Jimmy Knight (Douglas MacLean) inherits a drug store that's not doing very well; his rival, Silas P. Rogers (Andrew Robson), is tough competition. Knight is in love with Rogers' daughter, Miriam (Marian de Beck), and he knows she prefers a fighter, so when her father offers to buy him out, he refuses. Inspired by P.T. Barnum's famous quote, "There's a sucker born every minute" (hence the film's title), Knight whips up some bitter-tasting ingredients and calls the elixir "Knight's 99," a tonic guaranteed to cure all ills. Rogers has Knight arrested for violating the Pure Food and Drug Act, and he is put on trial. When the judge becomes ill during the proceedings, he takes some of Knight's snake oil. He is miraculously cured and dismisses the case. All of Roger's testing has not been able to identify the fifth ingredient of Knight's 99, and Knight reveals it is faith. He is elected mayor of the town and marries Miriam.
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