Vintage Toronto Ads: An All-Talking Night at the Movies
Originally published on Torontoist on April 21, 2009.
Toronto Star, September 21, 1929 (left) and August 31, 1929 (right).
For Toronto moviegoers, 1929 saw major changes at many of the city’s theatres, which were busy wiring up competing sound systems as silent films gave way to the talkies. The first all-talkie film to debut in Toronto made its appearance on December 28, 1928, when a crowd gathered at the Tivoli at Richmond and Victoria streets to see a midnight screening of The Terror, a thriller presented with the sound-on-disc Vitaphone system.
By the end of summer silents were quickly on the way out, as the major studios built soundstages and converted films already in progress to talkies. The movies in today’s ads were among the early wave of sound films to hit the city. Madame X was a venerable weepie that has been filmed at least ten times since 1910. This ad captures the anguish displayed in this version by star Ruth Chatterton, who was nominated for an Academy Award for best actress. She lost, as did director Lionel Barrymore.
For lighter fare, one could have headed to the Uptown to catch the Marx Brothers in a musical based on one of their Broadway hits, The Cocoanuts. The plot found Groucho managing a Florida hotel during the height of the 1920s land boom, with intermittent production numbers. His character’s name, Mr. Hammer, doesn’t quite roll off the tongue like Rufus T. Firefly.
Terror at the Tivoli
Originally published as a Historicist column on Torontoist on May 16, 2009.
Toronto Star, December 28, 1928 (left), January 5, 1929 (right).
Dateline: Toronto, December 28, 1928, the corner of Richmond and Victoria streets. Over a thousand people gathered at the Tivoli theatre to attend a midnight screening of the first all-talking feature to play in Toronto, The Terror. The crowd was treated to a tale of an organ-tinkling homicidal maniac preying upon guests at an English hotel, with sound provided via the Vitaphone system of giant record-like discs synchronized with the film.
The “What Press Agents Say About Coming Events” section of the following day’s Toronto Star gushed about the film:
In this sensational production not one single title appears on the screen, but every character in the play speaks every word of his and her part. This weird and wonderful picture is the most astonishing mystery play ever produced…you will be absolutely thrilled to the depths by this stirring and amazing story. But The Terror is not without comedy and one is forced to laugh between every gasp at the humorous and comical incidents.
Critics, especially those across the Atlantic, weren’t as enthusiastic. The New York Times noted that reviewers in London felt the film was “so bad that it is almost suicidal. They claim that it is monotonous, slow, dragging, fatiguing and boring.” Other reviewers felt that star May McAvoy’s voice was so squeaky that it could be classified as a sound effect.
The novelty of sound drew crowds to The Terror until it wrapped up its run at the Tivoli on January 18, 1929. The next film promoted on the theatre’s marquee was another May McAvoy flick that made movie history two years earlier: The Jazz Singer. While one can watch Al Jolson sing “Toot Toot Tootsie” on DVD, little apart from the sound disc is known to exist of The Terror.
Tivoli Theatre, possibly mid-1960s. City of Toronto Archives, Fonds 124. ID 0148.
Originally called the Allen, the theatre served as the premiere venue for its namesake chain in the city, whose other venues included what is now the Music Hall on Danforth Avenue. The theatre was purchased by Famous Players in 1923 and officially reopened as the Tivoli that November. The stadium-style theatre boasted a wide, bright screen and an orchestra led by Luigi Romanelli. Prestige pictures were the favoured fare, for which audiences had to book their seats in advance. Its wide stage allowed it to run 70mm Todd-AO films in the 1950s. The curtains were drawn for the last time in late 1964—as demolition neared the following summer, the marquee displayed one final, grammatically dubious message: “Teperman’s Tearers Strikes Again.”
Additional material from the July 28, 1965 edition of the Globe and Mail, the November 18, 1928 edition of the New York Times, and the December 29, 1928 edition of the Toronto Star.
BEHIND THE SCENES
This is a strong contender for being one of the shortest Historicists ever, suggesting that I was scrambling for content that week. Don’t expect this one to ever appear in any future print compilation. This piece demonstrates how the column was still evolving a few months into its run – frankly, it’s indistinguishable from later Vintage Toronto Ads columns.