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Make Mine a Million
Make Mine a Million
	British theatrical poster
Directed by	Lance Comfort
Written by	Arthur Askey; Peter Blackmore; Jack Francis; Talbot Rothwell;
Produced by	John Baxter; Barbara K. Emary;
Starring	Arthur Askey; Dermot Walsh; Sid James; Olga Lindo;
Cinematography	Arthur Grant
Edited by	Peter Pitt
Music by	Stanley Black
Production; company	Elstree Independent Films
Distributed by	British Lion Film Corporation
Release date	24 February 1959;
Running time	81 minutes
Country	United Kingdom
Language	English

Make Mine a Million is a 1959 British comedy film directed by Lance Comfort, starring Arthur Askey, Sid James and Bernard Cribbins.^[1] It was written by Askey, Peter Blackmore, Jack Francis and Talbot Rothwell, and distributed by British Lion.^[2] The film parodies the perceived stuffiness of the 1950s BBC and the effect of television advertising in the era.

Plot

Arthur Ashton (a parody of Arthur Askey) is a makeup man working for National Television (a parody of the BBC). During a visit to the local launderette, he meets Sid Gibson, a shady pedlar who is trying to flog Bonko, a brand of washing powder in the shape of a pill. The man cannot afford to advertise on TV, but wishes to do so. The fairly clueless Arthur agrees to help him, and they manage to plug an advert for Bonko on National Television by interrupting the live feed.

This causes quite a stir amongst the national television heads, who have Arthur fired. However, the advert proves extremely popular and demand for the product soars.

After repeating the stunt at Ascot Races, Sid, realising that this is potentially a huge moneymaker, does a deal with an advertising executive and, with Arthur's help, they plug cake mix at the Edinburgh Tattoo. Next Arthur materialises on stage during a production of Swan Lake.

After a narrow escape, Arthur wants to quit, but Sid persuades him to do one final job – interrupting a press conference between the British Prime Minister and the American President. On the way, the Post Office van they are using is hijacked by criminals. Arthur, who is in the back of the van, contacts the police using his broadcast system, to thwart the robbery, leading to the final barnyard showdown. In the end, Arthur, now a hero and celebrity, gets his own TV show, brokered by Sid.

Cast

Arthur Askey as Arthur Ashton
Sid James as Sid Gibson
Dermot Walsh as Martin Russell
Olga Lindo as Mrs. Burgess
Clive Morton as Director General
Sally Barnes as Sally
George Margo as assistant
Lionel Murton as commercial TV director
Bernard Cribbins as Jack
Kenneth Connor as anxious husband
Barbara Windsor as switchboard operator
Martin Benson as Chairman
David Nettheim as Professor
Bruce Seton as Superintendent James
Tommy Trinder as himself
Dickie Henderson as himself
Evelyn Laye as herself
Dennis Lotis as himself
Anthea Askey as herself
Raymond Glendenning as himself
Patricia Bredin as herself
Leonard Weir as himself
Sabrina as herself
Gillian Lynne as herself
Peter Noble as himself, as TV Host
Prince Monolulu as himself
Leigh Madison as Diana
Sam Kydd as mail van robber
Edwin Richfield as plainclothes oliceman
Bill Shine as Outside Broadcast producer
Gordon Jackson as leader of the pipe band

Production

Filming began on 7 July 1958^[3] at Shepperton Studios near London with sets designed by the art director Denis Wreford. It was known during filming as Look Before You Laugh.

Critical reception

Monthly Film Bulletin said "Sid James and Arthur Askey perform their familiar acts surrounded by numerous stars from films and television. The result is wholesome family entertainment set firmly in the tradition of British pantomime. The tone of the comedy is generally light, but put over effectively enough, with some gentle satire on the BBC and Commercial TV Companies."^[4]

The Radio Times Guide to Films gave the film 3/5 stars, writing: "Diminutive funster Arthur Askey had often spoofed the BBC on radio and in films and, when he made the transition from the BBC to ITV (in 1956), he likewise took the rise out of his new employers. In this satire on TV advertising, Arthur Askey is a make-up man who falls under the influence of dodgy promoter Sidney James and becomes the star of soap powder commercials. A pacey romp."^[5]

In British Sound Films: The Studio Years 1928–1959 David Quinlan rated the film as "average", writing: "Enjoyable broad comedy, with good-natured performances."^[6]

References

^ "Make Mine a Million". British Film Institute Collections Search. Retrieved 15 November 2023.
^ McFarlane, Brian (2019). Lance Comfort. Manchester University Press. ISBN 978-0-7190-5484-6.
^ "Hollywood Production Pulse". Variety. 6 August 1958. p. 20.
^ "Make Mine a Million". Monthly Film Bulletin. 26 (300): 34. 1959 – via ProQuest.
^ Radio Times Guide to Films (18th ed.). London: Immediate Media Company. 2017. p. 579. ISBN 9780992936440.
^ Quinlan, David (1984). British Sound Films: The Studio Years 1928–1959. London: B.T. Batsford Ltd. p. 342. ISBN 0-7134-1874-5.