Bathtubs Over Broadway

To some, the idea that there were whole musical productions that were practically enormous advertisements for companies seems absurd. Since I grew up listening to Stan Freberg, I already knew that musicals could sell products (take his "Omaha" musical, for instance, since it was basically a 15-minute radio ad for Butternut coffee). At any rate, Bathtubs Over Broadway (2018) explores these oddities that most people never realize existed up until only a decade or two ago. It's a little sad to see these ridiculous odes to corporate marketing go by the wayside...but it also makes sense as well.

If there's anything that Bathtubs Over Broadway gets across, it's that these musicals were serious business, even if the companies they were selling weren't. There were songs about bathrooms-repeated throughout its runtime-if that gives you an idea of the content. It is a little awe-inspiring to see famous names tied to these theatrical productions. One wonders how many legendary songwriters, producers, and actors got their start on the "advertising circuit" before breaking through to more significant (and more publically-available) roles.

While this documentary follows one of the most avid collectors of these musicals, it felt a little too long to be a full-length feature (albeit just barely, only clocking in at 87 minutes). Consequently, a number of the sequences felt repetitive as it drove home the point of how ridiculous these musicals were. It probably would have worked better as a documentary short, at least to keep it focused on the main idea (marketing musicals). Instead, it ballooned out of scope to include its own original song and dance number-which itself is a little cringe-worthy as well. In the end, I have a feeling this documentary might remain as obscure as the musicals it uncovered.

A curious look into the quirky world of "marketing musicals" that's just a bit too long, I give Bathtubs Over Broadway 3.0 stars out of 5.

Snark turns into heart as former Letterman head-writer Steve Young becomes more and more involved in the mysterious world of industrial musicals.

For several decades, unbeknownst to the general public, corporate America treated its sales and management staff to custom made musical theater, all themed to product lines and selling strategies. Through the discovery of some souvenir records, originally obtained for "Dave's record collection" bits on Late Night with David Letterman, Young goes down the rabbit hole of this bizarre world of big-budget corporate one-off musicals. The film begins offering bits and pieces of this strange world as Young's obsession with collecting the rare relics leads him to contacting various players from the world of industrial musicals.

Early-on, it becomes clear that Young's appreciation has moved beyond snark into genuine affection. He still finds the music absurd, but he is charmed by It nonetheless. However, for the first half of the film he appears to be on a self-serving, obsessive quest to acquire these records, and the relationships he develops with other collectors he seem to be just a means to that end. Gradually, he begins to meet the players involved in the creation of the musicals: the songwriters and actors, many of whom used these evanescent works as their sole means of support. He, and the film's audience, cannot help but be charmed by these characters and their enthusiasm for what they created. It is only toward the latter third of the film that Young moves from a fairly engaging guide through the history of industrial musicals to a character the audience can root for. He goes from a sort of disaffected comedy nerd to a more evolved and empathetic human being. It's that sub-plot that gives this gem of a documentary it's real heart.

Where has this movie been hiding this year? Perhaps because so many documentaries, the vast majority, are serious and often eager to expose troubling events in the world, it's hard to imagine such a film being delightful and charmingly eccentric. Yet that is exactly what this documentary is. One of a kind, this is a nostalgic look at a type of entertainment that existed only on the stages of auditoriums hosting company business conferences. Car and tractor companies, dog food manufacturers, and plumbing and bathroom suppliers - all financed these peculiar stage musicals to entertain and encourage their salesmen and employees in cities across the U.S.A. One of the head writers of the David Letterman Show seems to have literally discovered this forgotten branch on the tree of show business. The results of his digging around obscure record shops and interviewing writers and actors, as well as uncovering rare film clips of some of these lively performances - are on display here. For fans of Broadway style musicals and the fringes of show business, this gets close to heaven.

At first "Bathtubs" seems like just a little story about a sweetly nutty guy who discovers a hobby which becomes his true passion, but as he delves deeper the real people behind the creations he has rediscovered give his life a new resonance. It draws you in with its humanity and is ultimately quite touching.

The sub genre of industrial musical theater is mostly forgotten, but here, it is rediscovered by a man who sees the heart, the soul and the magic behind this almost forgotten corner of Americana. I can't imagine the fun-hater who won't be charmed and moved by this delightful doc.

An absolute gem. These arcane industrial musicals aren't particularly compelling, but the stories behind them are fetching, lovingly told, and peppered with sweet reveals that sneak up on you and steal your heart. The finale features a life lesson that is inspiring and pitch perfect.