(Exhibition text in English, referring to a QR code in the exhibition)
In the 1920s, film has an incredible impact on society. Millions of people go to the cinema every year in Sweden alone. The screen attracts audiences with titles like ’To Kill a Mockingbird’, starring Greta Garbo, ’A Girl in Every Port’ with the vamp Louise Brooks, and ’Sin’ with Hollywood’s first sex symbol, Clara Bow.
There is very little nudity in the films, but even implied sex sells. In magazines and newspapers, film stars advertise everything from lipstick, soap and socks to cars, and in 1925, adverts are shown in cinemas in Sweden for the first time.