Moving Picture World (Sep-Oct 1927)

Page scan 00012 from Moving Picture World

Record Details:

Title:
Moving Picture World
Date:
Sep-Oct 1927
Publisher:
New York, Chalmers Publishing Company
Volume:
Moving Picture World (Sep-Oct 1927)
Leaf #:
00012
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:
May 30, 2024
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6 MOVING PICTURE WORLD September 3. 1927 THE hardest knocked paper of all. That’s us. WE MAKE NO BONES ABOUT SAY,J advertising page in this sheet represents hard work, real sales effort, irrefutable11 carry, the advertiser receives full value in return. There must be a reason for all the criticism directed against this paper. You bet tjf “WHAT WE PRINT IS ALL WRONG.” “WE HAVE NO EDITOR.” “WE HAVE N NO PERSONALITY.” “CIRCULATION DOESN’T MEAN ANYTHING IN THIS BU^ WE MUST BE SLIPPING. But admitting all this bunk is true (just for the hell of it), you must arrive at thr 1 THAT OUR PAPER IS SO TERRIBLE THAT IT HAS THE BIGGEST EXHIBITO^ The real low-down is that this goshawful showman’s business paper, judging by ex] 1 no premium pressure) has the MOST PERSONALITY IN THIS BUSINESS. You mstj don’t it’s your fault— not his— but over 7,619 EXHIBITORS TESTIFY LOUDLY WITf ^ TO THE KIND OF JOB HE’S DOING. , And if you don’t think circulation means anything, ask your sales department t( 1,356 ACCOUNTS WEEKLY. This here now 1,356 represents the clear lead in thea over its nearest competitor. YES SIR! This paper is such a journalistic outrage that it reaches a 21 PER CENT any other paper— and a 30 PER CENT. BIGGER MARKET THAN THE AYERAG , PICTURE PLAYS. !> That’s why — admitting this paper to be as bad as some would have it — you’ll SE MORE PICTURES and SELL THEM EASIER by concentrating your advertising whe exhibitors concentrate their reading — right in this much-maligned sheet that’s DOIN ITS DAILY DOZEN FOR THE PAST TWENTY YEARS. il N| OH, YES! THE NAME OF THIS PAPER WE’VE BEEN TALKING ABOUT IS