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

Page scan 0001079 from Exhibitors Herald and Moving Picture World

Record Details:

Title:
Exhibitors Herald and Moving Picture World
Date:
Apr-Jun 1930
Volume:
Exhibitors Herald and Moving Picture World (Apr-Jun 1930)
Leaf #:
0001079
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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lune 7, 1930 EXHIBITORS HERALD-WORLD 79 F arina Jackie Cooper Mary Kornman HAL ROACH David Sharpe “Chubby** Chaney Longer Lootage in Shorts Will Prove Profitable, Says Roach At the M G M convention in Chicago, Hal Roach predicted that the coming year would see the greatest strides forward in comedy production. He declared that sound short features had demonstrated tremendous box office appeal both in this country and throughout the woild. Outlining his program of 32 comedies for 1930-31, he stated that these films would range from two reels to 4,000 feet, a change from previous years when all Roach comedies were limited to two reels. “Some comedy subjects are so unusual and so full of laughs that they can logically be extended to three or four reels,” said Mr. Roach. “I have always felt that the public would like to see pictures that merit the longer footage extended for an extra reel or two. First run houses are playing more comedies than ever before and with the addition of comedy releases of varied length to their bills, they will be able to cooperate with us to better advantage in James Parrott Director exploiting them. “Various big houses, including the Capitol, New York, have found it highly profitable to advertise top notch comedy entertainment along with feature releases, and with the best three or four reel comedies it will be even easier to give them the publicity backing that comedy entertainment now deserves. to us that business can be greatly increased by the proper exploitation of grade A comedies. This is in line with my own belief that if a comedy is good enough to be shown in the theatre, it is also good enough to be advertised. If theatres are looking for fillers simply to take up space along with feature pictures, they will have to go to other producers for such product. “My promise to theatre owners is that we will turn out product that will definitely increase his patronage. “It was Colonel Schiller’s feeling that exhibitors would welcome this new departure. Robert McGowan Director “Exhibitors report Charles Chase Wheezer Dorothy Granger ! Grady Sutton 1 Mickey Daniels Gertie Messinger Laurel and Hardy Mary Ann Jackson Edgar Kennedy