8/10
Crosby's Two Hits From Movie Revolutionize How Recording Artists Get Paid
8 March 2023
Singer Bing Crosby was seeing his popularity rise with every record he released. In only his third feature film as the lead, Crosby was teamed up with Carole Lombard in the hit musical comedy, April 1934 "We're Not Dressing." The movie marks something unusual in cinema where a secondary character upstages the main actor. As film critic Paul Mavis notes, "Contrary to the usual standard Hollywood practice of having the 'singee' seem politely interested and no more (therefore not to upstage the singer), Lombard goes through a range of emotions, from attraction to bitter anger at the realization this lowly sailor is getting through to her."

Crosby, Lombard, Ethel Merman and Ray Milland play survivors on a sinking ship who find themselves on an uninhabited Pacific Island. The stuck-up wealthy socialite Doris Worthington (Lombard) has an antipathy towards sailor Stephen Jones (Crosby). But she warms up to him with each song the crooner sings on the island. Loosely adapted from J. M. Barrie's 1902 play 'The Admirable Crichton,' "We're Not Dressing" illustrates a class role-reversal when snooty Doris suddenly finds herself subservient to the 'lower-class' Stephen on the remote island.

Crosby and his managers discovered his appearances in film was a great way to increase his record sales. "We're Not Dressing" produced a pair of hits, "Love Thy Neighbor" and "Goodnight Lovely Little Lady." Crosby is credited in saving the record industry during the Depression while making these Paramount films when he and his recording label Decca readjusted the decades-long practice of payments for artists. A single record was selling for one dollar, a high price for normal struggling families. Decca owner Jack Kapp and Crosby decided to sell a single for only 35 cents and make up the difference by collecting royalties from radio and other avenues instead. Because of the price drop, phonograph records recovered from their slump and sold like hot cakes.

One of the scene stealers in "We're Not Dressing" is Doris' pet, a domesticated bear. When on the boat before its sinking, Crosby puts roller skates on the hind paws of the bear. The hilarious skating session around the yacht's deck riles Doris, who takes out her wrath on Stephen. According to Ray Milland in his biography, the bear's trainer warned any woman on the set to stay away if they're having that time of the month uneasiness. A woman showed up lying about her condition, and the bear went crazy over her, badly mauling the trainer, who eventually died from his injuries.

Apart from the boat's survivors in "We're Not Dressing" were George Burns and Gracie Allen, playing two zoologists on the same island who happen to be studying rare birds. Off-screen, the married couple's radio show, beginning in 1932, was popular nationwide, and was heightened by their film appearances. Singer Ethel Merman also appears, this being her second motion picture. Born Ethel Zimmerman in Queens, New York, she began as a nightclub singer teaming with Jimmy Durante. When she was offered a movie contract under Warner Brothers, Ethel looked for an appealing stage name. Her selection of Gardner or Hunter ticked off her father so much Ethel opted to eliminate the first three letters of her last name to make it more appealing to her dad. She continued to perform on stage while in film and made the Gershwins' "I Got Rhythm" in "Girl Crazy" an instant hit. But Merman was unhappy with the filming process. She invited her family and friends to see "We're Not Dressing's" premier, and when it was finished, Ethel was upset when she saw one of her musical numbers was cut.

During this time, Carole Lombard was dating Russ Columbo after her divorce from actor William Powell. Columbo, who visited her daily on the set, was a rising crooner and had intentions of marrying the actress. He and Crosby would sing duets during breaks in filming. Four months after the release of "We're Not Dressing," while visiting a friend who was a gun collector, Columbo was accidentally shot to death while examining one of the firearms. Lombard had made plans to have dinner with him that evening.

Norman Taurog directed this breezy comedy and some say the style he showed in "We're Not Dressing" by its humor and staging is evident in the early movies he directed for singer Elvis Presley.
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