Motion Picture Herald (May-Jun 1946)

Record Details:

Title:
Motion Picture Herald
Date:
May-Jun 1946
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (May-Jun 1946)
Leaf #:
000363
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 03, 2022
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Two Page Co-Op Heralds Contest On "Adventure^ ^ Twenty-three Waterbury, Conn., merchants paid for a double truck cooperative newspaper ad to publicize a letter-writing contest manager Ed Fitzpatrick promoted for "Adventure" at the Poli theatre, Waterbury, Conn. The co-op ad plus additional stories in the news pages appeared in the Democrat, which sponsored the contest. Nylon stockings were awarded to the first six winners and guest tickets were given for the next 10 best letters. Participants were required to write a letter of 300 words or less on their most thrilling "Adventure" in 1945. A whispering campaign was conducted well in advance of playdate, using members of the theatre staff and couples who were sent around town and through downtown stores. They mingled with the crowds, saying: "Have you heard the latest? Clark Gable's back and Greer Gar son's got him!" Milk bottle hangers imprinted with playdate copy were distributed by Cashin's Dairy. Announcements at Sports Arena Special announcements were made over public address systems at Buckingham Hall between rounds of wrestling and boxing matches, and, at the State Armory during basketball games. A large poster was displayed at Temple Hall during the Firemen's Carnival. Posters also were placed on all Farer News trucks, on drug and cigar store counters. For a lobby stunt, Fitzpatrick had a girl sit in a prominent spot for four days before opening. On her lap was a card reading: "I am going to be the first one to welcome Clark Gable back." Spot announcements over WATR and WBRY and plugs on the Kay's Jewelry Store program also were promoted. Bookmarks Used for "Devotion" An attractive bookmark was designed by manager Frank Shaffer to exploit the engagement of "Devotion" at the Dixie theatre, Staunton, Va. Copy on the bookmarks concerned the Bronte sisters and the books they wrote. They were distributed in colleges, high schools and public libraries. HENRY R. ARIAS PURCHASING AGENT Foreign and Domesfic Film Distribution 729 Seventh Ave., N.Y. 19, N.Y.. LO.3-1510 Serving the Industry Since 1913. Negotiations in Any Language CABLE: HENARIAS. N. Y. SPECIAL PREVIEW HELD FOR BLIND STUDENTS A special preview of "The Hidden Eye" recently was held for the entire student body of the Georgia Academy for the Blind at the Rialto theatre in Macon, Ga. "The students are intensely interested in motion pictures," said John S. Herndon, superintendent of the academy, in accepting the invitation extended by Holt Gewinner, Jr., publicity director in Macon for the Lucas & Jenkins circuit. The campaign began 10 days in advance, with the newspapers welcoming all related stories because of the unusual angle of the blind attending the movies en masse. Stories and pictures were run daily in both local papers. Ice cream for refreshments was promoted from local dairy, as were cold drinks from Royal Crown. Co-Op Ad Sells "Whistle Stop" A five-column 17j4 in. deep cooperative newspaper display ad which featured a large photo of Ava Gardner was promoted by publicist Gertrude Bunchez for the playdate of "Whistle Stop" at Loew's Century theatre. Baltimore, Md. The ad which ran in the Evening Sun and News-Post, was paid for by the Wonder Clothes store. Circulars Sell "Dick Tracy" By inserting "Dick Tracy" circulars in copies of the New York News and Mirror, which have a large circulation in Asheboro, N. C, manager W. P. Stone almost doubled his business for the picture's engagement at the Capitol theatre. Press and Radio Tieups Sell New "Saint'' Film Newspapers, radio and numerous tieups were employed to exploit "The Hoodlum Saint" at the Stillman theatre in Cleveland, Manager Arnold Gates planted art and readers in all dailies, including suburban papers, and the Reserve Tribune, college periodical. Radio plugs were had on Sidney Andorn's "Gossip Column of the Air" and "Sidewalk Cracker Barrel Quiz" programs over WGAR and on "Burt's Amateur Program." Two restaurants, Gazelle's and Clark's, used special displays. Gates arranged numerous window tieups, including Wurlitzer's, Statler Florist Shoppe and Adam Hats. Special emphasis was placed on the romantic team of William Powell and Esther William in newspaper ads. Firemen Sponsored Contest Draws Big in Columbus Nylons, the Glenn Miller band under the direction of Tex Beneke and particularly a Fire Fighter's Sweetheart contest packed the Palace theatre in Columbus, Ohio, to capacity for the two nights of the affair. Arranged by John L. Barcroft, RKO publicist in Columbus, the contest drew 54 entries. From this group 25 were selected by audience applause to appear the following night for the finals. A pair of nylon hose were given to each contestant by the firemen as well as tickets to their Ball. The 18 local fire engine houses selected three girls each to be represented in the contest, which insured city-wide publicity. M-G-M TRADE SHOW! CLEVELAND . TERRITORY ONLY The Green Years" LOWER MALL THEATRE 3 1 0 SUPERIOR AVE. — OPPOSITE MAIN LIBRARY TUESDAY MAY 28 AT 800 p.M. MANAGERS' ROUND TABLE, MAY 25. 1946 61