HERRSKAPET STOCKHOLM UTE PA INKÖP

FILM SCENES

COMPANY

Paul U. Bergström AB/Tullberg-Film

CREDITS

Produced by Hasse W. Tullbergs.
Directed by Capitain Ragnar Ring

TECHNICAL SPECS

23 Minutes
Advertising Film
Silent Film

CAST

Olga Andersson, Ragnar Widestedt, Greta Gustafsson, Erick Fröander.

SYNOPSIS

The story is about a family whose home had been destroyed by fire and how they are helped by the staff of Bergström's. Greta was assigned the role of the eldest daughter who comes to PUB with her family to replace their lost wardrobe.

RELEASED

December 12, 1920 in Stockholm

TRIVIA

Small Advertising Film for the Stockholmer PUB 40th Anniversary.

The film is mostly known as How not to Dress, as this was the title of the segment with Greta.

Greta's part is only 5 Mintues long.

The Full film is lost.

Greta's salary was paid 10 Kronor a day.

Full Version of this 23 minute advertising Film is "lost".

In 1921, director Ring, again directed Greta in a short film. The promotional film is mostly known as Our daily Bread.

BACKGROUND STORY

The PUB's Advertising film

The PUB was one of the best known department stores in Sweden. Even actors, directors, producers, writers and other film worker, visited the building in Norrmalm were Greta worked too.

The Director

Shortly after her first modeling triumph for hats, Greta met Captain Ragnar (Lasse) Ring. He was writer and actor who was now directing short films and commercials. Those products were also shown in local movie houses as “advertising films”. A short film was planned for the 40th Anniversary of the PUB, produced and directed by Lasse Ring.

10 Kronar a day

Many who worked for the PUB hoped to get assigned for “bit” parts in his production. One day Lasse Ring appeared in her department. Advertising manager went to Ring and showed him Greta. Ring looked at Greta but said that his star Olga Andersson will do the hats part. But he offered Greta 10 Kronar a day for a supporting role. Filming started soon after.

From Head to Toe – the Store's Motto

The film was titled Herrskapet Stockholm ute på inkop (Mr. and Mrs. Stockholm Go Shopping). The segment with Greta and the other models is known as Från topp till tå ( From Head to Toe ). It is mostly known as How Not to Dress. This 23 minute film advertisement, first screened in Stockholm theaters on December 12, 1920. It told the story of a family whose home had been destroyed by fire. The family gets helped by the staff of Bergström's. Greta was assigned the role of the eldest daughter who comes to PUB with her family. They replace their lost wardrobe and are redressed “from head to toe”. This was one of the store's mottos.

STORY FROM THE FILM-SET

(in treatment)

RING AND GRETA

In the fall of 1921, Greta was offered a part in a feature-length motion picture: “a Nordic love story” to be directed by Lasse Ring and filmed on location two hours outside of Stockholm.

Ring directed Garbo in her advertising films How not to dress (1920) and Our daily Bread (1921). This time, however, the personnel department of the PUB, refused to arrange additional time off from work. According to Ring, when he tried to intervene with Greta's boss, he was reprimanded for giving the girl “crazy ideas about the movies.” Greta reluctantly declined the role.

DVD/VHS

How not to dress (the part with Greta in) is available on the Gösta Berling Saga DVD.

See HERE!

VIDEO-FILE

See HERE!

SOURCES

Karen Swenson – A life Apart
Barry Paris – Garbo
IMDB – International Movie Database
plus many other books, magazines and internet sites.


	Film - Introduction