Exhibitor's Trade Review (Sep-Nov 1922)

Page scan 000499 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 #:
000499
Language:
English
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:
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 1367 "REMEMBRANCE" (Goldwyn) CALIFORNIA THEATRE, LOS ANGELES.— Admission, 25-35-55 and 35-55-75 cents. Fair business. The evenings were better than the matinees. The usual weekly advertising was used and no exploitation. Short Subjects. — Johnny Jones in "Making Movies," California Topical Review and Magazine, Topics of the Day. Press Comments. — "It is the best picture Mr. Hughes has given us in his dual role of author and director. 'Making Movies' is a splendid feature on the bill." — ' ' Examiner. " " Pathos and humor absolutely real and natural pleasing action. Sharing honors with the feature is the most amusing kid comedy ever invented with Johnny Jones as its hero in 'Making Movies.' " — "Times." "RICH MEWS WIVES" (Preferred) ALLEN, CLEVELAND, OHIO.— Admission, 35-60 cents. Matinees light, but night business was exceptional, building with every performance. No extra exploitation. Press Comment. — "It affords many moments of interesting entertainment. ' ' — ■ ' ' News. " " Here is an example of an excellent 'audience picture,' which means that the reviewer yawns while those around him cry. ' ' — ' ' Plain Dealer. " " Here 's a movie that's beautiful but bunk. The purely technical merits of it make it interesting. ' ' — ' ' Press. ' ' COLISEUM, SEATTLE, WASH. — Admission, 25-50 cents. Drew well, patronage sustained. Exploitation. — Newspaper advertising, billboards, window cards, lobby display with illuminated boxes, autumn fashion show, afternoons and evening of two days. Short Subjects. — "Felix in the Swim" (cartoon comedy), Topics of the Day, Pathe News, Kinograms. Press Comment. — "As would be expected in a play of this type, the interiors are rich and convincing, but there is a better display of taste than is usual in pictures." — ' ' Times. " " This is a picture that everybody will be the better for seeing, because it has a splendid story, a theme intensely interesting and a cast that comes as close to being 'all star' as any yet seen. ' ' — ' ' Post-Intelligencer. ' ' GARDEN, MILWAUKEE, WIS. — Admission, 35-50 cents. Fair business. Matinee performances especially crowded. Exploitation. — Unusual amount of newspaper advertising, street car signs, lobby display. Short Subjects.— Snub Pollard in "365 Days," Fox News reels, Educational News. Daily Press Comment. — Probably the reason for the picture's interest is the masterful way in which it has been handled and the •splendid .cast." — "Sentinel." "A ROGUE'S ROMANCE" (Vitagraph) DORIC THEATRE, KANSAS CITY, MO. — Admission, 35-55 cents. This one drew well and was held over for a second week. Exploitation. — Usual newspaper and lobby display space. "R. S. V. P." (First National) TRIANON, BIRMINGHAM, ALA.— Admission, 15-35 cents. Very popular throughout the week. Exploitation.— Usual newspaper advertising and special readers Sunday; a very conspicuous lobby display made up of red and white posters and pictures of the star. Press Comment.— " Mr. Ray's appealing humor, achieved through his air of embarrassment and diffidence, loses nothing through being clothed in his share of a dress coat, where most always 'before they have been cloaked or should one say trous ered, in a pair of overalls, plus a torn straw hat." — "Birmingham News." ' ' Good, clean humor is always acceptable. ' ' — ' ' Birmingham Post. ' ' "THE SHEIK'S WIFE" ( Vitagraph ) POLE, SCR ANT ON, PA.— Pulled best of any show in some time'. Exploitation. — Boosting Oriental locale of picture. "THE SIREN CALL" (Paramount) MAJESTIC, PORTLAND, ORE.— Admission, 25-35 cents. Did good business during entire showing. Short Subjects. — International News, "The First Barber," Tony Sarg cartoon. Press Comment. — "The horrible details of the bad man's finish so vividly shown can hardly be called amusement." — ' ' Telegram. ' ' "SKIN DEEP" (First National) PARK AND MALL, CLEVELAND, OHIO. — Admission, 35-40 cents. Night business good, matinees off. Exploitation. — Aids by Amercan Legion and endorsement by local medical men. Press Comment. — "Ince presents "A,n incident of the late war with a vividness that is exceptionally realistic." — "News." "A good picture and certainly the most laudable propaganda the ex-service man can ever hope to have." — "Plain Dealer." "In this case it is ugliness, not beauty, that proves to be skin deep. An interesting tale. ' ' — ' ' Press. ' ' "THE SIGN OF THE ROSE" (American Releasing) DELMONTE, ST. LOUIS, MO.