Life, 1923-05-03 · page 35 of 40
Life — May 3, 1923 — page 35: what you’re looking at
What you’re looking at
This page from Life magazine contains film reviews and advertisements typical of the early 1920s. The left column reviews silent films from various studios (Metro, Paramount, First National, etc.), featuring popular stars like Harold Lloyd, Mabel Normand, and Charlie Chaplin. These brief critiques reflect contemporary tastes in cinema. The dominant content is a full-page advertisement for Clicquot Club beverages featuring a photograph of a smiling Inuit (Eskimo) child. The ad uses the child's image and the phrase "Thanking Mister Eskimo" to market ginger ale, sarsaparilla, birch beer, and root beer as wholesome drinks suitable for "all your guests—men, women, youngsters." **Modern context:** This reflects the casual racism of early 20th-century advertising, where exotic or marginalized groups were used as marketing tools. The imagery objectifies Indigenous peoples while the copywriting emphasizes purity and family wholesomeness—a contradiction that modern viewers would immediately recognize as exploitative.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
) he regular Silent Drama department (The ro ye found on page 24) re the Pavement Ends. Metro. Reema of the South Seas, faith- jully reproduced by Rex Ingram in a picture that is long on beauty but short on pietiy Last. Pathé—Harold Lloyd climbs up the wall of a twelve-story building and reduces, ig audience to a i gibbering fright. “Grumpy. Paramount.—A melodra- matic comedy about a crotchety old man who proves himself too smart for the smoothest of crooks. Theodore Roberts is splendid in the title role. The Queen of . Howells—An- other German atrocity, which combines the fall of Sodom and Gomorrah with a singularly stupid story. Suzanna. Sirst National—Mabel Normand, the first comedienne of the screen, demonstrates her limitless ability in a feeble tale of_old California. While the Pot Boils. Educational — Anumber of gorgeous scenes in the Pa- cific Northwest, tied together with a very thin thread of plot. The Covered Wagon. Paramount — A great picture, Jazzmania. Metro—Mae Murray is insuff ly cute as a queen who gives her kingdom an injection of jazz. Enemies of Women. Cosmopolitan. —A tremendous outlay of money by William Randolph Hearst, which in- volves the services of Lionel Barry~ more, Alma Rubens, Joseph Urban, Alan Crosland, the principality of Monaco, the armies, navies and air forces of Europe and America, General Pershing, the Russian Revolution and Vicente Blasco Ibafiez. Ibafiez is the only weak member of the troupe. Brass. [Varner-—A story of marriage, at its best and its worst, well acted, well directed and generally interesting. Adam's Rib. Paramount—The amor- ous adventures of a typical group of de- millionaires, who go back into the Neo- lithic Age to learn that love hasn't changed very much. The Pilgrim. st National —Those who live in Pennsylvania, where this Chaplin comedy has been’ barred, will do well to buy a ticket to some com- munity where they can enjoy a good laugh without breaking the law. Mad Love. Goldwyn—Pola Negri as an idol of the Paris boulevards who specializes in heart breaking. The Little Church Around the Cor- ner, /i'urner—Class hatred and broth- erly love in the coal fields, enlivened with touches of melodrama and clogged with heavy doses of false sentiment. Bell-Boy 13. First National—Doug- fas Maclean performs his droll antics through the corridors of a hotel. Down to the Sea in Ships. Hodkin- son—Elmer Clifton’s realistic melo- drama of whales and whalers in old New Bedford, met Review Next Week. “The Bright Shawl,” “Bella Donna” and Daddy,” $1000.00 in Prizes Don’t fail to see page 22 for full details of the contest now running. Mister Eskimo THE Eskimo kid knows when he’s in for a large share of gratitude. The smiles of his satisfied clientele tell him he’s being thanked. He knows his good drink is popular with all the crowd. It certainly is. You may offer Clic- quot Club to all your guests—men, women, youngsters. Its tang and sparkle and fra- grance appeal to them all. It’s the purest drink you can have—everything it con- tains is the finest to be had. The Kid has other drinks that are popular —Clicquot Club Sarsaparilla, Root Beer, Birch Beer. Order by the case from your grocer or druggist. Ghicand THE CLICQUOT CLUB = Qo GINGER ALE comicbooks.com