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It Pays to Advertise: A Bibliography

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lulu  This page presents an annotated, worldwide bibliography of reviews, articles and other published material related to the 1931 movie It Pays to Advertise. This American film includes Louise Brooks in the role of Thelma Temple. Around the world, this film was exhibited or written about under other titles including To platÝ, aby inzeroval (Czechoslovakia).

This page is a work in progress. The intention of this bibliography is to be as comprehensive as possible; most citations represent a substantial review or article. Shorter, capsule reviews - usually a paragraph or two in length - are so noted. Entries are arranged chronologically. Critical commentary regarding Brooks, or the film as a whole (excerpted from the material cited), are offered as annotations. Some citations are linked to the material cited. (Some links reside on the Louise Brooks Society website, while others exist elsewhere on the internet.) An * indicates that a copy of this citation is held in the archives of the LBS. If you know of additional citations, or can provide further information on the entries noted on this page, please contact the Louise Brooks Society via . If you would like to help find vintage newspaper reviews, please follow this link. This bibliography has been compiled by Thomas Gladysz, and was last updated in June 2007.

It Pays to Advertise
released February 19, 1931

anonymous. "Carol Lombard Wins New Role." Los Angeles Times, December 19, 1930. (United States) *
--- "And still another leading character feminization is taken by Louise Brooks." - referenced in article in Los Angeles, California newspaper

anonymous. "On the Cinema Horizon." New York Times, January 14, 1931. (United States) *
--- Brooks is mentioned as appearing in what would become It Pays to Advertise, which was then titled Have You Got It? in article in New York City newspaper

anonymous. "Old Play to be Put on SCreen." Los Angeles Times, January 25, 1931. (United States) *
--- brief article in Los Angeles, California newspaper

anonymous. "It Pays to Advertise Made in Ten Days - and Looks It." Hollywood Reporter, January 30, 1931. (United States) *
--- "Louise Brooks flashes in and out of the opening scenes and looks like a good bet for bigger roles." - review in trade journal

anonymous. "Louise Brooks Back." Zanesville Signal, February 1, 1931. (United States) *
--- "Returning to Hollywood after an absense of more than two years, Louise Brooks will have her first talking film part in that length of time as a member of the all-star cast of Paramount's romantic comedy farce of big business . . . ." - brief article in Zanesville,Ohio newspaper

Ashbaugh, Don. "New Product." Motion Picture Herald, February 14, 1931. (United States) *
--- review in trade journal' ". . . a sweet comedy for anybody's bill. . . . Carole Lombard, Helen Johnson and Louise Brooks, the latter making her American reappearance, handle the feminine roles satisfactorily."

H., H. R. "Views and Reviews." Film Mercury, February 18, 1931. (United States) *
--- review in trade journal

Gow, James. "The New Films." The World, February 21, 1931. (United States) *
--- "It's pretty dreary." - New York City newspaper

Thirer, Irene. "It Pays to Advertise." Daily News, February 21, 1931. (United States) *
--- review in New York City newspaper

Hall, Mordaunt. "The Soap Bubble Company." New York Times, February 21, 1931. (United States) *
--- " . . . kept an audience in a thoroughly good-natured mood." - New York City newspaper

Pelswick, Rose. "Pays to Advertise and East Lynne Offered." New York Evening Journal, February 21, 1931. (United States) *
--- review in New York City newspaper

Watts Jr., Richard. "On the Screen." New York Herald Tribune, February 21, 1931. (United States) *
--- "There are a few moments of good routine comedy . . . ." - New York City newspaper

anonymous. "Reviews of the New Films." Film Daily, February 22, 1931. (United States) *
--- capsule review; "The entire cast is well chosen."

anonymous. "Film-Theater." New Yorker Volkszeitung, February 22, 1931. (United States) *
--- notes Brooks return to film in brief notice in German-language, New York City newspaper

Sherman, Al. "Films of the Week" Morning Telegraph, February 22, 1931. (United States) *
--- review in New York City newspaper

Cohen Jr., John S. "The New Photoplays." New York Sun, February 23, 1937. (United States) *
--- review in New York City newspaper

Delehanry, Thornton. "The New Films." New York Evening Post, February 23, 1931. (United States) *
--- review in New York City newspaper

W., J. "The Cinema Circuit." Brooklyn Daily Eagle, February 23, 1931. (United States) *
--- review in New York City newspaper

