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“Luxus” postcards were first advertised in Die Filmwoche (Film week) No. 48 of 26 November 1930 as Die letzte Neuheit! (the latest novelty) in the Weihnachtskollektion 1930 (Christmas collection 1930) - see the image below left. These new Luxus-Filmpostkarten were printed in what was called Weltformat (world size) 10,5 x 14,8 cm., and cost 20 Pfennig. Advertised were the first 24 Luxus cards, numbers 500 to 523. And although not mentioned in this ad, these new postcards were published in two versions, schwarz Hochglanz (black-and-white glossy), and schwarz chamois (chamois matte). All Luxus postcards, apart from a few exceptions, were to be published in two versions – see overview below. Sadly, there are no official lists of “Ross” Verlag postcards, but the lists that exist are based on those compiled over the years by various collectors, as well as on the adverts that were published in 1920s and 1930s film magazines like Die Filmwoche. These ads were not placed by “Ross” Verlag itself, but by the Berlin based Filmschriften-Verlag, I assume a centralised distribution centre for film magazines. The Filmschriften-Verlag was also where one had to order the advertised “Ross” Verlag postcards. In Die Filmwoche No. 11 of 16 March 1932, 330 new postcards are being advertised for Frühjahr 1932 (Spring 1932), and in this ad Splendid postcards are mentioned for the first time, advertised as braun auf chamois (brown on chamois) - see the image below right.
The Luxus Cards also included what were referred to as TonFilm (sound film) cards. These cards printed song verses from German movie musicals, which were very popular in the early 30's. They included a scene from the film, and sometimes musical notation. They listed the movie title and the song title. They were advertised as UFA-TonFilm-Schlager (sound film hits). There were three separate runs of these cards. Towards the end of the run, perhaps the last ten cards, they were printed in normal postcard size, without the Ross Luxus logo on them. 1933 was the last year Luxus cards were published. The last “real” Luxus card was 803 Lilian Harvey. Some of the cards were also possibly color tinted. On the back cover of Die Filmwoche No. 25 of 20 June 1934 appeared the following ad:  No. 2 advertises an album for 100 Luxusfilmpostkarten, bound in leather. Although “Ross” Verlag isn’t mentioned, I assume it can only be for their Luxus postcards. This album could be ordered at the book department of Die Filmwoche, even from abroad and at only 10 Pfennig shipping costs more. The last sentence tells us that you could also choose your own favourite star for the title illustration. I have never seen such an album. VERSIONS AND CHRONOLOGY Below is an overview of groups of cards and their versions. The size of Weltformat remained 10,5 x 14,8 throughout most of the series for every version. From 796 to 802 (Tonfilmschlager) the size changed to 9 x 14 cm. The last card in the series, 803, was again in Weltformat, 10,5 x 14,8 cm. As mentioned above, all Luxus postcards – with a few exceptions – were published in two versions, schwarz Hochglanz and either schwarz chamois or braun chamois, the latter also known as Splendid. 500 - 625 Schwarz Hochglanz and schwarz chamois. Exception: 601, also known in Splendid. 626 Doesn’t appear in any list, and only known in schwarz chamois. 627 - 704 Schwarz Hochglanz and Splendid. Exception: 641, also known in schwarz chamois. 705 - 716 Tonfilmschlager – only in schwarz chamois. 717 - 746 Schwarz Hochglanz and Splendid. 747 - 758 Tonfilmschlager – only in schwarz chamois. 759 - 782 Schwarz Hochglanz and Splendid. 783 - 802 Tonfilmschlager – only in schwarz chamois. Cards 796 - 802 only in size 9 x 14cm. 803 Only known in schwarz chamois. 804 Number not used Publication chronology as published in Die Filmwoche: 500 - 523 Winter 1930-31 (24 cards) 524 - 547 Spring 1931 (24 cards) 548 - 571 Summer 1931 (24 cards) 572 - 595 Autumn 1931 (24 cards) 596 - 625 Winter 1931-32 (30 cards) 626 Henny Porten – not mentioned in any advert 627 - 656 Spring 1932 (30 cards) 657 - 680 Summer 1932 (24 cards) 681 - 704 Autumn 1932 (24 cards) 705 - 716 Autumn 1932 (12 cards) (Tonfilmschlager) 717 - 746 Winter 1932-33 (30 cards) 747 - 758 Winter 1932-33 (12 cards) (Tonfilmschlager) 759 - 782 Spring 1933 (24 cards) 783 - 794 Spring 1933 (12 cards) (Tonfilmschlager) 795 - 802 Summer 1933 (8 cards) (Tonfilmschlager) 803 Lilian Harvey – not mentioned in any advert 804 Number not used REMARKS ON SOME "ROSS" LUXUS POSTCARDS Over the years, most of the serious collectors will have come across surprises with “Ross” Verlag postcards, such as duplications, errors, misprints. Sadly, exceptions seem to be the rule with “Ross” verlag. This is also the case with “Ross” Luxus cards. Here follows a listing of unusual cards I am aware of: 1. Series (?) of “Luxusklasse” postcards without mention of “Ross”, just Made in Germany. B 9 - Janet Gaynor (= “Ross” 6625/1) B 23 - Greta Garbo (by CS Bull for Mata Hari, 1931 – photo sitting 19 November 1931) (= “Ross” Verlag 6520/1) B 36 - Charles Farrell (by Hal Phyfe for Fox) (= “Ross” Verlag 6623/1) 2. The different versions of “Luxusklasse”. As described above, all “Luxus” postcards were published in black-and-white glossy as well as, depending on the card number, in either chamois matte or sepia (the “Splendid” postcards). However, some exceptions to this “rule” are known to exist. 601 – Lilian Harvey, known in three versions 626 – Henny Porten, only known in chamois matte 627 – Lilian Harvey, known in three versions, with number and Ufa logo missing on the chamois matte card 641 – Willi Forst, known in three versions 803 – Lilian Harvey, only known in chamois matte 3. “Luxusklasse” postcards without number. It would be interesting to know if Luxus cards without numbers were deliberate omissions or errors. Lilian Harvey – chamois matte, see above at 2 -- 627 Adolf Wohlbrück – black-and-white glossy. The portrait on this card was already used for the main series on card 9205/3, published in the summer of 1935, making this a very late Luxus card. Many thanks to Werner Mohr for all his information and scans, and to Olaf Schneider for answering my questions. APPENDIX I - A few “Ross” Luxus statistics Number of portraits used on Luxus cards: 254 Number of Doppelbildnisse used on Luxus cards: 6 Number of Tonfilmschlager cards: 44 Total number of Luxus cards published: 304 Of the 260 portraits only 3 were printed in ‘landscape’. Number of German, Austrian and American actors and actresses used on Luxus cards. Tonfilmschlager cards are not included here:
Top 15 of names used on Luxus postcards and the number of postcards (see also below at II). Tonfilmschlager cards are not included here.
