Thursday, July 19, 2018

Mae West: Inside Stuff

Would MAE WEST be “a cinch on the air” due to her microphone appeal? That is what the ad men were saying in September 1938, as explained with enthusiasm by Variety’s editors.
• • Daily Variety’s broadcast columnist wrote this item about Mae West during the era when radio programs were done in front of a live studio audience.
• • Variety: “Inside Stuff — Radio” • •
• • General amusement trends are obtained from Variety, states a radio showman such as Monte Hackett, head of the radio division of the Lord and Thomas agency, which in turn are applied to another form of show business, the radio.  If Variety should evidence that the public is going for mellers [i.e., melodramas], it would be a cue for the radio to go bullish on mystery radio shows again.
• • For example, Mae West's astonishing box office reaction through repeats and re-repeated bookings on her "She Done Him Wrong" film has established the you-must-come-up-and-see-me-sometlme gal as a cinch for the established state advertising men. They're assured that Miss West would be a cinch on the air for her mike-appeal.
• • The big headache now is how to fit her rough style into an air show that goes into a home.
• • On the other hand, the ad men seem to be impressed by the snootier publications such as 'Vogue' and 'Harper's Bazaar’ because the ladies magazines are showing how femme styles have been influenced by Miss West's “Done Him Wrong” flicker, and with the new styles ape-ing the mauve decade; also all that interview stuff, and the like, impressing the ad men that Mae West seems to be generally accepted by the average consumers.
• • Source: Item in Variety’s column “Inside Stuff — Radio”; published on Monday, 5 September 1938.
• • On Monday, 19 July 1937 in Time Magazine • •
• • The headline was "Mr. Mae West" when Time Magazine ran with this embarrassing exposure (in their issue dated for 19 July 1937) — — Last week in Superior Court in Los Angeles it was as obvious as Mae West's best curves that Mr. Mae West had taken her advice. Even her most devoted fans chortled when they read that her now-admitted hoofer husband's real name is not Wallace but Willities or Szatkus and that the Szatkus family always knew her as Mamie.
• • Overheard in Hollywood • •
• • Mae West will entertain eight bachelors selected from Midwest and Eastern sections of the country through newspaper contests for eight days in Hollywood, as exploitation of Emanuel Cohen's 'Go West, Young Man.' Selected benedicts will get the Westian perspective on sights of filmdom. The Cleveland Press is first to stage such a contest.
• • In Her Own Words • •
• • Mae West said: "Clara Bow was through at Paramount Pictures. I could have had her old dressing room if I wanted it."
• • Quote, Unquote • •
• • A columnist mentioned Mae West.
• • Stage and Screen in Rockland County • •
• • This week at the cinema you will find one of the coarsest and most amusing actresses in the business, rowdy Mae West in "She Done Him Wrong" at The Haverstraw in Rockland County.
• • See big wicked Mae West in "She Done Him Wrong,” a thinly-disguised version of her stage play "Diamond Lil." . . .
• • Source: Item in Journal News; published on Friday, 17 March 1933
• • The evolution of 2 Mae West plays that keep her memory alive • • 
• • A discussion with Mae West playwright LindaAnn LoSchiavo — — 
• •
• • The Mae West Blog celebrates its 14th anniversary • •  
• • Thank you for reading, sending questions, and posting comments during these past fourteen years. Not long ago, we entertained 3,497 visitors. And we reached a milestone recently when we completed 4,000 blog posts. Wow!  
• • By the Numbers • •
• • The Mae West Blog was started fourteen years ago in July 2004. You are reading the 4005th blog post. Unlike many blogs, which draw upon reprinted content from a newspaper or a magazine and/ or summaries, links, or photos, the mainstay of this blog is its fresh material focused on the life and career of Mae West, herself an American original.

• • Come up and see Mae every day online:


• • Photo:
• • Mae West • in 1934

• • Feed — —
  Mae West

No comments:

Post a Comment