Judge, 1927-07-09 · page 29 of 36
Judge — July 9, 1927 — page 29: what you’re looking at
What you’re looking at
This page mixes **entertainment reviews** with **advertising and humor**. The left column contains film critiques of movies like "Naughty but Nice" and "Roxy's Army"—the latter satirizing the elaborate, military-style uniformed ushers at the Roxy movie palace. The reviewer jokes that these ushers are so perfectly drilled they seem inhuman, apparently "grown from a peculiar species of vegetable" from New Jersey. The right side is a **Fatima cigarette advertisement** claiming the brand is "the largest selling quality cigarette in the world" and "the younger set's most favored brand." This was a common advertising strategy: suggesting youth culture endorsed the product. Below are comic strips with jokes about marriage, misheard song lyrics, and international politics ("the deal the little nations get from the big ones"). **Modern context**: This reflects 1920s concerns about youth culture, consumer marketing targeting young people, and standardized corporate imagery. The Fatima ad particularly illustrates how tobacco companies marketed directly to youth before regulations prevented this.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
picture, “The Hypnotist” and I hope he hits his stride with it. “Naughty but Nice” in like “Mrs. Wiggs of the bage Patch,” and developed third- rate French farce variations. If you think that the girls of and our other Eastern feminine barracks pull taffy and engage i pillow fights during their sp: time, you might enjoy Miss Moore in this picture. There is one amusing se but it is hardly worth your while sitting through an hour and a half for it. Roxy’s Army. Something should be done about the usher evil that has sprung up with the modern movie palace. In the old days you could sit down and gossip with an usher or borrow a stick of gum and feel right at home. It’s different now. I watched 2 company of gold-uniformed ushers stand retreat at Roxy the other night, and as the per- fectly drilled men went through their manwuyres, I suddenly went cold with fear. Suppose they drafted your boy or mine to be an usher, and he should be called to duty in the middle of the night only to be shot or mangled by some irate movie patron? one of the officers reassu ». He said the new usher was grown from a peculiar ies of vegetable found in N. J nd cultivated for years before it was to go into the service. doubt, accounts for the fact tha all their military flourishes they never know the time of day or such insignificant things. LAS “I'm happy and all that, of course, old chap; still, I wish my wife wouldn't talk so much about her last husband “Forget it—mine’s always talk- ing about her next.”—Trr Brrs 428 He (singing)—When the sun has gone to rest, that’s the time that I love best. She (disgusted) —The s an hour ago. \TUNNYBOVES The deal the little nations get from the big ones is from the bottom of the pact. \—“Uudge pays $5 for each one printed’ }IT’S WHAT THE YOUNGER CROWD THINKS ABOUT IT! L OW the whole world talks the language of this younger generation, follows their fashions, plays their flashing games—and obviously takes their opinion on tobacco matters very seriously, for the younger set’s most favored brand is the largest selling quality cigarette in the world! FATIMA Ae—aMA\ hw 9D) ‘0 you told Charlie you loved him, after all? I didn’t want to, but he just squeezed it out of me. —Everynopy’s Weekty comicbooks.com