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Bring back the 90-minute movie — epic run times have gone on too long

Robbie Collin


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Margot Robbie in Babylon

Margot Robbie in Babylon

Margot Robbie in Babylon

Clara Bow became the biggest star of the 1920s in just 72 minutes. A year into her contract at Paramount, the 21-year-old actress starred in the 1927 romantic comedy It, about a worldly wise shopgirl who seduces her handsome boss.

Critics and audiences loved the film, but were fully infatuated with its vivacious young star, whose role propelled the term “It Girl” into the wider public consciousness. It turned Bow into the industry’s biggest box-office draw, as well as ushering in the era of the flapper, along with the broader freedoms and excesses of the Jazz Age. For a film that ran less than an hour and a quarter, that’s quite some cultural impact.


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