Motion Picture Herald (1954)

Page scan 000152 from Motion Picture Herald

Record Details:

Title:
Motion Picture Herald
Date:
1954
Publisher:
New York, Quigley Publishing Co.
Volume:
Motion Picture Herald (Oct-Dec 1954)
Leaf #:
000152
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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/ve made, a/nd/m rfmdsf Sometime this wonderful month, the 1,000,000th patron will pass through the portals of Trans-Lux 52nd to fall under the spell of M-G-M's Technicolor romance "LI LI." the miracle of show business. For more than a year and a half, this lovely girl who found a haven and romance with a travelling carnival has held the heart of New York town. To you who have already seen her picture, to the many who come again and again, we say— for LILI"— a smcore Thanks A Million." And another multifold thanks goes to M G M, the dynamic studio that gave us this wonderful bit of cinema charm. Now that we've hit our first million, we'll work together until we can reach our second million! P S Aj o little extra treof, the millionth potron will be odmitted. tree and I m orrongmg a wonderful gift for whoever it may be M 8 1st WEEK! TRANS -LUX 52„sJ^ing/o, Written ind Directed by JOSEPH L EDMOND O BRIEN MARIUS GORING VALENTINA CORIES* ■ ROSSANO BdJffll ■ith WARREN STEVENS BESSIE LOVE A figito Incorporated Production ■ Reletud thru United Artuti The dignified and highly respected Sunday dramatic section of the New York Times carried this striking full-page ad for the premiere of "The Barefoot Contessa" at the Capitol theatre — and established a precedent in handling this picture, with actual quotes from the dialogue as selling approach. This exuberant exploitation of "Lili" originally appeared as a three-column ad on the amusement pages of New York newspapers, to welcome the 1,000,000th customer at the Trans-Lux theatre, where IvIGM's picture is now well along in the second year of comfortable capacity business. Si Seadler devised the cute cartoon of Leslie Caron which has become a trademark for "Lili" in print. iVcir York Papers Set the A.d Styles Apparently Macy's does tell Gimbels, for here is another new example of that special advertising splurge which the 34th Street stores have put behind their own choice of the best picture of the month for merchandising purposes. The double-truck was promoted by 20th Century-Fox as exploitation for "Woman's World," opening at the Roxy, and appeared in all metropolitan newspapers, incidentally at the store's contract space rate, and not at penalty-premium amusement advertising cost. \Y ff WOMANS WORLD 1 '* is Gimbels is all things to all kinds of women Gimbels : 4 OR FO« CREDIT NOBODY BUT NOBOOV UNDERSELLS OIMBELS a new movie that divides all womankind into 3 unequal parts 10TH GENTURY-fOX PRODUCTION IN UNDiASCOffv TECHNICOLOR Gimbels 38 MOTION PICTURE HERALD, OCTOBER 16, 1954