Exhibitor's Trade Review (Aug-Nov 1925)

Page scan 000277 from Exhibitor's Trade Review

Record Details:

Title:
Exhibitor's Trade Review
Date:
Aug-Nov 1925
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Aug-Nov 1925)
Leaf #:
000277
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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September 21, 1925 Special Exploitation Section Page 25 Call The Ambulance THAT LADY PASSED OUT! IF your town has a sense of humor, there is a real kick to be gotten out of the stunts for the exploitation of "Life's Greatest Thrills" For your general street ballyhoo, there is nothing better than a truck painted like an ambulance, with its red-cross and clanging bell to get the attention. Have it start out from vour theatre and make the rounds of the town. r-S^MAve just r* SHOWN' « Every now and so often, it is to stop. The driver and "doctor" remove a dummy patient from the ambulance, put it on a stretcher, and cover it with a sheet reading "He had a weak heart, but insisted upon seeing 'Life's Greatest Thrills' at the Strand." FAINT HEART THAT j NE'ER WON THE | LADIE FAIRE | SHOULD NAE SEE j "LIFE'S GREATEST j THRILLS," AT THE § STRAND TOMORROW 1 iiiniiiriinsiiiuiuiM MANY WAYS TO GET ADVANCE PUBLICITY Any piece of copy that you get out to make advance publicity on your showing must make a noise. We have already agreed on that. If you can think of nothing better than "Life's Greatest Thrills at the Strand Tomorrow," save your money, don't advertise. Even if you do get an audience on that ad, it is not going to show any more enthusiasm about it than you will. So why bother. Make every ad, every piece of copy something different. Show your town that you really do think you have something of unusual nature to show them. Follow up ideas like that slide shown in the third column of this page. Use the same copy, or employ the famous "Is There a Doctor in the House? If so, he is kindly requested to be present at the showing of Life's Greatest Thrills at this theatre tomorrow." It is this kind of stuff that will make your town really inquisitive about what you may have up your sleeve for it. The Stretcher Parade The little sketch above gives you the idea pictorially. It's a sure fire stunt and is sure to bring a crowd around your theatre. But it must be worked r carefully to get the full benefits of all its angles. Jm WOUtO APPRECIATE mtfOtCTORS READIW6 TWSl NOJKE To ATTEND THE FiRST SH9WIH6 OF 'UK'S (JREATfSr ITHR/WNEXT WEDNESDAY Their serv/ces might ee m GREAT DEMAND. First. All during the ten or twelve minutes that you are showing the thriller reel, keep up a continuous noise on sirens, bells, horns and what not. Display a large banner reading WE ARE NOW SHOWING "LIFE'S GREATEST THRILLS" Second. No sooner than the thriller is completed, change the banner for one as shown in the sketch. (We have just shown, etc), and start the parade of the stretcher bearers from the inside of your theatre. Third. When the excitement has worn off a bit, but while the crowd is still around, put up another banner reading "LIFE'S GREATEST THRILLS" WILL GO ON AGAIN AT (time) If you don't put out your S. R. O. sign for the next showing we miss our bet.