Above: a cover of a September 1937 issue of Allure magazine, along with, below, some of the more interesting interior pages. The magazine, which we found on Archive.org, was put out by New York City based Yorkhouse Publications, and this was the third and presumably last issue, since we’ve never seen others apart from July and August of the same year. If indeed it died that quickly—and don’t quote us that it did—possibly it was because there were similar magazines in the marketplace, such as Film Fun. Alternatively, it could have folded due to internal causes. Either way, three issues is a really short run.
The cover art is uncredited. It looks like the work of Enoch Bolles, but lacking confirmation we can’t label it as such. Inside are photos of Joan Blondell, Marlene Dietrich, Frances Farmer, Loretta Lee, Lona Andre (here called Lona Andrea), Olivia De Havilland in a swimsuit in Palm Springs, Republic contract star Helen Moler, Paramount signee Shirley Grey, Virginia Merrill, Carol Hughes, single name celebs Hildegarde and Armida, Betty Winkler, et al, plus an artful nude of Della Carroll. In addition Allure features the adventures of its cartoon ingenue in constant peril, Little Nell. All below, in nearly fifty scans.
Rod Taylor and Luciana Pauluzzi swap subordinate positions for 1967’s Chuka.
Edmund O’Brien goes for the time honored hair grab on Marla English for 1954’s 
Marilyn Monroe swoons as Richard Widmark snarls for 
Inger Stevens and Terry Ann Ross for Cry Terror, an adaptation of a 
Kim Hunter soothes an overheated Marlon Brando in a promo for 1951’s A Streetcar Named Desire.
George Raft menaces Marlene Dietrich in the 1941 comedy Manpower.
As promos go, these actually make sense. They show three unidentified models mesmerized by vampire Christopher Lee for 1970’s Taste the Blood of Dracula.
Glenn Ford is at it again, this time looming over Rita Hayworth for the 1946 classic 
Aldo Ray and Barbara Nichols for 1958’s The Naked and the Dead.
This one shows less domination and more protectiveness, as Humphrey Bogart prepares to defend Ida Lupino for High Sierra, 1941.
Humphrey once more. Here he’s with Lizabeth Scott for 
This shot shows Brazilian actress Fiorella Mari with an actor we can’t identify in a movie we also can’t identify.
Shelly Winters and Jack Palance climb the highest mountain together for I Died a Thousand Times, 1955.
As we said, we didn’t find as many examples of kneeling men, but we found this gem—Cappucine makes a seat of director Blake Edwards on the set of The Pink Panther in 1963. Does this count, though? While Edwards is subordinate, he isn’t kneeling and it really isn’t a legit promo.
Broderick Crawford slaps Marlene Dietrich in the 1940’s Seven Sinners.
June Allyson lets Joan Collins have it across the kisser in a promo image for The Opposite Sex, 1956.
Speaking of Gilda, here’s one of Glenn Ford and Rita Hayworth re-enacting the slap heard round the world. Hayworth gets to slap Ford too, and according to some accounts she loosened two of his teeth. We don’t know if that’s true, but if you watch the sequence it is indeed quite a blow. 100% real. We looked for a photo of it but had no luck.
Don’t mess with box office success. Ford and Hayworth did it again in 1952’s Affair in Trinidad.
All-time film diva Joan Crawford gets in a good shot on Lucy Marlow in 1955’s Queen Bee.
The answer to the forthcoming question is: She turned into a human monster, that’s what. Joan Crawford is now on the receiving end, with Bette Davis issuing the slap in Whatever Happened to Baby Jane? Later Davis kicks Crawford, so the slap is just a warm-up.
Mary Murphy awaits the inevitable from John Payne in 1955’s Hell’s Island.
Romy Schneider slaps Sonia Petrova in 1972’s Ludwig.
Lauren Bacall lays into Charles Boyer in 1945’s Confidential Agent and garnishes the slap with a brilliant snarl.
Iconic bombshell Marilyn Monroe drops a smart bomb on Cary Grant in the 1952 comedy Monkey Business.
This is the most brutal slap of the bunch, we think, from 1969’s Patton, as George C. Scott de-helmets an unfortunate soldier played by Tim Considine.
A legendary scene in filmdom is when James Cagney shoves a grapefruit in Mae Clark’s face in The Public Enemy. Is it a slap? He does it pretty damn hard, so we think it’s close enough. They re-enact that moment here in a promo photo made in 1931.
Sophia Loren gives Jorge Mistral a scenic seaside slap in 1957’s Boy on a Dolphin.
Victor Mature fails to live up to his last name as he slaps Lana Turner in 1954’s Betrayed.
Ronald Reagan teaches Angie Dickinson how supply side economics work in 1964’s The Killers.
Marie Windsor gets in one against Mary Castle from the guard position in an episode of television’s Stories of the Century in 1954. Windsor eventually won this bout with a rear naked choke.
It’s better to give than receive, but sadly it’s Bette Davis’s turn, as she takes one from Dennis Morgan in In This Our Life, 1942.
Anthony Perkins and Raf Vallone dance the dance in 1962’s Phaedra, with Vallone taking the lead.
And he thought being inside the ring was hard. Lilli Palmer nails John Garfield with a roundhouse right in the 1947 boxing classic Body and Soul.
