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Above, Ginger Rogers, a fading stage star, is greeted by a columnist in Sardi's famous restaurant, while her ex-husband and producer, Paul Uouglas, looks on. At the left, starlet Pat Crowley appeals to playwright William Holden.
BLUE CHIP PRODUCTION
* * Forever JFent u le
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(Although 41 productions are scheduled to be in jront of the cameras this month, less than a half dozen have the potentialities of real boxoffice winners. Among the latter is "Forever Female", now in process of being edited on the Paramount lot.)
"Forever Female", which went before the cameras early in October, is one of Paramount's most important pictures in recent years. A modern-day comedy about Broadway show people, it stars Ginger Rogers, William Holden and Paul Douglas, and introduces Pat Crowley, Hollywood's newest C inderella girl. She was signed for a key role in the film after a long and costly talent search, during which more than 750 young girls were interviewed. After viewing her work in the rushes, production chief Don Hartman signed her to a long-term contract.
The principal set in the film is a full-scale, authentic replica of New York's famous restaurant, Sardi's, the well-known meeting place of show-business celebrities.
The story concerns an ambitious young writer whose first play, the dramatic story of a 19-year-old girl and her domineering mother, is taken up by ace legit producer Paul Douglas;. He agrees to produce the play, provided his ex-wife, Ginger Rogers, a mature stage star who insists on playing
young romantic leads, is cast as the youti ful daughter. Much against his better jud mcnt, author William Holden consents this casting. To complicate the situatid both Miss Rogers and a young BroadwJ hopeful, Pat Crowley, who tested for t part, fall in love with the playwrigj Realizing that Miss Rogers' interest | Holden only represents her fight to ret: her youth, Douglas, who is still in love w his former spouse, devises! a scheme break up the romance. How he aeconiplisl this makes the amusing climax of "Fore\ Female".
Irving Rapper, whose long list of Hoi wood hits include "Now Voyager", "'I Glass Menagerie" and "The Corn I-. Greet drew the assignment as director of the fil his first for Paramount. The screenplay w written by Julius and the late Philip E stein. Pal Duggan, who made his debttl :i Paramount producer with "Just For Y (I'.ing Crosby-Jane Wyman), is the prod t ion helmsman.