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Her face obscured by a black veil, her identity more or less unknown, a Lady in Black (or sometimes several of them) would silently place roses at the tomb of the silver screen's "Great Lover" on the anniversary of his death from natural causes at age 31.
"So many mysterious women in black moved in and out of the mausoleum in Hollywood Cemetery yesterday that it took on the appearance of the salesgirls' entrance to a large department store," The Times reported in 1938.
The Italian actor, one of the silent era's most popular movie stars, was among Hollywood's earliest sex symbols and is best known for his roles in the 1921 films "The Sheik" and "The Four Horsemen of the Apocalypse."
It is believed that the first Lady in Black (or Woman in Black, as The Times sometimes called her) appeared at the Cathedral Mausoleum at what is now Hollywood Forever Cemetery on the first anniversary of his death in 1927, and anonymous mourners in black continued to show up through the years. By the 1950s, the bizarre tradition had turned into what Valentino's family thought was an offensive publicity stunt.
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