Why Be Good?

Plot

Why Be Good? follows the story of Pert Kelly, a spirited and independent-minded flapper who works as a salesgirl at a department store. Despite her reputation for being wild and carefree, Pert maintains her personal moral code and refuses to compromise her virtue. When she meets and falls for Winthrop Peabody Jr., the son of her store's owner, she doesn't realize his true identity. The film explores their blossoming romance, the clash between traditional values and modern attitudes, and ultimately questions whether being 'good' means conforming to society's expectations or staying true to oneself. The story culminates in a series of misunderstandings and revelations that test both Pert's character and Winthrop's convictions.

Historical Background

Why Be Good? was produced and released in 1929, a pivotal year in American history and cinema. The film emerged during the final months of the Roaring Twenties, just months before the stock market crash of October 1929 would end the era of unprecedented prosperity and cultural experimentation. The film captured the essence of the Jazz Age's social revolution, particularly the emergence of the 'New Woman' who challenged traditional gender roles. Hollywood itself was undergoing its own revolution with the transition from silent films to talkies, a technological shift that would end many careers and create new stars. The film's themes of generational conflict and changing moral standards reflected the broader cultural tensions of the time, as Victorian-era values clashed with modern sensibilities. This was also the year when the Academy Awards were first presented, marking the beginning of formal recognition of cinematic achievement.

Making Of

The production of Why Be Good? occurred during one of the most tumultuous periods in Hollywood history - the transition from silent to sound films. Director William A. Seiter had to navigate the technical challenges of incorporating synchronized music and sound effects while maintaining the visual storytelling techniques of silent cinema. Colleen Moore, at the height of her popularity, had significant creative input and was deeply involved in the development of her character's wardrobe and mannerisms. The film's production was rushed to capitalize on Moore's stardom before the public's taste completely shifted to talkies. Behind the scenes, there was tension between traditionalists who wanted to maintain the art of silent cinema and the studio executives pushing for full sound adoption. The cast and crew worked under intense pressure as they essentially had to produce two versions of the film - one for silent theaters and one with sound.

Visual Style

The cinematography of Why Be Good? was handled by Ira H. Morgan, who employed the sophisticated visual techniques that had become standard in late-silent era productions. The film featured dynamic camera movements including tracking shots that followed characters through the department store setting, creating a sense of energy and modernity. Morgan used innovative lighting techniques to highlight Moore's expressive face and create mood appropriate to each scene. The department store sequences utilized multiple levels and deep focus to emphasize the scale of modern commercial spaces. The cinematography also incorporated Art Deco design elements in the sets and lighting, reflecting the contemporary aesthetic of the late 1920s. Morgan's work effectively balanced the need for clear visual storytelling with artistic flourishes that enhanced the film's emotional impact.

Innovations

Why Be Good? represented several important technical achievements for its time, particularly in its hybrid approach to sound technology. The film was one of the early examples of a 'part-talkie' that successfully integrated synchronized music and sound effects while maintaining the visual storytelling techniques of silent cinema. The production utilized the Vitaphone sound-on-disc system, which required precise synchronization between film projection and audio playback. The film's department store sets featured working elevators and mechanical displays that added to the realism of the modern setting. The costume department employed new synthetic fabrics and mass-production techniques that reflected the fashion innovations of the 1920s. The film's editing techniques, including the use of montage sequences to show the passage of time, demonstrated the sophistication of late-silent era filmmaking. These technical elements combined to create a polished production that represented the pinnacle of silent film craftsmanship just before the complete transition to sound.

Music

Why Be Good? featured a synchronized musical score and sound effects but no dialogue, making it part of the transitional wave of films between silent and talkies. The musical score was composed by Cecil Copping and included popular songs of the era that complemented the film's romantic and comedic elements. The synchronization technology used was the Vitaphone sound-on-disc system, which was one of the dominant sound technologies of the period. The soundtrack included jazz-influenced dance music for the party scenes, romantic themes for the love story, and upbeat ragtime numbers that reflected the energetic mood of the Roaring Twenties. The sound effects were carefully coordinated to enhance key moments, including door slams, telephone rings, and ambient department store noises. This musical approach helped bridge the gap between purely silent films and full talkies, providing audiences with an enhanced audiovisual experience while maintaining the visual storytelling traditions of silent cinema.

Memorable Scenes

• The opening sequence showing Pert Kelly's energetic morning routine and stylish flapper fashion
• The department store fashion show where Pert models the latest styles
• The rooftop party scene featuring jazz music and dancing that epitomizes Jazz Age culture
• The climactic confrontation where Pert's moral principles are tested
• The final romantic resolution that affirms the value of personal integrity

What Critics Said

Contemporary critics generally praised Why Be Good? for its entertainment value and Colleen Moore's charismatic performance. The New York Times noted that the film 'provides Miss Moore with another excellent vehicle for her particular talents' and praised its 'lively and amusing' storyline. Variety complimented the film's production values and Moore's star power, though some critics felt the plot was somewhat predictable. Modern critics and film historians have reassessed the film as an important example of late-silent era cinema that effectively captured the spirit of its time. The film is now recognized for its sophisticated approach to themes of female independence and its role in documenting the flapper phenomenon. Some contemporary reviews have noted the film's surprisingly progressive attitudes toward women's autonomy and its subtle critique of hypocritical moral standards.

What Audiences Thought

Audiences in 1929 responded positively to Why Be Good?, particularly Colleen Moore's fans who had made her one of the most popular stars of the decade. The film performed well in major urban markets where flapper culture was most prevalent. Moore's relatable portrayal of a modern young woman who maintained her principles while enjoying life resonated with the younger demographic that had embraced the Jazz Age lifestyle. The film's timing was crucial - it arrived just as audiences were beginning to prefer talkies, but Moore's star power and the film's entertaining nature helped it overcome the technological disadvantage. Audience feedback from the period indicated that viewers appreciated the film's light-hearted approach to serious social questions and its celebration of youthful independence without descending into moralizing. The film's moderate box office success demonstrated that there was still an audience for quality silent entertainment even as the sound revolution was transforming Hollywood.

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