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Auction History Result

8z053 MOTION PICTURE HERALD exhibitor magazine March 26, 1932 with 24-page Paramount campaign book!

Date Sold 9/12/2019
Sold 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]; 110 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 book contains a 24-page Paramount campaign book (see below). In addition, it has cool ads from other studios, and the best of these is a 4-page ad for "Tarzan of the Apes", with many images, and it is entitled "Tarzan: The Talk of the Industry"!

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 1932 Paramount campaign book, "Your Profit is Assured", which was issued to promote their movies that were made solely in April, May, and June of that year. At the end of 1931 and 1932, Paramount distributed very elaborate campaign books, two of the finest ever made. Apparently, in April of 1932, at the height of the Great Depression, theaters were worried about committing to booking expensive movies, and so Paramount created this special 24-page campaign book to promote solely their latest releases (the ones to be released from April to June). This book has truly wonderful full-color ads, including a 2-page ad for "Deep Night" starring Marlene Dietrich, and directed by Josef von Sternberg (after many changes, including two title changes, it would be released as "Blonde Venus", one of her greatest hits!), plus 2-page full-color ads for seven other 1932 Paramount movies! Obviously, Paramount was trying to convince theater owners to book all eight of these movies, and they even put "YOUR PROFIT IS Assured" prominently on the cover! We have only once auctioned the standalone version of this book, and we have never before auctioned an example of this magazine containing it!

Condition: good to very good. The magazine has one-third of an interior page cut out, but it does not affect the campaign book or the Tarzan ad. It also has paper loss in the bottom right corner of the front cover and smudges and stains on the covers, and wear around the edges (see our images).
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