Life, 1927-10-13 · page 15 of 44
Life — October 13, 1927 — page 15: what you’re looking at
What you’re looking at
This page from *Life* magazine satirizes the Coconut Grove nightclub in Los Angeles, a fashionable entertainment venue of the era. The article by Tom Mix humorously describes the social dynamics of "Collegiate Night," when young people gather there. The cartoon at top depicts the crowded, lively scene of well-dressed patrons at the Grove. The satire targets the pretensions of the venue: it's marketed as exclusive and sophisticated, yet the text notes it's merely "as much of a Los Angeles institution as the Chamber of Commerce" or public library—mocking how it's become commonplace rather than genuinely elite. The piece gently ridicules both the young attendees seeking sophistication and the nightclub's efforts to maintain an air of exclusivity for ordinary patrons.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘0 weat r much d thing! chang greater bustiz 1 do t THE COCOANUT GROVE Is NOT A PLACE OP COMMERCE, THE PUBLIC by Tom Mix Most of the men stars get dragged in by their wives, although some of the vs still think it’s good advertisin’ to tteud the Cocoanut Grove an’ give the customers from Keokuk, Kalamazoo, hansas City and Kankakee a treat. Movin’ Picture Night is a great y-makin’ event for the Cocoanut Grove waiters, as they hustle around the cards for the visitin’ brothers an’ sis- noget stars to autograph menu receivin’ from four bits to a dol I've written * enus that now every waiter in the place can imitate my vindwritin’. Mebbe I ht to tL thankful for f these auto- graphs, as it’s sure improved my pen- unship. ‘The with a bored air that is supposed to in- ip for each « Mix’ on so many a-writin’ men stars sit around © society manners, although I still to be ve when a lady or gent yawn, it’s time for hittin’ for the bunk house. em |’ the middle of the Grove there's a | acin’ floor an’ ‘ a mighty good or- stra a-supplyin’ the music. Picture ks don't do much of the dancin’ but visitors do. They mill in with the rd so they can get a good close-uy the picture players there on displa An’ I don’t mind addin’ as I go ¢ t lot of the picture folks, includin’ Tom Mix, look a heap better on the screen than they do when inspected «rsonal. I know a lot of women pic- re stars who spend hours of time LIBRARY, THE IT’S AS MUCIL OP A LOS ANGELES INSTITUTION AS THE CITAM psy makin’ up before they in the evenin’, so their fans will recognize ‘em. But the tin Ben Frank's institution is what they call Collegiate Night. That’s the night near-great an’ the almost-ins, That's the night the shoe clerk, the soda-water dispenser, Mr. Whipple, Mae an’ Tillic the Toiler come in an’ go out great we see the masquerade either as collegiates or picture folks. * Colle is also the girls who play small iate Night the boys an’ evenin® when parts an’ atmosphere in the pictures have their innin’. They} never the | real picture star * night because the players with big names would over- Colleg Night loom up as big an’ come on shadow ‘em, but on they bright as the star of a traffic policeman who's just overtaken you. At these weekly gatherin’s, the Grove is packed to the last seat, the outer fringe of tables bein’ filled with the always-pres- ent out-of-town visitor told that this Collegiate great night an’ one he afford to Likewise 1 great night the waiters, who work it thisaway: You sce that young lady over there in blue, waiter to Mrs. Geo. W. Hardware, of Sedalia, Mo., wife of one of the leadin’ mer chants of that burg, who is at the table with her flapper daughter, Mary Ann. “Well,” says he,a-goin’on, “that,ma’am, manage to been Night is a who has can't miss. it’s for PATHIC WARD AN’ CHARLIE CHAPLIN'S DIVORCES.” is Electra Flashlight, the movie actress. You know she was in ‘The Kings of Kings.’ Oh, so she was,” says Mrs. Hard ware, not wantin’ to let on she ain't seen the De Mille ra as yet or of Miss Flashlight. “So that’s her, eh? er heard confides the waiter, “she’s real nice an’ I'm sure she would) autograph a menu for Daughter Mary’ Ann is all swelled up an’ you.” over goes the waiter for the autograph Electra, who really was in “The King Kings,” appearin’ in three of the with thousand along fifteen others an receivin’ $7.50 a day for it, is delighted on the in’ writes her name menu, a-leavin’ out one * and not bein’ used as yet to signin’ her name thataway, althe write MeNulty shut an’ out n night in the eat actress an’ time, two “t's,” igh she could with both eves hin’, It's Elee week to “Lizzie leave tra’s onc shine as a rood Vere, her. sure has a as does Guenyvyre de la her chum, a-sittin’ with If there’s a son in the Hardware family, the obligin’ waiter, assisted by who's Jimmy, the genial majar-domo of the Grove, an’ who, incidental, knows more real sure-enough picture folks than any castin’ director in Hollywood, usually can fix it so the young Sedaliaite gets with of the a thrill he’s a-goin’ to be a long time forgettin’ Asa (Please turn to page a dance girls, rule, comicbooks.com