Cowboy Peter Jones (Joe E. Brown) travels from Texas to New York, intent on making a fortune for himself and his mother. Targeting Peter as an easy mark, producers Sam Lehman (Lew Cody) and McLure (Robert Greig) convince him to invest in their show. Attracted to their secretary, Ruth (Ginger Rogers), Peter agrees. However, Ruth predicts the show will be a failure, and when it flops Peter buys out his partners. With Ruth's help, Peter then faces a series of bizarre challenges to revive the show.