As Thousands Cheer

ABOVE: Broadway's As Thousands Cheer (1933) featured evangelist Aimee Semple McPherson (Helen Broderick) trying to persuade Mahatma Gandhi (Clifton Webb) to end his hunger strike and join her act. (NYPL)

Broadway gave Depression audiences a lift with As Thousands Cheer, a revue featuring satirical sketches that skewered the lives and affairs of the rich and famous and served as a precursor to sketch shows like Saturday Night Live.

Oct. 7, 1933 cover by Peter Arno.

With a book by Moss Hart and music and lyrics by Irving Berlin, the revue was a big hit, playing for nearly a year on Broadway in its initial run.

TOON TIME…Marilyn Miller led a chorus of cartoon characters in a sketch titled “The Funnies” in As Thousands Cheer; leading the revue were Miller, Clifton Webb and Helen Broderick, here featured on the cover of the Playbill. The production would be Marilyn Miller’s last—one of Broadway’s biggest stars known for playing sunny characters, her personal life was filled with illness and tragedy, and she would go to an early death in 1936. (playbill.com)

Wolcott Gibbs took his turn as Broadway reviewer, and pronounced As Thousands Cheer “the funniest thing in town.”

Not everything was roses in As Thousands Cheer: In a poignant star turn, Ethel Waters sang—at Irving Berlin’s request—his famous tune “Supper Time,” a Black woman’s lament for her lynched husband. The revue was the first Broadway show to give an African-American star (Waters) equal billing with whites, however she was segregated from her co-stars and did not appear in any sketches with them. Her co-stars even refused to bow with her at the curtain call until Irving Berlin intervened. According to the James Kaplan biography Irving Berlin, “The show had a successful tryout at Philadelphia’s Forrest Theatre in early September, although opening night was marred by an ugly incident all too in tune with the times: the stars Clifton Webb, Marilyn Miller, and Helen Broderick refused to take a bow with Ethel Waters. To his everlasting credit, Berlin told the three that of course he would respect their feelings—only in that case there needn’t be any bows at all.

“They took their bows with Waters at the next show.”

NEWSMAKERS…Each sketch in As Thousands Cheer was preceded with a newspaper headline. Clockwise, from top left, in the sketch headlined JOAN CRAWFORD TO DIVORCE DOUGLAS FAIRBANKS, JR, Marilyn Miller and Clifton Webb portrayed the stars arguing over publicity rights to their divorce; Webb as 94-year-old John D. Rockefeller; the headline FRANKLIN D. ROOSEVELT INAUGURATED TOMORROW featured Mr. and Mrs. Herbert Hoover on their last day in the White House, portrayed by Leslie Adams and Helen Broderick; Ethel Waters singing Irving Berlin’s “Supper Time.” (New York Public Library)

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A Final Byline

E.B. White opened his column with a tribute to Ring Lardner, who died at age 48 of a heart attack and other complications. In the months before his death Lardner had contributed a number of comical “Over the Waves” radio reviews.

JOURNALIST AT HEART…Ring Lardner (1885-1933) worked for several newspapers before settling at the Chicago Tribune in 1913—it became the home newspaper for his syndicated column, In the Wake of the News. (Chicago Tribune)

Lardner’s first contribution to The New Yorker came shortly after the magazine’s founding. “The Constant Jay” was published in the April 18, 1925 issue: Readers appreciated his subtle wit, including this oft-quoted gem:

“The race is not always to the swift nor the battle to the strong—but that’s the way to bet.”

Lardner also liked to poke fun at himself and his aw-shucks view of things. Here are the opening and closing paragraphs of his final New Yorker contribution, “Odd’s Bodkins:”

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Macy Modernism

As Lewis Mumford observed in his “Skyline” column, Macy’s was the first department store to embrace a modern approach to interior design, but as Marilyn Friedman notes in her book, Making America Modern: Interior Design in the 1930s, Macy’s modernism was a bit toned down to blend into more traditional settings. A case in point was Macy’s 1933 Forward House exhibition, which Mumford described as “a brilliant piece of modern showmanship.”

EASY ON THE EYES…”Living room in the Suburban House of Forward House” at R.H. Macy & Co., New York, 1933, from The Upholsterer and Interior Decorator, October 15, 1933. ​(www.artdeco.org)

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Fishing for Commies

Geoffrey Hellman profiled New York House Rep. Hamilton Fish Jr (1888–1991), a staunch anti-communist perhaps best known for establishing the Tomb of the Unknown Soldier at Arlington National Cemetery. I feature this brief excerpt mainly for the great caricature by Abe Birnbaum.

MINDING THE HOME FRONT…Hamilton Fish, Jr making a speech in Los Angeles, 1935. Fish served in the U.S. House of Representatives from 1920 to 1945 and during that time was a prominent opponent of intervention into foreign affairs. (UCLA Special Collections)

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All Wet

Eleven years before Esther Williams made her first aqua-musical, Ruby Keeler took the dive under Busby Berkeley’s direction in Footlight Parade. E.B. White served as film critic for the Oct. 7 issue, and found Footlight to be a feast for the male gaze, as well as mindless entertainment.

