Motion Picture Herald (1954)

Record Details:

Title:
Motion Picture Herald
Date:
1954
Publisher:
New York, Quigley Publishing Co.
Volume:
Motion Picture Herald (Jul-Sep 1954)
Leaf #:
000583
Language:
English
Collection:
Hollywood Studio System
Format:
Periodicals
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
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:
May 30, 2024
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pppcctn PfPfitcticH t Variety of Stunts to Stimulate Sales mm NOBODY LOVES POPCORN so much as the kiddies, as manager Gerry Dillon of the College theatre in Toronto proved when he arranged a special stunt to serve the double purpose of increasing attendance at his Saturday matinee and also to boost popcorn sales. What he did was to have Fifi the clown make a personal appearance at the theatre where the latter entertained in the lobby by the stand (above) as well as on the theatre's stage. In connection with his appearance Mr. Dillon obtained a small mechanical clown from Jack Fitzgibbons of Theatre Confections, Ltd., and placed it on the refreshment counter (right below] to draw the kiddies' attention. A display panel by the clown reads as follows: 'Fifi the clown can beat the drums but nobody can beat our delicious hot popcorn, freshly popped before your eyes. A treat for the entire family; take some home." Results were excellent, as the photo attests. The mosf popular theatre snack stand commodity of all can be made even more profitable when special effort is made in merchandising it as these three managers proved recently in the promotions pictured. DURING THE RECENT "Big Show Drive" conducted by Odeon Theatres, Ltd., Toronto, manager Elliot Brown at the Odeon in Victoria decorated his snack stand in keeping with the "Big Top" theme using several animated effects, including a giant 4-toot popcorn container (above) which was made to rotate on a turntable on the counter. The other effects included the clown cut-out at left holding several balloons which were spotlighted and moved by an electric tan. The big top has gaily colored pinwheels around the edge which are also made to spin continually by means of a fan. BUTTERED POPCORN SALES took a big jump at the Famous Players' Paramount theatre in Halifax, Nova Scotia, when manager F. Skinner offered patrons a chance to win a free ticket to the theatre with their purchase of the corn. All Buttercup containers were numbered on the outside bottom and the winning numbers posted on the clown cut-outs on the back wall of the stand. The back bar was also devoted to a giant Buttercup display, in the center of which was a card advertising the ch ance to win free passes. The clown cut-outs have flashing red bulbs as noses, and the display at the top features a cut-out head of Doris Day. BETTER REFRESHMENT MERCHANDISING 3-R