Silver Screen (May-Oct 1939)

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Ed Sullivan ii Our favorite columnist (who hasn't forgotten that he is a reporter) finds in Hollywood a resistless tide that sweeps the players on to fame, or maroons them on the beach of the Forgotten Islands. NO MATTER how big they are in Hollywood, they live in dread of the press, and it is a trifle startling to see the almost slavish behavior of famous stars when they come face to face with the Power of the Press, which is represented out here by uncounted hundreds of correspondents for newspapers and magazines and radio commentators. Hollywood, you see, is conditioned on publicity and the quest for it is a 24-hour-a-day process that jangles the nerves of all concerned. 24 A great actress who has been badgered out of pictures. Katharine Hepburn would not accept the froth and foam of a bubble reputation. She wanted only the credit she had earned. Nearly everybody in Hollywood has a publicity agent, believe it or not. The day that a newspaperman arrives in this town, his phone starts tinkling: "This is Margaret Ettinger," says a female voice. "Our office handles quite a few of the most important players and directors out here, and if there is anything you wish, just let me know and I will arrange it for you." In rapid succession then you will be telephoned by Pauline Swanson, Charlotte Rogers, Scoop Conlon, Mack Miller, Russell Birdwell— but there is no need to men Silver Screen