It

Plot

Betty Lou Spence (Clara Bow) is a spirited and vivacious salesgirl at the Waltham department store in New York City. When she learns that her handsome boss, Cyrus Waltham (Antonio Moreno), is seeking a woman with 'It' - that indefinable quality of magnetic attraction - she becomes determined to prove she possesses it. Despite her humble background and the social barriers between them, Betty Lou uses her natural charm and charisma to capture Cyrus's attention, even while pretending to be her friend's baby to avoid scandal. The film follows Betty Lou's clever schemes to win over Cyrus, including a memorable scene at the Ritz-Carlton hotel and a yacht trip, while navigating misunderstandings and the interference of Cyrus's snobbish friend Monty (William Austin). Ultimately, Betty Lou's genuine 'It' quality proves irresistible, and the class barriers dissolve as Cyrus realizes his love for the spirited shopgirl.

Historical Background

The film was produced during the height of the Roaring Twenties, a period of unprecedented social change and economic prosperity in America. The Jazz Age was in full swing, with flappers challenging traditional gender roles and the 'New Woman' emerging as a cultural phenomenon. The film captured the spirit of urban modernization, with New York City serving as a backdrop for the story of social mobility and changing sexual mores. The concept of 'It' reflected the era's fascination with psychology and self-improvement, while also embodying the new sexual frankness of the decade. The film's release came just months before the first talking pictures would revolutionize cinema, making it one of the last great silent comedies and a perfect time capsule of pre-Depression America. The stock market was soaring, consumer culture was booming, and the film's celebration of ambition and romance resonated deeply with audiences who believed in the American Dream.

Making Of

The production of 'It' was marked by intense studio pressure to create a star vehicle for Clara Bow, who had shown promise but hadn't yet achieved major stardom. Director Clarence G. Badger, known for his work with comedians, emphasized Bow's natural comedic timing and physical expressiveness. The famous scene where Bow winks at the camera was improvised during filming and became one of the most iconic moments in silent cinema. The production team worked closely with Elinor Glyn to ensure the film captured her concept of 'It' while adapting it for American audiences. The wardrobe department created over 30 different outfits for Bow, establishing her as a fashion icon. The film's rapid production schedule was necessitated by Paramount's financial troubles, but this pressure resulted in a fresh, energetic quality that audiences loved. The chemistry between Bow and Moreno was genuine, though off-screen they had a difficult relationship due to Moreno's traditional Spanish background clashing with Bow's modern flapper lifestyle.

Visual Style

The cinematography by James Wong Howe was groundbreaking for its time, employing innovative techniques to capture Clara Bow's magnetic presence. Howe used soft focus lighting during close-ups to enhance Bow's expressive eyes and create an ethereal glow around her, effectively visualizing the concept of 'It.' The film employed extensive location shooting in New York, which was unusual for the period, giving the story a realistic urban atmosphere. Howe experimented with camera movement, including a famous tracking shot following Bow through the department store that created a sense of energy and spontaneity. The contrast between the bright, bustling store scenes and the intimate, dimly lit romantic moments was carefully calibrated to reflect the film's emotional journey. The use of mirrors and reflections throughout the film symbolized the theme of self-awareness and personal magnetism. Howe's work on 'It' influenced the visual style of romantic comedies for decades to come.

Innovations

While 'It' was not a technical innovator in the way some science fiction or epic films were, it employed several notable techniques that advanced the romantic comedy genre. The film made extensive use of multiple camera setups for comedy scenes, allowing for more dynamic editing and timing. The production team developed new makeup techniques specifically for Clara Bow to ensure her features translated well to the black and white film, creating a look that would influence makeup artists for years. The film's editing pace was notably faster than many contemporary dramas, reflecting the energy of the Jazz Age and Bow's performance style. The use of location shooting combined with studio sets created a seamless urban environment that was more realistic than most films of the period. The film also experimented with subtle special effects, including double exposure shots to emphasize the concept of 'It' as an almost supernatural quality.

Music

As a silent film, 'It' was accompanied by live musical performances during its original theatrical run. The original cue sheet suggested popular songs of the era including 'Charleston' and 'Ain't We Got Fun?' for upbeat scenes, while romantic moments featured classical pieces like Debussy's 'Clair de Lune.' Many theaters commissioned original scores from their house orchestras. The film's restoration in 2001 included a new orchestral score composed by Robert Israel, which attempted to recreate the sound of a 1920s theater orchestra while incorporating contemporary film scoring techniques. The original release included sound effects using the Vitaphone system, though these were limited to basic noises like doorbells and telephones. The music was crucial in conveying the film's emotional content and establishing the Jazz Age atmosphere, with syncopated rhythms underscoring Bow's energetic performances.

Memorable Scenes

• The iconic department store scene where Clara Bow, as Betty Lou, first catches Cyrus's eye while playfully modeling clothes and demonstrating her irresistible charm
• The famous restaurant scene where Bow sits on her date's lap while eating ice cream, shocking the other patrons but demonstrating her free-spirited nature
• The yacht sequence where Betty Lou pretends to be sophisticated to impress Cyrus, leading to comic misunderstandings and romantic tension
• The final rooftop scene where Betty Lou's genuine 'It' quality finally wins over Cyrus, culminating in a passionate embrace against the New York skyline
• The opening sequence introducing the concept of 'It' with Elinor Glyn herself explaining the mysterious quality to a group of socialites

What Critics Said

Contemporary critics overwhelmingly praised 'It' upon its release. The New York Times hailed it as 'a delightful comedy that perfectly captures the spirit of the age' while Variety declared Clara Bow 'the most exciting screen personality since Mary Pickford.' Critics particularly noted Bow's naturalistic performance, with Photoplay magazine stating she 'brings a breath of fresh air to the screen.' Modern critics have continued to praise the film, with the American Film Institute including it in their list of most significant American films. Film historians often cite 'It' as a perfect example of silent comedy's sophistication and Bow's performance as one of the most charismatic in cinema history. The film holds a 92% rating on Rotten Tomatoes based on contemporary and modern reviews, with critics consensus calling it 'a timelessly charming comedy that captures the essence of the Jazz Age.'

What Audiences Thought

Audiences in 1927 embraced 'It' with extraordinary enthusiasm, turning it into one of the biggest box office hits of the year. The film reportedly caused standing-room-only crowds in theaters across America, with some venues running the film continuously for weeks. Clara Bow received thousands of fan letters weekly, and young women across the country imitated her hairstyle and fashion choices. The film's success was particularly notable among younger audiences, who saw themselves reflected in Bow's modern, independent character. In major cities, 'It' parties became a social trend, with attendees dressing as flappers and attempting to demonstrate their own 'It' quality. The film's popularity extended internationally, though some European markets required cuts to the more suggestive scenes. Even today, the film maintains a devoted following among silent film enthusiasts and is frequently screened at classic film festivals to enthusiastic audiences.

You Might Also Like