This page presents an annotated, worldwide bibliography of reviews, articles and other published material related to the 1931 film It Pays to Advertise (link to LBS filmography page). This American film includes Louise Brooks in the role Thelma Temple. Under its American title, documented screenings of the film took place in Australia, Canada, China, The Netherlands, and New Zealand. Elsewhere, this motion picture was known to have been shown under other-language titles including To platí, aby inzeroval (Czechoslovakia).
As research is ongoing, this page is a work in progress. It is understood that any given citation comes from an American source, unless otherwise noted. The intention of this bibliography is to be both comprehensive and useful. Most citations represent a substantial review or article. Capsule reviews, or significant shorter pieces — 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) is given as annotations. Some citations link to the material noted: some of these links reside on the Louise Brooks Society, while others reside elsewhere on the web.
Much can be gleamed from a bibliography such as this. Besides what critics thought of the film, one can follow the path of the film’s distribution — where it showed and when; sometimes, for example, the exhibition record might reveal if the film was shown before its official release date. As well, this bibliography shows which critics at which newspapers and magazines reviewed films. History, here, is in the details.
An * indicates that a copy of this citation is held in the archives of the LBS. This annotated bibliography has been compiled by Thomas Gladysz, and was last updated in June 2015. [Help wanted: If you know of additional citations, can provide further information on entries noted on this page, or can provide copies of citations not marked with an * but which are known to exist, please contact the LBS. The LBS would like to acquire additional material on the screening of this film.]
IT PAYS TO ADVERTISE
released February 19, 1931
anonymous. “Carol Lombard Wins New Role.” Los Angeles Times, December 19, 1930. *
— “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. *
— 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. *
— brief article in Los Angeles, California newspaper
anonymous. “It Pays to Advertise Made in Ten Days – and Looks It.” Hollywood Reporter, January 30, 1931. *
— “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. *
— “Returning to Hollywood after an absence 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. *
— 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. *
— review in trade journal
Gow, James. “The New Films.” The World, February 21, 1931. *
— “It’s pretty dreary.” – New York City newspaper
Thirer, Irene. “It Pays to Advertise.” Daily News, February 21, 1931. *
— review in New York City newspaper
Hall, Mordaunt. “The Soap Bubble Company.” New York Times, February 21, 1931. *
— ” . . . 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. *
— review in New York City newspaper
Watts Jr., Richard. “On the Screen.” New York Herald Tribune, February 21, 1931. *
— “There are a few moments of good routine comedy . . . .” – New York City newspaper
anonymous. “Reviews of the New Films.” Film Daily, February 22, 1931. *
— capsule review; “The entire cast is well chosen.”
anonymous. “Film-Theater.” New Yorker Volkszeitung, February 22, 1931. *
— 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. *
— review in New York City newspaper
Cohen Jr., John S. “The New Photoplays.” New York Sun, February 23, 1937. *
— review in New York City newspaper
Delehanry, Thornton. “The New Films.” New York Evening Post, February 23, 1931. *
— review in New York City newspaper
W., J. “The Cinema Circuit.” Brooklyn Daily Eagle, February 23, 1931. *
— review in New York City newspaper
R., C. “It Pays to Advertise im Paramount Theater.” New Yorker Volkszeitung, February 24, 1931. *
— review in German-language, New York City newspaper
anonymous. Philadelphia Inquirer, February ?, 1931.
— “The result is something less than exciting or hilariously amusing.” – review in Philadelphia, Pennsylvania newspaper
anonymous. Philadelphia Evening Ledger, February ?, 1931.
— “It is still a laugh getter.” – review in Philadelphia, Pennsylvania newspaper
anonymous. Philadelphia Record, February ?, 1931.
— “A movie play with little action and much talk But it is interesting and satisfying.” – review in Philadelphia, Pennsylvania newspaper
anonymous. Bulletin, February ?, 1931.
— “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.
