“Highest Priced Commodity in the World”

Manawatu Times, Volume 62, Issue 30, 5 February 1937, Page 11

“Highest Priced Commodity in the World”

In a luxious, white-panolled London oflice a woman recently began buying and selling what she described as the highest-priced commodity in the world. “You cannot weigh or measure it,” she stated, “and you cannot defiue it. But it is valued above diamonds. I mean personality. ’ ’ Already Mrs. A. Sehulberg, in her capacity of “film consultant” to Hollywood stars, writers and directors, has bought and sold personality to tho tunc of many millions of dollars. Her list include* many of the most important names, among which are Claudette Colbert, Hylvia Sidney, Vicki Baura and Joseph von Sternberg. Now Mrs Sehulberg has closed her office in Hollywood and settled down in London because she believes the next great development in the world of films will happen there. On her arrival in London she saw Danielle Darrieux in “Mayerling, ” flew to Paris the next morning and “bought” tho French actress for Hollywood. Another Continental star whom Mrs. Sehulberg has acquired for Hollywood is Fernand Graavey, tho Belgian actor who appeared in “Bitter Sweet” with Anna Neagle. Darrieux and Graavey, she is convinced, have personality enough to become international stars “Stars with personality—of w r orld appeal—are the life-blood of the industry,” Mrs Sehulberg said, “English companies will find that tho soundest policy is to invest in building up stars rather than in embellishing their studios. Co-operation between the two great film centres of the world will prove the greatest achievement in the history of the cinema,”