Evening star. [volume] (Washington, D.C.) 1854-1972, 1943-02-28
HOLLYWOOD.

HOLLYWOOD.
1t may not be fair to compare
film stars with breakfast foods,
soaps, soups and tooth pastes, but
there is a close affinity. The best
of each in the national market often
owes its-or his or her-success to
catchy trade mark.
Hollywood lily trademarks,
like those of suits and soups, are in
ternationally known. They have set
styles, created new modes and
caused shopgirls and students and
matrons from one end of the globe
to the other to change their modes
| of life.
In the case of the actor, the trade
mark sometimes overshadows the
finest kind of talent and sticks to
such degree that it's harder to get
rid of than a puppy with wet feet.
Ann Sheridan and Paul Henreld
know this. Both are trying to get
rid of trademarks. and SO far both
| have been unsuccessful.
Henreid is the latest star to find
himself branded. In picture called
Nov, Voyager." in which he made
ardent love to Bette Davis, Mr.. Hen
reid let himself in for something
the stunt of lighting two cigarettes
with one match. It's been done on
both stage and screen before. We
remember John Gilbert serving 'em
up that way for Greta Carlo in
Flesh and the Devil"-and that was
more than IS years ago. But when
Paul sticks a couple of white pellets
! in his mouth, touches the match and
| hands one tenderly to Bette Davis
the lady patrons almost sWoon. The
stunt has caught on today like a
new phrase by F. D. R. Boys are
lighting cigarettes for girls like that
from coast to coast Now, Voyager
and the cigarette industry are doing
all right, too.
Two Cigarettes on a Match Looms
AS Unalterable Stock in Trade.
What concerns P. Henreid most
of all right now is his cigarette
lighting future His next movie will
be another emotional partnership
with Bette Davis. The story is Mrs
Skefflngton," and the script writer
is seeing to it that several of their
better love making moments are
tenderiZed by repetitions of that
two-in- he-mouth device. P. Hen
reid does not like it. He has pro-
tested. But you can safely gamble
that Bette Davis won't light her own
o;r NJ pfo OF
lease not while P. Henreid is within
easy reach.
Ann Sheridan was branded the
"Oomph" girl about three years ago
1t did things for her in a career
way that might never have beer
accomplished otherwise. But mean
while, Ann has developed into 2
particular trademark When she
was packaged and sold under the
"Oomph" label it fitted her like s
one-piece bathing suit, but now she
finds 1t tougher to shed than ar
Alabama girls accent.
Mr.. Raft Once Coined Trade Mark,
But Managed to Get Rid Of 1t.
One of the first to realize the i'm.
portance of trade mark was George
Raft. In his first movie, "Scarface,
George kept Tipping a half dollar
in one hand, even at the finale wher
he looked down into the face of his
dead gangster pal. That stunt made
George star. He Tipped coins il
couple Of later pictures and ther
forgot all about it. He hasn't done
it in years, but few fans have for
gotten the gesture.
James Cagney has gone a Ions
way since he smaCked Mae CLARK
in the face with grapefruit. That
was in Public Enemy" CagneS
was Immediately tagged as the
roWdy type. In every subsequent
picture for couple of years, he was
forced to slap and push heroines
around the scenery and make gen.