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'Abandon'...hope



That's Carole Lombard gracing the cover of the September 1933 issue of Shadoplay, an oddly-named, short-lived publication as far as movie fan magazines were concerned (http://carole-and-co.livejournal.com/172571.html). Since writing the previous entry more than three years ago, I've learned a lot about this publication.

As its title implies, Shadoplay was related to Photoplay, designed as a budget subsidiary. (If you're old enough to remember LPs, think of Photoplay as RCA Victor, Shadoplay as RCA Camden.) Whereas Photoplay sold for a quarter on the newsstands, Shadoplay cost but a dime. In an ad in the Feb. 15, 1933 Hollywood Reporter, it was promised that the newcomer would have the same high standards as its older, more expensive sibling:



But by the following year, the Reporter's reviewer of fan magazines expressed dissatisfaction with the low-priced mag's product:



In mid-1935, Shadoplay was incorporated into Movie Mirror -- the same magazine that would merge with Photoplay in 1941.

Lombard regularly appeared in Shadoplay during its brief run, but she couldn't have been pleased with a story on her in an early issue where, following her appearance in "Supernatural," she was described as the "Sheba Of Shivers" (http://carole-and-co.livejournal.com/335692.html).

A story in the June 1934 issue, as she was basking in the critical (and, to a lesser extent, popular) plaudits from "Twentieth Century," was certainly more to her liking. Entitled "'Perfect Abandon' For Lombard," it discusses how she suddenly discovered her skill at comedy while making this movie:



"You are going to see a new Lombard in pictures," writer William Fleming begins. "And if you fail to recognize Carole in 'Twentieth Century' you can blame John Barrymore." He later adds, "When you see her, you'll forget the rather restrained and somewhat stilted Lombard of old. You'll see a star blaze out of this scene and that scene, high spots Carole never dreamed of hitting."

The magazine also features a Lombard ad for Lux, as she carries on a conversation with Cupid (http://carole-and-co.livejournal.com/345666.html):



On the cover, in an attractive Earl Christy portrait, was the luminous, 21-year-old Loretta Young:



This rare issue, which the seller admits is in "acceptable" condition, is being auctioned at eBay. Bids are being taken through 3:37 p.m. (Eastern) next Wednesday; two bids have been made as of this writing, with the current high bid at $8.27. You can find out more, and place a bid yourself if interested, at http://www.ebay.com/itm/June-1934-Shadoplay-Loretta-Young-Earl-Christy-Art-Carol-Lombard-Durante-/110822686708?pt=Magazines&hash=item19cd8bfff4.
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