Missouri Historical Society, “Capturing the City: Photographs from the Streets of St. Louis, 1900–1930 — Strand Motion Picture Theater entrance at 419 North Sixth Street featuring advertisement for the movie “Bootles’ Baby,” 1915. The large colorful poster catches the attention of the woman passing at far right.” (detail)

Darling, I’ve nearly sat it off in the Strand to-day and all because W.E. Lawrence of the Movies is your physical counter-part. So I was informed by half a dozen girls before I could slam on a hat and see for myself—He made me so homesick…

—letter from Zelda Fitzgerald to F. Scott Fitzgerald, March, 1919