Motion Picture Herald (Jan-Feb 1948)

M OTION PICTURE HERALD, dominant in the journalism of the industry, is the product of more than three decades of experience, beginning with the rise of the modern institution of the screen. It is, said the New York Times, "a weekly journal whose status in the film industry may be compared to the importance elsewhere of the Encyclopedia Britannica or The Bible." The scholarly Hollywood Quarterly has termed it "The foremost motion picture industry weekly in America." The news coverage of The Herald is world wide, with correspondents around the globe and with bureau offices in Hollywood, Washington, Chicago and London. Its news coverage is full and extensive. Because of its complete documentary presentations it is filed for reference by many organizations both within and outside the industry. It goes to Governments and their offices the world around, and even beyond that "iron Curtain." It is known and valued from the great metropolitan theatres to the tiny crossroads and hamlets, even into the dogsled circuits of the Arctic and the palm-roofed shows on coral atolls and deep in the tropic jungles. The Herald weekly presents an editorial page of pointed and challenging comment, considered notable in its candour and the source of continued reader reaction and response. Its news pages, in addition to the recording of events, present a flow of feature material often as entertaining as informative, and special articles on current manifestations, developments, issues and problems from authoritative writers. Meeting the requirements of an extraordinarily diversified readership The Herald presents an array of regular departments, arranged and indexed for swift accessibility. The departments include: THEATRE SALES — Thirteen special sections a year concerned with the purveying by the theatre of drinks, confections, popcorn and other whim merchandise to the millions who stream through the box offices on pleasure bent. Theo. J. Sullivan, director. HOLLYWOOD SCENE— The bureau report on the week in the production community; stories bought, pictures in preparation, casting, pictures before the camera, pictures completed, contracts, talent movements, trends, and forecasts. William R. Weaver, Hollywood editor. THE PRODUCT DIGEST— An extraordinary weekly special section which is in effect a living catalogue of the output of the studios and substantially all the product reaching the screens of the readership, including all of the important showmen. It is indexed and cross-indexed in all directions to make all of the thousands of items instantly available. MANAGERS' ROUND TABLE— Devoted to the promotional activities of the showmen behind the box office engaged in delivering and selling the entertainment to the ultimate consumer. It makes the world-famed Quigley Awards. Walter Brooks, director. BETTER THEATRES— Thirteen special sections a year devoted to the construction, equipment and operation of the physical theatre, with a staff of contributors who are functioning experts in the field. Edited by George Schutz. "WHAT THE PICTURE DID FOR ME" — An entirely unique department in which some hundreds of exhibitor correspondents report upon the merits of the wares they show and the reactions of their customers. It is in the pithy, direct and often whimsical language of the showmen, who "call 'em as they see 'em." MOTION PICTURE HERALD Martin Quigley,. publisher and editor-in-chief ROCKEFELLER CENTER Terry Ramsaye, editor NEW YORK CITY