Moving Picture World (Jan-Feb 1927)

Record Details:

Title:
Moving Picture World
Date:
Jan-Feb 1927
Publisher:
New York, Chalmers Publishing Company
Volume:
Moving Picture World (Jan-Feb 1927)
Leaf #:
000169
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
The Museum of Modern Art Library, New York
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Moving Picture World, founded in 1907 by J.P. Chalmers, was one of the motion picture industry's first trade papers. Published on a weekly basis in New York City, Moving Picture World informed exhibitors about films available for rental and editorialized on behalf of the growing industry (improving the quality of movies through higher filmmaking standards, not government censorship, was a frequent topic). The paper reached its height in the mid-to-late-1910s--a fact reflected in the circulation figures and the huge amount of advertising that filled every issue during the period. In the 1920s, Moving Picture World lost ground to other competing weekly trade papers -- including Variety, Exhibitor's Herald, and Motion Picture News. In 1927, Moving Picture World ceased publication when it was acquired by Martin Quigley's Exhibitor's Herald. Across the 20 year run of Moving Picture World, readers can watch the transition from short film programs to feature films and witness the transition from the dominance of Edison's Trust to the rise of the "Independent" film companies that ultimately became the Hollywood studios. Silent film historians have utilized and cited Moving Picture World more frequently than any other trade paper, and the publication still has many insights left to offer. -- Eric Hoyt, 2012/2013
Date Added:
September 21, 2023
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January 8, 1927 MOVING PICTURE WORLD 137 Some Good Thoughts on Tin Hats from Out West A DISPLAY FROM FRANK BURNS ON DENNY IN TAKE IT FROM ME There Is nothing spectacular about this display from the Beacham Theatre, Orlando, Fla., but it shows an orderly aramgement that is better than an overstuffed lobby. It put the Universal comedy over to good money. Local Interest Getting back to football days : the high school eleven of New Smyrna, Fla., was persuaded to hold signal practice in front of the Victoria Theatre when Dix in The Quarterback was Manager John Judge’s attraction. Two boys with banners saw to it that the title was not overlooked. Good thing to remember next year. Paste it up. Traveled Far Reading of an exploitation stunt on Skinner’s DressSuit used by the Mecca Theatre, Saginaw, Mich., an exhibitor in Oamaru, New Zealand, copied the stunt, sending out an appeal signed by U. C. Skinner, asking the loan of a dress suit. It worked just as well down under as several brought suits to the theatre. The exploitation stunt seems to hold a universal appeal. Special Cut for a Coloring Contest Appreciating the value of the coloring contest for interesting the entire family through the child, Educational has prepared a special cut for The Blue Boy with a smaller colorkey to suggest the best colors to use. The cut itself is about 4 by 7 inches, in light outline and is to be colored by the child artist andreturned to the theatre. In addition to the color, chart, it is announced that there is a painting on view in the lobby in the event that additional aid is desired. Tried out by the Strand Theatre, Altoona, Pa., the stunt went over to the limit, with five prizes offered. Most children have water color boxes and there is nothing that will centre attention on a picture more securely than a coloring or drawing contest, and of the two the coloring scheme is the better, since less technical skill is required. The cut can be used for a throwaway or laid off to a newspaper for a circulation scheme. As Oklahoma City has only one crack football eleven, Pat McGee varied the usual stunt on The Quarterback by offering a prize for the best essay on the most useful quarterback the University ever had. This had the advantage of interesting the alumni as well as the undergraduates. HOW THEY PUT OVER TIN HATS AT LOEW’S STATE THEATRE, LOS ANGELES A dance orchestra, usherettes, newsboys, traffic cops and others in the public eye were decorated with the trick lids and helped to put over the title to the mob, while there were special drives on the hat stores to help the trade hookups along. We suppose the Owl Drug Co. did something, too. They always do.