Motion Picture Herald (May-Jun 1947)

Record Details:

Title:
Motion Picture Herald
Date:
May-Jun 1947
Publisher:
[New York, N.Y. : Quigley Pub. Co.]
Volume:
Motion Picture Herald (May-Jun 1947)
Leaf #:
000471
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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Remember that anyone can sell the pleasant, affable customer, but it takes real salesmanship to handle the difficult one — and you can pat yourself on the back every time you successfully exercise your tact and diplomacy on the latter type. You are not to be influenced by the age or appearance of the patron. Children are to be served just as graciously and pleasantly as adults. Poorly dressed customers deserve the same time and courtesy as the better dressed ones. Be friendly and interested in all your patrons, but do not spend time just "visiting" if you have other customers waiting. You understand also that we do not want you to encourage or tolerate objectionable visitors — but this is a matter calling for extreme discretion on your part, and you should solve it with the advice of your theatre manager. Get in the unfailing habit of suggesting additional items to your customers. Not just, "Anything else?" — but something specific. For instance: "We have just received a new shipment of Mrs. Sweet's candy mints — only 25c. Would you like to try them today?" "Have you tasted this bar which is made especially for the patrons of our theatres? It is really wonderful — rich milk chocolate and just full of almonds." "How about some gum today? We have a wide variety." "We are introducing the new Mars bar this week. Like to try it?" Also you must be able to suggest a substitute item to a customer if you do not happen to have what he is asking for. Suppose he asks for a Clark Bar, and you don't have Clarks. Don't say, "We don't have any today," and let your voice drop — but rather, "I'm awfully sorry we are out of Clarks right now, but we have Bolster and Brunch which are similar bars." And if the customer does not make an immediate decision, come right back with another suggestion, "Also we have a new shipment of Peter Paul Mounds and Hershey today. Would you care for either of them?" You must know your candy bars. People will ask for this information, and you must be able to tell them. You must be able to suggest bars with soft centers, bars with chewey centers, nut bars, cocoanut bars, almond bars, mints. You must know more about candy bars than anybody else in town ! . . . If the patron hands you a bill in payment for his purchase, it is a good idea to name the denomination of the bill when it is given to you — in other words, "That will be 25c out of $5.00." Be accurate and businesslike in counting change back to customers. There is only one way to close a sale and that is with another big smile and a cordial, "Thank you !" SOUND AMPLIFICATION I hi LICENSED UNDER U. S. PATENTS OF WESTERN ELECTRIC CO., INC. PD-50 SERIES AMPLIFIER The PD-50 Series Amplifier has a world-wide reputation for trouble-free, uninterrupted, faithful, life-like reproduction. Such accepted superiority is possible because of features like these: (1) Transformers and chokes "Climatite" treated to resist any weather conditions (2) Plug-in type filter condensers (3) Calibrated step-type volume control (4) Wide range tone control. . . . (5) Exciter lamp balance (6) Exciter supply voltage control (8) Photo-electric cell voltage control. . . . (9) Auxiliary volume control. . . . (10) Sound change-over in photo-electric circuit. ...(11) Built-in booth monitor and monitor amplifier. ... (12) Complete extra chassis (13) All connections from chassis to cabinet plug-in type. . . . (14) Gray crackle finish to match your projection equipment. Start your modernization plans with a Royal Soundmaster Amplifier. See what remarkable improvement it makes in your sound system. Later add the Soundheads and the Two-Way Horn System to complete your Royal Soundmaster Sound System — the ultimate in sound reproduction. FOR GREATER LISTENING PLEASURE See your Independent Theatre Supply Dealer or write direct to The Ballantyne Company. Your inquiry will receive immediate and courteous attention. SETTER THEATRES, MAY 31, 1947 THE BALLANTYNE COMPANY 1707-11 DAVENPORT STREET OMAHA 2, NEBRASKA Export Department, FRAZAR & HANSEN, Ltd. 301 Clay Street San Francisco 11, California, USA Cable Address "FRASEN",