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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 this magazine contains a wonderful 36-page insert at the start on deluxe paper. The insert is 36 pages of the 102-page MGM 1930-31 exhibitor campaign book for that year. It has ads for great MGM movies and stars (see our images). Also note that we have provided a picture of the front cover of the magazine, and also pictures of one or more interior two-page spreads (but we didn't make much effort to find the best ones!). These images should greatly help you judge the overall condition of the magazine. Please realize that sometimes there were only a few ads in each magazine, and sometimes quite a few, but that often the bulk of each magazine is taken up by stories about current productions and other information of interest to theater owners (and I don't know that this information can be found anywhere else or that it has been reproduced in any book since its first publication!). Please know that these magazines are sealed in bags and are ready for shipping, and we cannot answer any questions about them or look through them for you, so please bid (or do not bid) based on the images we have provided.

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