Exhibitor's Trade Review (Sep-Nov 1922)

Page scan 000497 from Exhibitor's Trade Review

Record Details:

Title:
Exhibitor's Trade Review
Date:
Sep-Nov 1922
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Sep-Nov 1922)
Leaf #:
000497
Language:
English
Collection:
Hollywood Studio System and Early Cinema
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:
In late-1916, Exhibitor's Trade Review entered a crowded market of weekly motion picture trade publications that already included the Moving Picture World, Motion Picture News, Exhibitor's Herald, and Motography, along with theatre and vaudeville-oriented papers that covered film, such as Variety, the Billboard, and the New York Clipper. To gain market share and differentiate itself from competitors, Exhibitor's Trade Review pursued a variety of tactics -- some constructive (gathering allies among exhibitor organizations), others destructive (smearing the reputations of competing trade papers and certain film companies that refused to buy advertising). Despite the behind-the-scenes controversies, though, Exhibitor's Trade Review appears to have, in the words of Alan Gevinson, 'established itself legitimately in its role as advisor to and fighter for the independent exhibitor.' All the issues that mattered to independent exhibitors were covered, including censorship, taxes, distributor contracts, piano accompaniment, and, of course, the films. In 1926, Exhibitor's Trade Review ceased weekly publication and only offered the daily service, Exhibitor's Daily, which was acquired a few years later by Martin Quigley as he attempted to consolidate the industry's trade papers under his control. -- Eric Hoyt, 2014
Date Added:
July 25, 2024
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October 21, 1922 EXHIBITORS TRADE REVIEW 1365 Press Comment. — ' ' Lloyd lias never made a better picture." — "News." "An excellent picture." — "Press." "Go to see it. Lloyd lias never done any comedy quite so well."— "Plain Dealer." CAPITOL THEATRE, OKLAHOMA CITY, OKL A.— Admission, 10-30-40-50 cents. Opened to capacity and the business held up for entire week. Short Subjects. — Pathe Review, First National Kinograms. Exploitation. — Extensive newspaper advertising, billboards, window cards, heralds, posters and attractive lobby. Daily Press Comment. ■ — "A laugh throughout, a first class picture in every particular. ' ' — ' ' Daily Oklahoman. " "It nas a new Lloydism and brimful of humor. ' ' — ' ' Times. " "A picture chock full of laughs and very pleasing." — "News." "HATE" (Metro) MARK STRAND, BUFFALO. — Admission, 15-25 cents. Business about average. Exploitation. ■ — Newspaper advertising, lobby display and window cards. Short Subjects. — "Family Affairs," a Radio comedy; "In the Great North," a Post Nature Scenic, and Kinograms. Daily Press Comment. — "It is full of thrilling situations." — "Times." "HEAD OVER HEELS" ( Goldwyn ) ALCAZAR THEATRE, BIRMINGHAM, ALA.— Admission, 10-30 cents. Large crowds witnessed the performance and received their little favorite enthusiastically. Exploitation. — The usual display advertising and publicity preceding the showing. Press Comment. — "An exquisite farce with Mabel Normand at her best both in looks and art." — "Birmingham News." "HUMAN HEARTS" ( Universal) LIBERTY THEATRE, KANSAS CITY, MO. — Admission, 15-35 cents. A good week's business. Exploitation. — Sunday newspaper space doubled, also billboard and lobby display space. Short Subjects. — "Some Family" (comedy), and Pathe News. Daily Press Comment. — "A good cast and well directed."— "Star-Times." "Won for itself a wide appeal through the human interest of its story." — "Journal-Post." COLUMBIA, SEATTLE, WASH. — Admission, 25-35 cents. Playing its second big week to satisfied audiences. Has enjoyed much novel exploitation, which continues to bring 'em in. "I AM THE LAW" (Enterprise) COLONIAL, ALLENTOWN, PA.— Good three days' run, attendance satisfactory. Exploitation. — Newspapers, readers, lobby, special showings in advance for city officials. "IN THE NAME OF THE LAW" (F. B. O.) RIALTO, ATLANTA. — Unusually good week. Exploitation. — Manager Phil Gersdorf had five cutouts, 15 feet high, showing Ralph Lewis as a policeman, who bade traffic stop "In the Name of the Law" and go to the Rialto, — a hundred feet of film showed Atlanta policemen in action and was on the screen during the run of the feature. Gersdorf offered a percentage of net receipts to the Police Benefit Fund. A fake "summons" attached to the steering wheels of parked ears. Short Subjects. — "Puppy Love" and International News. Press Comment. — "Is melodramatic, full of incident and it presents the policeman in a unique role." — "Atlanta Georgian." "Melodrama of genuine heart appeal." — ' ' Atlanta Journal. ' ' LELAND, ALBANY, N. Y. — Admission, 28 cents. This picture packed the house for the entire week in spite of prevailing hot weather. Exploitation. — Extra newspaper space and store windows and walls heavily papered. Short Subjects. — Comedy and a news. Daily Press Comments. — "The picture is both a tribute and an entertainment. ' ' — "Knickerbocker Press." "Story is most interesting." — "Journal." "Directing is competent. Too great sentimentalization of home life." — "Times-Union." "THE ISLE OF DOUBT" (Playgoers) HEILIG, PORTLAND, ORE.— Admission, 25-35 cents. Fair business. Exploitation. — Usual paper ads. Short Subjects. — "Pay Your Dues," Pathe Review, Snapshots. "JUST TONY" (Fox) FOX-LIBERTY, ST. LOUIS, MO.