Exhibitors Herald World (Oct-Dec 1930)

Record Details:

Title:
Exhibitors Herald World
Date:
Oct-Dec 1930
Publisher:
[Chicago, Quigley publishing company]
Volume:
Exhibitors herald world
Leaf #:
000858
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
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:
Founded in 1915 by a Chicago printing company as a regional trade paper for Midwest exhibitors. In 1916, editor Martin Quigley bought out the owners, and over the next 15 years, he grew EXHIBITORS HERALD into one of the most important national, weekly trade papers in the film business. Quigley acquired MOTOGRAPHY in 1917 and MOVING PICTURE WORLD in 1927. In 1930, he acquired MOTION PICTURE NEWS and the new 'consolidated' publication became MOTION PICTURE HERALD. From the pulpit of his editorial page, Quigley preached the need to improve the motion picture industry and improve the quality of the films. He skillfully served as a mediator in disputes -- between distributors and exhibitors, between the film industry and the Catholic Church (Quigley was one of the architects of the Production Code). Quigley claimed that EXHIBITORS HERALD represented the 'independent exhibitor' and sections like 'What the Picture Did for Me?' certainly provided a forum for theater owners. But plenty of exhibitors viewed Quigley as a servant to the studios and large theater chains. In response, publications such as SHOWMEN'S TRADE REVIEW, INDEPENDENT EXHIBITORS FILM BULLETIN, HARRISON'S REPORTS, and BOX OFFICE were either formed or grew significantly in the years following Quigley's brief moment of consolidation in 1930. -- Eric Hoyt, 2014
Date Added:
November 03, 2022
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46 EXHIBITORS HERALD-WORLD November 29, 1930 Tieup display in the lobby of the Orpheum, Omaha, for its anniversary week. The huge birthday cake was given by a local bakery. Celebrating An Anniversary Is No Problem When Merchants All Help What shall I do to celebrate the anniversary of my theatre? Many an exhibitor has asked himself this question, and so did the manager of the Orpheum in Omaha. Here is how he answered it: A huge birthday cake was obtained through a tieup and placed in the lobby. Patrons were invited to guess its weight. Approximately 30,000 guesses were received. A local baking company, specializing in Dolly Madison cakes, baked the huge batch of sweet. It was brought to the theatre under police escort. Half a dozen men were required to unload it in such a way as to keep from damaging the frosting and the rest. Throughout anniversary week, the 35 delivery trucks of the baking company carried posters heralding the fact that the cake was on display in the Orpheum lobby. When the theatre had finished with it, portions of the cake were turned over to a boys' home and an institution for crippled children, there to be portioned out to youngsters. Another tieup made it possible for the theatre to improvise a merchants display in its lobby. The hookup was in connection with the Chamber of Commerce's "Buy Now Week." A dozen local firms cooperated to rig up the exposition in the Orpheum with the message, "Buy Now." A feature of the exhibit was a replica of a retail toy department, with Santa Claus himself running it. The man who played the part took downthe names of hundreds of youngsters and jotted down what they desired for Christmas. it is reported, and the animal was announced to be an "odorless one," at least no one in the audience could prove that he wasn't. The newspapers liked it. Hitchison to Halifax Harold Hitchison, veteran manager of houses in Toronto and Hamilton, Ont., has been appointed manager of the new Capitol in Halifax, N. S., where T. S. Daley has been temporarily in charge. Daley is returning to Famous Players' home office in Toronto. Plenty of Ways to Win Publicity; Here's Another Many are the ways to win publicity, but the Weaver Brothers, traveling stage troupe, have a stunt with a new "fragrance." When they played the Majestic in San Antonio, they presented the Brackenridge Park zoo there with a skunk from Arkansas. The presentation was made from the stage, North Dakota Manager Stirs City with His Parade Hal Cuffel, manager of the Orpheum, Grand Forks, N. D., dug up a stagecoach and created a batch of home-made cowboys to exploit "The Santa Fe Trail." The troupe paraded down the main-stem of the city, with four loudspeakers mounted on the stagecoach. The same type of stunt would work out well on a number of current pictures for other exhibitors. You are reading this little ad because the dollar sign caught your eye. It always works. By the same token "Building Theatre Patronage", Barry and Sargent's great book for showmen will catch business for you because it contains the patronage building ideas that always work 460 pages of money-making facts. (Only $f.2o mailed to your door) CHALMERS PUBLISHING CO. 516 Fifth Avenue, New York City ptiiMthlSte i MRU •■ ■• a "Oh Sailor, Behave!'' It's a job for this sailor, though. And a good job he's doing in drawing patrons to the Earle theatre, Philadelphia, to see the Warner Brothers picture Live Wires Please Step This Way What's the matter with the times? "Not a thing, if you tend to your publicity." That's the response of Albert Knopp, the vigorous, alert publicity director for the Stahl theatres in Fredericksburg, Texas. We have just received a letter from Knopp and it contains so much pep and fire that we couldn't refrain from putting it into type. Here it is : "What we're looking for in the theatre is real live publicity. We live and learn. Every day new ideas come along. Make use of them, for the new ideas are the ones that bring dollars at the box office. "Fellow publicity men, keep on working! If one idea fails, try another. Don't give up the ship. If times are hard, make 'em pay. "One man complained to me the other day that the theatres are hard hit. Well, well ! I never heard of that before. Business is not so bad if you go after it, no matter how hard the times may be. "The theatres should not be 'hard hit.' They'll go to the theatre anyhow. "So let's GO and let 'em in. The show is still going on and all we have to do is LET THE PUBLIC KNOW IT "Give my best wishes to all the live wires and the dead wires." We have never met this man Knopp, but apparently he's a live wire with high voltage.