Marketeers employ a cute trick to get round the contractual billing required on movie posters. The position and size of a star’s name in any movie – even now – is stipulated long before a single camera rolls. This is where all the “name above the title” malarkey stems from comes from, that stipulation setting the reals stars apart from the wannabes.
However, whoever was in charge of drawing up the standard boilerplate template was only concerned with names, not images. That left a loophole to be exploited. Should you have a female rising star, whose face or figure might be a darn sight more attractive than the top-billed male, well, by heck, there was nothing to stop you plugging the contractually-less-dominant person all over the poster at the expense of the top-billed star.
The marketeers did it with Marilyn Monroe, they did it with Audrey Hepburn, and now they’re stooping to the same loophole to promote Ann-Margret as virtually the only star of any importance. Admittedly, this was before top-billed Dick Van Dyke achieved much of a reputation as a hoofer in such spectaculars as Mary Poppins (1964). But his second-billed female lead, Janet Leigh, whose features the camera had very much taken a shine to, was also elbowed out of poster prominence.
And small wonder. Excepting Monroe, no actress ever in the last decade burst onto the screen with such pizzazz. By the time Bye Bye Birdie – her third movie – opened Ann-Margret’s asking price had zoomed to $250,000 and she had struck a two-picture deal with MGM, was contracted to five for Twentieth Century Fox, three for Columbia and another three for Frank Sinatra’s movie production arm.
So a heck of a lot was in the balance. And, boy, does she deliver. Her energy is untouchable and, excepting again Monroe, there was never a sexier singer.
Shame the musical itself is so trite, at its best in homage to those innocent days of the 1950s, that were a more Technicolor version of those 1940s musicals that invariably were sugary confections. The story rips off the Elvis Presley legend. Conrad Birdie (Jesse Pearson) is a pop singer who has been drafted. Songwriter’s secretary Rosie (Janet Leigh) comes up with a publicity gimmick, Conrad singing a song, “One Last Kiss,” written by Albert (Dick Van Dyke) sung on the Ed Sullivan Show, his last gig before joining the Army, with a specially-chosen gal to be recipient of said smooch.
To fill you in, Rosie has had a tough time getting boyfriend Albert, eight years into their relationship, across the wedding finishing line. Bridie fan Kim (Ann-Margret) also has a boyfriend Hugo (Bobby Rydell) who naturally objects to his beloved kissing the pop singer on air in front of millions even it is a publicity stunt. Meanwhile, Albert’s Mama (Maureen Stapleton) is trying to drive a wedge between Rosie and her son. The out-of-sorts Rosie and Hugo conspire to sabotage the television show.
So pretty much the will-she-won’t-she is delivered in wishy-washy style with the plot (call that a plot!) interrupted every few minutes for a song. The narrative seems out of place for a section involving arrest for statutory rape and racism, but that gives the movie some much-needed muscle.
No question that Ann-Margret (The Swinger, 1966) steals the show. That would hardly be surprising given the lack of competition. But she certainly has the song-and-dance chops, and her energy is second to none. She gets a march on everyone by singing the title number over the credits, the credits themselves very much pushed into the background. The other prospective breakout musical star Dick Van Dyke only has one solo and Janet Leigh (Psycho, 1960) wasn’t going to effect a change of screen persona any time soon.
George Sidney directed from a screenplay by Irving Brecher (Oscar-nominated for Meet Me in St Louis, 1944) and Michael Stewart (Hello, Dolly!, 1969) from the original Broadway hit by Charles Strouse (music), Lee Adams (lyrics) and Stewart (book).
Refreshingly lightweight. Ann-Margret lights up the screen.
The Magnificent 60s 