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 #:
000693
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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Bareroft Plants Feature Stories For "Saratoga Considerable advance and current feature stories were planted in all the local newspapers by John L. Bareroft, director of publicity for RKO Columbus, Ohio, theatres, to exploit the date on "Saratoga Trunk" at the Grand. A large trunk was placed in front of the theatre two weeks in advance bannered with the lines : " 'Saratoga Trunk' Opening Soon." Bareroft arranged a tieup with the George X. Volk photography studio for the distribution of 10,000 heralds. All of the Kroger Grocery stores in Columbus used front window streamers publicizing the giveaway of " 'Saratoga Trunk' Shrimp Creole" recipe. 50,000 recipes were •distirbuted by the stores. Kroger's also used 105 banners inside the stores. A contest was held over WCOL's "RKO Matinee" program for the most original story of 50 words or less. Two records of songs featured in the picture, guest tickets and Revlon face powder were awarded to the winner. Free radio time was promoted over WBNS, WHKC and WOOL. The 75,000th patron to attend the showing of the picture was awarded a birthstone ring, a guest ticket, dinner at the Variety Club and two pairs of nylons. Extensive Campaign Used For "Life With Baby" Cooperative newspapers ads, a diaper service tie-in and trick lobby displays were used by manager Gerry Wollaston in an extensive campaign for the March of Time short subject, "Life With Baby," at the State theatre, Harrisburg, Pa. A line of diapers was strung across the front of the theatre, with the title of the picture printed on each diaper. In the lobby patrons tried to guess the number of clothes pins in a large jar, the winner receiving free diaper service for one year. Promotes Newspaper Space For Cinderella Contest Manager Charles A. Zinn garnered considerable space in the Minneapolis StarJournal to promote a Cinderella contest he arranged for the engagement of "Cinderella Jones" at the State theatre. The newspaper breaks were topped by a pictorial layout showing the winner of the contest visiting various points in the city. Zinn promoted a wardrobe for the winner from the John W. Thomas Company. Lands Full Page Co-Op Ad Nine merchants paid for a full page cooperative newspaper ad to publicize manager Wannie Tyers' playdate on "Spellbound" at the Capitol theatre, Niagara Falls, Ont. The ad ran in the Evening Review. OPEN HOUSE Three days of open house to the public was the gesture made by manager T. H. Tomter of Highmore, S. D., to celebrate his 30th year In theatre business. Tomter advertised this unusual offer In the local newspaper, to wit: "We now have operated the Grand theatre for 30 years and we have a feeling that we ought to make an event of it. So, in appreciation of your very loyal and friendly patronage, we sincerely invite every one of you to come and have a show on us. We have endeavored to select a program that is all entertainment and fun, and believe we have a good one for you, and we hope you get much enjoyment from it." The program consisted of "The Stork Club" and ."Flicker Flashbacks". Delbridge Promotes Co-Ops For "Ziegfeld" Date Manager Tom Delbridge promoted two 3-column cooperative display ads in the Tennessean to exploit his date on "Ziegfeld Follies" at Loew's Nashville theatre. Chayburke's paid for one of the ads, which featured a picture of Esther Williams, while the other was placed by the Cain-Sloan Company. In addition, Strobel's Music Store mailed sample program heralds to their customers, and a local five and ten cent store distributed folder type heralds with each purchase. Program Booklet^ Kiddie Show Aid To Fitzgibhons Special events and promotions were arranged by manager Mildred A. Fitzgibbons to increase attendance for "Manager's Week" at the Roosevelt theatre. Flushing, N. Y. An Easter program booklet was promoted and turned out to be a highly successful venture as 76 local merchants were represented by ads. In addition to the booklet, the names of subscribers were alphabetically listed on a 80x100 display board in the lobby of the theatre. The board attracted considerable attention. For a Saturday kiddies' matinee, Mildred promoted free candy for all children attending the show. The candy was donated by the Blue Mill Diner. Children also are encouraged to join a Birthday Fun Club and make up parties on the Saturday of their birthday week. A "Happy Birthday" card to be used as a guest ticket is sent to a member on his or her' birth date. A letter of welcome and two passes were sent to each returning veteran from a list obtained from local draft boards. Many appreciative letters have been received at the theatre from veterans. The theatre was given a "face-lifting" for "Manager's Week." Stair rails, corridors, comfort rooms, office floor and the telephone booth were painted. A Spring effect was created in the lobby with window boxes of flowers promoted from a florist. PRACTICAL NEWSPAPER ADS reader's eye. Sharp, clear lines of the advertisement guarantee interest in the sales message. Left is an original layout by Alice Gorham, ad head for United Detroit theatres. It combines the qualities and novelty which attract immediate attention. MANAGERS' ROUND TABLE, JUNE 22, 1946 53