It (1927)

In a world where movie stars are treated to be the social elite and even considered American royalty, we can say that the general public is familiar by in large with the term "It Girl," meaning the Hollywood starlet with mass sex appeal that seems to capture the public's attention. To find the term's origin look no further then the 1927 romantic comedy It and its star Clara Bow as the first Hollywood "It Girl." The film, in a way, captures the essence of the 1920s flapper girl, and would help push Hollywood closer to tabloid-centric entertainment world that we see it today, as well as manifest the creation of a concept film.

The origins for the picture lies in the pages of Cosmopolitan in 1926, that is when writer Elinor Glyn wrote an article defining the concept of "It." That being considered the natural draw to a person, or rather sex appeal, this being the time when the word "sex" was seen as impolite word to use socially. So here was the beginning of the term "It" meaning that special something of a seductive sense, or even another word for sex. Paramount Pictures producer B.P. Schulberg found this story to be a great vehicle for the studio's new star (and client of his personal client) Clara Bow. Schulberg would pay Glyn for the rights to a story based off her article and would give Glyn a partical writing credit as well as a small role as herself endorsing the idea of "It." Being the article did not have a story, Paramount would hire a small team of writers to create a storyline that would make Bow the star and poster child of the term "It Girl."

The film follows the character Betty Lou Spence (Bow), a shop girl at the "world's largest store," who has a crush on her handsome, wealthy employer Cyrus Waltham Jr. (Antonio Moreno). Being from far different classes Betty Lou has no chance at getting Cyrus' attention, plus he is romantically linked to a a blond socialite Adela Van Norman (Jacqueline Gadsden). Cyrus' goofy friend Monty (William Austin) becomes obsessed with the article about "It" by Elinor Glyn (product placement for Cosmo in seen here) and would discover that Betty Lou has "It." Thus begins Waltham's first infatuation with Betty Lou.

The film takes us on a ride with the Betty Lou and Cyrus as they go on their date. He get a wonderful look at Coney Island in its hay day, showing us the simpler pleasures of lower middle class in New York during the roaring 20s. The story takes a turn when it becomes a bit of a morality play, for Betty Lou protects a friend with a baby by claiming the child as her own to save the baby from social workers. The word makes its way back to Cyrus that she is a single mother, throwing a wrench in the cog of their relationship, embarrassing Betty Lou making her leave her job and distance herself from Cyrus. Yet she still goes after him on one of his yachting excursions with Adena to embarrass him showing that he was wrong about her and jumping to conclusions, ending with the truth about the baby and Cyrus purposing marriage for they both are completely infatuated with each other.

The film was a huge success with audiences across America, making Clara Bow the object of everyone's obsession. While the film broke box office records at many movie houses, Bow's stock skyrocketed making her the first "It Girl" from the title of the film. Her carrier would not go much longer as she was not well liked in the working movie world and her voice would make it hard for her to make a transition to sound films with her thick Brooklyn accent. She would retire from acting in 1933 battling untrue rumors about her made because of the press' obsession with the "It Girl." Their had been tabloids long before Bow, with scandles including the Fatty Arbuckle case and the affairs of Douglas Fairbanks and Mary Pickford, but with Clara Bow rumors would bring her down psychologically leading to her having what is considered a breakdown, spending much of her life in the care of nurses.

It was a hit and manifested the power of motion pictures in America, both for good and bad. We see how movies make a star out of an unlikely girl leading to her rise and eventual fall. But most of all we are introduced to the power of the media and its role in the motion picture industry. Inspired by a magazine and whose star would be followed by the press for next few years. The film is a delightful romantic comedy that still entertains and gives us a pleasant look into the world of the 1920s, making this picture one worth watching.