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MOTION PICTURE HERALD MOTION PICTURE HERALD magazine, exhibitor OR search current auctions Auction History Result 6w128 MOTION PICTURE HERALD exhibitor magazine July 15, 1933 with MGM 1933-34 campaign book, rare! Date Sold 6/13/2019 Sold For: Login or Register to see sold price. An Original Vintage Exhibitor Magazine (measures 9 1/2" x 12 1/4" [24 x 31 cm]; 108 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: Note that we have only previously auctioned one example of this exhibitor magazine with this MGM campaign book in it (see below), and that one auctioned for $454. No doubt that price was somewhat due to the fact that we have never auctioned a standalone version of this campaign book (see below for much more on this). 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 MGM 1933-1934, the MGM campaign book, sent to theater owners to encourage them to show MGM movies. The book includes 24 pages with mostly two-page spreads on MGM's upcoming movies and top stars such as Jean Harlow, Joan Crawford, Clark Gable, Greta Garbo, Laurel and Hardy, Norma Shearer, John Barrymore, and more. We have included images of the covers of the book and several of the two-page spreads. Note that there is an oddity about the MGM campaign books from the first half of the 1930s. Almost none of them exist, and the few that do are usually found as supplements to exhibitor magazines. We don't know if MGM was economizing during the Depression, and not printing standalone campaign books, but at least they did make them as elaborate full-color supplements to exhibitor magazines. If anyone knows more about this, or has a standalone campaign book from between 1931 and 1934 that was NOT removed from an exhibitor magazine, please e-mail us and we will post it here. Condition: good. The magazine has two defects, as described below, but is otherwise in generally nice condition, except for some pretty minor wear around the edges of the cover. The first of the two defects is much scuffing and some tiny surface paper loss on the back cover, which is an ad for Marlene Dietrich in "The Song of Songs". The second of these two defects is damage to the two-page spread that has images of Robert Montgomery and Helen Hayes. There was something in those pages that caused surface paper loss to the upper part of each page. There is surface paper loss at the top of Montgomery's forehead in his hairline, and surface paper loss to the left of Hayes' image, just touching her hair, but there is also scuffing down the right side of her image. So these two pages are in much lesser condition, but of course, these are two of the less collected stars pictured. We leave it to the bidders on this very rare magazine to decide how big of a detraction the above defects are. Learn More about condition grades 
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