FRED ASTAIRE - GINGER ROGERS "THE GAY DIVORCEE" 1935 MOVIE HERALD

Description

Original Herald from Uruguay and Argentina in South America. This kind of gorgeous heralds are quite scarce, they were printed by a local distributor (Max Glücksmann) just during a short period of time between the late 1920's and the late 1930's. Usually printed on both sides, in full color or in duotone inks featuring Art Deco style, they show great graphics from the films advertised. Most advertise a single feature movie, while a few examples advertise double movie programs.
Local Title:
LA ALEGRE DIVORCIADA
Original Title:
THE GAY DIVORCEE
Year / Country:
1934 - USA
Company:
R.K.O. Radio Pictures
Director:
Robert Z. Leonard
Starring:
Fred Astaire, Ginger Rogers, Alice Brady, Edward Everett Horton, Erik Rhodes, Eric Blore, Betty Grable
Size (unfolded):
300 mm x 223 mm
Condition:
Very Good (3 small tears at bottom area, another 2" long across herald, with no paper loss)
Ref #: C-50
Herald advertises this film as shown at CINE TEATRO APOLO from Uruguay on Saturday, April 13, 1935
Comments:
The Gay Divorcee is a 1934 American musical film directed by Mark Sandrich and starring Fred Astaire and Ginger Rogers. It also features Alice Brady, Edward Everett Horton, Eric Blore, and Erik Rhodes. The screenplay was written by George Marion Jr., Dorothy Yost, and Edward Kaufman. Robert Benchley, H. W. Hanemann, and Stanley Rauh made uncredited contributions to the dialogue. It was based on the Broadway musical Gay Divorce, written by Dwight Taylor, which had been adapted into a musical by Kenneth S. Webb and Samuel Hoffenstein from an unproduced play by J. Hartley Manners.
The stage version included many songs by Cole Porter, which were left out of the film, except for "Night and Day". Though most of the songs were replaced, the screenplay kept the original plot of the stage version. Three members of the play's original cast repeated their stage roles: Astaire, Rhodes, and Eric Blore.
The Hays Office insisted that RKO change the name from "Gay Divorce" to "The Gay Divorcee", on the grounds that while a divorcée could be gay or lighthearted, it would be unseemly to allow a divorce to appear so. According to Astaire, the change was made proactively by RKO. The director, Mark Sandrich, told him that The Gay Divorcee was selected as the new name because the studio "thought it was a more attractive-sounding title, centered around a girl." RKO even offered fifty dollars to any employee who could come up with a better title. In the United Kingdom, the film was released with the title The Gay Divorce.
This film was the second (after Flying Down to Rio, 1933) of ten pairings of Astaire and Rogers on film.
Plot:
Mimi Glossop (Ginger Rogers) seeks a divorce from her geologist husband Cyril Glossop (William Austin), whom she has not seen for some time. Under the guidance of her domineering and much-married Aunt Hortense (Alice Brady), she consults incompetent and bumbling lawyer Egbert Fitzgerald (Edward Everett Horton), once a fiancé of her aunt. He arranges for her to spend a night at a seaside hotel and to be caught in an adulterous relationship, for which purpose he hires a professional co-respondent, Rodolfo Tonetti (Erik Rhodes). But Egbert forgets to arrange for private detectives to "catch" the couple.
By coincidence, Guy Holden (Fred Astaire), an American dancer and friend of Egbert's, who briefly met Mimi on his arrival in England, and who is now besotted with her, also arrives at the hotel, only to be mistaken by Mimi for the co-respondent she has been waiting for. While they are in Mimi's bedroom, Tonetti arrives, revealing the truth, and holds them "prisoner" to suit the plan. They contrive to escape and dance the night away.
In the morning, after several mistakes with the waiter, Cyril arrives at the door, so Guy hides in the next room, while Mimi and Tonetti give a show of being lovers. When Cyril does not believe them, Guy comes out and embraces Mimi in an attempt to convince him that he is her lover, but to no avail. It is an unwitting waiter (Eric Blore) who finally clears the whole thing up by revealing that Cyril himself is an adulterer, thus clearing the way for Mimi to get a divorce and marry Guy.
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