Exhibitor's Trade Review (Mar-May 1922)

Page scan 000214 from Exhibitor's Trade Review

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 #:
000214
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:
September 21, 2023
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1138 EXHIBITORS TRADE REVIEW Volume 11. Number 16 The Voice of the Box Office How the Latest Releases Are Being Received Throughout the Country ALBANY MARK STRAND "PENROD," Wesley (Freckles) Barry (First National). Running the entire week, this picture did a fine business, packing the house both afternoons and evenings. Short Subjects. — Howe scenic, "A Runaway Train," and Strand topical review. CLINTON SQUARE "SUSPICIOUS WIVES." Manager Fred Elliot booked this picture for a week and made naoney on it. Short Subjects.— Snub Pollard comedy and Pathe News. LELAND "VENDETTA," Pola Negri, and "A MAN'S HOME." This house played to standing room only the entire week. Short Subjects. — Lloyd comedy, Tony Sarg's Almanac and a news reel. BUFFALO SHEA'S HIPPODROME "RENT FREE," Wallace Reid (Paramount). Patrons of the Hippodrome did not enthuse over this production, but business was good because of the appearance on the bill of "A Sailor Made Man," over which patrons "went wild." Exploitation. — Special newspaper advertising, playing up the all-star program, billboards, window cards and lobby display. Short Subjects. — Harold Lloyd in "A Sailor Made Man," Pathe and International News, Pathe scenic subject, Topics of the Day. CRITERION "ORPHANS OF THE STORM," Lillian and Dorothy Gish (D. W. Griffith). Put on at one dollar top, this production did well during the first week. All newspapers were laudatory in their comments, as were patrons. Exploitation. — D. W. Griffith appeared in person Thursday, speaking on "Reformers." Griffith's visit was widely advertised. The company also flashed some page ads on Buffalo which created a sensation. Billboards and window cards were lavishly used. LOEWS STATE "THE SIGN OF THE ROSE," George Beban. Mr. Beban and the company in the picture appeared in person and business was capacity. Exploitation. — Manager Beckerich put over an excellent tieup with a florist, through which a striking display was put on in the State lobby and special window displays used in stores. In return Mr. Beckerich used the florist's name in all the theatre advertising. The florists also placed special ads in the newspapers. Short Subjects. — Monty Banks in "His First Honeymoon," Mutt and Jeff cartoon and Loew News. LAFAYETTE SQUARE "THUNDERCLAP," Mary Carr (Fox). This opening feature at the new Lafayette Square was well received by the overflow audiences. There was much enthusiasm during the race and water scenes. Exploitation. — The new theatre monopolized the newspapers during opening week, but the film feature was played up big in all the advertising. Mrs. Carr appeared in person. Short Subjects. — A Mermaid comedy and the Selznick News. MARK-STRAND "OVER THE HILL," Mary Carr (Fox Special). The Strand put this feature on second run. The flivver was undoubtedly caused by the long run of the same picture at the Criterion several weeks ago. E. 0. Weinberg had planned a two-week run, but decided otherwise after the opening day. Exploitation. — Strand doubled advertising appropriation, used attractive lobby display and window cards. The personal appearance of Mrs. Carr undoubtedly helped the picture somewhat. OLYMPIC "THE WAY OF A MAID," Elaine Hammerstein (Selznick). Business was off on account of the opening of the new Lafayette Square a few doors away. The other feature shown was Franklyn Farnum in "The Last Chance." PALACE "POPPY," Norma Talmadge and Eugene O'Brien revival (Select). Manager Howard J. Smith has been fairly successful lately in reviving some of these Talmadge subjects and business was fair on the present subject. Mr. Smith has reduced matinee prices to ten cents. Exploitation. — Newspaper advertising, lobby display and window cards. Short Subjects. — Baby Peggy, Century comedy and International News. CHICAGO CASTLE "A WIDE OPEN TOWN," Conway Tearle (Selznick). Not much of a story, but a well acted production. Business was fair. BARBEE "A SAILOR-MADE MAN," Harold Lloyd (Pathe). Lloyd's first feature length comedy went over with a bang. Holding it over for another week. CHICAGO "STAR DUST," Hope Hampton (First National). Melodramatic in theme but hinged together so well that the interest is sustained. Personal appearance of the star, as an added feature, influenced the attendance. Business was very good. RANDOLPH "TURN TO THE RIGHT," Alice TerryJack Mulhall (Metro). A worth while picture that will undoubtedly prove successful. The week started slowly, but business picked up very satisfactorily. Holding it over for a second week. ZIEGFELD "THE PRODIGAL JUDGE," Jean Paige-Maclyn Arbuckle (Vitagraph). An exceptionally fine picture that will delight any audience. Business justifies holding it over for another week. ROSE "CHASING THE MOON," Tom Mix (Fox). Somewhat speedier than its predecessors, this new Mix picture is good entertainment. Business was excellent. BIJOU DREAM "THE LAST PAYMENT," Pola Negri (Paramount). Although the star is somewhat magnetic, the production is not up to the standard of her earlier releases. Business was fair. CLEVELAND ALLEN "HIS NIBS" Charles (Chic) Sales (Exceptional Pictures). — There are many "angles" which contributed toward making this picture an excellent attraction. Capacity audiences were enjoyed all week at both the afternoon and evening performances. LOEWS STATE "THE SILENT CALL," featuring Strongheart (First National). — A Northwest picture, with an attractive and likable hero. A Belgian police dog proved an entertaining attraction. Exploitation. — Advance newspaper advertising and an attractive lobby display. Short Subjects. — News Events, Topics of the Day, and Prizma "The Land of the Beginning." LOEWS MALL AND PARK "THE SEVENTH DAY," Richard Barthelmess (First National). — This vehicle fell away below the star's previous offering and business seemed to suffer from this angle. Short Subjects. — Johnny Hines in "Torchy Takes a Chance," Burton Holmes Travelogue and Topics of the Day. STANDARD "THE GUTTERSNIPE," Gladys Walton (Universal). — Despite a mighty attractive "front" and several compelling "cutouts" showing the star in characteristic poses, the picture played to just fair business. Short Subjects. — Century Comedy, "His Table Stake," and International News. METROPOLITAN "THE GOLDEN SNARE," Lewis S. Stone (First National). — Business' was just fair on this picture. KANSAS aXY LIBERTY "HUSH MONEY," Alice Brady (Realart). — Fell slightly below the attendance mark usually established by Alice Brady. Average business.