II – List of “Ross” Luxus names and corresponding card number(s) The following list is in alphabetical order of last name. The total number of cards issued is mentioned in brackets. Tonfilmschlager cards are not included. Wolf Albach-Retty 731 (1) Hans Albers 584 635 664 665 683 717 718 762 (8) Gitta Alpar 719 (1) Siegfried Arno 704 (1) Nils Asther 690 (1) Vilma Banky 520 (1) Rosy Barsony 702 (1) Clara Bow 509 533 587 620 (4) Felix Bressart 669 (1) Mary Brian 543 (1) Clive Brook 651 (1) Nancy Carroll 510 535 583 616 743 (5) Maurice Chevalier 522 531 538 561 577 610 632 654 672 677 681 691 740 769 (14) Mady Christians 609 730 (2) Gary Cooper 592 625 (2) Joan Crawford 770 (1) Lil Dagover 532 607 631 722 (4) Lili Damita 523 652 (2) Bebe Daniels 534 (1) Lien Deyers 521 551 608 700 778 (5) Gustav Diessl 765 (1) Marlene Dietrich 501 545 562 582 618 637 642 670 671 697 739 759 (12) Billie Dove 504 655 732 (3) Marta Eggerth 615 728 776 (3) Lucie Englisch 636 723 (2) Charles Farrell 602 733 (2) Willi Forst 519 641 (2) Willy Fritsch 502 526 527 544 568 569 574 575 598 599 629 630 660 661 693 694 736 746 781 (19) Gustav Fröhlich 550 679 686 (3) Werner Fuetterer 542 772 (2) Clark Gable 775 (1) Greta Garbo 500 515 524 525 552 553 554 579 580 596 597 648 649 657 658 659 688 701 738 780 (20) Janet Gaynor 560 603 734 (3) Dolly Haas 766 (1) Liane Haid 547 634 668 687 767 (4) James Hall 590 (1) Lilian Harvey 503 527 528 529 566 567 572 573 600 601 627 628 662 663 694 695 696 737 782 803 (20) Brigitte Helm 514 530 564 576 675 676 703 721 760 (9) Camilla Horn 539 558 588 673 (4) Dorothy Jordan 589 735 (2) Jenny Jugo 614 (1) Oskar Karlweis 667 (1) Laura La Plante 506 (1) Harry Liedtke 725 (1) Jeanette MacDonald 537 557 570 578 623 653 677 680 681 741 (10) Gerda Maurus 612 727 (2) Adolphe Menjou 516 (1) Renate Müller 593 605 745 (3) Käthe von Nagy 555 585 638 639 666 692 746 773 (8) Ramon Novarro 505 559 581 647 674 701 (6) Anny Ondra 513 556 633 744 (4) Anita Page 512 536 586 624 (4) Lee Parry 678 768 (2) Maria Paudler 546 611 (2) Iwan Petrovich 511 720 (2) Mary Pickford 595 (1) Henny Porten 594 626 (2) Dolores del Rio 518 656 (2) Johannes Riemann 604 (1) Charles Rogers 507 540 563 622 (4) Heinz Rühmann 606 (1) Magda Schneider 682 726 779 (3) Fritz Schulz 617 761 (2) Norma Shearer 508 571 621 650 (4) Sylvia Sidney 698 742 763 (3) Anna Sten 640 (1) Hans Stüwe 565 645 764 (3) Gloria Swanson 591 (1) Igo Sym 619 699 (2) Richard Tauber 548 (1) Gretl Theimer 549 771 (2) Hertha Thiele 684 (1) Hermann Thimig 777 (1) Luis Trenker 685 (1) Olga Tschechowa 517 541 724 (3) Conradt Veidt 613 729 (2) Lupe Velez 644 (1) Ernest Verebes 643 (1) Dorothea Wieck 689 774 (2) Anna May Wong 646 (1) |
