When a film studio decides to find a movie star to rival celebrity Rudolph Valentino, the company's executives, particularly the imperious Zitz (Dom DeLuise), sponsor a contest to audition aspiring actors. High-strung baker Rudy Hickman (Gene Wilder) enters the competition as Rudy Valentine, and, surprisingly, seems to hold some promise. His obsession with becoming a leading man, however, eventually gets Rudy into serious trouble with his wife, Annie (Carol Kane).
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