Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

Record Details:

Title:
Exhibitors Herald and Moving Picture World
Date:
Apr-Jun 1930
Volume:
Exhibitors Herald and Moving Picture World (Apr-Jun 1930)
Leaf #:
0001035
Language:
English
Collection:
Early Cinema and Hollywood Studio System
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:
March 21, 2024
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“DIVORCEE” CAMPAIGN M-G-M COOPERATION J|S AN example of direct to thepublic selling there has never been a more successful campaign than the barrage of advertising behind Norma Shearer’s “The Divorcee.” CAREFULLY planned advertising, stres what happens to LOVE? Her sin was no GREATER THAN HIS hut She teas ri W niiidii € r% NORMA Shearer ’^DIVORCEE / /■nmv t> V, m 1 ■ jf*wj VJ Mr i v*j a jj NORMA JrY -f SHEARER ^DIVORCEE J-COIOWTN M»IC» S SERIALS, publicity spreads, press stories — these, too, are part of the million dollar Hearst drives. You couldn’t buy such campaigns for a fortune! There will be the biggest campaign of all behind ‘‘Jenny Lind” next season, selling Grace Moore to the American public, telling about this great picture. -O sing story values, attractively presented — these full page newspaper smashes in prominent centers helped “The Divorcee” to break the many records it did! iTH ATS just the start. That campaign selectively presented is just the beginning. It’s just a sample of the kind of localized promotion M-G-M plans for 1930-3 1 . Full Page ads from National Ca mpa ign 07i “ Divorcee ” And each additional Cosmopolitan Production and Marion Davies picture will likewise be backed by these intensive advertising and publicity drives! RADIO PLAYS BIG PART IN M-G-M’s PROMOTION PROGRAM |UTSTANDING was the 1 o week Tasty Bread tie-up over the Columbia chain, coming from the M-G-M studios. These star-broadcasts were heavily advertised nationally by Tasty Bread. MILLIONS OF DOLLARS IN NATIONAL HEARST AD DRIVES! The power of a national Cosmopolitan and Marion Davies campaign in the Llearst newspapers has proved itself time and again! The sheer weight of full pages, half pages, quarter pages running a week in advance of opening and daily during the engagement is stupendous! LITERALLY millions of dollars in space has been poured into these newspapers in cities scattered from coast-to-coast. And space used with showmanship wisdom, presenting the allurements of the entertainment in dramatic style. Cosmopolitan newspaper advertising is a model for the industry. Currently these huge campaigns are helping to make “Caught Short” a sensational success. And they’re telling the world about Marion Davies in “The Florodora Girl.” Soon the smashing advertisements on M-G-M’s “The Big House” will break in Hearst newspapers heralding the arrival of one of the year’s greatest hits. LAWRENCE Tibbett sang over N. B. C. network in AtwaterKent hours. Ramon Novarro sang over the Columbia network. These are just a few of many radio tie-ups. AND d on’t forget that every week in the year M-G-M Radio Movie Clubs, the pioneers of this activity, continue to broadcast from 22 cities. THE LIVING BILLBOARD on Broadway and in Los Angeles for “Hollywood Revue”; previews on ocean liners; Chamber of Commerce Goodwill tie-ups — these are just a sample of M-G-M live-wire exploitation. M-G-M al one of all companies maintains a yearround exploitation force in the field cooperating w ith exhibitors. Uncounted millions have been thrilled by Leo in his motor tour of promotion !