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MOTION PICTURE HERALD MOTION PICTURE HERALD magazine, exhibitor OR search current auctions Auction History Result 6p1292 MOTION PICTURE HERALD exhibitor magazine August 13, 1938 includes RKO 1938-39 campaign book! Date Sold 11/24/2020Sold For: Login or Register to see sold price. An Original Vintage Exhibitor Magazine (measures 9 1/4" x 12 1/4" [23 x 31 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: This magazine contains the 34-page RKO 1938-1939 campaign book (see below). 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 RKO Radio Pictures 1938-39, the 1938 spiral-bound campaign book ("Show news from RKO-Radio") sent to theater owners to encourage them to show RKO movies. The book includes one and two-page spreads on RKO's upcoming movies and top stars. Some of the movies and stars listed include Fred Astaire & Ginger Rogers, The Marx Brothers (in Room Service), Virginia City, The Saint series, a page on Walt Disney showing Mickey Mouse and Donald Duck, an ad for Cary Grant and Douglas Fairbanks, Jr. in an unnamed movie (which would end up being Gunga Din, but not made until 1939), and many more! There are a number of artwork ads, and quite a few are especially distinctive, and some have images that we have never seen before. 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!). Condition: fair. It appears that pages 3, 4, 5, and 6 are missing, because the first interior page appears to be page 7, but that is the title page, so we are not sure that it is not just a case of misnumbering. However, much more significant are the two cuts within the included campaign book. There is a 4" x 6" cut in the right side of the 2-page Marx Bros Room Service ad, which affects an image of Douglas Fairbanks Jr. on the reverse side. There is also an uneven cut in the top right of the page with an ad for Affairs of Anabel that affects the image of Lucille Ball and the ad on the reverse side. Please do not bid on this magazine unless you can accept these very significant defects (however, the new owner will get lots of cool ads that could be removed and sold separately). Learn More about condition grades
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