Quigley publishing company]
Volume:
Exhibitors herald world
Leaf #:
000518
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
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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50 EXHIBITORS HERALD-WORLD November 2, 1929 THE THEATRE First Sell Yourself on Newspaper Ads Then Sell Your Patrons In this article is described and illustrated the use of engravers ink in making art layouts for theatre newspaper ads. Its advantages are for the exhibitor who cannot afford the cost of an artist and the expense of having plates made. FIRST sell yourself on your newspaper ads and then sell your patrons is the code for merchandising a theatre advanced by George L. Phelman, display advertising manager of the Illinois State Journal, Springfield, Illinois, and who is also handling newspaper advertising of three downtown theatres in that city. Manv claim that it is onlv the attraction that BlanKThedTre BILL JOYCE m THE HUGE, SWINDLE. a biij melodrama Also oilier soLjfcis &"hd organ solo ADULTS. H54 CHILDREN. 15' Here is illustrated the sort of an advertisement which Phelman says is not worth much. It is merely an announcement with nothing in it to sell the public on the theatre or the attraction. GEORGE L. PHELMAN draws the patrons to the theatre but in discussing merchandising, Phelman points out that many exhibitors neglect to find out the potential factors in their theatres, beyond the attraction, which can be merchandised. In selling the theatre and the attractions to the patron, advertising is the medium through which the sale is made and it is this advertising to which the exhibitor should pay particular attention. In the editing of its copy he should first sell himself and then sell his patrons. Many exhibitors, or I might add, most of the exhibitors, especially in the smaller cities do not have the facilities for art work makeup of their newspaper ads and even if they did so they could not afford the extra expense involved. Phelman tells how he uses engravers ink to make effective layouts which does not necessitate the making of a zinc or plate, and this is something which many an exhibitor can well afford to make use of. In discussing theatre merchandising and theatre advertising Phelman says : "Many new businesses have developed during the last ten years, under the heading of amusements, which have added to the ever Th#Je clever Kt« , »>\ i. * Out u»*4 I Here is another illustration of "The Huge Swindle" advertisement which Phelman has revised in layout and copy. It is attractive to the eye and warrants enough reader attention to make a box office sale.