Schwartz takes HighRoad with 'Norma'

Company options 'Bottle Shock' co-writer's original screenplay

HighRoad Entertainment has optioned Ross Schwartz's original screenplay "Looking for Norma Desmond."

The script takes inspiration from the Hollywood classic "Sunset Boulevard" in telling the complicated love story of a struggling writer and the aging former starlet whose comeback he engineers. In "Sunset," Gloria Swanson played fading star Desmond, whose career arc parallels that of Schwartz's lead character, Betty Moran.

"Old Hollywood had an elegance, heart and style that we are in danger of losing," said Schwartz, whose father, Sherwood, created "The Brady Bunch" and "Gilligan's Island." "I tried to recapture a little of that world in the script."

HighRoad's David Salzberg and Christian Tureaud are producing.

Schwartz co-wrote the wine-tasting comedy "Bottle Shock," which played Sundance last year.

HighRoad has produced the features "The Perfect Game" and "Running the Sahara" and the documentary "For Right or Wrong." The company also is developing the black auto-racing biopic "Silent Thunder" and "Angel of Oxnard," starring Cheech Marin.