Exhibitor's Trade Review (Aug-Nov 1925)

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 #:
000502
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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34 Exhibitors Trade Review Miniature locomotive, old railroad ads and Indians were used in the lobby of the Colonial Theatre, Indianapolis, for Fox's "The Iron Horse." A futuristic "Iron Horse" ballyhoo with Old Soldier riders was used by the Capitol Theatre, Calgary, Alberta, Canada. Lobby display for advance advertising of Fox's "Iron Horse" by Manager Gersdorff of Majestic Theatre, San Antonio, Texas. Exploitation of "Iron Horse" Sets Many Precedents WE have been watching with interest the efforts of Ned Holmes, director of exploitation for the Fox Film Corporation in putting "The Iron Horse"' over. Every week a new set of photographs comes to our attention, each set replete with new and novel ideas. So far, it has been impossible to check up on the results these many and diversified stunts have obtained for the theatres where they were tried, but it certainly does seem that any picture, even if not of the high calibre of "The Iron Horse," must go over with such exploitation. This page reproduces several of the ideas advanced in street ballyhoos and lobby displays at theatres in the United States and Canada. They are worth while following if at all within the means of the exhibitor. They are sure to bring results. 24 sheet mounted on electric car toured Indianapolis for a week preceding "Iron Horse" opening at Colonial. The Mozart Theatre, Canton, Ohio, used this clever street ballyhoo for Fox's "Iron Horse." Notice the sign at the right, announcing a tie-up with the navy. This Indian ballyhoo worked the front and lobby of the Colonial Theatre, Indianapolis, in behalf of the Fox superproduction, "The Iron Horse."