Not long ago we showed you a few Royal Crown Cola print ads featuring Hollywood superstar Lauren Bacall, and mentioned that other celebs had also pitched the brand. That was an understatement. In its efforts to claw away part of Coca Cola's dominant market share, RC signed up an entire stable of top stars, including a-list personalities such as Barbara Stanwyck, Joan Crawford, and Gene Tierney. Above you see a dozen celebrity ads produced by RC. There were others we left out of the group, for example with Sonja Henie, Irene Dunne, Diana Lynn, and even Bing Crosby. But how much cola can you really stand? Twelve is enough for one day. 

Above and below are assorted scans from an issue of Screenland published this month in 1940. The issue we posted previously was from 1923. In the intervening years contributor Delight Evans had become editor, and as a result had become one of Hollywood’s most powerful starmakers. Evans was uniquely talented and got her break when, as a fifteen-year-old, she had a story purchased by Photoplay. That was in 1915. By 1917 she was working for Photoplay in Chicago, and quickly ascended to an associate editor position there. At least one online source says she was an editor at Screenland by 1923, but even for someone that gifted twenty-three is a bit young to be helming one of America’s biggest magazines. We have an issue from December 1923 and it was Frederick James Smith in the corner office. But Evans was in charge by at least 1934, which we can confirm because we have an issue from that year too. When did she actually take the reins? No idea. This is where it would be nice to click over to a Wikipedia page or something, but she doesn’t have one. A trailblazer like this—can you believe it? But we shall dig. Evans needs some online exposure, so we’ll see what we can do. Twenty-one scans with a galaxy of stars below. 

Above, the incomparable Marilyn Monroe in two promos made for U.S. Independence Day. Many actresses posed for similar July 4th shots, but these are two of the nicer ones. And she's wearing those Lucite platform heels again. Man, she absolutely lived in those. See here and here. Monroe made these photos in 1953 when she was filming How To Marry a Millionaire, the hit comedy in which she and two pals move into a fancy hotel and use it to attract rich suitors. Guess who played one of the other gold diggers and was actually top-billed in the film? Betty Grable. Why is that curious? Well, let’s just say Hollywood’s difficulty coming up with new ideas is not a new problem. See the next post. 

There’s some confusion online about whether this promo poster for Moon over Miami was painted by Alberto Vargas. Jan-Christopher Horak’s book Saul Bass: Anatomy of Film Design states: “Virtually all movie poster design work remained anonymous, although a few well-known designers received contracts, including Alberto Vargas for Moon over Miami.” On the other hand, several auction sites claim Vargas only worked on the print ads, and that the artist who painted the poster was charged with emulating the Vargas style. So there you go—cleared that right up, no? Well, we tend to believe Vargas would not have received a contract simply for print ads. What would the point of that be? So we think this piece is his.

In any case, we’ve always loved the poster and it prompted us to finally watch the film. Guess what? It’s just what you’d expect from looking at the art—goofy, gooey, and terminally good-natured. None of that is particularly pulp, but hey, crazy as it sounds, some filmmakers actually prefer to downplay death and mayhem. Betty Grable stars here as a woman determined to marry a millionaire. She sets up at a Miami hotel with her sister and aunt, and pretends to be rich herself, with the aim attracting the proper suitors. Confusion ensues, enlivened by musical numbers. Grable proves in this movie why she was a star, as does the object of her destiny Don Ameche, and excellent support comes from Carole Landis and Charlotte Greenwood. We don’t generally go for this sort of film, but we liked this one, as did our girlfriends. Now back to death and mayhem. Moon over Miami premiered in the U.S. today in 1941.

Above, an early 1940s promo image of American actress Betty Grable. Born Elizabeth Ruth Grable in 1916, an iconic bathing suit photo (not this one, this one) would make her the number one pin-up girl of World War II.

Marilyn Monroe shows up just about everywhere, and here she is yet again where we didn’t expect to see her—fronting a Malaysian film publication that appeared today in 1953. The magazine, called Filmalaya, is in English, which marks it as aimed at the British colonial community that occupied the upper stratum of society in Malaysia and Singapore. The cover photo is from a publicity series made when Monroe filmed the movie Niagara in Ontario, Canada in late 1952, and let’s just assume her perch is not as precarious as it seems and there’s a handy ledge or lawn behind her in case she goes heels up. But if she does, there are other stars in the magazine, such as Joan Collins, Betty Grable, Rhonda Fleming, Ava Gardner, and Nat King Cole.