Claudette Colbert served three cigarette companies while under contract to Paramount Pictures. This Lucky Strike ad plugs Paramount's 1937 film Bluebeard's Eighth Wife. While Paramount received free advertising, Colbert was paid $10,000 in advertising fees, worth more than $150,000 today. (American Tobacco agreements, 1937-8) Lucky Strike ads also plugged two other Paramount films starring Colbert in 1937: Maid of Salem and I Met Him in Paris. Paramount is now part of Viacom; American Tobacco merged into Reynolds American.