But last week, the once-lively store in lower Manhattan was lifeless. The classic movie posters that once covered its narrow 2,000-square-foot space were rolled up or covered in cellophane, its bins and racks empty. Everything was packed up in cardboard boxes that lined the floor.
The legendary Manhattan store credited with creating pinup art had sold its entire inventory to a Las Vegas collectibles company.
The collection, regarded as one of the largest of its kind, is headed for the auction block. It will be sold in a series of sales slated to begin next year. The bulk of the collection covers the years 1939 to 1979; 11,500 movies and 5,000 actors are represented.
"This is the most important photo archive of Hollywood in existence. There are tens of thousands of negatives that have never been reproduced," said Stuart Scheinman, co-owner of Entertainment Collectibles, which bought the collection. "There are images here that have never been seen by the public."
"This could literally take five to 10 years to go through it all," Scheinman said. He would only say the company purchased the collection for "seven figures." He estimated it easily is worth $150 million.
"I make references to things when customers come in, and they have no idea what I'm talking about," said Ira Kramer, who took over the business that his mother, Paula, and uncle Irving Klaw, started in 1939. "Today, if you want a picture of a star you can go on the computer and download it. So what do you need me for?"
As far back as the 1940s, Movie Star News had a mailing list of 100,000 names. World War II soldiers were big customers, buying prints for their lockers, Kramer said.
Klaw, who died in 1966, hit on the idea of selling pictures of Hollywood stars while operating a movie bookstore.
"He noticed that kids were tearing out the pictures of the movie stars, so he decided to sell their pictures rather than the books," Kramer said. Klaw started dealing directly with movie studios, RKO, Columbia and others, located in those days along Eleventh Avenue.
Kramer's mother was the one who took the pinup shots. But it was Klaw who launched that side of the business after a man approached him about making him a set of photographs of skimpily clad girls posing with whips and ropes, said Kramer.
Page was Klaw's favorite model, and a suitcase of the 7-inch heels she wore in the photos, plus other bondage props, will be included in the auctions.