Silver Screen (Nov 1938-Apr 1939)

Silver Screen for January 1939 67 developed into a competent young actress. Lew Avres scored a stunning comeback. Ellen Drew arrived. Outstanding newcomers of 1938 however •were two foreign-born girls, Hedy Lamarr and Danielle Darrieux. The Lamarr eyeful easily is the most gorgeous creature to appear before the camera since the early days of Marlene Dietrich. Miss Darrieux, with greater resources from which to draw, is an important addition to the Hollywood colony. The appearance of all of these new faces is the most heartening thing that has happened to the movies in some seasons. The fans wanted new personalities. Theater exhibitors wanted them, too, to stimulate interest in movie-going. To get a dozen in one season was a stroke of rare luck, and compensates for the loss of Dietrich, Kay Francis, Simone Simon, Arleen Wh'alen and others who had been counted upon to hold their places or fill the gap created by retirements. If the threat of war forced the major companies to take careful inventory, it also persuaded them to accomplish one tremendously beneficial reform. That was, the abolition of the stock companies that cluttered up every lot, adding enormously to the overhead of companies, and preventing worthy youngsters from winning a hearing. The abolition of stock companies sends all of the majors into 1939 in a healthier financial position, and it opens wide the gates to young performers who have something on the ball. Under the stock company system, the doors were closed to outsiders as producers used their stock players to fill roles. It was a vicious cycle that benefited nobody. The ones who were directly hurt were the movie fans, because it was your money that went to support the luxury of stock companies. It is interesting, now that the old year is ended, to examine the pictures that rolled up the record grosses. "Alexander's Ragtime Band" was a new treatment of a musical picture, with a simple story holding together a framework of melody and action. "Adventures of Robin Hood" was a cowboys-and-Indian story handsomely mounted. "Snow White and the Seven Dwarfs" was Disney at his prolific best. "Algiers" was a detective story mounted in a foreign setting, with Hedy Lamarr and Charles Boyer teaming brilliantly. "You Can't Take It With You" was a philosophical document keyed to the times and directed by Capra. "Boys' Town" was emotional. "Jezebel" cashed in on the "Gone With the Wind" publicity and the fine performance of Bette Davis. There were a lot of costume pictures attempted. The only one that came off handsomely was Norma Shearer's "Marie Antoinette." "Test Pilot" proved that there is no substitute for action on the screen. This saga of the skies, brilliantly directed by Victor Fleming, who also turned out "Captains Courageous," emphasized action and love— and those two elements always have been box-office. The Robinson and Cagney pictures pr&ved there's always a market for gunplay. Definitely affecting the 1939 product is the chaotic state of the European market. With Germany, Spain, and Italy almost completely removed as possible markets, you will find that the movies are turning more and more to American scenes for plot inspiration. With the necessity to cater to foreign markets diminished constantly, the United States market becomes increasingly important. It should be a great year for the movies, 1939. To borrow' the age-old prediction of the racetrack handicapper: "Weather Clear, Track Fast." It should be an historic year, too. You'll finally see "Gone With the Wind." fyice, (fA& guard against body odor with this lovely perfumed soap! 0.0 r'\ 0 / BILL SAYS I ALWAYS SMELL SO NICE! that's BECAUSE 0 BATHE WITH CASH/MERE BOUQUET SOAP! WHAT A LUCKY GUY I AM . . . ENGAGED TO THE LOVELIEST, DAINTIEST GIRL IN THE WORLD ! AND WHAT LUCK FOR ME THAT I LEARNED ABOUT CASHMERE BOUQUET .THE NICER WAY TO GUARD AGAINST BODY ODOR! MEN DO FIND YOU MORE ALLURING WHEN YOU BATHE WITH CASHMERE BOUQUET ! ITS RICH, DEEP-CLEANSING LATHER REMOVES EVERY TRACE OF BODY ODOR. AND THEN, LONG AFTER YOUR BATH ITS LINGERING PERFUME CLINGS . . . KEEPS YOU DAINTY AS A FLOWER ! 1 « W m * •/: CRBAMY-^J°troo! MY COMPLBXION, U ■ anoint! IO*-3for25< at drug, department and ten-cent stores THE LOVELIER SOAP WITH THE COSTLIER PERFUME