Posted by vp19 on 2014.10.12 at 15:57
Current mood: thoughtful
The presence of Carole Lombard and Fred MacMurray, two stars on the rise, led Paramount to bet on the success of “Swing High, Swing Low” in the first few months of 1937. To that end, the studio heavily promoted the film in both general-interest publications (e.g., daily newspapers and magazines such as Life) and the trade press. One example of the latter now is on sale via eBay:
According to the seller, “This ad (ready for framing) was very carefully removed from a magazine like Motion Picture Herald or Motion Picture Exhibitor, and is not a reproduction.” I don’t know about those two publications, but I do know this ran in another trade publication, Film Daily, on Feb. 25, 1937.
Now to the particulars of this ad — it measures 12 1/4″x 18 3/4″ and, the seller says, “Has some minor handling wear on the edges, otherwise it’s in good condition.” You can purchase it for $8.99 (10 percent off the regular price); to buy or for more information, visit http://www.ebay.com/itm/SWING-HIGH-SWING-LOW-1937-ORIGINAL-TRADE-AD-CAROLE-LOMBARD-MUSICAL-ROMANCE-/181550195847?pt=LH_DefaultDomain_0&hash=item2a453c2487.
Dorothy Lamour, part of the supporting cast, recorded a fine version of the movie’s title song; alas, I couldn’t find it on YouTube. So here is “Swing High, Swing Low” as performed by the Ink Spots in 1937, when they still were emulating the Mills Brothers with a scat-style sound: