Exhibitor's Trade Review (Sep-Nov 1921)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Sep-Nov 1921
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Sep-Nov 1921)
Leaf #:
000335
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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October 1,1921 EXHIBITORS TRADE REVIEW 1233 The Voice of the Box Office How the Laiest Releases Are Being Received Throughout the Country ATLANTA, GA. HOWARD "DISRAELI," Georg-e Arliss (United Artists). — Good. Held "Disraeli" for the entire week. Society editor of the Atlanta Constitution devoted a flattering editorial mention to it. Short Subjects. — Harold Lloyd in "I Do" (Associated Exhibitors). — Good. METROPOLITAN "A MIDNIGHT BELL," Charles Ray (First National). — Good. Drew good business and gave uniform satisfaction. Short Subjects. — "Toonerville Follies," Fontaine Fox (First National). — Good. Audience rocked with laughter. RIALTO "DON'T NEGLECT YOUR WIFE," Gertrude Atherton (Goldwyn). — Fair. Usual healthy patronage at Rialto failed to rally to this offering. Probably because of distaste for costume plays. Short Subjects. — Ben Turpin in "Love and Doughnuts." Good. FORSYTH (First Half) "LITTLE ITALY," Alice Brady (Paramount). — Fair. Subject not found particularly interesting but served as mild entertainment for Miss Brady's fans. Short Subjects. — -Burton Holmes Travelogue, Selznick News. Exploitation. — Float. Attractive gondola mounted on truck with placard announcing Alice Brady in "Little Italy" at the Forsyth Theatre, drove through streets during three days _the picture played. Attracted considerable interest. (Last Half) "LIFE," William A. Brady Production (Paramount). — Good. Short Subjects. — Aladdin Comedy, Selznick News. GRAND "NOBODY'S KID," Mae Marsh (Robertson-Cole).— Good. The wistful little star is a great favorite in Atlanta and drew well in spite of her long absence from the screen. Short Subjects. — Scenics, Westerns and comedies. (Last Half) "PAYMENT GUARANTEED," Margnerita Fischer (American). Fair. Short Subjects. — International News Weekly, selected comedies. TUDOR (First Half) "THE SERVANT IN THE HOUSE," Charles Rann Kennedy's play (Federated). — Picture did not draw. Was taken off Tuesday night. Short Subjects. — Ford Educational Library. (Last Half) "THE STAMPEDE," Texas Guinan (Southern States). — Good. Originally booked the last three days "The Stampede" was put on Wednesday to bolster the failure of "The Servant in the House." It brought good business the last four days and retrieved the earlier loss. STRAND "DREAM STREET" (Second run) D. W. Griffith (United Artists).— Good. Booked for only the first three days of theh week "Dream Street" proved so good a drawing card that it was retained for a full week and gained momentum each day. Exploitation. — Immensely effective lobby — a miniature of "Dream Street" with the little shops made memorable in the picture. Created active interest. BUFFALO SHEA S HIPPODROME "THE OLD NEST," Mary Alden (Goldwyn).— Excellent. Originally booked for a half week. Was held for seven days and kept the house filled right up to the last performance. Exploitation. — There was a prologue, entitled "In a Bird Store," with the orchestra playing the overture of the same name by Lake and the stage setting showing the front of a bird store with about 100 caged birds hanging in the scene. Following this number a soloist sang a vocal setting to Dvorak's "The Old Mother," and the picture began as the song ended. The front of the house was trimmed with trees, apple blossoms and real bird nests. Special newspaper advertising, billboards, window cards, etc. Short Subjects. — "Fireman Save My Child," a Tony Sarg Almanac subject, Hippodrome Review, made up of selections from the leading weeklies, Topics of the Day and a hand-colored scenic. SHEA'S CRITERION "THE GOLEM" (Paramount).— Excellent. Business was about average on this subject. Some patrons liked it, some did not. One newspaper said it was strange, grotesque, fantastic, but undeniably powerful. Exploitation. — Large newspaper ads designed by Harold B. Franklin, billboards, lobby display and electric illumination on front of house. Short Subjects.— "The Golfers," Sunshine Comedy and Criterion Pictorial. MARK-STRAND "AFTER YOUR OWN HEART," Tom Mix (Fox). — Good. Tom Mix is a great favorite at the Strand. He attracted excellent business on this occasion. Exploitation. — Newspaper advertising, window cards and special lobby display made of cut-outs mounted on beaver board. Short Subjects.— "Snooky's Wild Oats," a Chester comedy, Pathe News and Screen Snapshots. PALACE "THE BLOT," Lois Weber (F. B. Warren).— Good. Recorded good business. Exploitation. — Newspapers, window cards and lobby display. Short Subjects. — Christie Comedy and Pathe News. SHEA S NORTH PARK "THE OLD NEST," Mary Alden (Goldwyn).— Excellent. Same success here as in the downtown district. Motorists came from all parts of the city and many neighboring towns to see it at the North Park and business was excellent. CHICAGO WOODS "OVER THE HILL," Mary Carr (Fox). Matinee and evening showing with house sold out for every performance. Demand for tickets prompts a change for next week to a policy of continuous showing. Exploitation. — Big newspaper campaign and billboards. ROOSEVELT "THE OLD NEST," Mary Alden (Goldwyn).— Very good. Weather turning hot is conceded to have affected business slightly. Exploitation. — Usual newspaper campaign. BARBEE "THE WANDERING JEW," Rudolph Schildkraut (Gollos).— Fair. BOSTON "SINGING RIVER," Will Russell (Fox). — Very good. ZIEGFELD "DREAM STREET," Carol Dempster (United Artists). — In its thirteenth week and still playing to fairly good houses. RANDOLPH "THE THREE MUSKETEERS," Douglas Fairbanks (United Artists). — Second week with capacity attendance every day. ORCHESTRA HALL "DISRAELI," George Arliss (United Artists). — Second week. Fair attendance. CLEVELAND ALLEN "THE BLACK PANTHER'S CUB," Florence Reed (W. K. Ziegfeld) States Rights. — Good. The fact that this production was accorded such gwd attendance is probably due to the fact that the week prior to its being shown, was given over to the making of a two-reel drama on the stage of the Allen and advertised as an added attraction with the Reed vehicle. Short Subjects. — International News and Aesop's Fables modernized were short reels shown. LOEW'S STATE "THE HELL DIGGERS," Wallace Reid (Paramount). — Good. Reid recently appeared in person at this theatre and is a strong favorite here. Short Subjects. — Pathe News, Topics of the Day, Christie comedy, "Oh Buddy," and Prizma "Artist's Paradise" — shorts. GUSDANOVICS CIRCLE AND STRAND "THE CUP OF LIFE," Madge Bellamy (InceAssociated Producers). — Good. The Circle, formerly known as Hoffman's Pal