Motion Picture Herald (Jan-Mar 1956)

Record Details:

Title:
Motion Picture Herald
Date:
Jan-Mar 1956
Publisher:
New York, Quigley Publishing Co.
Volume:
Motion Picture Herald (Jan-Mar 1956)
Leaf #:
00049
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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INTER OUR RIO ' POPCORN CONTEST /rffA^im ■■ A< PRIZES TO WINNERS r'jJtout/ nMpti A ''Do-It-Yourself' Display Promotes Popcorn and Ice Cream Popcorn and ice cream were energetically promoted at the Oakwood theatre in Toronto, Canada, by the elaborate display at right as conceived and executed in true "do-it-yourself" fashion by Manager A. Easson (who was, incidentally, one of the winners of Motion Picture Herald’s first merit awards for better refreshment merchandising last year). The display to the right of the stand is animated; it is 5 feet high by 2 feet square. The top section is a representation of the inside of a theatre with cardboard figures of people seated watching a screen. The screen itself is a 4-foot "endless" belt of sign-cotton with selling copy letters on it in different colors, so that when it is slowly moved up it gives the effect of a creeping trailer. A small electric motor is used to turn 4-inch wood rollers; the top roller is covered with fine sandpaper to keep the sign from slipping and two showcase lights back of the screen illuminate it. In the photo the trailer is stopped at a frame promoting "Super Pufft" popcorn; other copy sells Borden's ice cream bars and 25c-size popcorn boxes (these "take-home" boxes are shown on top of the display). The bottom of the display has its own small motor to rotate a turntable slowly. Displayed in the center of the turntable is a colored container of popcorn surrounded by Borden's ice cream bars with the wrappers open on the end to reveal the product. These bars are of wood painted dark brown but "look like the real thing," Mr. Easson states. This display is backed by a mirror and hidden lights above. Constructing these displays took about 35 hours of his time, and he worked on them at odd hours and Sundays at home. In preparing the pennants, Mr. Easson first felt he had "pulled a boner" as he purchased remnants of color felt in different colors and planned to have them stenciled at a sign shop. When he was told that this couldn't be done, but that they would have to "make it a silk screen job" which is expensive, he resorted to "do-it-yourself." He explains that he first made a layout of the word "popcorn" on cardboard and cut it out with a sharp knife. Then on an odd night home from the theatre he started in at 5 p.m. and by midnight had 32 pennants finished with his stencil — and none of them spoiled! He used thick white paint, and the job was perfect. As a further promotional device tor popcorn, Mr. Easson staged a coloring contest for youngsters with prizes of silver dollars and admission passes. The sign announcing the contest is reproduced at top right and below is a close-up of the back bar sign. BETTER REFRESHMENT MERCHANDISING 49