Theatre World, 1930s

We have TV producer Serena to thank for the Theatre Worlds. This publication started, I think, in 1926, and lasted until 1965. We now have copies for 1934, 1936 and 1937, to add to our scattered collection which had covered the 30s to the 60s. For our new copies, it was a glossy monthly, costing a shilling. All black and white, the imagery was all photography, and lavish with it. For example, there are full-page pin-up ‘portraits’ of big names from the time. I had heard of Greta Garbo, John Gielgud and Robert Donat but there are many, many other names which pass me by.

Theatre World was more than a classy portrait of the stars on and off the stage. It had, for example, reviews of plays, festivals and the amateur scene, a gossip column, a ‘Film World’, and a calendar of performances (London only, mind). A ‘Play of the Moment’ is dissected each month with photographs of stills, captioned with snatches of dialogue.

The ads are surprisingly few, as this magazine is mostly editorial. But where there are ads, they are stylish and often full page, covering high-end ladies’ clothes, Ovaltine, girdles, pens and talc. One small ad caught my eye, for ‘Triumph Female Pills’, ‘for all cases of anaemia, irregularities etc. Safe, Sure, Speedy’. Living a sheltered life, my mind boggled. Morning after pills? But to finish, you should know Debenhams would sell you a white ermine coat for 98 guineas. Available in squirrel or seal too…