— “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. *
— “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. *
— “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. *
— 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. *
— 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. *
— 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. *
— capsule review
anonymous. “Keiths.” Philadelphia Inquirer, March 1, 1931. *
— short review in Philadelphia, Pennsylvania newspaper
anonymous. “It Pays to Advertise at Missouri.” St. Louis Globe Democrat, March 1, 1931. *
— “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. *
— “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. *
— .” . . . 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. *
— “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. *
— review in Philadelphia, Pennsylvania newspaper
Nie. “The Week’s New Films.” St. Louis Post-Dispatch, March 1, 1931. *
— “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. *
— “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. *
— 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 average and is one of the most enjoyable features shown in Atlanta recently.” – review in Atlanta, Georgia newspaper
Evans, Harry. “Movies.” Life, March 13, 1931. *
— “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. *
— capsule review
Hanifin, Ada. “Comedy Short Vies With Megrue Farce.” San Francisco Examiner, March 16, 1931. *
— “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. *
— “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. *
— “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. *
— “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. *
— article in Benton Harbor, Michigan newspaper
anonymous. “Stop! Look! Listen!” Coshocton Tribune, March 22, 1931. *
— brief article in Coshocton, Ohio newspaper
Newton, Texas. “Chatterton in ‘Unfaithful’ at Fox Capitol.” Sacramento Bee, March 22, 1931. *
— one of three films reviewed; Sacramento, California newspaper
anonymous. “Hippodrome Picture Laugh-Getting Comedy.” Sacramento Union, March 23, 1931. *
— one of two films reviewed; Sacramento, California newspaper
anonymous. “Noted Comedy Opens Fox U.C. Engagement.” Berkeley Daily Gazette, March 24, 1931. *
— 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. *
— 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. *
— review in Columbus, Ohio newspaper
Hoffman, Jerry. “Comedy Shows Why ‘It Pays to Advertise’.” Los Angeles Examiner, March 28, 1931. *
— ” . . . 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. *
— “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. *
— review in Los Angeles, California newspaper
Morin, Relman. “Business Comedy Reaches Screen.” Los Angeles Record, March 28, 1931. *
— review in Los Angeles, California newspaper
O., F. P. “Many Laughs in Photoplay.” Columbus Citizen, March 28, 1931. *
— “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. *
— review in Minneapolis, Minnesota newspaper
anonymous. “Lyric.” Minneapolis Tribune, March 29, 1931. *
— review in Minneapolis, Minnesota newspaper
anonymous. “Within the Realm of Film Drama.” Dayton News, March 30, 1931. *
— review in Dayton, Ohio newspaper
anonymous. “Soap Provides Theme of New Screen Farce.” Los Angeles Times, March 30, 1931. *
— review in Los Angeles, California newspaper
anonymous. “Comeback.” Ohio State Journal, March 30, 1931. *
— brief article in Columbus, Ohio newspaper
F., E. E. “Theatrical Reviews.” Minneapolis Star, March 30, 1931. *
— brief review in Minneapolis, Minnesota newspaper
Palmer, Harry M. “Press Agents Should Attend This Film.” Columbus Dispatch, March 30, 1931. *
— review in Columbus, Ohio newspaper
R. Jr., J “Pays to Advertise.” Dallas Morning News, March 30, 1931. *
— review in Dallas, Texas newspaper
Soanes, Wood. “Old Comedy at Grand-Lake Hangs Fire.” Oakland Tribune, March 30, 1931. *
— “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. *
— review in UCLA student newspaper
anonymous. “It Pays to Advertise – Paramount.” Photoplay, April, 1931. *
— capsule review; “The keynote of the picture is speed – and then more speed!”
anonymous. “First Nights at the Cinema.” Theatre Magazine, April, 1931. *
— “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. *
— brief magazine review
anonymous. “Cameo’s New Film.” Cleveland Plain Dealer, April 14, 1931. *
— review in Cleveland, Ohio newspaper
Fillmore, Mildred. “Fulton and Sheridan Film Makes Comedy and Sells Soap.” Pittsburgh Sun-Telegraph, April 14, 1931. *
— review in Pittsburgh, Pennsylvania newspaper
anonymous. “It Pays to Advertise.” Pittsburgh Press, April 12, 1931. *
— short article in Pittsburgh, Pennsylvania newspaper
author unknown. Herald, April ?, 1931.
