Going Hollywood: Movie Fan Magazines
Movie fan magazines were filled with stories and photos of the movie stars, informed readers about the new films being introduced, answered questions about how movies were made, provided synopses of current melodramas, offered recipes of the stars, featured the latest Hollywood fashion styles, provided tips on scenario writing, and offered contests with prizes like trips to Hollywood, and tours of the movie studios.
In 1912, Photoplay was introduced and by the early 1920s, more than a dozen such magazines crowded the newsstands with names like Cinema Art, Film Fun, Motion Picture Journal, Movie Weekly, Picture Play, and Screenland. The cover art captured the glamour of the times and featured beautifully detailed renderings of the popular stars of the day. The illustrators were some of the best in their field. By the late 1930s however the illustrated cover art was replaced by photographs which were cheaper to produce.
Most of the movie magazines relied on the movie studios for information and access to stars. The stories that appeared were carefully controlled by the studio's public relations staff. It was a strange marriage between the studios, who needed the support of the magazines, and the magazines, whose existence depended on the success and good will of the industry. The tendency was to create articles that reflected the movies as a hard working business and the stars as professionals. The magazines were filled with stories about actors like tough guy Edward G. Robinson and lover Rudolph Valentino, actresses like Ginger Rogers and Katherine Hepburn, as well as articles about social and moral issues created by the movies.
In 1924 Photoplay promoted itself as the young generation's favorite periodical. By the later 1920s, that demographic had shifted further to focus heavily on women. Soon stars were making forays into the world of commercial advertising. Movie star endorsements of commercial products, considered taboo in the teens and 1920s became an accepted way of selling both stars and products by 1935. The emphasis, in most cases, was on beauty and hygiene products, and cigarettes.
Terry Hoover is Chief Archivist at The Henry Ford.
California, 20th century, popular culture, movies, by Terry Hoover, archives