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Exhibitors Herald World, one of the main trade magazines sent to movie theater owners starting in 1928 through the 1930s (it was a combination of the two leading magazines of the 1920s, Exhibitors Herald and Moving Picture World, which merged in 1928 into a single magazine, which was at first called "Exhibitors Herald and Moving Picture World", but they quickly dropped that long clunky title in favor of "Exhibitors Herald World", and the magazine continued into the 1940s). Each magazine measured approximately 9" x 12", and each contained around 70 to 100 pages, but there were sometimes special issues that were far larger. Each weekly issue would be filled with profusely illustrated articles about upcoming movies, statistics about box office grosses of current releases, and sometimes articles about coming developments in motion picture technology, and sometimes sections illustrating how theaters advertised current movies. Of greatest interest to collectors are the dozens of advertisements (most full-page) from all of the major studios! Many of these ads were full-color, and the studios spent a great deal of time and money creating them, for it was through these exhibitor magazines that the studios gained bookings for their upcoming releases, which was the direct income they received from those movies (by contrast, the posters they created helped theaters take in more money, but that did not directly benefit the studios, except when they owned the theaters, or if higher grosses resulted in more bookings). Note that these exhibitor magazines were ONLY sent to theater owners, and the general public never had a chance to buy them. But most theater owners treated them like old newspapers, throwing them away after the movies had played. Consequently, they are extremely rare, especially those from the 1920s and 1930s! Note that we do not have the time to list the contents of each magazine we are selling (this magazine does not have a "table of contents", and of course, the most interesting part of the magazine is the great illustrated ads), but we have pictured the cover, and several interior 2-page spreads. We tried to pick out some of the more interesting interior pages, but we did not spend much time doing so! Each of these magazines, which were NOT printed on newsprint, were printed on quality paper, and have a square binding, and each is packed with very interesting visual and written material, almost all of which has not been seen since the date the magazine was published. We doubt anyone who buys these magazines will be disappointed by the content!

Important Added Info: Note that studios would sometimes put their entire studio yearbook into one of these issues (complete with covers), and those issues are VERY desired by collectors, and usually sell for hundreds of dollars each. But THIS issue is even more amazing, because it contains TWO complete campaign books published within it, from two different studios! The first is the First National 1928-1929 yearbook, and the second is the MGM 1928-1929 yearbook, and each is FILLED with wonderful full-color ads for those studios' then upcoming films (some of which were never made or had changed casts). We have pictured the front and back cover of the magazine, plus 11 interior 2-page spreads, to give you an idea of how very wonderful this magazine is!

Note: We have 13 images of the magazine in this set, but due to a space limitation, only TEN of the 13 images are displayed above. However, there is a "supersize" link to the right of those images that lets you see the other 3.

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Bruce Hershenson,
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