Motion Picture Herald (Oct-Dec 1932)

Page scan 000547 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
Oct-Dec 1932
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Oct-Dec 1932)
Leaf #:
000547
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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November 5, 1932 ROUND TABLE CLUB 55 "The Showman's Calendar" NOVEMBER 7th to 13th American Education Week 7th Montana Admitted to Union —1889 8th Marie Prevost's Birthday Election Day 9th tf » Alt* it Tl t Kaiser Abdicated Throne ot Germany — 1918 Marie Dressler's Birthday 10th Martin Luther Born— 1483 1 Ith to 18th * • n t t% 1 1 II American Red Cross Roll Call 1 Ith Armistice Day King's Birthday (Italian) Washington Admitted to Union —1889 Maude Adams Born — 1872 D-mMiiAl Tawa'c Rip4n/4 au KdCfU6i I orre s DirTnaay Koiana i oung s DirTnaay 12th William Collier, Sr.'s Birthday Jack Uakie s Dirrnoay towen Lee s DirTnaay 13th — i i, ft fit n* iL 1 Eddie Buzzell s Birthday 13th to 19th Ikl IB 1 \A/ f National Book Week 15th Lewis Stone's Birthday 16th Oklahoma Admitted to Union —1907 17th Suez Canal Opened — 1869 Frank Fay's Birthday Edna Murphy's Birthday 19th Nancy Carroll's Birthday Franz Schubert (Composer) Died— 1828 20th Reginald Denny's Birthday 23rd Capt. John Ericsson Landed in New York— 1837 Repudiation Day (Maryland) Franklin Pierce (14th Presi dent) Born — 1804 24th Thanksgiving Day Washington Bicentennial Ends Today 25th British Evacuated New York — 1783 Margaret Livingston's Birthday 26th Frances Dee's Birthday 28th Rubenstein (Composer) Born —1829 29th Genevieve Tobin's Birthday Rod La Roque's Birthday 30th Mark Twain Born— 1835 FINE CAMPAIGN PUT OVER BY FITZGERALD AND WEISS ON COAST Hundreds of inches of free newspaper space were obtained during an advance campaign made on "Doctor X" by Edward Fitzgerald and George Weiss of the Warner Theatre, San Francisco, Calif., in connection with a number of the stunts summarized below. The picture opened to record trade and was held for a second week. Included in the campaign was a "Doctor X" Man Hunt tie-up with a local newspaper, with a reward offered for the capture of the man as he visited stores throughout the city ; newspaper serialization of the 12 chapters of the story ; newspaper interviews arranged with prominent doctors and brain specialists, thus tying in with story ; tie-up with newspaper for short teaser announcements in classified section; a ten day teaser ad campaign, "Watch for Doctor X"; use of 16 banners on trucks of newspaper; special radio programs touching on pictures ; broadcast over radio of crime stories from local police records ; extensive out door posting campaign, which featured the slogan, "No One Seated During Last 10 Minutes of Picture" ; distribution of 5,000 "pledge cards" to patrons, asking them not to divulge finish of picture; special letters to select list of nurses, doctors and hospital staffs ; and a tie-up with opticians for use of the line "You Can't Believe Your Eyes." Large cutouts of "Doctor X" were made for each corner of the marquee ; sidewalks of all downtown streets were stenciled with the title words on morning of opening day ; a tie-up was made with a drug firm for the printing of prescription blanks signed by "Doctor X" ; awards were promoted from local merchants for an essay contest tie-up with newspaper ; a similar contest for children to write their most unusual experiences ; distribution of 8,000 "mysterious announcement cards" in hotels ; 200 window displays of stills ; distribution of cards in taxicabs ; distribution of 10,000 blotter cards in downtown offices ; use of a special window display which could be moved from one vacant store to another ; tie-up with taxi-cab firm for 10 per cent reduction to patrons of the film; imitation telescope in public square, inviting people to take a free look, with illuminated sign advertising film hung over end to see instead of moon or stars ; use of the cake-of-ice-melting gag ; masked ushers one week in advance, with cashier and doorman also wearing masks, and use of a special trailer. Fitzgerald and Weiss deserve all kinds of credit for the extra large amount of free newspaper publicity they secured, evidence of which is in a campaign book before our eyes. It was a corking piece of work and we're sure their fellow showmen will benefit through use of many of the suggestions outlined above. Rocky Mt. Men Convene A convention for the managers of the Rocky Mountain division of Fox-West Coast, which now includes Montana, was recently held at the Brown Palace Hotel, Denver. The opening day featured a luncheon for the managers, exchange managers and bookers and a number of guests. Charles P. Skouras and party attended and the affair was presided over by Division Manager "Rick" Ricketson. 11 THE WINNAHS of M-G-M's Contest for Best Promotion Campaigns on "RED HEADED WOMAN" BOB KELLEY TEXAS THEATRE SAN ANTONIO, TEXAS Frank StefTy State Theatre Minneapolis, Minn. H. H. Harman State Theatre St. Louis, Mo. Max Cooper Fox Theatre Hackensack, N. J. The Judges: 'CHICK' LEWIS, M. P. Herald CHAIRMAN EPES SARGENT, Variety RED KANN, M. P. Daily JACK HARROWER, Film Daily THE NEXT BIG M-G-M CONTEST! Watch the Trade Papers! DRESSLER MO RAN "PROSPERITY" ■G Showmen! Marie in