Moving Picture World (Aug 1916)

Page scan 000473 from Moving Picture World

Record Details:

Title:
Moving Picture World
Date:
Aug 1916
Publisher:
New York, Chalmers Publishing Company
Volume:
Moving Picture World (Aug 1916)
Leaf #:
000473
Language:
English
Subjects:
Motion Pictures, Film Industry Trade Magazine",nyarc-museumofmodernar
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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August 1". 1916 THE MOVING PICTURE WORLD 1307 Over 400,000 lines of paid advertising have been used to stimulate motion picture interests among the readers of the Chicago Herald — The Chicago Herald publishes more about Motion Pictures than all other Chicago papers combined. But aside from its daily reviews, its full-page directory and news matter, it has done more to develop readers' interest in Motion Pictures than any other paper. Over 400,000 lines of paid advertising have been utilized in a comparatively brief period to convert its readers into Motion Picture fans. Campaign after campaign has been launched to make into "everynighters" the casual fan. The Moving Picture Manufacturer who follows the lead of 280 Chicago Exhibitors and advertises his Pictures in the Herald, can cash in on that tremendous publicity, utilize the tremendous lineage he has not paid for to intensify the returns on his individual campaign. Why the Chicago Herald is Supreme in Motion Pictures: It has the largest daily program directory in the world — 336 theaters. It has published over 400,000 lines of paid advertising to stimulate the interest of its readers in Motion Pictures. It prints more about Motion Pictures than all other Chicago papers combined. It has appropriated $27,000 annually for gathering in new "Movie" fans as readers. It has a remarkable following for its criticisms, due to the unimpeachable integrity of its unbiased and competent daily It has the exclusive rights to the articles of Louella O. Parsons, famous, sincere and popular. It has printed more Motion Picture stories, including serials, than all the other Chicago papers combined. It has the first and only "Exhibitors' Aid Department" to help the Exhibitor of the Chicago territory to rent good films. It has 69% of the Chicago Theaters advertising in its columns every day and Sunday. It has the rest of the Chicago territory Theater Managers reading its Daily Directory to see what is showing and where. Chicago Herald Circulation Over 200.000 Daily Eastern Office, 225 Fiftli Ave., Now York City. Phone, Mad. Sq. 471 A