— Admission, 25-50 cents. Big business, best this house has enjoyed since its reopening. Usual advertising, no exploitation. Short Subjects. — Delmonte News and Reviews, Topics of the Day, and comedy; Geo. Beban and Co., in person. Daily Press Comment. — "It is one of the most artistic and effective bits of illusion ever brought to motion picture audiences." —"Star." "SLIM SHOULDERS" (Hodkinson) STRAND THEATRE, BIRMINGHAM, ALA. — Admission, 10-35 cents. Drew capacity audiences for every performance. Short Subjects. — Fashion Revue of Irene Castle and special feature, Castle dancing. Exploitation. — Special advertising and feature stories on the picture and the fashion revue. Press Comment. — "When it is a matter of spending a pleasant evening the show at the Strand is as good as you can do in Birmingham this week. ' ' — ' ' Birmingham News." "A TAILOR MADE MAN" (United Artists) BLUE MOUSE, SEATTLE, WASH.— Admission, 25-50 cents. Very satisfactory showing, large patronage well sustained. Exploitation. — Regular newspaper space, billboards, window cards, lobby trim. Daily Press Comment. — "The role of John Paul Bart affords Ray his greatest characterization, and the manner in which he handles the role overcomes all the weaker films of Ray's, and at once places him back on the pedestal of a star of the first rating. "—" Times. " "Affords Mr. Ray opportunities to score one of the triumphs of his career." — "Post-Intelligencer. ' ' BLUE MOUSE, PORTLAND, ORE.— Admission, 25-50 cents. Drawing such good houses it is being kept over another week. Exploitation. — Big ads in paper, window cards, and big electrics over marquee; daily paper gives passes to advertisers. Short Subjects. — Overture and Fox News. Press Comment. — "Good story, well acted. ' ' — ' ' Journal. ' ' BLUE MOUSE, SEATTLE WASH.— Admission, 25-50 cents. Held over for second week to better business than first week's showings. Very unusual here. "TOP O' THE MORNING" (Universal) COLUMBIA THEATRE, SEATTLE, WASH. — Admission, 25-35 cents. Played to good business. Exploitation. — Billboards, newspaper advertising, lobby trim, 4,000 cards tied on milk bottles for morning delivery read "Top o' the Morning," 2,000 postals bearing simply: "Top o' the Morning, It's Universal!" set people talking about it. Short Subjects. — "The Whole Family" (comedy), International News. Press Comment.— "A truly enjoyable picture. ' ' — ' ' Times. ' ' "TRAVELIN' ON" (Paramount) KNICKERBOCKER, CLEVELAND, OHIO.^-Admission, 15-25 cents. Fair business on this attraction. No exploitation. Press Comment.— "A typical Hart vehicle which entertains." — "News." "TREAT 'EM ROUGH" (Metro) PALACE HIP, SEATTLE, WASH.— Very well received by large audiences. Press Comment.— "The story is a most amusing one, with a touch of adventure and well flavored with thrills." — "Post-Intelligeneef." "TROUBLE" (First National) OLYMPIC, BUFFALO. — Admission, 152o cents. Proved a fine box office attraction, especially when it was offered in eonjunction with another five reeler, "Ashes." Exploitation. — Big screening party for Buffalo orphans in which they tied up with the "Evening Times." The usual fine newspaper advertising, window cards, lobby display and big electric flash on front of building. Daily Press Comment.— "No matter whether you've seen Jackie a hundred times heretofore, you've never seen him as good as he is in this one. "—" Evening Times." "Jackie, in the almost uncanny way that he makes a rather commonplace plot quite entrancing, does good characterization work. ' ' — ' ' Courier. ' ' "THE UNKNOWN" (Richard Talmadge Production) GALAX THEATRE, BIRMINGHAM, ALA-— Admission, 10-20 cents. Drew small crowds. Exploitation. — The usual newspaper publicity and display advertisments. Press Comment.—' ' A mediocre production but the audiences who witnessed it seemed to like it." — "Birmingham News." "THE VALLEY OF SILENT MEN" (Paramount) LIBERTY, SEATTLE, WASH.— Admission, 25-35 cents. Proved popular. Exploitation. — Regular newspaper adrertising, window cards, lobby display. Short Subjects.— "Pardon My Glove" (Christie Comedy), Liberty News. Daily Press Comment.— " The picture has realism, thrills and punch from the opening to the closing scenes." — "Times." "The locale is one of the most beautiful ever used as a background." — "Post-Intelligencer." " 'Pardon My Glove' is a sensational hit. ' ' — ' ' Times. ' ' LORENZ, BETHLEHEM, PA.— Big success and capital attendance. Exploitation. — Special spreads in newspapers. STRAND, SCRANTON, PA. — Good attendance and picture pronounced great. Exploitation. — Advertising, lobby displays, electric signs.