— Admission, 30-40 cents. Business very good. Regular newspaper advertisements and no exploitation. Short Subjects. — Fox News and Views, a Sunshine comedy, "Tin Bronko. " Daily Press Comment. — "Splendid entertatinment. It is clean, breezy and interesting. ' ' — ' ' Star. ' ' "THE KICK BACK" (F. B. O.) STRAND, ATLANTA.— Business good for the week but not exceptional. Exploitation. — The Nugrape Bottling Company co-operated. The lobby was converted into an American bar (of the vintage of 1922), and drinks were dispensed to the public whether they entered the theatre or not. It was a tremendous hit. Short Subjects. — A second run of Clyde Cook's "The Chauffeur" and Selznick News. Press Comment. — "One of those gripping, vital dramas of the great open places." — "Atlanta Georgian." "KINDRED OF THE DUST" (First National) NEWMAN THEATRE, KANSAS CITY, MO. — Admission, 15-25-35-50-75 cents. A week of good attendance. Exploitation. — The picture was played up as the finest human interest story since ' ' Humoresque. ' ' Large Sunday newspaper space, lobby display and billboard space. Short Subjects. — ' ' Treasure Bound ' ' (comedy), Newman News and Views (Current Events). Daily Press Comment.—' ' The east plays with sincerity that is sure to make the picture go over big." — "Star-Times." LIBERTY, PORTLAND, ORE.— Admission, 25-35 cents. Good business. Short Subjects. — International News, "Home Made Movies" (First National). "LORN A DOONE" (First National) MALL AND PARK CLEVELAND, OHIO. — Admission, 35-40 cents. Fair business evenings, no extra exploitation. Played at Mall three days, at Park seven days. Short Subjects. — Mack Sennett's "Home Made Movies." Press Comment. — ' ' ' Lorna Doone ' is a romantic adventure story brought to the screen in a delightful manner. ' Home Made Movies' is one of Sennett's best." — "News." "This picture ('Lorna Doone') is recommended." — "Plain Dealer." "LOVE IS AN AWFUL THING" (Selznick) MODERN AND BEACON THEATRES, BOSTON, MASS. — Admission, 20 cents bottom afternoon to 60 cents top evenings. Excellent business. Coupled with "The Yosemite Trail" (Fox). Exploitation. — Window cards, one sheets, and subway and elevated station posters over the city. Lobby. Regular newspaper ads with Sunday specials. Short Subjects. — "Fire Fighters" (Pathe ), International News Reel, Topics of the Day (Pathe). Daily Press Comment. — ' ' Moore never had a better comedy than this for his talents and it is recommended as a sure cure for the blues. ' ' — ' ' Traveler. " "A great farce comedy filled with legitimate laughs." — ' ' Telegram. ' ' "LOVES OF PHAROAH" (Paramount ) RIVOLI, PORTLAND, ORE.— Admission, 25-50 cents. Good business for entire showing. Exploitation.— Lobby display, considerable news space, and several good write ups. Short Subjects. — Selznick News. Press Comment. — ' ' Splendidly enacted spectacle. ' ' — ■' ' Journal. " " From a purely spectacular viewpoint it is a triumph." — ' ' Telegram. ' ' "THE MAN FROM BEYOND" (Houdini Pictures— S. R.) LOEWS GLOBE, BOSTON, MASS.— It has broken all attendance records at this house. Exploitation. — Houdini in person, with the attendant excellent publicity; feature ads in all papers; billboards, window cards and three sheets over the city. Short Subjects. — Comedy and PatheNews. Daily Press Comment. — "The climax of the story is the most thrilling scene ever depicted on the screen. ' ' — ' ' American. "Accorded a widely enthusiastic reception at its first showing." — "Advertiser." "The action is fast and furious and some of the. situations are new." — "Traveler." "THE MAN WHO PLAYED GOD" (United Artists) READE'S HIPPODROME, CLEVELAND, OHIO.— Admission, 35-55 cents. Fair business evenings, matinees a trifle light. Played in conjunction with seven acts of vaudeville. Press Comment. — "While Arliss' new vehicle does not, perhaps, contain as wide an appeal as his former pictures, none can say that it does not interest. ' ' — ' ' News. ' ' ' ' Mr. Arliss must always be credited with sincerity. In this picture he has taken a firm stride toward the right." — "Plain Dealer. ' ' "MAN SLA UGHTER" ( Paramount) HOWARD, ATLANTA, GA.— Admission, 30-40 cents. Registers very good week. Short Subjects. — Selznick News, "Pithy Paragraphs. ' ' Daily Press Comments. — "Is, one of the most pretentious picture productions of Cecil B. De Mille." — "Atlanta Georgian." ' ' One of the most powerful screen dramas seen this season." — "Atlanta Journal." COLUMBIA, PORTLAND, ORE.— Admission, 25-35-50 cents. One of the best business getters for a long time. Tremendous crowds at every show. Is being held over another week. Exploitation. — Considerable newspaper space, billboards, window cards, electrics and marquee. Short Subjects. — Kinograms (Educational), Japanese Judo (Educational). Press Comment. — "The Picture is one of the finest Cecil B. De Mille productions. ' ' — ' ' Oregoniana. ' ' OHIO, INDIANAPOLIS, IND.— Admission, 25-40 cents. Second week. Fair business. Exploitation. — Newspaper advertisements enlarged; window cards and one-sheets. Short Subjects.— A comedy and Internati onal News. STILLMAN, CLEVELAND, OHIO.— Admission, 40-60 cents. Capacity audiences evenings, matinees much better than average. Exploitation. — Safety drive in co-operation with Cleveland Safety Council. The stunt provoked the Chief of Police to start an investigation with regard to streets be