TAKING THE PLUNGE…Clockwise, from top left: According to E.B. White, there was no gainsaying “the general aahhhhh” of the semi-nude waterfall scene in Footlight Parade; promotional poster left no doubt as to what audiences might expect from the film; Busby Berkeley displayed his craft in water-based choreography; Ruby Keeler portrayed a dancer turned secretary who is transformed back into a dancer—just add water. (IMDB)

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A Dog’s Life

Doubtless drained from writing The Waves, Virginia Woolf followed up with some historical fiction, namely Flush: A Biography, a book about Elizabeth Barrett Browning’s cocker spaniel. Clifton Fadiman had this to say about the unusual biography:

VIRGINIA WOOF…Frontispiece for Flush: A Biography. Virginia Woolf used the tale of a dog to explore social themes ranging from feminism to class conflict. (Heritage Auctions)

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…we bounce on to our cartoons with Otto Soglow’s Little King…

James Thurber continued to explore the unrest among our domestic youth…

…speaking of America’s youth, this gathering (courtesy Gardner Rea) appeared to have trouble finding some…

Helen Hokinson found fun with flounder…

Rea Irvin turned the tables on a life-drawing class…

…and we close with Richard Decker, over the moon with a stranded chorine…

…and in a nod to the approaching holiday, imagery from a 1933 Fleischer Studios animated short film, Betty Boop’s Hallowe’en Party

Next Time: The Wild West…

Ziegfeld’s Folly

Broadway impresario Florenz Ziegfeld Jr knew how to pack a Broadway theater, and from 1907 to 1932 he staged a number of revues and plays (most notably Showboat) that featured lavish costumes and a bevy of chorus girls.

Dec. 6, 1930 cover by Rea Irvin, depicting a peephole view of a speakeasy during the holidays.

When his latest show, Smiles, hit the stage of the Ziegfeld Theatre on Nov. 18, 1930, it was greeted by an audience that had endured the first year of the Great Depression. Ziegfeld’s entertainments, on the other hand, were more associated with the high times of the Roaring Twenties. So even the popular brother-sister dance team from Omaha — Fred and Adele Astaire — seemed a bit old hat.

GO WITH THE FLO…Broadway impresario Florenz “Flo” Ziegfeld Jr with his Follies cast, 1931. (Wall Street Journal)

Or so it seemed to Robert Benchley, who observed in “The Wayward Press” that most of his readers could draw pictures of the Astaires from memory. But what really irked Benchley was the way William Randolph Hearst manipulated his mighty newspaper empire to promote Ziegfeld’s Smiles in a way that made the show appear to be the biggest hit of the year.

Ziegfeld Theatre was built with Hearst’s financial backing, so the media mogul was determined that the show would be a success, commanding his editors and writers to lavish praise on the tepid production, which would close in less than two months as a box office failure.

SAY CHEESE…Program for Smiles featuring Fred Astaire, Marilyn Miller and Adele Astaire. At right, publicity photo for Smiles featuring Fred and Marilyn. (Playbill/Pinterest)

For the Astaires, they were nearing the end of their 27-year collaboration — Adele would retire from the stage in 1932 to marry Lord Charles Cavendish, and in 1934 Fred would pair up with Ginger Rogers for the first of nine films they would make together for RKO. Marilyn Miller, one of the most popular Broadway stars of the 1920s and early 1930s, would also seek her fortune in films, but would only make three. Alcoholism and persistent sinus infections would cut her life short in 1936 — she would die at age 37 from complications following nasal surgery.

BRIEF CAREER…Marilyn Miller in 1931’s Her Majesty, Love, one of just three films she would make before her death in 1936. (IMDB)

Benchley revealed how some of Hearst’s reporters responded to the edict from their boss:

TWEAKING HIS NOSE…Walter Winchell, left, registered his protest against his boss, William Randolph Hearst, by laying it on thick in his column. (IMDB/BBC)
THE FOLLY OF FOLLIES…Robert Benchley (left) cried foul regarding Hearst’s attempt to prop up a lousy show; Ogden Nash (right) found humor in the “immorality” of Ziegfeld’s productions.  (Wikipedia/Notable Biographies)

On a related note, Ogden Nash also zeroed in on Ziegfeld’s latest show, turning the tables on religious zealots who found the Follies immoral. An excerpt:

And finally, one more theater-related item: a drawing by Al Frueh highlighting the melodrama On The Spot, which ran from Oct. 29, 1930 through March 1931 at the Forrest Theatre.

BETTER THAN ZIEGFELD, THIS…At right, Crane Wilbur and Anna May Wong in the melodrama On The Spot, which opened Oct. 29, 1930 at the Forrest Theatre. (New Yorker/Pinterest)

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In the Dec. 6, 1930 “Notes and Comment,” E.B. White shared his observations on a new type of chair that doubled as a dog house…

…and he wasn’t making it up, because the chair he described was featured in this ad from the same issue…

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Drunk History

In the fall of 1930 Scribner’s magazine published a series of three articles titled “If Booth Had Missed Lincoln,” If Lee Had Not Won the Battle of Gettysburg,” and “If Napoleon Had Escaped to America.” The New Yorker’s James Thurber claimed to be the author of a fourth article, “If Grant Had Been Drinking At Appomattox.” An excerpt:

REVISIONIST…James Thurber circa 1930. (thurberhouse.org)

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From Our Advertisers

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…Macy’s offered this pajama and robe combination for (insufferable) little boys who “strive for sartorial effect”…

…while Burdine’s of Miami urged snowbirds to purchase multiple wardrobes to remain fashionable throughout the winter season…

…and in stark contrast, this ad appealed for donations to help the jobless…

…our cartoons are supplied by Art Young

…the ever reliable Barbara Shermund

…and equally reliable Peter Arno

…and Helen Hokinson

…and we close with this gem by Garrett Price

Next Time: A Blue Angel…