Exhibitor's Trade Review (Mar-May 1922)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Mar-May 1922
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Mar-May 1922)
Leaf #:
0007
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:
September 21, 2023
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IC1B522680 ^ MAR -2 '22 Go to Your Editor By L. W. BOYNTON E LSEWHERE in this issue we tell the story of two constructive publicity efforts — made in behalf of the industry — by exhibitors. Their message is clear. Their purpose is to set the public right concerning this business. They are designed to answer — and they do answer effectively— the sensational nonsense for which a lot of newspapers have recently fallen, merely because it made "good" first-page stuff. It is a fine thing to deplore these lurid, unjustified and damaging attacks. It is a finer thing to do something constructive to offset them, and to recall to the public mind something it surely has never really forgotten—namely, that this industry as a whole is just as decent as any under the sun. ^ We call the attention of exhibitors everywhere to what the Motion Picture Theatre Owners of Michigan are doing, in co-operation with two Detroit newspapers, to promote a systematic campaign of enlightenment. "Go to Your Editor" is the keynote of this campaign. The M. P. T. O. of Michigan is placing in the hands of every exhibitor in the state a folder containing a series of articles already run in the Detroit newspapers answering in effective fashion the sensational bunk recently printed about this industry. What Michigan has done other exhibitor organizations can do. And the individual exhibitor can go to his editor, sit down with him and leave his office, in nine cases out of ten, with a promise that the paper will give the industry a fair chance. No doubt many exhibitors have already done this very thing. We dislike the idea of giving advice to the theatre owner, but we believe y I (Copyright, 1922, by Exhibitors Trade Review, Inc.)