NO SLEEP FOR THE CAFFEINATED

Royal Crown helps consumers to stay awake at the movies.


Lauren Bacall brings her special brand of smoky sex appeal to this magazine advertisement for Royal Crown Cola, made as a tie-in with her 1946 film noir The Big Sleep. RC was launched in 1905 by Union Bottling Works—a grandiose corporate name for some guys in the back of a Georgia grocery store. The story is that the drink came into being after grocer Claud A. Hatcher got into a feud with his Coca Cola supplier over the cost of Coke syrup, and essentially launched RC out of equal parts entrepreneurialism and spite. Union Bottling Works quickly had a line of drinks, including ginger ale, strawberry soda, and root beer.

However humbly RC Cola began, the upstart had truly arrived by 1946, because The Big Sleep, co-starring Humphrey Bogart, was an important movie, and Bacall was a huge star. She was only one jewel in the crown of RC’s endorsement efforts. Also appearing in ads were Rita Hayworth, Veronica Lake, Joan Crawford, Virginia Mayo, Paulette Goddard, Gene Tierney, Ann Rutherford, Ginger Rogers, and others. Bacall flogged RC for at least a few years, including starring in tie-in ads for Dark Passage, another screen pairing of her and Bogart that hit cinemas in 1947. You see one of those at bottom. We can only assume these ads were wildly successful. After all, it was Bacall.
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HISTORY REWIND

The headlines that mattered yesteryear.

1910—First Seaplane Takes Flight

Frenchman Henri Fabre, who had studied airplane and propeller designs and had also patented a system of flotation devices, accomplishes the first take-off from water at Martinque, France, in a plane he called Le Canard, or “the duck.”

1953—Jim Thorpe Dies

American athlete Jim Thorpe, who was one of the most prolific sportsmen ever and won Olympic gold medals in the 1912 pentathlon and decathlon, played American football at the collegiate and professional levels, and also played professional baseball and basketball, dies of a heart attack.

1958—Khrushchev Becomes Premier

Nikita Khrushchev becomes premier of the Soviet Union. During his time in power he is responsible for the partial de-Stalinization of the Soviet Union, and presides over the rise of the early Soviet space program, but his many policy failures lead to him being deposed in October 1964. After his removal he is pensioned off and lives quietly the rest of his life, eventually dying of heart disease in 1971.

1997—Heaven's Gate Cult Members Found Dead

In San Diego, thirty-nine members of a cult called Heaven’s Gate are found dead after committing suicide in the belief that a UFO hidden in tail of the Hale-Bopp comet was a signal that it was time to leave Earth for a higher plane of existence. The cult members killed themselves by ingesting pudding and applesauce laced with poison.

1957—Ginsberg Poem Seized by Customs

On the basis of alleged obscenity, United States Customs officials seize 520 copies of Allen Ginsberg’s poem “Howl” that had been shipped from a London printer. The poem contained mention of illegal drugs and explicitly referred to sexual practices. A subsequent obscenity trial was brought against Lawrence Ferlinghetti, who ran City Lights Bookstore, the poem’s domestic publisher. Nine literary experts testified on the poem’s behalf, and Ferlinghetti won the case when a judge decided that the poem was of redeeming social importance.

1975—King Faisal Is Assassinated

King Faisal of Saudi Arabia dies after his nephew Prince Faisal Ibu Musaed shoots him during a royal audience. As King Faisal bent forward to kiss his nephew the Prince pulled out a pistol and shot him under the chin and through the ear. King Faisal died in the hospital after surgery. The prince is later beheaded in the public square in Riyadh.

Cover art by Norman Saunders for Jay Hart's Tonight, She's Yours, published by Phantom Books in 1965.
Uncredited cover for Call Girl Central: 08~022, written by Frédéric Dard for Éditions de la Pensée Moderne and its Collection Tropiques, 1955.
Four pink Perry Mason covers with Robert McGinnis art for Pocket Books.
Unknown artist produces lurid cover for Indian true crime magazine Nutan Kahaniyan.

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