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Variety is a weekly American entertainment-trade magazine owned by Penske Media Corporation. It was founded by Sime Silverman in New York in 1905 as a weekly; in 1933 it added Daily Variety, based in Los Angeles, to cover the motion-picture industry; in 1998 it brought out Daily Variety Gotham, based in New York. Variety.com is a paid site of news, reviews, archives, box office results, credits database, production charts and calendar, with content dating back to 1914. The last daily printed edition was put out on March 19, 2013.
Variety has been published since December 16, 1905,[1][2] when it was launched by Sime Silverman as a weekly periodical covering vaudeville with its headquarters in New York City. In 1933, Sime Silverman launched Daily Variety, based in Hollywood.
Sime Silverman had passed on the editorship of the Weekly Variety to Abel Green as his replacement in 1931; he remained as publisher until his death in 1933 soon after launching the Daily. His son Sidne Silverman (1901–1950), known as "Skigie", succeeded him as publisher of both publications. Both Sidne and his wife, stage actress Marie Saxon (1905–1942), died of tuberculosis. Their only son Syd Silverman, born 1932, was the sole heir to what was then Variety Inc. Young Syd's legal guardian Harold Erichs oversaw Variety Inc. until 1956. After that date Syd Silverman was publisher of both the Weekly Variety in New York and the Daily Variety in Hollywood, until the sale of both papers in 1987 to the Cahners Corp. In L.A. the Daily was edited by Tom Pryor from 1959 until 1988.
For twenty years its editor-in-chief was Peter Bart, originally only of the weekly New York edition, with Michael Silverman (Syd's son) running the Daily in Hollywood. Bart had worked previously at Paramount Pictures and The New York Times. In April 2009, Bart moved to the position of "vice president and editorial director", characterised online as "Boffo No More: Bart Up and Out at Variety". The current editor is Timothy M. Gray.[3][4]
Cahner's Publishing purchased Variety from the Silverman family in 1987.[5] In October 2012, Reed Business Information, the periodical's owner, (formerly known as Reed-Elsevier, which had been parent to Cahner's Corp. in the United States) sold the publication to Penske Media Corporation.[6][7] PMC is the owner of Nikki Finke's Deadline.com, which since the 2007–2008 Writers Guild of America strike has been considered Variety's largest competitor in online showbiz news. On October 10, 2012, Jay Penske said the paywall will come down, the print will stay and that he will invest more into Variety's digital platform in a townhall.[8]
However, the last daily print edition was put out on March 19, 2013; a print weekly and the online publication remain.[9]
Paid circulation in 2011 was 61,144, including Daily Variety, weekly Variety, and Variety.com, representing 41,554 individuals, some of whom subscribe to more than one of these.[10]
[11]
For much of its existence, Variety's writers and columnists have used a James Cagney; translated, it means that rural audiences were not attending rural-themed films. Television series are referred to as "skeins", and heads of companies or corporate teams are called "toppers". In addition, more-common English words and phrases are shortened; "audience members" becomes simply "auds", "performance" becomes "perf", and "network" becomes "net", for example.
A significant portion of the publication's revenue comes during the movie-award season leading up to the Academy Awards. During this time, large numbers of colorful, full-page "For Your Consideration" advertisements inflate the size of Variety to double or triple its usual page count. These advertisements are the studios' attempt to reach other Hollywood professionals who will be voting in the many awards given out in the early part of the year.
In late 2008, Variety moved its Los Angeles offices to 5900 Wilshire, a 31-story office building on Wilshire Boulevard in the heart of the Miracle Mile area. The building was dubbed the Variety Building because a red, illuminated "Variety" sign graced the top north and south sides of the building.
This is the short list of English-language periodicals with 10,000 or more film reviews reprinted in book form:
Film reviews in Variety continued after the dates of the last reprints.
The complete text of approximately 100,000 entertainment-related obituaries (1905–1986) were reprinted as Variety Obituaries, an 11-volume set, including alphabetical index. Four additional bi-annual reprints were published (for 1987–1994) before the reprint series was discontinued.
In 2009, Variety launched a chart showcasing the top performing film trailers ahead of theatrical release in partnership with media measurement firm Visible Measures.[15]
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