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Auction History Result

8p002 MOTION PICTURE HERALD exhibitor magazine May 2, 1931 includes Paramount campaign book!

Date Sold 2/28/2012
Sold For: Login or Register to see sold price.


An Original Vintage Exhibitor Magazine (measures 11 1/4" x 14 1/4" [29 x 36 cm]; 104 pages) (Learn More)

Motion Picture Herald, the leading trade magazine sent to movie theater owners in the 1930s to the 1960s (we don't know exactly when it started publication, but we think it was in 1931, and we know it continued until at least 1967). Each magazine measures approximately 9" x 12", and each contained around 70-100 pages. Each weekly issue would be filled with 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 advertisements (some full-page) from all of the major studios! A few of these ads were full-color. 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 one or more 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, and were printed on quality paper, 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! Note that this magazine continued to be published into the 1970s, but it slowly lost page count and quality over the years. The issues in the 1950s-1970s were generally around 30-50 pages, and at some point during those years, the magazine became first bi-weekly, and finally, monthly.
Important Added Info: IMPORTANT! The studios would send copies of campaign books to many theater owners, and it appears that very few examples have survived. IN ADDITION TO SENDING THEM TO THEATER OWNERS, THEY WOULD SOMETIMES HAVE AN EXTRA PRINT RUN OF THE INTERIOR PAGES RUN OFF, WHICH WOULD BE THEN SENT TO AN EXHIBITOR MAGAZINE AND INCLUDED AS AN ADDITION TO A REGULAR ISSUE OF THAT MAGAZINE! I have seen many examples where people carefully removed ALL of the portions of the magazine (the front and back cover plus the non-campaign book interior pages), and they have then sold the remaining material as a "campaign book", which it basically is (and could be done with this magazine!), but realize that it is from the over-run that was created so that it could be included in the magazine. Please do not bid on this item unless you have read the above very carefully, and realize you are getting a magazine containing a campaign book, and not the bound campaign book that was created in a separate print run (and of course, you are receiving more material than just the campaign book!). In the case of this magazine, it contains the Paramount Product Announcement 1931-1932, the 1931 Paramount campaign book sent to theater owners to encourage them to show Paramount movies. The book includes 104 pages with mostly one-page spreads on Paramount's upcoming movies and stars, including truly magnificent artwork! Some of the movies and stars advertised include Dr. Jekyll & Mr. Hyde (with Fredric March), No One Man (with Carole Lombard), City Streets (with Gary Cooper), Smiling Lieutenant (with Maurice Chevalier), Daughter of the Dragon (with Anna May Wong), Taboo (directed by Murnau), Monkey Business (with The Marx Brothers), Graft (with Gary Cooper), An American Tragedy (with Sylvia Sidney), Love Me Tonight (with Maurice Chevalier), Indiscretion (with Marlene Dietrich), and much, much more! Note that, because Paramount at this time was one of the very leading studios, and had many of the biggest name stars and directors, and also had lots of money to spend, they made lots of great movies this year, and they also were proposing many unbelievable movies that never got made (see some of the examples above; perhaps it was because the stars became too famous too quickly to make so many movies, or maybe it was because of the Great Depression, but this book has lots of never-made movies that one could only dream of!). Paramount sometimes did not use as much full-color artwork as the lesser studios, because they had so many great stars, BUT IN THIS CASE, THEY EMPLOYED REALLY WONDERFUL ARTISTS TO CREATE BEAUTIFUL ADS! We have included images of the cover of the book and several of the interior pages (and we did not make a big effort to find the best ones, and we really wish we could have pictured them all!). Note that even though this campaign book was sent to many theater owners, it appears that very few examples have survived. I have been a collector of campaign books and related material for many years, and I know for certain that this campaign book is extremely rare! Note that some of the movies listed in this book may never have been made at all, and some had their titles changed, and some had their cast or director changed! Note that studios almost always spent far more money preparing campaign books than they did preparing movie posters (often hiring very talented and well-known illustration artists), because campaign books directly benefited the studio in getting theaters to book the movies, whereas posters more benefited the theaters, rather than the studios (although of course, what was good for the theaters was ultimately good for the studios as well).

Condition: good to very good. The cover has almost completely separated, and there are some tiny chips at the spine in the cover only, but otherwise, this is in quite nice condition!
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