Charlie and the Chocolate Factory (musical) ponder all of the adventures that are to come. The play opens with Willy Wonka introducing himself, revealing that he's looking for an heir to run his legendary chocolate factory ("The Candy Man"). Wonka disguises himself as the storeowner of a local candy shop, which quickly attracts the attention of the town's residents and candy- obsessed Charlie Bucket. Despite having no money to spend on sweets, Charlie frequents the shop regularly and befriends the owner, unaware that he is Willy Wonka. Charlie tells him about Wonka's career ("Willy Wonka! Willy Wonka!") and remarks that he would do anything to see
Willy Wonka & the Chocolate Factory to buy the rights to the book and finance the picture for the purpose of promoting a new Quaker Oats "Wonka Bar". David L. Wolper and Roald Dahl agreed that the film would be a children's musical, and that Dahl himself would write the screenplay. However, Wolper changed the title to "Willy Wonka and the Chocolate Factory". Screenwriter David Seltzer conceived a gimmick exclusively for the film that had Wonka quoting numerous literary sources, such as Arthur O'Shaughnessy's "Ode", Oscar Wilde's "The Importance of Being Earnest", Samuel Taylor Coleridge's "The Rime of the Ancient Mariner" and William Shakespeare's "The Merchant