— “A renovated and modernized version of the old-comedy drama.” – review in Syracuse, New York newspaper
author unknown. Journal, April ?, 1931.
— “There are plenty of laughs.” – review in Syracuse, New York newspaper
anonymous. “At the Cliftonia.” Circleville Herald, April 17, 1931. *
— brief article in Circleville, Ohio newspaper
anonymous. “The Orpheum.” Daily Courier, April 17, 1931. *
— article in Connellsville, Pennsylvania newspaper
anonymous. “At the Strand.” Auburn Citizen, April 24, 1931. *
— brief article in Auburn, New York newspaper
Tait, Helen M. “Plays and Players.” Post-Standard, April 24, 1931. *
— brief article in Syracuse, New York newspaper
Tait, Helen M. “Plays and Players.” Post-Standard, April 25, 1931. *
— short review in Syracuse, New York newspaper
anonymous. “Earle – It Pays to Advertise.” Washington Evening Star, April 26, 1931. *
— review in Washington, D.C. newspaper
Bell, Nelson B. “Earle.” Washington Post, April 26, 1931. *
— “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. *
— brief review in Syracuse, New York newspaper
anonymous. “It Pays To See Pays To Advertise At Fox Rosemary.” Venice Evening Vanguard, April 27, 1931. *
— review in Venice, California newspaper
Kelley, Andrew. “Stage Show Is Big Feature at Earle.” Washington Times, April 27, 1931. *
— review in Washington, D.C. newspaper
U., M. “All About Soap, Ads, Millions and a Romance.” Washington Herald, April 27, 1931. *
— review in Washington, D.C. newspaper
anonymous. “Picture Parade: It Pays to Advertise.” Motion Picture, May, 1931. *
— 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. *
— capsule review
anonymous. “Skeets Gallagher In Farce at Met.” Baltimore Post, May 4, 1931. *
— article in Baltimore, Maryland newspaper
anonymous. “Skeets Gallagher In Farce at Met.” Baltimore News, May 4, 1931. *
— article in Baltimore, Maryland newspaper
anonymous. “Comedy Drama on Met’s Screen.” Baltimore Post, May 5, 1931. *
— review in Baltimore, Maryland newspaper
Bell, Nelson B. “Requiem – Hits and Misses – Circes – Spanning the Poles.” Washington Post, May 6, 1931. *
— 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. *
— article in Santa Monica, California newspaper
anonymous. “Comedy It Pays to Advertise Is Coming to Hester.” San Jose Evening News, July 5, 1931. *
— short article in San Jose, California newspaper
anonymous. “Favorites in Picture at the Hester.” San Jose Mercury Herald, July 5, 1931. *
— ” . . . 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, Connecticut newspaper
M., L. E. “At the Movies.” Hartford Daily Times, July 20, 1931.
— review in Hartford, Connecticut newspaper
author unknown. Picturegoer, November 14, 1931. (England)
— page 22
anonymous. “Screen Life.” Fairbanks Daily News-Miner, November 21, 1931. *
— write-up in Fairbanks, Alaska newspaper
anonymous. “Talkie Topics at the Cresco.” Sun Herald, December 24, 1931. *
— brief article in Lime Springs, Iowa newspaper
anonymous. “Three Days of Films for Maryland Theater.” News, January 23, 1932. *
— 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.
— 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
anonymous. “It Pays to Advertise.” TV Guide Online, circa 2001. *
— 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.”