Screen Book - July 1929

Screen Book Magazine was an interesting publication. As its name might suggest, they took the "book" of one film and made it the dominant subject of the issue. This July, 1929 edition, brought its readers The Broadway Melody through about 50 pages what was really a novella with images. The film was the first all talking, all singing, all dancing motion picture. It won the Oscar for Best Picture (1930).

This particular issue was 114 pages, so there were shorter narratives (see table of contents) of other films, reviews and so forth, including a picture section of on and off screen couples. The tag line for the magazine was "Love Stories From The Movies".

I have included the opening spread for The Broadway Melody, two pages showing a typical text and images layout, all the on and off screen couple images, and some ads. All that and more was available for 25 cents, one quarter of a dollar, get your issue today.

Double click on the images for a larger view.

Screen Book Magazine, July 1929.
Cover image of Bessie Love by: John Ralston Clarke

Table of Contents

Page one of the opening spread for The Broadway Melody.


Page two of the opening spread for The Broadway Melody.


Typical pages telling the story.
This was back when reading something more than 140 characters was in vogue.

Ronald Colman and Joan Bennett
Bulldog Drummond

Pick up the latest hit records from the film.

Conrad Nagel and Leila Hyams
The Idle Rich

Douglas Fairbanks, Jr. and Joan Crawford
Our Modern Maidens

Billie Dove and Rod La Rocque
The Man And The Moment

Mary Brian and Charles Rogers
Released as River Of Romance

Gilbert Roland and Norma Talmadge
Released as New York Nights
It was Norma's penultimate film.

Back Cover.
Ciro Perfumes were available from 1923 to 1961, if my research is correct.

Billie Cassin Part 2

This post concludes our deconstruction of the 50 page one-shot publication, The True Story of Joan Crawford. There are many more pictures than presented in the two posts, including three pages showing her home and many images with Doug. There is also enough text to qualify as a novelette, but hopefully you can see we are given a pretty in depth (through a publicist's eye) look at Billie from birth through her first successes. I wonder if the publication paid the studio (MGM) for the opportunity to sell magazines, or if the studio paid Dell to push their up and coming new star. Either way, for ten cents, readers and fans got their money's worth.

Click on the images for a larger view.

Just like the caption says.

Decided to show the inside cover ads. The publisher wants you to know about these fine monthly publications and hopes you will pick up copies at your newsstand.

Oh you kids.

Are the casually strewn shoes supposed to make us think this was grab shot - nice try.

I think the image on the right is one of her best from the early days.

Ah- the modern girl, 1930's style.

Blushing Bride indeed.

These images run across the top and bottom of a two page spread.

One of the many photos of the happy couple.

Above are the last two images in The True Story of Joan Crawford.

This is the closing text.

Home decorations, books, plays and developments in the world of art have overtaken jazz philosophies as subjects of conversation that interests her. She has an avid eagerness to learn. She is particularly keen about period furniture and is constantly buying pieces which appeal to her because of their beauty.

She believes that the Spanish background of Cielito Lindo is charming, but they are planning to build new home in the spring.

Standing in the doorway, one summer afternoon, her slim figure outlined in a smart blue-knitted sweater ensemble, her reddish-brown hair free from her face, Joan looked out on the garden of her home. "I don't know why I should ever want to leave here," she remarked with a gentle smile about her mouth. "I've been so wholly, so gloriously happy.

And there could be no doubt in the eyes of the beholder that the uneven, turbulent music of the early days of Joan Crawford's life had settled into a sane, tranquil refrain of happiness.

Billie Cassin had come into her own!

THE END.

Back cover - They had to have one bought and paid for ad. Could "Jo" be referring to Joan - did she have a little side business?

Billie Cassin Part 1

You know her as Lucille LeSueur, or more likely, Joan Crawford. I was fortunate enough to acquire a one-shot magazine from 1931 or 1932 entitled The True Story of Joan Crawford. It is 50 pages of text and pictures, with virtually no advertising except for the back and inside covers. For only 10 cents you could learn everything about her youth and eventual break into pictures.

