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THEATRE MAGAZINE Vol 45 (Jan-Jun 1927) Profdash    Dec 18, '09 8:24 AM
by David for group historicalziegfeld #207

In March of 1927 Arthur Hornblow, after 26 years editing THEATRE, stepped down, replaced by Perriton Maxwell. The Meyer brothers who owned the magazine were worried that the periodical had lost its verve. Furthermore, the burgeoning popularity and critical repute of the motion pictures caused the Meyers to wonder whether the live performance focus of THEATRE might be costing customers.

Maxwell was an editor after the Meyer's own heart, fixated on film celebrity, yet thoroughly conversant with the recent history of the stage. His taste in visuals tended more toward illustration than Hornblow, so caricatures and graphic portraits began to compete with full page photo spreads for space. Of the photographers, Maxwell had a particular liking for Nicholas Haz, and also admired the fashion work of Chidnoff and Don Diego.

Maxwell also lacked any tincture of the bad feelings that had grown up between Hornblow and Ziegfield & Alfred Cheney Johnston. Almost immediately he began commissioning shoots from Johnston, restoring him to the feature pages. Maurice Goldberg continued to specialize in dance portraiture. Vandamm supplanted White Studio as the go to outfit for performance production stills. David S. Shields

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