THE CABINET CARD GALLERY

This attractive and unusual New Year’s real photo postcard features actress Eleanor Gaines, shown in a studio portrait with a printed facsimile inscription reading “Cordially Yours Eleanor Gaines.” The card carries the Lubin bell trademark in the upper right corner, identifying the image as connected with the Lubin Manufacturing Company, one of the early American motion picture studios of the silent film era. Founded by Siegmund Lubin in Philadelphia in the late 1890s, the Lubin Manufacturing Company became one of the major early film producers and distributors in the United States and was especially active between about 1905 and 1915. Lubin produced silent films, distributed prints internationally, and promoted actors who appeared in their productions, often issuing promotional postcards such as this one for publicity and theater promotion. The reverse of the card is particularly interesting and helps explain the purpose of the postcard. It reads: “With the compliments of Haywards Pictures, Ltd. Established Wanganui, November 5th, 1909. Wishing you a Happy and Prosperous New Year.” This identifies Haywards Pictures, Ltd. as the distributor or exhibitor. Haywards Pictures was an early motion picture exhibition company based in Wanganui (now spelled Whanganui), New Zealand, not in the United States or Britain. The Hayward family were important early cinema exhibitors in New Zealand, operating theaters and showing imported films, including American productions such as those made by Lubin. The card advertises screenings “Every Evening at the Lyceum Theatre, Royal Pictures, Opera House, when advertised,” which refers to local theaters in Wanganui where Haywards Pictures showed motion pictures. This places the postcard firmly in the early international film distribution network of the silent era, when American films were shipped abroad and exhibited by local companies. The printed New Year’s greeting and verse appear to be a promotional slogan rather than a quotation from a known literary source, and were likely written for advertising purposes, reflecting the early film industry’s emphasis on entertainment and spectacle: “To the world, the world we show—We make the world to laugh—And teach each hemisphere how lives the other half.” The small print at the lower left of the reverse reads Hatherly & Johnson, Print, who were printers operating in New Zealand and produced promotional material and postcards such as this for local businesses and theaters. Eleanor Gaines herself appears to have been one of the actresses associated with Lubin film productions during the early silent film period, likely around 1908–1912, when Lubin was actively promoting performers through postcards and theater advertising. Many Lubin players were stage-trained actresses who appeared in short silent films distributed internationally, and promotional postcards like this were produced for theaters to hand out to patrons, especially around holidays such as New Year’s, both as souvenirs and advertisements for upcoming motion picture programs. The number “45” on the front indicates this postcard was part of a numbered promotional series. The postcard is in good antique condition overall. The image remains clear and attractive, with typical age-related toning visible on the reverse. There is a small mark to the left of the printed signature on the front that resembles a short tear at first glance but instead, it is a surface mark rather than an actual rip. The card shows light corner and edge wear consistent with age, but overall presents very well and displays nicely. See scans. 

This postcard is available for purchase at my store, The History Peddler, for $22.00 at auction.

Interested collectors may view the listing here:

https://www.ebay.com/itm/336520596167