One day in 1934, Joseph Shadgen asked his 12-year-old daughter Jacqueline what she had learned in school that day.
“We learned that the United States is 158 years old this year.”
“How do you figure that?” her father asked.
“Because the Declaration of Independence was signed in 1776,” Jacqueline answered.
“That is not right,” Joseph said. Joseph, an immigrant from Luxembourg, knew his American history. “The Declaration of Independence was just that – a declaration of an intention. Nothing happened in 1776 to create a country. The United States was born the day it elected its first president, George Washington, in 1789.”
Jacqueline was unconvinced, but later that year Joseph’s arithmetic led him to conclude that the United States would celebrate its 150th birthday in 1939, five years hence, just enough time to plan Joseph Shadgen’s big idea: A New York World’s Fair.
The 1939 World’s Fair, remembered, if at all, for its iconic trylon and perisphere, drew 45 million people to its Flushing Meadows site in 1939 and 1940. When it was conceived in 1934, its theme was The World of Tomorrow, but by the time it opened, World War 2 had already begun. Thus the title of James Mauro’s excellent new book on the Fair is Twilight at the World of Tomorrow.
Joseph Shadgen’s big idea was taken over by New York’s banking and political movers and shakers, and especially by a larger-than-life promoter named Grover Whalen. The World’s Fair turns out to be a metaphor for life in the United States in the 1930s, and all the headline-makers are on hand: Albert Einstein, Charles Lindbergh, Franklin Roosevelt, Fiorello La Guardia, Superman, Batman, and even Mickey Rooney and Judy Garland.
Pavilions showcased the visions of tomorrow as promised by GE, GM (“Futurama”), DuPont, Con Edison, RCA (television) and other industrial giants. Country pavilions included some, like Czechoslovakia and Poland, whose homelands were swallowed up while the Fair was in progress. Noteworthy factoid: When Grover Whalen’s initial sales campaign was sputtering, the two countries that gave him his breakthrough sales were the Soviet Union and Mussolini’s Italy!
Another nugget: The Flushing Meadows site chosen for the Fair was a huge ash heap known as the Corona Dumps, and its proximity to the more posh neighborhoods on Long Island led F. Scott Fitzgerald to call his new novel Among the Ash Heaps and Millionaires until an editor persuaded him to change the title to The Great Gatsby.
The book is well written, meticulously researched, and fascinating to read, especially if you are old enough to remember flying into LaGuardia and seeing the skeleton of the old perisphere, stripped of its gypsum, decades after all the other traces of the World’s Fair had disappeared, looking eerily like the Statue of Liberty in the last scene of Planet of the Apes.
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Twilight at the World of Tomorrow: Genius, Madness, Murder, and the 1939 World’s Fair on the Brink of War, by James Mauro. Ballantine Books, $28.