On page five we learn, "Billie Cassin loved crackers and mustard and little satin ribbons for her hair and lavender dresses. To this day it is not an unusual site in her household to see Joan Crawford help herself to a tin of crackers and a bottle of mustard from the kitchen of her home."

And, " One night Henry Cassin took Billie to his theatre. There were dancers featured that week; gay, whirling, red-and-gold dancers who spun madly to the even madder music. Billie never went back to dancing school after that. She stood in the wings watching them like a child hypnotized. Her wide eyes never left their whirling, twisting bodies. When the woman dancer twisted her body from the stage, Billie Cassin went up to her and threw her small arms about her. "Teach me how, she cried. Teach me.""

Yikes - that is some in depth journalism. But this blog is all about the images, so here are some pictures (along with captions) from the first 25 pages. With no advertising and a 10 cent cover price, this was was printed on paper that is two steps up from newsprint. Sadly, it hasn't worn that well and the pictures suffer accordingly. On the upside, I at least have not seen many of these images before.

Click on the images for a larger view.

This one-shot magazine was published by Dell, who at the time also published Modern Screen and Modern Romances. If fact, those are what are advertised on the inside covers. The publication has no date, but the last film mentioned is Dance, Fools, Dance from 1931. No credit is given for the cover artist.

Page 1.

Billie, Lucille, Joan at age six.

With mom at age eight.

Billie with her brother. While she looks younger than in the two previous pictures, this shot appears four pages later.

Charleston, Charleston, Made in Carolina. Some dance, Some prance, I'll say.

Helping out while appearing in her first picture, 1925's Pretty Ladies.

Dancing was her first love.

Two early publicity shots.

Hoofer trophies.

The captions tell the story.

Publicity stills.

China Bound is from 1929 and as far as I can tell, neither actually appeared in the picture. However, they did star together in 1928's Across to Singapore. Me thinks our flowery reporter may have gotten his locations crossed.

Here is Joan wearing a sweatshirt created by Doug. The picture was quite small so I apologize particularly for this image's quality. However, it is here as a shout out to Raquelle over at Out of the Past - A Classic Film Blog. She posed a question about the fad of hand drawing on sweatshirts during 30's and 40's. I don't know what started the fad, but we see that Hollywood was not immune.

Next post - Images from pages 26 - 50.

Asides - Covers and Cards

Time to share a few recent acquisitions, including the covers from three issues of Motion Picture magazine. Motion Picture was one of the earliest film publications, dating back to at least 1916. All the issues featured in this post are from the late twenties. Next we have a couple of postcards, and finally four small cigarette cards from the Will's 1928 series.

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All three of these covers were created by artist Marland Stone. Marland's birthdate is unknown, but he died in 1975 after a very successful career as an illustrator and artist.

Motion Picture, March 1928 - Joan Crawford

Motion Picture, August 1928 - Norma Shearer

Motion Picture, June 1929 - Mary Duncan

A young Peggy Shannon in happier days

What can you say - taken during the filming of Shanghai Express

These cigarette cards are four from a series of 25 entitled Cinema Stars. The artwork harkens back to an earlier style than any cards subsequently produced by Will's or the other cigarette firms. Quite beautiful. Remember these are only about 1.5x3 inches and when viewed larger, lose some of their charm.

Clara Bow and Norma Talmadge

Pola Negri and Billie Dove

Asides - It's Always Fashion Week in Hollywood

Fashion Week at Bryant Park in New York took place earlier this month. In belated recognition of the event, here are some fashions from our favorite period, with some of our favorite stars. Enjoy and keep an eye out at your local Target for some knock-offs.

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The first four pages are from the June, 1932 edition of Photoplay. As you may or may not know, Photoplay billed itself as "The News and Fashion Magazine of the Screen."

Kay always looks good, stripes, solids, or anything in between.

This and the next page are a spread, the headline
running over both pages.

Mary, Carole, and Joan

Evalyn Knapp, Adrienne Dore and Madge.

Maureen models neckwear for the gal on the go.


Everybody's favorite "Shimmy" dancer Gilda Gray shows off the latest
Paris fashion in the October 1926 edition of Picture Play magazine.

Who ever thought blue duo-tone was a good color for
interior pages should be shot.

Hope you enjoyed the show.