Motion Picture Herald (Nov-Dec 1944)

Record Details:

Title:
Motion Picture Herald
Date:
Nov-Dec 1944
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Nov-Dec 1944)
Leaf #:
000282
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:
August 29, 2022
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Exploiting the New Films How the recent pictures are being sold at the first run and pre-release date showingsj LAURA Two hundred placards with copy : "Who Is Laura?"; "Have You Met Laura?" spotted around town in prominent locations, served as an effective teaser campaign for manager George Freeman and attracted advance publicity for the opening of "Laura" at the Poli theatre in Springfield, Mass. The cards were posted two weeks in advance and served to acquaint the public with the title. Freeman also planted a contest with the ^'/'riwg'field Shopping News with guest tickets offered to readers who submitted the best essays titled, "How Well Do You Know the Famous Beautiful Women of History and Legend?" The Springfield Daily Republican used a letter contest suggested from the story of "Laura," titled, "Do You Believe It Is Possible to Fall In Love With Someone You Have Never Seen ?" Station WMAS also stimulated interest in the picture by sponsoring a contest for listener^ who submitted the titles of six films in which Gene Tierhey had appeared. Guest tickets to see the picture were given to the first ten persons who submitted correct answers. Prior to the opening, bookmarks were distributed around schools and libraries and an attractive book display was arranged in Forbes and Wallace's book department. Horwitz Assists with Merchant Co-ops Sam Horwitz, assistant to Freeman, also contributed some excellent promotions to the campaign. Horwitz promoted cooperative newspaper ads from Kay's Jewelry store ; Lilian's Beauty Salon featured head cuts of the star with theatre credits and playdates. He completed another tieup with the Royal Crown Cola distributor which resulted in ban f ^^^^^^ Comedy and star value share top billing in this attractive lobby display created by â– manage\ C. B. Moss at the Criterion theatre. New York, as advance plug for "Rainbow Island". ners plugging the film being posted on the entire fleet of trucks and arranged for a complete window display in Woolworth's tied in with Gene Tierney's endorsement of Woodbury Cosmetics. Highlight of the campaign put over by manager Joe Boyle in Norwich, Conn., for the picture were newspaper publicity stories which stemmed from a sneak preview at the PoliBroadway. Special lobby displays and reviews were used in advance and bookmarks were distributed at local schools and public and lending libraries. A classified ad tieup was arranged in advance Illuminated and with transparent cutout title, this attractive display created attention to the booking of "Kismet" at the Loew Poli theatre, Hartford, Conn., for manager Lou Cohen. with the Bulletin and Record; two drug store: came through with window displays tied with the Woodbury promotion and additiona window tieups were arranged with jewelr\ stores and beauty shoppes. An unusual campaign built around mysten and suspense proved effective for Lou Hartjl manager of Schine's Glove theatre in Glovers ville, N. Y. Advance advertising was started with a serie; of newspaper teaser ads and trailer clips whicl were inserted between the regular progran shorts; copy read, "Who Killed Laura?" Th| same catchline was imprinted on window card which were placed in stores, on fences, etc., ii advance. An important note was added to advance ad vertising by announcing that no one would seated during the last ten minutes of the pic ture and requesting that people who knew th' ending refrain from revealing it to friends an( acquaintances. Hart placed extra stress on this angle by dis tributing circulars bearing this announcemen to people in the theatre when the regular ad vance trailer was being screened. A 40 by 6l carrying this message was also displayed in lobby. For newspaper publicity. Hart planted thi "Laura" contest with the Morning Herall which used the device three days in advance o the opening. Stranger Gets School Aid On "My Pal, Wolf" Through the cooperation of the Departmen] of Audio-Visual education Michael Strange at Loew's College theatre. New Haven, sua ceeded in getting his message on "My Paj Wolf" before the school children. Directorj and superintendents sent special letters urgini the attendance of pupils at the show, whicl' was arranged specially for the Junior Human Clubs. 58 WOTION PICTURE HERALD. NOVEMBER 18, 194