EVERYBODY'S DOING IT (1938)

Mr. Byers, the head of a big advertising agency, sends Waldo, a young underling, out to find Bruce Keene (Preston Foster), an unreliable ad executive who spends too much time in bars and not enough in his office. When he's found, he gets fired, much to the dismay of his girlfriend Penny (Sally Eilers), who is a secretary at the same agency. That night, Bruce draws a kind of combination caricature/rebus on a wall at a restaurant that impresses the owner, and Penny, and eventually Mr. Byers who rehires Bruce to do a campaign for a new cereal called Tantalizing Tasties. One a week, he'll draw a picture puzzle to be published as a newspaper ad, and contests will be held to solve the puzzle with a big cash prize each week. But to enter, contestants must include a boxtop from the new cereal. When the promotion pays off, the cereal is a hit, but Bruce starts hitting the taverns pretty hard. Penny hires small-time crook Softy Blane to kidnap Bruce and take him to a health farm to dry out, but Devers, Blane's boss, decides that cornering the market on puzzle answers would make for some easy money, so he breaks Bruce out of the farm and kidnaps him for real, keeping him making the puzzles. Eventually Penny figures out, from clues in the pictures, what's happened to Bruce and goes to the police. A fairly slapstick finale of guns and fists leads to Devers' capture, and to Bruce proposing to Penny. This is a mild little romantic comedy with crime overtones that never gets too terribly serious. Apparently, it's built around an actual fad of the time for picture puzzles—you might think that would date the movie badly, but it actually gives it a nice novelty appeal. Foster and Eilers play off each other well, but it's the supporting cast that makes this movie fun: Cecil Kellaway, Guinn Williams, Richard Lane, Arthur Lake and Jack Carson. There’s a song with a cute title: “Put Your Heart in Your Feet and Dance,” and there's a fun line from Williams to a flirting Lorraine Krueger: “You’d love anything that had biceps.” Pictured are Foster and Lane. [TCM]