Book Review: Marx Madvertising

Richard S. Greene's latest book exploring how classic motion pictures were promoted in their day, concentrates on The Marx Brothers during their Paramount era of 1929-1933. This is when the Marxes did some of their best work, including such timelessly funny films as Monkey Business, Horse Feathers, and Duck Soup.

As with his usual books, Greene presents an absolutely exhaustive collection of posters, lobby cards, newspaper ads, photos, and other such illustrations which present the way each film was promoted upon its initial release.

The approaches are somewhat different. The Coconuts and Animal Crackers, for instance, were movie versions of hit Broadway shows, so the ads are from that perspective. Thereafter the films are original for the screen. Not only do we see how each promo piece features any supporting performers or directing credit, we get a thorough look at the use of photographs vs. original art. All of the images are very striking, whether they are carefully crafted structures in color or ads in black and white, advertising the films as they end their run.

Along with the illustrations, the author provides background information for each film, giving us written insight to enhance the visual presentation, making this book a truly thoroughgoing presentation on this important period in screen comedy.

The latter portion of the book looks at a couple of comeback pictures the Marxes made after they "retired" in 1941. The first is A Night in Casablanca (1946), which was an indie that welcomed the Brothers back to the screen. The second was initially to star Harpo Marx as a solo, but Chico got involved and eventually Groucho shot a few scenes, one of which included a young Marilyn Monroe

The book skips the MGM period that gave us A Night at the Opera and A Day at the Races (etc), as that is material for another project. But the period covered here is expertly done and an absolute must for Marx fans. It is also highly recommended for anyone interested in advertising history.

The book can be ordered at this link. MADVERTISING