Motion Picture Herald (Sep-Oct 1944)

Page scan 000700 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
Sep-Oct 1944
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Sep-Oct 1944)
Leaf #:
000700
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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Exploiting the New Films How the recent pictures are being sold at! the first run and pre-release date showings AK AMERICAN ROMANCE Manager Boyd Sparrow of Loew's theatre, Indianapolis, reports a successful campaign has been completed in conjunction with the local premiere of "An American Romance." The American Romance Star Cavalcade, currently touring the country, appeared previous to the opening and helped to publicize the attraction. Unusual newspaper breaks resulted from a tieup with the local United War and Community Chest Drive for which the film stars appeared at a Fund Rally. The Rally took place in Monument Circle with 5,000 townspeople looking on. Brian Donlevy, Rags Ragland and Nancy Walker entertained the audience with a 30 piece band from nearby Stout Field providing music. The caravan visited wounded war veterans at Billings General Hospital and Camp Atterbury. Dinner Attended by Stars Precedes Premiere The evening of the premiere a dinner was held, which vras attended by the stars, city and state officials and dignitaries, publishers, editors and film critics of the newspapers and other prominent guests. Following the dinner the stars made an appearance at the annual get-together of the Indianapolis Press Club. Each activity was covered by photographers and feature writers from the newspapers. Three stories, including art breaks were landed on the front pages of the Indianapolis Star and the News plus additional breaks which appeared on the news and drama pages. The day before opening, publicity on the film shared front page art with the war news Joe Samartana, manager of Loew's, Providence, R can Romance" with film's date at his theatre and and the opening of the World Series baseball games in the Times. Regional wire breaks were obtained on the premiere from INS and AP. Essay Contest in Schools Set by Cohen in Hartford For the Connecticut premiere of "An American Romance," manager Lou Cohen, Loew's Poli, Hartford, Conn., arranged for an essay contest with a city-wide tie-up of all high Part of the huge crowd which t-urned out to greet the "American Romance Star Cavalcade" in Monument Circle. Promotion was arranged to coincide with opening of "An American Romance" at Loew's theatre. Film stars appeared in behalf of United War and Community Drive. 52 . L, tied in Life Magazine build-up for "Ameriattracted plenty of attention from patrons. schools and parochial schools, radio station^ WDRC, WTHT, WTIC and WNBC, and the, Hartford Times and Courant newspapers. Through the Board of Education, Cohen posted the essay copy on bulletin boards at all schools in Hartford and students from eighth to twelfth grades were invited to write, in nol more than 500 words, an essay on "The Ron mance of Living in America." All entries were to be postmarked not later than October 26, the date of the film s premiere at the Poli. First prize was a $25 War Bond ; second, $10 in Watj Stamps ; third, $5 in War Stamps, and the next 15 best essays, were awarded guest tickets. A week in advance of the opening a spectacular display of the flags of the 32 United Nations was promoted in the tlieatre lobby. Th^ flags were grouped above a floor exhibit of a brilliantly colored 24-sheet and a side-wall display of prints of "An American Romance.' Special lighting effects were also set in the theatre lobby a week ahead of the premiere, i In Providence, R. I., manager Joseph Samartano arranged an impressive campaign in conjunction with the picture's opening at the State, A private screening was held at the Biltmore Hotel which was attended by state and city officials, newspaper critics and radio conmientators National ads combined with regular theatre display ads in all local papers gave added stature to the film. Twenty-eight spot announcements including a number of transcriptions were used over all four local radio stations. On opening day of the film, a parade was arranged with high school bands and uniformed veterans participating. A tieup was made with the Walsh-Kaiseii shipyard, whereby 10.000 heralds were distributed to employees. The heralds showed a cut of Mr. Walsh, one of the owners, endorsing the picture and urging all to see it. Study guides were distributed at the public' schools and all bulletin boards carried 18 by 24 cards plugging the premiere. MOTION PICTURE HERALD. OCTOBER 28. 1944