In the 1920s the obsession with the silver screen was in full bloom and, then more than ever, physical beauty was on display and judged in the popular press. It is fitting that the first beauty pageants in Bloomington began in the local theaters, where movie goers would sit in awe of the beautiful and handsome actors on the screen.
The first beauty contest in Bloomington was sponsored by the Great States Theaters (owners of the Irwin and Majestic Theaters in Bloomington and others state-wide) and was clearly a ploy to boost ticket sales state wide. Local department stores entered into the spirit of the event and vied for the opportunity to put their wares before the eyes of the public in fashion shows of furs, sportswear and seasonal fashions at the local theaters. The price of admission to a show gave the bearer 10 votes in the contest. It was billed as a "high grade contest conducted in a dignified way," that had no relation to "bathing suit contests." In 1928 the Great States Theaters still had vaudeville acts opening for the movies, and the staged fashion shows were an important part of the contest and cost the theater owners little or nothing to stage. The winner, Miss Bloomington, received a convertible, two watches, a moving picture camera and the opportunity to compete in the Miss Illinois contest, the ultimate contest in the Great States Theater competition.
Mary Elizabeth Callans won the Miss Bloomington competition and continued modeling for local stores in 1929. In 1987 Mary Callans Fortune's son was so impressed with this event in his mother's past that he threw her a 75th birthday party with a Miss Bloomington theme. She remembered the summer of 1928 very fondly, and she called the beauty pageant little more than a popularity contest. She was first runner up in the Miss Illinois contest that year and as part of the competition appeared at the theaters throughout the state with the young women who won in other cities, all driving their convertibles in the "American Beauty fleet."
The contest must have not been a commercial success, because the stunt was not repeated the following year. But in 1931 the McLean County Centennial celebration demanded another Miss Bloomington contest. Organizers were concerned during this contest that all townships of the county be represented, and toward the end of the nomination period a plea was issued for entries, assuring potential nominees that costs of photos and gowns would be covered by contest sponsors. Ultimately, they were able to secure nominees from 27 of the 31 townships. I wonder how many of these young women were coerced into going the contest against their better judgment??
Two titles would be bestowed in this contest: Miss Centennial and Miss Bloomington-Normal and the winners would reign for the four days of the Centennial celebration, sporting the new diamond rings they won as part of the contest. Lucille Ward of Martin Township was the Centennial Queen and Evelyn Bye was Miss Bloomington-Normal. Voting was by ballot, not by theater ticket purchase and over 14,000 ballots were submitted. For the sake of comparison I note that in the race for sheriff later that year over 19,000 votes were counted.
