Life, 1929-03-29 · page 34 of 36
Life — March 29, 1929 — page 34: what you’re looking at
What you’re looking at
This page is primarily a **cigarette advertisement disguised as entertainment journalism**. The central feature quotes actress **Madge Bellamy** (a 1920s Fox film star), who endorses **Old Gold cigarettes** by claiming they provide "smooth" relaxation for Hollywood workers—specifically mentioning that a cough during filming ruins takes and requires reshooting expensive scenes. The advertisement references real radio personality **Paul Whiteman** ("King of Jazz") promoting the product on CBS broadcasts. Below are brief, dismissive movie reviews of "The Dummy" and "The Letter"—filler content typical of Life's entertainment coverage. **The satire**: The ad cynically exploits actors' real occupational anxiety (ruined takes) to sell cigarettes as a "solution," while ironically promoting smoking as workplace stress relief. The reviews' caustic tone suggests Life's ambivalence toward the movies themselves.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life He coughed ... the Villain! and the love scene had to be taken all over! Madge Bellamy explains the growing MADGE BELLAMY +++ Beautiful Fox ster to ber latest release, “Mother Koows Best.” popularity of Old Goldsin Hollywood “The ‘hero’ in a movie may easily become the ‘vil- lain’ if he coughs at the wrong time. A cough isn’t nice, but when it interrupts the taking of a movie scene, it’s a calamity! The high tension of movie work makes smoking a vital relaxation. But we relax with OLD GOLDS, They're as smooth as the polished manner of Adolphe Menjou, who him- self is an OLD COLD fan. While they're the most enjoyable of cigarettes, OLD GOLDS mean absolute ‘fade-out’ for throat-scratch and smoker's cough.” (SIGNED) Node a cough in a carload? OLD GOLD cigarettes are blended from HEART-LEAF tobacco, the finest » Selected for sithiness: from the heart of the to- f mid-July eunshine to insure thet boney-like smoothness, with his complete orchestra, broadcasts the OLD GOLD hour every Tursday, from 9 to 10 6 On your Radio... OLD GOLD — PAUL WHITEMAN HOUR ... Paul Whiteman, King of Jazz, P. M., Eastern Standard Time, over the entire network of the Columbia Broadcasting System. eat a chocolate, light an Old Gold, and enjoy both! Movies (Continued from Page 21) she shoots him five more times. — If there had been a BB air rifle handy she would probably be at it yet. Miss Eagels spends the rest of the time lying herself out of jail and re- covering the incriminating “letter” she wrote her lover the night of the bom- bardment. The husband never sus- pects his wife’s guilt until after she is freed, and the picture terminates just as the play did with a dramatic scene during which the wife admits her guilt and declares she will always love the man she killed. Every member of the cast speaks lines well. Special mention should be made of the performances of O. P. Heggie as the lawyer who defends the wife, and Lady Tsen Mei as the lover's Chinese mistress. To repeat—“The Letter” is pretty good entertainment. “The Dummy” NOTHER crook and detective story, and not a good one by any means. A little girl is kidnaped, and in order to learn her whereabouts the smart detective arranges to have the gang kidnap a very bright little boy who is in his employ. The boy who pretends to be a deaf mute, is taken to the house where the litde girl is being held, and manages to get word to the detective of the gang’s hang. out. Being a bighearted fellow, the detective will not take an un. fair advantage of the kidnapers, so he goes to the house alone. In the meantime the mother of the little girl has arrived with the head crook for the purpose of ransoming her child, but she unfortunately forgets to bring any money which, of course, causes an argument. The detective hears the noise and rushes into the room, without thinking to draw his gun, and is over- powered in one of the worst stage bat tles on record. The rest of the action is just as con. vincing. Ruth Chatterton, (advertised as the star for box office reasons) does nothing more entertaining than to go about whining for her child and gen erally making herself the type of wife that accounts for most of the male patronage at Reno. Mickey Bennett is the precocious !ad who foils the crooks. Horatio Alger used to make a living writing books about little boys just like Mi 2 Don’t see “The Dummy” unless you have nothing else to do. Complete Easter service. comicbooks.com