Professional Sweetheart (1933) | Full Movie | Ginger Rogers, Norman Foster, ZaSu Pitts, Allen Jenkins, Frank McHugh

Comedy | Romance | Dir: William A. Seiter | 73min Radio singer Glory Eden (Ginger Rogers) is publicized as the ideal of American womanhood, in order to sell the sponsor’s product Ippsie-Wippsie Washcloths. In reality, Glory would like to at least sample booze, jazz, gambling, and men. When the strain of representing “purity” brings her to rebellion, the sponsor and his nutty henchmen pick her a public-relations “sweetheart” from fan mail. But they soon find that young love is not to be trifled with. Sparkling and breezy pre-code fun. Ginger Rodgers shines in a role that might have just as easily been written for Jean Harlow. She cracks wise, hurls insults, and dances around in her underwear. Zazu Pitts is priceless as the gushing and gullible small town reporter. This movie touches on many aspects of celebrity that remain true to this day. The manipulation of a public image and the team of professionals that that requires. The all important "product", the selling of which is the reason for everything.