eMoviePoster.com

What are the objects in the corners of some images? Learn More

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 we have NEVER before auctioned the "standalone" campaign book version of this 1928-29 Universal Pictures campaign book!

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 Universal Headliners For 1928-29, the 1928 Universal Pictures campaign book featuring images and information about upcoming Universal movie releases for the 1928-29 season including: The Man Who Laughs, Show Boat, Broadway, Uncle Tom's Cabin, and many, many more (including 14 two-to-a-page ads for 28 movies that look like billboard posters, although they may not be)! We have included images of many of the two-page spreads (and we did not make a big effort to find the best ones!). 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! 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!).

Our address for UPS or FedEx only is:
Bruce Hershenson,
306 Washington Avenue, West Plains, MO 65775