Motion Picture Herald (Mar-Apr 1935)

Record Details:

Title:
Motion Picture Herald
Date:
Mar-Apr 1935
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Mar-Apr 1935)
Leaf #:
000554
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:
November 10, 2022
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76 MOTION PICTURE HERALD April 6 , 1935 PRESENTS FEBRUARY AWARD. Borough President Raymond V. Ingersoll (center) of Brooklyn, N. Y., honors Manager Ed Douglas, Loew's Kings, at City Hall presentation of February Quigley Bronze. Also present were A-Mike Vogel and Loew publicists Eddie Dowden and Herbert Levy. Douglas credits cooperation of Sam Fromson, assistant manager; Joseph Samartano, chief usher; Dowden and Levy in putting together the winning campaign on MGM's "Forsaking All Others". Schools Aid Bovim in Selling "Copperfield" Through cooperation of superintendent of schools, Russ Bovim, Loew's Ohio, Columbus, Ohio succeeded in having "Copperfield" study guides distributed to all teachers, roto heralds and publicity stories posted on bulletin boards, and special invitations sent to selected group for opening. Several schools gave children afternoon off to see picture and came to the theatre in bannered busses. Art gallery, reported oldest in America came through for a first-time window display (see photo) with various scene stills. For a street bally, Russ promoted bannered old-timey tally-ho which covered business sections. Five-foot star cutouts were used in various windows and miniature 24-sheets were scattered in stores around town. Bovim's "Copperfield" Art Window History Teachers See "First World War" Approaching the history teachers, Walter Van Camp, Tower Theatre, St. Paul, Minn., arranged for them to attend in a body to see "The First World War" bulletins to this effect being posted on all school boards. Preview was also held for x\merican Legion Posts and Veterans of Foreign Wars. Drum and Bugle Corps paraded to theatre with gold framed theatre banner and sound truck loudspeaker played bugle calls and martial music. Book stores used counter cards tying up picture with Stallings' book and Armory permitted theatre display. Box office had sandbags stacked in front to give additional atmosphere. Make 193 5 Your Aivard Year Schools Cooperate with Edwin on "Little Minister" Russell Edwin, Royal Theatre, Bloomfield, N. J., contacted superintendent of schools, who permitted questionnaire for children on "Little Minister" to be mailed to English teachers — 25 tickets offered for best answers. In lower grades, essay contest was arranged with pupils writing synopsis of picture. Special one sheets were posted in all schools with theatre and plaj^date imprint. Guest tickets were sent to all clergymen and Mayor approached for telegram endorsement which was enlarged in herald form and distributed. Three weeks before children's page of daily was tied up for coloring contest and tickets were sent to persons finding names on classified page. Advance Four Week Drive Sells Star What theatremen consider an out of the ordinary campaign to introduce a new star was the series of newspaper displays put together by Manager Stanley N. Chambers, Fox Uptown, Kansas City, Mo., and L. J. McCarthy, Fox Midwest division chief on "Evergreen" to promote Jessie Matthews. Drive was started four weeks ahead, copy appearingalmost dailyasking a series of questions on "who is the new star?" etc. Star's identity was not revealed to opening day and then divulged in a smash three-column shot headed by "The Answer to the series of 'who' questions." This was followed with a series of smaller two-column displays further selling the voice, looks and ability of Matthews with smart copy calling her "the female Fred Astaire." Radio was also employed to spread the word with the five local stations, the net results being sufficient comment and business to hold the attraction over for a second week. The campaign is by all means worthwhile and Chambers has made up a series of these mats for use of other theatres in the circuit. He generously offers to furnish this material to managers on request, at cost, and readers who are acquainted with Chambers' background will immediately avail themselves of this opportunity. Make 193 5 Your Atvard Year Dougherty Honored by Legion Monty Salmon, district manager for Skouras in Philadelphia forwards tear sheet from Philadelphia Daily News in which Manager Joseph Dougherty, Tower Theatre, received editorial break on having been singled out to receive the distinguished service citation awarded annually by Upper Darby American Legion to the "outstanding citizen of the community." Two-column story followed on Joe's past experiences in show business and prominent mention was made of his present connection. Make 193 5 Your Award Year Larson Promotes Deer For "Sequoia" Lobby Attractive lobby display on "Sequoia" (see photo) was constructed by Frank P. Larson, Paramount Theatre, Idaho Falls, Idaho, who promoted deer from local taxidermist, trees from greenhouses and artist arranged display with additional art work. After opening, entire set was moved to truck and used as street bally. Larson's "Sequoia" Lobby Display