UPDATE: Link to Part 2 blog post (includes link to video version)
One hundred years ago Moran of the Lady Letty, a seafaring tale based on a story by Frank Norris, had its “World Premiere” on Sunday, February 12, 1922–even though the film had already opened in New York City the previous week on February 5.
A short description of the film appeared with the above ad:
Although the ad in the Los Angeles paper presents Rudolph Valentino ahead of co-star Dorothy Dalton, this would not be the case in all the advertising that appeared in newspapers as the film arrived in different venues across the country. For example, below is an ad from The Miami Herald, Miami, Florida which appeared on Sunday, March 19, 1922 (Page 10):
The same graphics in ads would be adapted to different programs in different cities as well. Below on the left is an ad from a paper in El Paso, Texas from February 1922, which is part of my collection. On the right, the ad is changed for local publicity in a Bristol, Tennessee paper for an April showing of the film. In one ad, Valentino is given the top/equal billing, in the other, he is listed as being part of a “Great Supporting Cast.”
From my collection: Clipping from an unknown El Paso, Texas newspaper, February 1922.
This film began production during the last week of September 1921 with the finishing interior work still going on into early November (Arkansas Democrat, Little Rock, Sunday, November 1, 1921. Page 6). The Sheik would be pre-released in Los Angeles on October 30, with the New York premiere on November 6 and nationwide release on November 20. While The Sheik may be the film that is most closely tied to Valentino’s legacy, Moran of the Lady Letty represents an attempt to modify a persona that was already a topic of discussion as shown in the last sentence of the small publicity piece which accompanied the ad for the Los Angeles premiere. I’ll be delving into more details about the story (which is very different than what is presented in the film), the stars, the reviews and production details in posts which will be coming soon…
Leider, Emily W. Dark Lover: The Life and Death of Rudolph Valentino. New York: Farrar, Straus, and Giroux, 2003.
Newspaper ad/report sources as cited in the text
Norris, Frank. Moran of the Lady Letty; a story of adventure off the California coast. New York, Doubleday & McClure Co., 1898.
The film is also available on Youtube.