November 3, 2015
80th Anniversary BRIDE OF FRANKENSTEIN series
Jazz Age Monster
Here’s a splendid streamlined cartoon likeness of Karloff’s
Frankenstein Monster from the pages of Universal Weekly, the studio’s trade magazine, May 4, 1935. The art
deco-style illustration — signed ‘Marshal’ ? — decorated a page boasting the
film’s great box office returns and enthusiastic reviews in Variety and Motion Picture Daily.
Among the articles grouped under the heading “BRIDE OF
FRANKENSTEIN: A TREMENDOUS SMASH” were
reports from the Tower Theatre in Kansas City of a Sunday’s sellout business
with crowds lining up despite a downpour, and the film drawing “unusually
heavy child attendance” despite ads warning
“not suitable for children”. The
Tower’s manager, Barney Joffee, said he did not refuse admission to families on
the principle that “parents cannot be prevented from bringing their
children”.
Also featured is a column’s worth of praise for
eighteen-year-old female lead, Valerie Hobson, essentially billed as a scream
queen, before the term existed. Hobson, we are told, “screamed her way to
success” and “plays the part of
the beauty-in-peril with ear-splitting realism”.
True, Hobson had to deal in quick
succession with the Frankenstein Monster and WEREWOLF OF LONDON, leading
Universal’s promotional department to declare that “… no actress has ever seemed more certain for stardom than this lovely lady of the vociferous tonsils”.
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