Service with a Smile

"Service with a Smile" (1934) is a deluxe Vitaphone mini-musical filmed in the early 3-strip Technicolor process, and the brilliant colours in this short film are incredible! (Although some of the male performers look ridiculous in bright green shirts that are nearly phosphorescent.) The tunes are catchy, the lyrics are well above average, and the chorus girls are gorgeous. If you've ever wanted to see a line of chorus girls tap-dancing in riding boots and jodhpurs, this movie's your big chance.

Australian-born musical-comedy star Leon Errol (a headliner in the Ziegfeld Follies) plays Walter Webb, the owner of a small service garage with only one petrol pump. At 4 a.m., he's home in bed when one of his employees rings him up, telling him the service garage was destroyed in a fire. Fortunately, Webb has insurance. Now he hatches a plan: Webb will tell the insurance adjuster that his cheapjack little filling station was actually a super-colossal extravaganza business with hundreds of employees. The insurance company will have to replace the big fancy business which Webb CLAIMS he lost, not the small-time concern that he actually insured. In the insurance agent's office, Webb starts to describe his jumbo-sized filling station.

Now, thanks to some movie-musical magic, we SEE the gas station as Webb is describing it. He's got dozens of beautiful girls (in skimpy boiler suits) working as garage mechanics, gas jockeys, and waitresses. They sell gasoline for nine cents a half-gallon, and they transform a customer's beat-up jalopy into a gorgeous motorcar for $1.65, with a free lunch thrown in. There's even a 19-hole golf course behind the lube rack. Meanwhile, the girls have plenty of time for singing and dancing. If a guy wants a date, Webb's chauffeur will drive out to meet him with a lorry-load of girls dressed like the Stepford Wives, and you can have your pick. Yes, this is a FULL-service garage.

There are some very funny gags. One motorist is parking with his girlfriend, until a motorcycle cop comes along and persuades the girl to join him on his motorcycle. No problem; the motorist opens the boot of his car and takes out another girl! "I always carry a spare," he says.

SPOILER COMING. After Webb describes the super-colossal gas station he SAYS he owned, the insurance adjuster insists on inspecting the wreckage of the fire. Webb happily drives him out there ... and discovers that his service station (in its original grotty state) is intact. The phone call was an April Fool joke ... and now Webb is guilty of filing a false insurance claim. Oo-er!

"Service with a Smile" is a delight from start to finish. I have only one complaint. Leon Errol was famous for doing a hilarious rubber-legged eccentric comedy dance: he did it in the Ziegfeld Follies and in several of his "Mexican Spitfire" films with Lupe Velez. Unfortunately, Leon Errol DOESN'T sing or dance in "Service with a Smile" ... which is a shame, because his comedy dancing would fit right into the gorgeous musical numbers you'll see here. Still, I'll rate "Service with a Smile" 10 points out of 10. They don't make 'em like this any more. Do whatever it takes to see this knockout mini-musical.

Service with a Smile (1934)

*** (out of 4)

Leon Errol plays a gas station owner who gets a call in the middle of the night saying his piece of junk station has blown up. Knowing he's going to get the insurance money, he decides to make his status out to be something much better than it actually was. Errol tells a story about a neon lights station being ran by chorus girls. SERVICE WITH A SMILE comes from Vitaphone, features a familiar comic and best of all is in glorious 3-strip Technicolor. There's no question about it but the Technicolor is the reason to check out this two-reeler. Those familiar with these early color films know that the quality of the color is usually very high as long as the materials are good and thankfully they're terrific here. Just check out the sequence in the bedroom with Errol gets the news. The color on his pajamas just jumps right off the screen as do the beautiful looking blankets on the bed. The colors of the room just leap right out at you and this is especially true once we get to the fantasy sequence with all the red neon and the girls. The music numbers are also fairly good and a lot of credit goes to the set designer for making everything look so good. Errol gets a few funny lines here but mostly he's just introducing the music numbers and the girls but hey, there's nothing wrong with that!

Someone was foolish enough to give Leon Erroll technicolor and a decent budget, so he spent it. You don't see chorines wearing purple any more, and more's the pity, say I. Erroll milks the gags for all they are worth.

While a variety of color processes were developed before this film came out in 1934, they were either experimental and never really used in commercial films or they were primitive two-color processes. The two-color process made for a color-ish film. Since the color strips were orange-red and green-blue, the color tended to be mostly tones of greens and oranges...and many colors in the spectrum simply looked orange or green (or some shades similar to this). However, "Service With a Smile" is a true color film...using the newly developed Three-Color Technicolor...a color process licensed to only a few studios such as Disney (and no other full color cartoons could me made until this contract expired) as well as Warner Brothers/Vitaphone. While the colors are very intense and a tad garish, it does look color and has purples, yellows and other colors not possible with previous processes employed on commercial films. I think much of the garishness is actually NOT the fault of the film but the color choices--and the guy who developed this color process made the studios agree to employ his ex-wife as a color consultant...and she may well be the reason the colors are so intense.

As for the film, Leon Errol stars as Walter Webb, a guy who owns a service station. It soon burns down and when Errol is asked by his insurance adjuster to describe his old business, he describes it in insanely lavish terms--and you see a HUGE ultra-modern station filled with gorgeous ladies in beautiful uniforms attending to customers. It's ludicrously fancy and deluxe! The overall effect is silly but also mesmerizing due to the color!

This is a very important movie historically. While the studio's first Three-Color film, "La Cucharacha" came out first, this short has the distinction of being the second film using this process from Warner. It's also is more entertaining and looks a bit nicer than "La Cucharacha". Well worth seeing...especially for some of the nutty production numbers...especially the eye-popping one near the end with the ladies in bathing suits dancing about the Walter Webb sign!

Absolutely dazzling and delicious, this eye-popping 1934 Technicolor musical short made at Warner Bros is a must-see for any person and friends who love this vintage era of music and film. As with GOOD MORNING EVE made at the same time, this features Leon Errol and his corny vaudeville jokes wrapped around one singular idea, and - yippee! - is filmed in full spectrum Technicolor. What a treat. I insist you also read all the other comments on this site for SERVICE WITH A SMILE because they will say all the wonderful things I could repeat. I am not sure what disc from WB this features on but it is a treat beyond expectation. It makes you realize how sensational the Technicolor of the time was and also how hilarious was the WB style of chorus girl comedy. With snappy songs, snazzy deco design and delicious color, SERVICE WITH A SMILE is set in a roadside car service station run by girls and with facilities as risqué as the pre-code days would allow. Whoever said it is a vintage car lovers delight is also correct. I thank whoever has preserved and reissued this short; SERVICE WITH A SMILE is quite perfect. For technical buffs, it is a treat to see the overlapping color lines where some of the negative has shrunk, thus inadvertently allowing us 75 years later to get a glimpse of the technique used.