The Hucksters (Jack Conway, 1947)

The Hucksters (Jack Conway, 1947)

Cast: Clark Gable, Deborah Kerr, Sydney Greenstreet, Adolphe Menjou, Ava Gardner, Keenan Wynn, Edward Arnold, Aubrey Mather, Richard Gaines. Screenplay: Luther Davis, Edward Chodorov, George Wells, based on a novel by Frederic Wakeman. Cinematography: Harold Rosson. Art direction: Cedric Gibbons, Urie McCleary. Film editing: Frank Sullivan. Music: Lennie Hayton.

The Hucksters was made in the era depicted in Mad Men, when men who had served in World War II were returning to their civilian jobs. In the advertising business, that included men like Don Draper in the TV series and Victor Norman in the movie, men whose wartime experience had toughened them and given them a fresh angle on the business of selling to the postwar clientele. If Mad Men seems to us to have a more reliable point of view than The Hucksters on that business, it's partly because hindsight is keener than the contemporary view, but also because popular entertainment is less tight-assed now. Frederic Wakeman's novel was a bestseller in part because it was frank about the sex lives of its characters, which movies in the Production Code era couldn't be. So Gable's Victor Norman is turned into a more buttoned-up character than Jon Hamm's Don Draper, but censorship especially worked to a disadvantage for Deborah Kerr, in her first American film. Kerr is forced to be chaste and prim -- characteristics that would type her in the movies until 1953, when Fred Zinnemann finally allowed her to have a sex life in From Here to Eternity.  Kerr's character may agree to go away for a weekend with Vic, but only after she's assured that they will have separate rooms at opposite ends of the hotel. And when she discovers that they instead have adjoining rooms with a connecting door, she bolts. The effect on the movie is to sap any chemistry that MGM might have hoped Gable and Kerr would have. In contrast, Gable and Ava Gardner, as one of Vic's old girlfriends, strike fire immediately, which makes the ending of the movie, in which Gable's and Kerr's characters wind up together, feel phony. The Hucksters, coming a year after her breakthrough performance in Robert Siodmak's The Killers, helped make Gardner a star. Kerr had to muddle through in costume parts in movies like Quo Vadis (Mervyn LeRoy, 1951) and The Prisoner of Zenda (Richard Thorpe, 1952) before finally getting a chance to be sexy. There is some zippy dialogue in the movie, and the hits on the advertising business are often funny, but the only real reason to see The Hucksters today is to watch some skillful old character actors like Adolphe Menjou and especially Sydney Greenstreet do their thing. Greenstreet plays an imperious soap manufacturer sponsor with non-negotiable ideas about what his commercials should be, and likes to intimidate his advertising clients by doing things like hocking a loogie on the conference table to get their attention. If the film had stuck with the ad biz and not strayed off into tiresomely predictable romance, it might have been a classic, or at least a lot better.