R., C. "It Pays to Advertise im Paramount Theater." New Yorker Volkszeitung, February 24, 1931. (United States) *
--- review in German-language, New York City newspaper

anonymous. Philadelphia Inquirer, February ?, 1931. (United States)
--- "The result is something less than exciting or hilariously amusing." - review in Philadelphia, Pennsylvania newspaper

anonymous. Philadelphia Evening Ledger, February ?, 1931. (United States)
--- "It is still a laugh getter." - review in Philadelphia, Pennsylvania newspaper

anonymous. Philadelphia Record, February ?, 1931. (United States)
--- "A movie play with little action and much talk But it is interesting and satisfying." - review in Philadelphia, Pennsylvania newspaper

anonymous. Bulletin, February ?, 1931. (United States)
--- "An insignificant offering except that it offers Skeets Gallagher an opportunity to be as funny as he can." - review in Philadelphia, Pennsylvania newspaper

anonymous. Public Ledger, February ?, 1931. (United States)
--- "Ranks as a pleasant comedy and entertainment for the whole family." - review in Philadelphia, Pennsylvania newspaper

Rush. "It Pays to Advertise." Variety, February 25, 1931. (United States) *
--- "Subject to the limitation of all screen farces, this revamped stage frolic makes good enough program material with only moderate prospects at the box office."

Brewer, Conde G. "It Pays to Advertise." Billboard, February 28, 1931. (United States) *
--- "Others, each of whom fares nicely in their respective roles, include Helen Johnson, Louise Brooks . . . . "

Harrison, P. S. "Does It Pays to Advertise ?" Harrison's Reports, February 28, 1931. (United States) *
--- article in trade publication singles out the film in its criticism of product placement in the movies; "The Paramount Picture, It Pays to Advertise, is nothing but a billboard of immense size." - this article was followed by a number of others in Harrison's Reports (a few of which reference It Pays to Advertise - see issue dated 4-11-1931, for example), as a campaign mounted to do away with advertisements in films

Harrison, P. S. "It Pays to Advertise ?" Harrison's Reports, February 28, 1931. (United States) *
--- brief review in trade publication; "Skeets Gallagher, Eugene Pallatte, Lucien Littlefield and Louise Brooks are in the cast."

M., J. C. "The Current Cinema." New Yorker, February 28, 1931. (United States) *
--- brief mention; "Among the dull pictures of the week we might list that old relic, It Pays to Advertise, which is full of smart-Aleck cracks and is altogether a bore."

anonymous. "It Pays to Advertise." National Board of Review Magazine, March, 1931. (United States) *
--- capsule review

anonymous. "Keiths." Philadelphia Inquirer, March 1, 1931. (United States) *
--- short review in Philadelphia, Pennsylvannia newspaper

anonymous. "It Pays to Advertise at Missouri." St. Louis Globe Democrat, March 1, 1931. (United States) *
--- "Helen Johnson and Louise Brooks are in the cast." - article in St. Louis, Missouri newspaper

anonymous. "Farce on Rapid Business Ways Tops the Show." Wichita Beacon, March 1, 1931. (United States) *
--- "Two hours of good clean fun . . . . and Wichita's own Louise Brooks in the cast." - Wichita, Kansas newspaper

Hall, Mordaunt. "A Cheery Picture." New York Times, March 1, 1931. (United States) *
--- ." . . . spread its quota of mirth among the Paramount audiences last week." - New York City newspaper

anonymous. "Let's Go to the Movies." Kansas City Star, March 1, 1931. (United States) *
--- "Carole Lombard is pretty as the Mary Grayson in the cast, but Louise Brooks, who used to be quite a name in the photoplay world, is more attractive as the actress who does the airplane fall and is not seen thereafter." - review in Kansas City, Missouri newspaper

anonymous. "Stage Play Talkie Has Splendid Cast." Philadelphia Record, March 1, 1931. (United States) *
--- review in Philadelphia, Pennsylvania newspaper

Nie. "The Week's New Films." St. Louis Post-Dispatch, March 1, 1931. (United States) *
--- "Norman Foster, Carole Lombard and our old friend, Louise Brooks, who has returned to the fold of Hollywood, have been given fat parts." - review in St. Louis, Missouri newspaper

anonymous. "Projected Films." Providence Journal, March 2, 1931. (United States) *
--- "One can still find pleasure in this old farce that shows its age. Son challenges father in the business of soap selling. At the Paramount." - capsule review in Providence, Rhode Island newspaper

anonymous. "Majestic." Tulsa Daily World, March 8, 1931. (United States) *
--- short article in Tulsa, Oklahoma newspaper

