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Motion Picture Herald (Jan-Feb 1944)

Page scan 000454 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
Jan-Feb 1944
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Jan-Feb 1944)
Leaf #:
000454
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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26 MOTION PICTURE HERALD February 5, 1944 <>Advertisers Use Fame of Flocks of Stars to "Vend W ms to Public Advertisers in the mass media are conspicuously fond of attaching the fame of the screen, and radio, to their products in current copy. Motion picture stars, and just players too, are lending both faces and names to the vending of merchandise as diverse as bird seed and vitamins. A fireside survey of magazines addressed at the majority finds seventyone motion picture names in advertising copy, and a casual listening hears thirty film-radio personalities on the air in behalf of such items as milk, vaseline and soup. That adds up to 101 borrowings from the world of entertainment for merchandising. There are more. This is the present application of the time-tried testimonial. The testimonial, so imbedded in advertising practice, has extended far from its beginnings when it was used solely for patent medicines. The testimonial is addressed at those who are much interested in "Who", not in "What". In the material in print examined it has been found that the use of screen star personalities appears in the following typical ratios: Cosmetics and the pursuit of beauty, 44%; men's hats, 15%; women's clothes and stockings, too, 10.9%, and bird seed and vitamins, just 3.5% each. Here are screen names in the magazine advertisements: ABBOn & COSTELLO: Adam hats, Camel cigarettes. WENDY BARRIE: Adam hah, DIANA BARRYMORE: Lux toilet soap. Arrid. ANNE BAXTER: Woodbury face powder. JOAN BENNEH: French's bird seed. HUMPHREY BOGART: Resistol hats. LESLIE BROOKS: Shire-tex slacks. JAMES BROWN: Jergens lotion. LUCIA CARROLL: Tayton's makeup. CHARLES COBURN: Adam hats. CLAUDETTE COLBERT: Max Factor makeup. ANN CORIO: Princess pinafore, Adam hats. JOAN DAVIS: Fashion Frocks. OLIVIA DE HAVILUND: Westmore makeup. BRIAN DONLEVY: Calox tooth powder. JINX FALKENBURG: Royal Crown Cola. Shire-Tex slacks, Trimfit anklets. ALICE FAYE: Westmore makeup. ERROL FLYNN: Resistol hats. JOHN GARFIELD: Resistol hats. FRANCES GIFFORD: White Stag slacks, Jergens lotion. PAULETTE GODDARD: Lux soap, Woodbury cold cream. BETTY GRABLE: Chesterfield cigarettes. BONITA GRANVILLE: French's bird seed. VIRGINIA GREY: Glover's hair tonic. JACK HALEY: Adam hats. SUSAN HAYWARD: Royal Crown Cola. RITA HAYWORTH: Hollander coats, Royal Crown Cola. SONJA HENIE: French's bird seed. PAUL HENREID: Resistol hats. BETTY HUTTON: Royal Crown Cola. VICTORY JORY: Adam hats. BORIS KARLOFF: Will iams shaving cream. PATSY KELLY: Adam hats. EVELYN KEYES: Max Factor makeup. VERONICA LAKE: Woodbury cold cream. DOROTHY LAMOUR: Calox, North Star blankets. Bexel Vitamin B Complex Tablets. JUNE LANG: "Round-Towner" Casuals, "Jumper Slacks." MARGARET LINDSAY: Adam hats. MYRNA LOY: Woodbury cold cream. PAUL LUKAS: Williams shaving cream. IDA LUPINO: Westmore cosmetics. IRENE MANNING: Seaforth. MARY MARTIN: Charles of the Riti toiletries, Bexel Vitamin capsules, Westmore makeup. ILONA MASSEY: Arrid. Woodbury face powder. LYNN MERRICK: Starlet Makeup Cake; Parfait powder puff. ANN MILLER: Betty Co-Ed slacks, "Lumberiack" slack suits. AGNES MOOREHEAD: Lander's hand cream. DENNIS MORGAN: Resistol hats. MICHELE MORGAN: Glamour slacks. MERLE OBERON: Lux soap, Maybelline mascara. MARTHA O'DRISCOLL: Betty Co-Ed dresses. TwoTone slack suit. Sweetheart skirt. MAUREEN O'HARA: Woodbury cold cream. MICHAEL O'SHEA: Adam hats. JEAN PARKER: Jergens lotion. VERA HRUBA RALSTON: Glover's Mange Medicine. JOYCE REYNOLDS: Hollyvogue hosiery. MARJORIE REYNOLDS: Bexel Vitamin B Complex Tablets. GAIL RUSSELL: Jergens lotion. ANN RUTHERFORD: Deltah pearls. SHEILA RYAN: Glover's hair preparations. MARTHA SCOTT: Quart Permanent Wave Liquid Rinse. ANN SHERIDAN: Bates bedspreads. ALEXIS SMITH: Westmore makeup. Bates fabrics. C. AUBREY SMITH: Williams shaving cream. BARBARA STANWYCK: Cheerioats. CHERYL WALKER: Wallaby coat. ARLEEN WHELAN: Parfait makeup. MARJORIE WOODWORTH: Tayton's makeup. TERESA WRIGHT: Woodbury cold cream. JANE WYAH: Nailhead jumper. LORETTA YOUNG: Lux soap. Film-Radio Personalities The following personalities who divide their fame on screen and air are heard at the microphone in behalf of assorted goods : FRED ALLEN: Texaco gas and oil. JACK BENNY: Grape Nuts. EDGAR BERGEN-CHARLIE McCARTHY: Chase & Sanborn coffee. FANNY BRICE: Maxwell House coffee. NIGEL BRUCE: Bromo Quinine. BOB BURNS: Lifebuoy soap. BURNS & ALLEN: Swan soap. JUDY CANOVA: Colgate toothpaste. EDDIE CANTOR: Ipana toothpaste and Sal Hepatica. JACK CARSON: Campbell soup. JOSEPH COTTEN: Lockheed Aircraft. BING CROSBY: Kraft cheese. JOAN DAVIS: Sealtest milk and ice cream. CECIL B. DE MILLE: Lux soap. GRACIE FIELDS: Pall Mall cigarettes, JACK HALEY: Sealtest milk and ice cream. JEAN HERSHOLT: Vaseline. BOB HOPE: Pepsodent. KAY KYSER: Lucky Strikes. GROUCHO MARX: Pabst beer. FIBBER McGEE & MOLLY: Johnson floor wax. FRANK MORGAN: Maxwell House coffee. BASIL RATHBONE: Bromo Quinine. DINAH SHORE: Birdseye Frosted Foods. GINNY SIMMS: Philip Morris cigarettes. FRANK SINATRA: Lucky Strike cirgarettes, vimms. PENNY SINGLETON: Camel cigarettes. RED SKELTON: Raleigh cigarettes. KATE SMITH: Jello, Grape Nuts. MONTY WOOLLEY: Old Gold cigarettes.