April 10th, 2008

carole lombard 04
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Heralding "Swing High"



In yesterday's entry, we talked a bit about "Swing High, Swing Low," the closest thing to a bona fide musical Carole Lombard ever made. As it turns out, an intriguing memorabilia item from that film is now available.

It's a "herald," something theaters used to promote coming attractions. This one's for the Gralyn Theater in Gouverneur, N.Y., a town in the Adirondacks (probably not far from where Lombard's Ann Smith character went at the close of "Mr. & Mrs. Smith" in 1941). Here's what it looks like:



The herald measures 11 1/2 x 9 inches.

As you can tell, the film was scheduled to run only two days, April 11-12, 1937, or about this time of year 71 years ago. That was common custom for theaters, especially those in small towns; they would often run three new features a week.

The item is available on eBay, with bidding scheduled to end Monday. As of this writing, one bid, for $9, has been made. If you're interested in bidding on it, or simply want to see it, visit http://cgi.ebay.com/1937-Movie-Herald-Carole-Lombard-Fred-MacMurray_W0QQitemZ320237444915QQihZ011QQcategoryZ60278QQssPageNameZWDVWQQrdZ1QQcmdZViewItem
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