It's a Wonderful Pharmacy

A Look at the Early Days of Product Placement

Dan Fiorella
Product placement in film is commonplace nowadays, but recently film historians came across an early version of the script for It's a Wonderful Life. Apparently, the American Pharmaceutical Board was working with Frank Capra on the original pitch. Here are pages from the climax of that version:

EXT. OLD BRIDGE - NIGHT

The wind blows. The snow comes down. A lone figure, GEORGE BAILEY, leans on the railing, deep in thought. Deep in prayer.

GEORGE: Lord, I'm not a praying man, but help me please, I don't know what to do. Help me.

There's flash of light and a harp crescendo. MR. GOWER, the pharmacist, steps forward.

MR. GOWER: Hello, George. I'm here to help.

GEORGE: Mr. Gower? What are you doing out here on this bridge?

MR. GOWER: I'm the answer to your prayers, George.

GEORGE: What do you mean? Are you some kind of angel?

MR. GOWER: Hardly, George. But I do think we need to review your life. You're a moody guy, George Bailey. First, you're all excited about moving away. Then you can't, so you get all depressed. Then you get excited about helping people, then you just resent them. You push away Mary like you hate her, then you marry her. You get bummed out by giving away all your money during the bank run, then you start dancing and singing over the last two dollar bills. You love your sister-in-law, but resent your brother.

GEORGE: What's your point?

MR. GOWER : Just look at tonight; yelling at Uncle Willie. Yelling at your kids, then hugging them, then trashing the house. You apologize to the kids, then threaten them. You pick a fight with your daughter's teacher after tenderly putting your daughter to bed.

GEORGE: Yeah, it's been quite the Christmas for the Baileys.

MR. GOWER: You're a manic-depressive, George.

GEORGE: Wait a second, say that again in my good ear.

MR. GOWER: You're a manic-depressive. Maybe even bi-polar. Your brain chemistry is all pixilated.

GEORGE: My brain chemistry, you say?

MR. GOWER: Yeah, that's why you're out here on this bridge, ready to end it all. So I'm here to give you this.

GEORGE: What's that?

MR. GOWER: Prozac. It'll fix you right up.

GEORGE: You're not just saying that, are you, Mr. Gower?

MR. GOWER: I'm a pharmacist, George.

GEORGE: Yeah, well, you almost poisoned that kid.

MR. GOWER: Hey, hey, we agreed never to talk about that again. And I gave you a suitcase.

GEORGE: Fine, fine. Let me see that.

MR. GOWER: Here's some water.

GEORGE: Thanks. You been walking around with that that glass all day?

MR. GOWER: Pretty much.

GEORGE: Goes down easy enough. That's it?

MR. GOWER: Yes, sir. Now you're on the road to well-being. But if that don't work, I have some Zoloft or Felbatol ready to go.

Just then MARY BAILEY runs up. Mr. Gower is suddenly nowhere to be seen.

MARY: George! George! There you are!

GEORGE: Mary! Is it you? Is it really you? It's so good to see you again. But not overly so.

MARY: Everyone's been out looking for you! They've all pitched in to help. It's a miracle, George, a miracle!

GEORGE: That's nice, dear.

MARY: I must say, you seem a lot more reasonable.

GEORGE: That's because I'm on drugs now, Mary.

A Bell tinkles.

MARY: What was that?

GEORGE: Just an old, dear friend of mine. Every time a person walks into the pharmacy, someone gets drugs.

The Bell tinkles again. Auld Lang Syne plays. FADE OUT.

THE END

Published by Dan Fiorella

Dan Fiorella has written for stage, screen, page and radio speaker and enjoys writing about himself in the third person. He can be found lurking at http://www.danfiorella.com  View profile

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