Cox, Sam. "Pays to Advertise, Pleasing Comedy." Atlanta Constitution, March 13, 1931. (United States)
--- "Skeets Gallagher and Eugene Pallette reach new heights in "It Pays to Advertise" now showing at the Paramount theater. This picture is different from the averge and is one of the most enjoyable features shown in Atlanta recently." - review in Atlanta, Georgia newspaper

Evans, Harry. "Movies." Life, March 13, 1931. (United States) *
--- "Louise Brooks, whom we have not seen on the screen since her momentary appearance in The Canary Murder Case (in which a voice double was used to speak her lines), seems to have been studying, as she gets away with her bit in this one creditably. Her real purpose in the film, however, is to show her legs, and in this phase of stage-craft she certainly needs no double."

anonymous. "Current Films." Christian Science Monitor, March 14, 1931. (United States) *
--- capsule review

Hanifin, Ada. "Comedy Short Vies With Megrue Farce." San Francisco Examiner, March 16, 1931. (United States) *
--- "Louise Brooks, whom we haven't seen on the screen for quite some time, appears just long enough just to recognized. She is interesting, individual and capable. We wonder why she hasn't been given bigger and better opportunities." - San Francisco, California newspaper

Hill, Katherine. "California's Bill Film of Advertising." San Francisco Chronicle, March 16, 1931. (United States) *
--- "Subjected to a nice job of retailoring, its best gags dusted off for use and new ones substituted for any that might have lost their first, dewy freshness, It Pays to Advertise takes on a gratifying appearance of youth in the screen version prepared by Paramount." - San Francisco, California newspaper

Johnson, Fred. "Comedy Seen in Advertising." San Francisco Call-Bulletin, March 16, 1931. (United States) *
--- "The cast of ingratiating funsters makes the farce palatable enough for any age." - San Francisco, California newspaper

La Belle, Claude A. "Soap and Love Bubble Into Good Picture." San Francisco News, March 16, 1931. (United States) *
--- "I was a trifle sad at seeing the lovely Louise Brooks make a 'comeback' to the movies in such a 10c part as she had." - San Francisco, California newspaper

anonymous. "Current Film Laugh Tonic." News-Palladium, March 20, 1931. (United States) *
--- article in Benton Harbor, Michigan newspaper

anonymous. "Stop! Look! Listen!" Coshocton Tribune, March 22, 1931. (United States) *
--- brief article in Coshocton, Ohio newspaper

Newton, Texas. "Chatterton in 'Unfaithful' at Fox Capitol." Sacramento Bee, March 22, 1931. (United States) *
--- one of three films reviewed; Sacramento, California newspaper

anonymous. "Hippodrome Picture Laugh-Getting Comedy." Sacramento Union, March 23, 1931. (United States) *
--- one of two films reviewed; Sacramento, California newspaper

anonymous. "Noted Comedy Opens Fox U.C. Engagement." Berkeley Daily Gazzette, March 24, 1931. (United States) *
--- article; Berkeley, California newspaper

Film Weekly, March 28, 1931. (England)
--- includes a still of Brooks rehearsing It Pays to Advetise

anonymous. "Oakland's Leading Firms Believe It Pays to Advertise." Oakland Post-Enquirer, March 28, 1931. (United States) *
--- nearly a full page of small articles, a film still and advertisements from local merchants; Oakland, California newspaper

author unknown. "Famous Stage Play Produced on the Screen at The United Artist Theater." Los Angeles Times, March 28, 1931. (United States)
--- Los Angeles, California newspaper

E., H. C. "Light Farce at Majestic." Ohio State Journal, March 28, 1931. (United States) *
--- review in Columbus, Ohio newspaper

Hoffman, Jerry. "Comedy Shows Why 'It Pays to Advertise'." Los Angeles Examiner, March 28, 1931. (United States) *
--- " . . . is really entertaining. It is light comedy - fast comedy, in fact." - Los Angeles, California newspaper

Hutton, Robert. "It Pays to Advertise One of the Season's Funniest Shows." Los Angeles Evening Express, March 28, 1931. (United States) *
--- "Louise Brooks is a snappy stenographer." - Los Angeles, California newspaper

