Motion Picture Herald (Jan-Feb 1945)

Record Details:

Title:
Motion Picture Herald
Date:
Jan-Feb 1945
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (Jan-Feb 1945)
Leaf #:
00064
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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Levy Ties Bond Drive To Film "Since You Went Away," at Loew's theatre, Reading, Pa., was given much more than an average campaign by Larry R. Levy. Two features in particular, a false front at the theatre and a Bond selling window display at Victory House attracted attention. On the radio, 45 spot announcements preceded the opening. 100 specially designed screen processed cards were used inside' of street cars and buses. In the newspapers a three-column picture and story in the Sunday Eagle increased the lineage campaign, starting six days in advance of playdate. Among the tie-ups, one with the Royal Crown Cola organization covered the entire territory. Five bannered trucks traveled over the whole district. On the Red Cross sound truck, covering the city on its rounds, and stationed part time in front of the theatre as part of drive to recruit nurses' aides, was placed a picture of Jennifer Jones in nurses' aide uniform. Stores gave Loew's card space and stills for theme song plug. At a local book store, space was secured for the book edition display. In various other stores. Levy secured 36 counter and window displays with stills covering music, books, fountains, furniture, pipes, sporting goods, cameras and other goods. Hart Distributes Flowers As part of his advance on "The Very Thought of You" at the Schine Glove theatre, Gloversville, N. Y., Lou Hart promoted flowers from a local greenhouse and these were attached to small cards and distributed to women. Copy on the card read : "The Very Thought of You prompts us to send this as a reminder to see" etc. etc. THE SECRET ^J^p^ of ILFORD SUCCESS NSWERVING devotion to the interests of photography in all its branches is the secret of Ilford success. In the six Ilford factories research goes on unceasingly to maintain the high standard of quality which has distinguished Ilford materials for nearly 70 years. Modern manufacturing methods and a practical knowledge of the needs of the Cine Industry will enable Ilford Limited, as soon as conditions allow, to supply a range of negative and positive films which will be pre-eminently suitable for all requirements. The name Ilford is your safeguard and guarantee. ILFORD LIMITED CINE SALES DEPARTMENT NATIONAL HOUSE, WARDOUR STREET, LONDON, ENGLAND 54 As an inducement to buy War Bonds, Howa W. Higley, at the RKO Allen in Clevelm offers Nylon parachute silk handkerchiefs souvenirs to Bond purchasers. Essay Contest Is Used by Cohen | For "Romance \ School cooperation was enlisted by Ld Cohen at the Poli theatre, Hartford, Conif for his date on "American Romance" with contest being held in all local high schoo Students were asked to write an essay of n more than 500 words on the subject: "T Romance of Living in America." War Bon and Stamps were given to winners. Announc ment of the contest was landed in the Hartfo Times two weeks prior to opening and E glish class teachers endorsed the contest i classes. Ads were taken in the four leadit high school class papers regarding the co: test. Spot announcements were made on all foi radio stations and winners of the essay conte were guests over a WTAT early evening r cording program sponsored by a leading stor Opening day mention was made over WNB news broadcast that Hartford was having state premiere of the picture with the governo mayor and other dignitaries present. Sashes appropriately lettered with the tit were worn by the staff during the engag ment; autographed photos of Brian Donle\ were given to the first 200 women on openir day and both local papers carried a story 1 this effect. A 1912 model car, a replica of th one used in the picture, was used as a strei ballyhoo two weeks ahead; numerous coopentive ads were promoted and windows landd with various merchants. Harper Supplies Patrons With Ration Information As a little gesture to the housewives who a tend Will Harper's shows at the Empress the? tre. Trail, B. C., the Round Tabler utilizes th front page of his house program each month 1 provide such information as the women will r( quire for ration coupons and their use for tl current month. Another page is devoted to institutional cop and patriotic messages. | '\ MOTION PICTURE HERALD, JANUARY 6, I9f J: