During the 1920s and early 1930s the live theatre maintained its position as the entertainment of choice par excellence for most of the population – from the audience for vaudeville to the patrons of the most avant-garde drama. The cinema and later the "talkies" were only beginning to claim the growing attention of the public. Many theatre programmes convey the sophisticated elegance of the period in their cover designs. As well, theatre programmes provide a window not only into the world of entertainment but also the world of fashion with their wealth of advertisements that embody the Art Deco ethos. At the same time, Revillon Frères provided the fur coats and wraps that were an essential part of any "entrance". These designs made actual the point fin of the haut couture of this era of extremes – that of the ultra rich and the soon the be world-wide depression.