Life, 1929-05-03 · page 37 of 44
Life — May 3, 1929 — page 37: what you’re looking at
What you’re looking at
This page contains film criticism and period advertising from approximately the late 1920s. The main content critiques two movies: "Show Boat" (dismissed as overrated despite its source material) and "Alibi" (attacked as fundamentally poor despite heavy promotional endorsements from famous directors and stars). The satire targets **studio publicity tactics**—specifically, Life mocks the practice of securing celebrity testimonials for premiere programs, calling it "ballyhooey" and "phoney publicity." The reviewer argues that artificial endorsements mislead audiences into wasting money on mediocre films. The page's cartoon shows a humorous "embarrassing moment": mistaking a burglar for something else, then casually lighting a Murad cigarette to appear nonchalant. This advertises cigarettes while poking gentle fun at awkward social situations. The other ads (Murine eye drops, the Ansonia Hotel) reflect period consumer products and New York tourism, typical of Life's advertising mix.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Movies (Continued from Page 25) features of “Show Boat.” There are several musical selections by negro groups which are rather effective, and in the last scenes Miss La Plante sup- plies lip movements in a clever man- ner while somebody with a good voice sings “Old Man River” and “Can't Help Lovin’ That Man.” Because of the undeserved publicity which will accrue to this picture through the excellence of the Ferber novel and the Ziegfeld show, a lot of people are going to waste their time and money on it. We sincerely hope you will not be one of them. “Alibi” The movies are going in for en- dorsement advertising in a big way. In the souvenir programs which were distributed at the premiere of “Alibi” were glowing criticisms of the picture signed by prominent personages in the theatrical and screen professions. Fa- mous directors referred to “Alibi” as the “perfect talking picture,” and well known stars mustered an imposing ar- ray of superlatives in an effort to ex- press their admiration for this “thrill- ing masterpiece.” All of which is a lot of ballyhooey. “Alibi” is not a good picture and we'll stick to it regardless of how big the box office returns may be as a re- sult of the phoney publicity the picture when eyes burn When exposure to sun, wind and dust makes your eyes loodshot and causes a burn- sensation, use Murine. A few drops of this harmless lotions; ly ends the burn- ing feeling and clears up the bloodshot condition. Try it! URI EYES EMBARRASSING MOMENTS When you think you have heard a burglar, and you find you have... be nonchalant ... LIGHT A MURAD. © P, Lorillard Co., Est, 1760 has been given. We submit herewith a few of the spoken lines which typify the entire production. A young detective is dying (a pro- cedure which takes about ten minutes) and, looking up through his tears, he tells his detective friends good-bye and asks to be remembered to Mother and the boys . . . all to the strain of “Fare- well to Thee,” played by a Hawaiian orchestra which may be planted in Heaven for all you know. Then the classic line when Mae Busch’s husband abuses her, and she says, “To think that I gave up a com- fortable home and a string of ponies for you!” The one outstanding feature of the production is the performance of Ches- ter Morris, whose excellent portrayal of the gentleman gangster is made the more enjoyable by contrast with the general inefficiency of the other prin- cipals, Other than this, “Alibi” isn’t worth a hoot. A Homey Hotel in New York! ANSONIA BROADWAY AT 73 SL NEW YORK 1400 LARGE ROOMS Comfortably Furnished Soundproof Walls Room and Private Bath from $3.00 For two persons..from $5.00 In a restricted, residential district, 5 minutes to all the- atres and shops. TURKISH BATHS EXCLUSIVELY FOR WOMEN comicbooks.com