Motion Picture Herald (Jul-Sep 1931)

Page scan 00091 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
Jul-Sep 1931
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Jul-Sep 1931)
Leaf #:
00091
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
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:
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:
May 30, 2024
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July 4, 1931 Motion Picture Herald 7 Here's the torture chamber I This special Hexing machine was developed by DuPont Company and Heywood-Wakefield to test out the wearing qualities of the new fabrikoid used on H-W chairs. It creates a "bellows action" similar to that caused by patrons in sitting and arising from chairs. The seats tested were kept under a constant pressure of 200 lbs.! Crushed 1,000,000 Times ! The seat in the picture is upholstered in the new fabrikoid used on Heywood-Wakefield theatre chairs only. It was crushed, squashed, twisted, and distorted (as shown above) more than 1,000,000 times, yet it did not crack, chip, peel, or break. Seats upholstered In other materials of this type were unable to withstand one-sixth this amount of crushing! The New Exclusive Fabrikoid on H-W Theatre Chairs Ouiyvears All Others ! Note the terrific abuse handed out by the machine pictured above. It demonstrates how thoroughly every material which enters the making of hl-W chairs is tested. NOW — theatre men are offered a new upholstery material on hIeywood-Wakefield chairs. It is a new, high quality DuPont fabrikoid which will outwear all ordinary materials from 4 to 6 times. The new fabrikoid has a clean, dry-feeling, sanitary surface; it may be washed with soap and water, and it has better acoustical properties than any other type. More than 1,000,000 Crushings — yet it will not crack or chip The special machine pictured above crushed and distorted seats in this new material more than a million times per test, yet it did not crack or chip. Ask your nearest Heywood-Wakefield Sales Office about the new, long-wearing fabrikoid. Remember — it is available this year on hIeywood-Wakefield theatre chairs ONLY. "r HEYWOOD-WAKEFIELD ~* Buffalo Pittsbursh Chicago Portland LosAngeic Theatre Seating Division sa„F,a„cisco New rork v Seattle