Dressing Designing
Riptide pressbook Metro-Goldwyn-Mayer (M-G-M) pressbook advertisement promoting a national dress-designing contest tied to the 1934 film Riptide, starring Norma Shearer and with gowns designed by Adrian. The movie was a pre-Code romantic drama released on March 30, 1934.
Advertisement Details
Film: Riptide (1934), a pre-Code romantic drama starring Norma Shearer, Robert Montgomery, and Herbert Marshall.
Star and Designer: The ad highlights that star Norma Shearer "Sets the Fashion Styles This Year!" with gowns designed by the acclaimed M-G-M costume designer Adrian (Adrian Adolph Greenburg).
Contest: M-G-M offered a national cash prize contest for showmen, offering $200 in national prizes for people to design dresses inspired by the styles worn by Shearer in the film, with the national contest closing July 1st.
Promotion: The advertisement encouraged local theaters to promote smaller, local cash prize awards or theatre guest tickets in coordination with local fashion shops or department stores.
Key Takeaway
This piece is a fascinating example of 1930s movie marketing, demonstrating how Hollywood films influenced popular fashion and used national contests to generate publicity for both the film and the studio's stars and designers. The gowns in the movie were highly anticipated and kept secret from manufacturers until the film's release.
Advertisement Details
Film: Riptide (1934), a pre-Code romantic drama starring Norma Shearer, Robert Montgomery, and Herbert Marshall.
Star and Designer: The ad highlights that star Norma Shearer "Sets the Fashion Styles This Year!" with gowns designed by the acclaimed M-G-M costume designer Adrian (Adrian Adolph Greenburg).
Contest: M-G-M offered a national cash prize contest for showmen, offering $200 in national prizes for people to design dresses inspired by the styles worn by Shearer in the film, with the national contest closing July 1st.
Promotion: The advertisement encouraged local theaters to promote smaller, local cash prize awards or theatre guest tickets in coordination with local fashion shops or department stores.
Key Takeaway
This piece is a fascinating example of 1930s movie marketing, demonstrating how Hollywood films influenced popular fashion and used national contests to generate publicity for both the film and the studio's stars and designers. The gowns in the movie were highly anticipated and kept secret from manufacturers until the film's release.
After
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