It (1927)

 Clarence G. Badger's "It"


Contemporary Hollywood is known for throwing around the phrase 'It Girl.' The phrase is generally attributed to an actress that audiences become infatuated with due to her screen presence. But, where did this phrase come from? In 1927, Clara Bow became one of the most popular actresses in Hollywood. The reason for such a meteoric rise is due to the popularity of her star vehicle, "It." Despite the phrase stemming from people's reference to Clara in the film, the phrase "It" originally came from Rudyard Kipling in his 1904 short story, "Mrs. Bathurst." However, the phrase entered the public zeitgeist when Elinor Glyn defined it in her two-part serial story in the February 1927 issue of "Cosmopolitan." She defined the term as, "the quality possessed by some which draws all others with its magnetic force. With 'It' you win all men if you are a woman and all women if you are a man. 'It' can be a quality of the mind as well as a physical attraction." It was from this "Cosmopolitan" article that the film drew its inspiration. Elinor Glyn and even the article itself appear in the film.

The film stars Clara Bow as a salesgirl named Betty Lou who catches the attention of the store's owner, Cyrus. Despite being a member of a higher class and dating a known socialite, Cyrus can't help his attraction to Betty Lou, due to her intangible 'it' factor. Much like with contemporary romantic comedies, the film features a romance between members of separate economic classes, miscommunications, and a heartfelt resolution. 

"It" was a film of many firsts. Not only was it the first to popularize the Hollywood 'it girl,' but it also was the first film to incorporate product placement, with "Cosmopolitan" being featured in the film. After all, the entire premise of the movie is derived from its February article. "It" was a sign of things to come for Hollywood, romantic comedies, product placement, and the famous 'it girl.'



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