1960’s Il vigile, aka The Mayor, sees Vittorio De Sica rebuked by a member of the electorate Lia Zoppelli. She’s more than a voter in this—she’s also his wife, so you can be sure he deserved it.
Brigitte Bardot delivers a not-so-private slap to Dirk Sanders in 1962’s Vie privée, aka A Very Private Affair.
In a classic case of animal abuse. Judy Garland gives cowardly lion Bert Lahr a slap on the nose in The Wizard of Oz. Is it his fault he’s a pussy? Accept him as he is, Judy.
Robert Culp backhands Raquel Welch in 1971’s Hannie Caulder.
Edith Piaf sings on the terrace of the Carlton Hotel on the iconic Boulevard de la Croisette at the first Festival de Cannes to be held under that name, in 1946. Back then the event took place in September and October, but would shift to May a bit later.
Diana Dors and Ginger Rogers arrive at the fest the only way anyone should—breezing along the beachfront in a convertible, in 1956, with an unknown driver.
Kirk Douglas holds court on the beach in 1953, and Brigitte Bardot soaks up rays in the foreground.
Michele Morgan poses at the first Festival in 1946. Photo ops of this sort were essential sources of publicity for stars, and would soon become opportunities for non-stars seeking to be discovered.
Case in point. Robert Mitchum poses with actress Simone Sylva in 1954. Sylva was allegedly not supposed to be there, but shucked her top and photo-bombed Douglas in an attempt to raise her profile. It didn’t work. She made only a couple of credited movie appearances after her topless stunt.
Romy Schneider and Alain Delon at the 1959 fest.
An unidentified model or actress poses in the style of Anita Ekberg from La dolce vita in 1960. This looks like it was shot at Plage du Midi, which is a beach located a little ways west of the Cannes town center.
Another unidentified model or actress poses on the boardwalk in 1979. Generally, you don’t have to be known to draw a crowd of photographers—you just have to be nearly bare. She’s wearing lingerie, so that explains the interest, though this is modest garb for a Cannes publicity stunt. It’s never a surprise to see a headline-seeking film hopeful strip all the way down to a string ficelle féminin, or thong, which is the limit of what is legal in Cannes
Sidney Poitier and Jean Seberg have a laugh in 1961. This was the year Poitier’s flick Paris Blues was released, so it’s possible he had jetted down from the capital for the Festival.
Natalie Wood aboard a sailboat in 1962.
Grace Kelly, 1955.
Kelly times two—Grace Kelly and Gene Kelly, hanging out, also in 1955.
Sammy Davis, Jr. poses in front of a billboard promoting his film A Man Called Adam, 1966.
Sharon Tate, with Roman Polanski, and solo, 1968.
Marlene Dietrich brings glamour to a tiki themed bar in 1958.
Tippi Hedren and Alfred Hitchcock release caged birds as a promo stunt for The Birds in 1963.
Sophia Loren sits with husband Carlo Ponti, who was a member of the 1966 Festival jury.
Raquel Welch poses on a motorcycle in 1966.
Jane Birkin takes aim with one of her cameras in 1975.
Dorothy Dandridge frolics in 1955, when she was promoting her film Carmen Jones.
Robert Redford lounges on the beach in 1972. Based on his outfit you’d think he was in Cannes to promote The Sting, but he was actually there for his western Jeremiah Johnson, which screened May 7 of that year.
Sophia Loren waves to well-wishers in 1964.
Bogie and Bacall paired up and looking distinguished in 1957.
John and Cynthia Lennon in 1965, and John with Yoko Ono in 1971. Every story John told on that second trip probably started with, “When I was here with the first love of my life…” until Yoko smacked him across the mouth.
Rock Hudson and bicycle in 1966.
Unidentified actresses pose on the beach in 1947. To the rear is the Hotel Carlton, mentioned in the Edith Piaf image, built on the Croisette and finished in 1910.
George Baker, Bella Darvi (right—your right, not his), and an unknown acquaintance have a surfside run/photo op in 1956.
Jayne Mansfield and Russian actress Tatiana Samoïlova enjoy a toast in 1958. Mansfield probably shared the story of how she once made Sophia Loren 
French actor Fernandel, whose real name was Fernand Contandin, on his boat Atomic in 1956.
Arlette Patrick figures out a different way to generate publicity—by walking her sheep on the Croisette in 1955.
A pair of water skiers show perfect form in 1955, as a battleship floats in the background.
Jeanne Moreau, for reasons that are unclear, poses on a banquet table in 1958. Most sources descibe this in such a way as to make it seem spontaneous, but we have our doubts. It’s a great shot, though.
Two unidentified women take in the scene from the terrace of the Hotel Carlton, 1958. This shot is usually said to portray two tourists, but the woman on the left is the same person as in the bikini lunch shot from earlier, which tells us she’s a model or actress, and both photos are staged. Like we said, publicity is everything in Cannes.
Danielle Darrieux and Sophia Loren at the 11th Cannes Film Festival, 1958.
Italian actress Monica Vitti chills on a boat in 1968.
Aspiring stars catch some rays on the Croisette beach in 1955. The two large posters behind them are for The Country Girl with Grace Kelly, and Jules Dassin’s Du rififi chez les hommes, both below.
The renowned opera singer Maria Callas, 1960.
