"No man can be a genius in slapshoes and a flat hat." -Buster Keaton -
"No man can be a genius in slapshoes and a flat hat." -Buster Keaton -
“The Garage,” a 1920 American two-reel silent comedy film, directed and starring Roscoe “Fatty” Arbuckle, with the participation of Buster Keaton, marked their final collaboration before Keaton established his own studio and Arbuckle ventured into feature-length films. The movie also features Luke the Dog, renowned for appearing in several short comedies alongside Arbuckle, and was alternatively titled “Fire Chief.”
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Fatty and Buster portray mechanics and firefighters at a garage within a fire station. Molly Malone assumes the role of the boss’ daughter, who faces unwelcome advances from a persistent stranger named Jim (McCoy), determined to win her affection. Jim’s attempts, including offering flowers, backfire when Fatty and Buster inadvertently drench them in motor oil. Enraged, Jim triggers a false alarm at the fire station, tricking Fatty and Buster into believing there’s a fire, sending them racing across town.
However, Jim’s actions unintentionally start a real fire while leaving the station. Fatty and Buster swiftly return to extinguish the flames and rescue Molly, who becomes trapped inside. Although they connect the fire hose to a hydrant, it springs a leak, prompting Fatty to sit on it. After a streetcar runs over the hose, Fatty, Buster, and several townspeople use a life net to save Molly. Surprisingly, she rebounds into the telephone wires. Fatty and Buster manage to bring Molly down but find themselves stuck in the wires. Fortunately, Molly positions a car beneath them just in time to prevent their fall, and the trio departs together.
A positive review of the film in the weekly trade publication “Harrison’s Reports” was followed by a comment regarding product placement, particularly involving Red Crown gasoline. Exhibitors in Los Angeles were curious about the financial arrangement between Mr. Arbuckle and the Red Crown gasoline brand, whose trademark appeared prominently on a portable gasoline pump in the film.
If Mr. Arbuckle claimed it was an oversight, they advised him to be more cautious about such oversights in the future. This instance in 1920 is one of the earliest examples noted by Harrison’s Reports of brand name product placement in films. Over the next four decades, the publication frequently criticized such practices.