The magazine of the screen' takes an advertorial approach, mixing advertising films with entertaining news stories.

Thanks to her use of Lux soap, Googie Withers is as 'fresh and lively as the flowers she is arranging'. Leslie Mitchell is also feeling energetic, having benefited from Horlicks 'which brings profound refreshing sleep to flood your entire being'. The only non-advert in this cinemagazine is an item about a cycle roller race - a little-known sporting activity which presumably missed out on sufficient promotional activity to catch on with the masses.

Cinemagazine, in Technicolor, combining general interest items with ads for
Lux Toilet Soap, Persil washing powder and Horlicks.
A BEAUTY HINT BY GOOGIE WITHERS. Advert for Lux. Googie Withers arranges
flowers in a vase. She tells the camera how she keeps her skin lovely with Lux
soap. A model washes in Lux. Withers dons a fur stole. "Like 9 out of 10 film
stars she uses Lux" (58) ROLLER SPEED. Four racing cyclists, Ray Cooke, Eddie
Roberts, Don Honeysett and Norman Cox compete in a " half mile race" on
rollers which keep the bikes stationary. Their race positions are indicated on
dials behind each set of rollers. Cox wins (155) SEEING IS BELIEVING. Advert
for Persil. Two housewives, Mrs James and Mrs Wilson, shop for washing powder
at their grocer; Mrs James chooses Persil and tells her companion why. At home
they compare washing and find Mrs James has the whiter wash. On her next
shopping trip Mrs Wilson chooses Persil (210). FINE KNITWEAR. Fashion models
displaying cardigans and scarf coats (310). LESLIE MITCHELL. Horlicks advert
featuring Leslie Mitchell, who is seen briefly in his various roles as actor,
compere, newsreel commentator and radio announcer, on the telephone and at
home relaxing. He tells the camera that actions speak louder than words, and
drinks a mug of Horlicks (412).