Life, 1927-06-16 · page 23 of 34
Life — June 16, 1927 — page 23: what you’re looking at
What you’re looking at
This satirical page mocks the militarization of American movie theaters, apparently a real trend where ex-Marine officers were training theater ushers. **Main cartoon**: The elaborate "Future Procedure" is a deadpan nine-point military protocol for moviegoers—entering in "war-strength companies," standing at attention, saluting former Marine officers, marching to seats in formation, standing through the National Anthem. The joke is absurdist escalation: ordinary theater attendance treated with full military rigor. This satirizes the visible military influence on civilian life, likely referencing post-WWI military culture seeping into everyday institutions. **Secondary content**: - "Hair-Raiser" jokes about a Western film's thrilling climax - "Not Altogether Wrong" nostalgically compares old entertainment (Yellow Kid, Sappho) to modern equivalents, suggesting nothing improves - "Along About Midnight" features a romantic couple joke about duality The cartoons are unsigned except Tom F. Barry credited for the main piece. The satire targets how thoroughly militarism had infiltrated civilian spaces.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ese, A Hair-Raiser Fireman: THAT THE WESTERN THEY'VE GOT ON First THK CHIEF SAYS AT THE RIVOLE TINS THRILLER. Second Fireman: 1’tt say! poy, 1 NEARLY DIED OF HEART FAILURE IN THE LAST REEL! WEEK 18 A Life Future Procedure in Movie Houses If Present Military Training of Ushers by Ex- Marine Officers Persists 1 TICKET buyers will be per- * mitted to enter the theatre in war-strength companies of 250 men, following sounding of “Reveille.” 2. Each company will be lined up in the rear of the orchestra floor. Coming to “Attention,” a snappy “Right-hand Salute” will be exe- cuted to the former Marine officer in charge of the cadet corps. 3. “Right Dress” will be given, followed by “Front,” and “Count Off!” 4. Inspection will then be made by the house Adjutant General and those out of uniform, or clad in man- ner unbecoming buck privates or corporals, will be thrown out of the theatre by the Military Police. 5. The next order will be ward, Guide Right, March!" successive command of “Squads Right...March!" the — orchestra playing spirited martial music. 6. With well-drilled precision, the patrons, still in column of squads, will march down the center aisle to a detachment of available seats. At the command, “Break Ranks,” patrons will find their seats in an or- derly manner, standing at rigid “Attention” while the orchestra plays “The Star-Spangled Banner.” 7. When the playing of the Na- tional Anthem has been concluded, the Adjutant will sing out, “At Ease!” Seats will not be taken, however, until to three rousing /f Ge “Kor- with a cheers have been Not Altogether Wrong THe hopelessly old-fashioned+ man_ believes: WRU, No. 611142-Z Wise Old Fish: wey, Leave THAT ALONE! IT MAY BE LON CHANEY. given for the theatre's Military and Gencral Staffs. 8. Patrons will remain in their seats until “Retreat” has been sounded, which will be upon advice from Staff Headquarters. 9. Patrons charged with conduct unbecoming “an audience” will be tried by Summary Court and, if found guilty, will be put to work re- winding reels. Tom F. Barry. That “You're not the only pebble on the beach” was a come-back as snappy as “So's your old man.” That “The Yellow Kid” was just as funny as “Andy Gump.” That “Sappho” was as advanced as ‘The Captive.” That peg-top trousers were as smart as campus bags. That the cocktail hour in the Knickerbocker was a more enjoyable occasion than the knockout hour in a night club. And he is probably right in at least one instance. McC. H. “ HAT’S the proper way of fixing a cantaloupe?” “Well, four out of five halve it.” Along About Midnight Actor’s Fiancée: po you KNOW, DARLING, I'VE BEEN WON- DERING ALL EVENING IF IT’S YOU OR YOUR DOUBLE. comicbooks.com