Mines, Harry. "Light Farce at United Artists Features Comics." Los Angeles Daily Illustrated News, March 28, 1931. (United States) *
--- review in Los Angeles, California newspaper

Morin, Relman. "Business Comedy Reaches Screen." Los Angeles Record, March 28, 1931. (United States) *
--- review in Los Angeles, California newspaper

O., F. P. "Many Laughs in Photoplay." Columbus Citizen, March 28, 1931. (United States) *
--- "By the way, Louise Brooks comes back in a bit." - review in Columbus, Ohio newspaper

anonymous. "It Pays to Advertise." Minneapolis Journal, March 29, 1931. (United States) *
--- review in Minneapolis, Minnesota newspaper

anonymous. "Lyric." Minneapolis Tribune, March 29, 1931. (United States) *
--- review in Minneapolis, Minnesota newspaper

anonymous. "Within the Realm of Film Drama." Dayton News , March 30, 1931. (United States) *
--- review in Dayton, Ohio newspaper

anonymous. "Soap Provides Theme of New Screen Farce." Los Angeles Times, March 30, 1931. (United States) *
--- review in Los Angeles, California newspaper

anonymous. "Comeback." Ohio State Journal, March 30, 1931. (United States) *
--- brief article in Columbus, Ohio newspaper

F., E. E. "Theatrical Reviews." Minneapolis Star, March 30, 1931. (United States) *
--- brief review in Minneapolis, Minnesota newspaper

Palmer, Harry M. "Press Agents Should Attend This Film." Columbus Dispatch, March 30, 1931. (United States) *
--- review in Columbus, Ohio newspaper

R. Jr., J "Pays to Advertise." Dallas Morning News, March 30, 1931. (United States) *
--- review in Dallas, Texas newspaper

Soanes, Wood. "Old Comedy at Grand-Lake Hangs Fire." Oakland Tribune, March 30, 1931. (United States) *
--- "Frank Tuttle, the director, has bent every effort to establish a swift tempo of presentation, and Paramount has hired a good cast." - Oakland, California newspaper

Heelan, Kay. "It Pays to Advertise at the United Artists Theater." Daily Bruin, March 31, 1931. (United States) *
--- review in UCLA student newspaper

anonymous. "It Pays to Advertise - Paramount." Photoplay, April, 1931. (United States) *
--- capsule review; "The keynote of the picture is speed - and then more speed!"

anonymous. "First Nights at the Cinema." Theatre Magazine, April, 1931. (United States) *
--- "Although slightly outmoded and rather obvious for this sophisticated generation, It Pays to Advertise is still good fun."

Cameron, Kate. "It Pays to Advetise." Liberty, April 11, 1931. (United States) *
--- brief magazine review

anonymous. "Cameo's New Film." Cleveland Plain Dealer, April 14, 1931. (United States) *
--- review in Cleveland, Ohio newspaper

Fillmore, Mildred. "Fulton and Sheridan Film Makes Comedy and Sells Soap." Pittsburgh Sun-Telegraph, April 14, 1931. (United States) *
--- review in Pittsburgh, Pennslyvania newspaper

anonymous. "It Pays to Advertise." Pittsburgh Press, April 12, 1931. (United States) *
--- short article in Pittsburgh, Pennsylvania newspaper

author unknown. Herald, April ?, 1931. (United States)
--- "A renovated and modernized version of the old-comedy drama." - review in Syracuse, New York newspaper

author unknown. Journal, April ?, 1931. (United States)
--- "There are plenty of laughs." - review in Syracuse, New York newspaper

anonymous. "At the Cliftonia." Circleville Herald, April 17, 1931. (United States) *
--- brief article in Circleville, Ohio newspaper

anonymous. "The Orpheum." Daily Courier, April 17, 1931. (United States) *
--- article in Connellsville, Pennsylvania newspaper

anonymous. "At the Strand." Auburn Citizen, April 24, 1931. (United States) *
--- brief article in Auburn, New York newspaper

Tait, Helen M. "Plays and Players." Post-Standard, April 24, 1931. (United States) *
--- brief article in Syracuse, New York newspaper

Tait, Helen M. "Plays and Players." Post-Standard, April 25, 1931. (United States) *
--- short review in Syracuse, New York newspaper

anonymous. "Earle - It Pays to Advertise." Washington Evening Star, April 26, 1931. (United States) *
--- review in Washington, D.C. newspaper

