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 #:
000142
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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1072 EXHIBITORS TRADE REVIEW Volume 11. Number 15 only medium-sized houses, and patrons seemed to be indifferent toward the production and story. Short Subjects. — Christie (Comedy, "Hokus Pokus" (Educational), Pathe News, Screen Snapshots and Post Scenic. REGENT "TWO MINUTES TO GO," Charles Ray (First National). — Good. While the picture was well received all 'round, it received only fair patronage. Short Subjects. — Mutt and Jeff cartoon, "Stuck in the Mud" (Fox), and Topics of the Day. PALACE "TRAVELIN' ON," Wm. S. Hart (Paramount).— Good. It was a typical Hart production, and drew fair houses throughout its engagement. Short Subjects. — Larry Semon in "The Sawmill" (Vitagraph), Topics of the Day, Sketchograph (Educational) and Pathe News. VICTORIA "THE INVISIBLE FEAR," Anita Stewart (First National). — Good. As a box office attraction the star has not been especially strong in Philadelphia lately, but the picture pulled well in spite of other good attractions in the neighborhood. Short Subjects. — Larry Semon in "The Sawmill" (Vitagraph), Pathe News, Screen Snapshots and Educational Scenic. SCRANTON, PA. NEW STATE "WHY GIRLS LEAVE HOME," Anna Nilsson (Warner Brothers).— Good. Made week's run to filled houses without any trouble in winning business. MILES "THE INFAMOUS MISS REVEL," Alice Lake (Metro). — Fair. Average business reported with patrons speaking well of film. "DAWN OF THE EAST," Alice Brady (Realart). — Fair. Star did well and picture was classed as good. "THE LANE THAT HAD NO TURNING," Agnes Ayres (Paramount). — Good. Gilbert Parker as author and star were boosted in exploitation for good results. "SATURDAY NIGHT" (Paramount).— Good. Not necessary to go in for any brainstorms on stunts. Name of director was enough to make people come to such a point that picture was one of big hits of this winter's season. POLI "WIFE'S AWAKENING," (R-C).— Fair. Audiences up to average. "THE MATRIMONIAL WEB," Alice Calhoun (Vitagraph). — Fair. Same fate as was given Alice Brady. Big stuff played in other theatres too much for this film. STATE "THE SKY PILOT" (First National).— Good. Played to big house and brought out the church people, something noteworthy in these days of sensational attacks. Classed as a good picture in every sense. SEATTLE COLISEUM "THE CALL OF THE NORTH," Jack Holt (Paramount). — Good. Scenery superb. Exploitation. — Newspaper advertising, window cards, lobby display. Short Subjects. — A Punch comedy, Kinograms. BLUE MOUSE "SHAME," John Gilbert (William Fox). — Excellent. New star attracting much attention in striking dual role. Played to crowded houses. Exploitation. — Newspaper advertising, billboards, window cards, front of theatre decorated with Chinese lanterns. LIBERTY "MY BOY," Jackie Coogan (First National).— Good. Well attended by children at matinees. Exploitation. — Newspaper advertising, window cards, lobby display. Short Subjects. — "Torchy a la Cart," "The Ranger," a scenic of mountains and lakes and Liberty News. STRAND "THEODORA," (Goldwyn) .—Splendid. Big press notices throughout engagement. Exploitation. — Newspaper advertising, billboards, window cards, lobby displays. Short Subjects. — Kinograms and Cartoon comedy. COLUMBIA FIRST HALF "I ACCUSE," (United Artists).— Fair. LAST HALF "THE HOLE IN THE WALL," Alice Lake. — Good. Short Subjects.— "The TouchdovsTi," International News. COLONIAL "THE HUNCH," Gareth Hughes (Metro).— Fair. Exploitation. — Newspaper advertising, lobby display. Short Subjects.— "Call the Witness." (comedy) Pathe News, Mutt and Jeff, Topics of the Day. ST. LOUIS, MO. MISSOURI "SATURDAY NIGHT," Leatrice Joy (Paramount). — Excellent. The picture went over big. Short Subjects. — News and Views, Topics and short comedy. Exploitation. — Catchy headline on opening copy read, "Dancing Lights and Laughter; Youth and the Call to Love." NEW GRAND CENTRAL-WEST END LYRIC "LOVE'S REDEMPTION," Norma Talmadge (First National). — Excellent. Short Subjects. — Jimmie Adams in "Free and Easy." News and Views. Exploitation. — Usual space carried throughout week, during run of picture. FOX LIBERTY "TEN NIGHTS IN A BARROOM" (Arrow). — Good. Drew very good business during its run here. Short Subjects. — Mutt and Jeff, Fox News and short comedy. Exploitation. — Usual newspaper space. DELMARCRITERION "THE LIGHT IN THE CLEARING," All-Star Cast. — Fair. Business not as large as expected. Short Subjects. — News and Views and short comedy. Exploitation. — Usual newspaper copy, private screening for press and church members before release of picture. WASHINGTON, D. C. LOEW'S PALACE FIRST HALF "ONE GLORIOUS DAY," Will Rogers (Paramount). — Splendid business. Went over big. Good comedy reel followed. LAST HALF "TOO MUCH WIFE," Wanda Hawley (Realart).— Good. MOORE'S RIALTO "SHAME" (Fox).— Excellent. Most satisfactory business. Short Subjects. — Mermaid Comedy, "Step This Way," Fox News. LOEWS COLUMBIA "PETER IBBETSON," Elsie Ferguson and Wallace Reid (Paramount). — Excellent. Packed houses throughout week. CRANDALVS METROPOLITAN "STAR DUST," Hope Hampton (First National). — Excellent. Capacity business all week. Hundreds turned away. Exploitation. — "Sorrel Top Party" in newspaper office and prominent hotel to capitalize on Miss Hampton's auburn tresses. WILKES-BARRE SAVOY "THE WONDERFUL THING," Norma Talmadge (First National). — Good. Usual success of this star in all pictures shown in coal region town was repeated vsdth newest feature. Just advertising the name, the place and the time was enough. ORPHEUM "CLAY DOLLS," Eugene O'Brien (Selznick). — Good. Star popular and picture drew houses past average without any extra effort in advertising. Was enjoyed as a sterling feature. POLI "AT THE STAGE DOOR," Vida Ogden. — Good. Pulled well and made excellent impression. Audiences were pleased with value of picture and some took it in second time. CAPITOL "PASSION FRUIT," Doraldina.— Fair, Dancer won some attention but business remained at average and there was no rush. STRAND "THE SCRAPPER," Herbert Rawlinson. — Good. Irish end of story played up in exploitation for good results. STRAND