Moving Picture World (Nov-Dec 1927)

Page scan 00068 from Moving Picture World

Record Details:

Title:
Moving Picture World
Date:
Nov-Dec 1927
Publisher:
New York, Chalmers Publishing Company
Volume:
Moving Picture World (Nov-Dec 1927)
Leaf #:
00068
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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NOW READ WHAT ANOTHER ABLE SHOWMAN HAS TO SAY! TABLE OF CONTENTS •f>\ V. \ 'V -f At %% A°o o <Vc * A ■■.. A, Only $5.00 If mailed add 20 cents for postage At Your Supply Dealer or with this coupon <6 ^ \ A \ \ CHAPTER I. Introduction II. The Motion Picture Theatre III. The Development of Theatre Advertising IV. The Theatre as an Institution V. The Manager VI. Management VII. Personnel Service as a Sales Agent VIII. Your Community IX. Why People Attend Your Theatre X. Why People Do Not Attend Your Theatre XI. Advertising XII. Advertising Materials XIII. Cut-Out Displays XIV. Selling Within the Theatre XV. Using the Mails XVI. The Lobby XVII. The Marquee XVIII. Outdoor Advertising XIX. Distributed Matter XX. Co-operative Advertising XXI. Printing Materials XXII. Principles of Layout XXIII. Copy XXIV. Arranging Your Layout XXV. Novelty Advertisements XXVI. Newspaper Advertising XXVII. Newspaper Co-operative Advertising XXVIII. The Amusement Page XXIX. Holidays and Local Celebrations XXX. Color XXXI. Music XXXII. Projection and the Screen XXXIII. Ventilation XXXIV. Theatre Accidents XXXV. Legal Problems That’s Our Business XXXVI. Appendix of Forms and Charts. ^Illlllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllltlllillllllllllltlllllllllllllllllltlllllllllllllllltillllllllllilllllllllllllllltllllllllllillllllttltliliiillliliilllliillllliilill In ordering a copy for a new manager, F. R. Heiderich of New Orleans, writes: “As an exhibitor it is hardlv necessary to say that your book, entitled ‘Building Theatre Patronage,’ is the finest publication I have had the pleasure of reading. "In fact, if I were asked to write a book enumerating the fundamental and essential procedure that would make an exhibitor successful in theatre operation. I would copy ‘Building Theatre Patronage’ — so thoroughly have you covered the subject.”