Bell, Nelson B. "Earle." Washington Post, April 26, 1931. (United States) *
--- "In addition to affording an inspiring object lesson to those timorous business executives who are cowering in the black presence of an ominous industrial depression, this rehabilitated comedy of almost two decades ago regales the optimistic amusement seeker with more lusty laughs than he has encountered in a picture since goodness knows when. . . . although important contributions to the gayety are made from time to time by Louise Brooks, who here returns to the American screen after a long absence." - review in Washington D.C. newspaper

Tait, Helen M. "Plays and Players." Post-Standard, April 26, 1931. (United States) *
--- brief review in Syracuse, New York newspaper

anonymous. "It Pays To See Pays To Advertise At Fox Rosemary." Venice Evening Vanguard, April 27, 1931. (United States) *
--- review in Venice, California newspaper

Kelley, Andrew. "Stage Show Is Big Feature at Earle." Washington Times, April 27, 1931. (United States) *
--- review in Washington, D.C. newspaper

U., M. "All About Soap, Ads, Millions and a Romance." Washington Herald, April 27, 1931. (United States) *
--- review in Washington, D.C. newspaper

anonymous. "Picture Parade: It Pays to Advertise." Motion Picture, May, 1931. (United States) *
--- short review with still; "The cast is full of beautiful girls - Louise Brooks, Helen Johnson and Carole Lombard."

anonymous. "Good and Bad Movies." Parents Magazine, May, 1931. (United States) *
--- capsule review

anonymous. "Skeets Gallagher In Farce at Met." Baltimore Post, May 4, 1931. (United States) *
--- article in Baltimore, Maryland newspaper

anonymous. "Skeets Gallagher In Farce at Met." Baltimore News, May 4, 1931. (United States) *
--- article in Baltimore, Maryland newspaper

anonymous. "Comedy Drama on Met's Screen." Baltimore Post, May 5, 1931. (United States) *
--- review in Baltimore, Maryland newspaper

Bell, Nelson B. "Requiem - Hits and Misses - Circes - Spanning the Poles." Washington Post, May 6, 1931. (United States) *
--- discussion of sponsorship of and advertising in films in column in Washington D.C. newspaper

anonymous. "Special Preview Playing Tonight." Santa Monica Evening Outlook, May 13, 1931. (United States) *
--- article in Santa Monica, California newspaper

anonymous. "Comedy It Pays to Advertise Is Coming to Hester." San Jose Evening News, July 5, 1931. (United States) *
--- short article in San Jose, California newspaper

anonymous. "Favorites in Picture at the Hester." San Jose Mercury Herald, July 5, 1931. (United States) *
--- " . . . a strong cast of screen favorites." - San Jose, California newspaper

anonymous. "The Viking Tops Loew's Double Bill." Hartford Courant, July 20, 1931. (United States)
--- review in Hartford, Conneticut newspaper

M., L. E. "At the Movies." Hartford Daily Times, July 20, 1931. (United States)
--- review in Hartford, Conneticut newspaper

author unknown. Picturegoer, November 14, 1931. (England)
--- page 22

anonymous. "Talkie Topics at the Cresco." Sun Herald, December 24, 1931. (United States) *
--- brief article in Lime Springs, Iowa newspaper

anonymous. "Three Days of Films for Maryland Theater." News, January 23, 1932. (United States) *
--- very brief article in Frederick, Maryland newspaper

Ott, Frederick. The Films of Carole Lombard. Secaucus, New Jersey: Citadel Press, 1972. *
--- includes a two-page illustrated section on the film

Everson, William K. "Film Notes - It Pays to Advertise." Pacific Film Archive, January 19, 1984. (United States)
--- brief program notes for the PFA Film Series program "William K. Everson Introduces Pre- and Post-Code Comedies from the Thirties" - Berkeley, California (follow
this link to access text)

Matzen, Robert D. Carole Lombard: A Bio-Bibliography. Westport, Connecticut: Greenwood Press, 1988. *
--- includes a short entry on the film

Brennan, Sandra. "It Pays to Advertise." All Movie Guide, circa 2000. (United States) *
--- capsule review on film website

anonymous. "It Pays to Advertise." TV Guide Online, circa 2001. (United States) *
--- brief review on entertainment website; "An amusing comedy that features silent star Louise Brooks, one of the cinema's great beauties, in a role which is almost completely forgotten."


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