Showmen: Back to Oz, Ads That Winked, Ramon Rouses, and Iced Air Meets Vaudeville
THE WIZARD OF OZ in 1949 --- 1949 is understood to be when The Wizard of
Oz went finally into profit. The “Masterpiece Reprint” as tendered by Metro
collected one million in domestic rentals, $787,000 in foreign rentals, and
posted $1.1 million in worldwide profit. Expense included a fresh campaign and
prints, ads spun around current doings of the star cast now bigger stars than
ten years before, Ray Bolger, Bert Lahr, and Jack Haley active and distinct
marquee assets along with “never better” Judy Garland nearing end of her MGM
employment. The Masterpiece Reprints were initiated after WWII to cover what
otherwise might be product shortage for Leo, fulfill requests for
certain oldies, and hopefully secure first-run money for the best of them. MGM
sold these like new releases, terms no different from features fresh out of
labs. The Wizard of Oz had lost money in 1939 but would not now. The million
gain suggested an evergreen in the making, confirmation being a 1955 encore on
ersatz “wide screens,” response again rosy to tune of $448K in domestic
rentals, $483K foreign, and $577K in profit columns. Lease to CBS for a single
broadcast the following year plus option for more suggested library stock could
thrive on networks, one executive however reminding colleagues that there was
only one Wizard of Oz, and don’t expect others to perform so well. Right he
was, otherwise we might have had Meet Me in St. Louis annually along with any
number of MGM musicals on a same basis, but again, and understood by all, there
was no place like Oz. |
Back for 1955 Dates, This Time on Ersatz Wide Screens |
The Wizard of Oz has tumbled from specialness it had. What was yearly
event on networks would become periodic filler on TCM. Theatrical saw Oz through a
first half of seventies placement alongside whatever else might appeal to
youngsters as part of a series that was MGM Children’s Matinee. Prints were new,
if not so vibrant on Eastman stock, this mattering less to viewers many of
which had for years been seeing Oz in black-and-white at home. Home video by
the late seventies allowed fans to record The Wizard of Oz and watch endless
from there, MGM/UA obliged to if possible improve image and sound so they could
offer something special on cassette to diehards. “Restoration” became a byword,
Oz a precious pearl to polish and keep on polishing. They’d even revive the old
Technicolor dye-transfer process for a nineties reissue, anything to suggest
something like we’d not seen before. A more recent wild card was The Wizard of
Oz in 3-D, surprisingly good at least to mine eyes, Oz an ideal subject for depth
per rich foregrounds in most every scene, compositions circa 1939 seeming to
look toward three-dimension future. One could watch
Oz in 3-D and not go back to Kansas again, Warners arguing against that with
yet further enhance that is 4K. Where now possible to lay depth and clarity
like this to any title, how about King Kong, The Adventures of Robin Hood, any
of a hundred we could name at random? I notice even The Cabinet of Dr. Caligari
available on 4K from Kino. Where indeed do we go from here? HER HIGHNESS AND THE BELLBOY (1945) --- Faint cause to recall this,
unless Lamarr is one’s dish, or comedy less funny but typical of time when MGM
mostly bungled at the genre. So why mention Her Highness and the Bellboy? I say
for ways it was sold, one here from hundreds offered in 1945. Technique was varied
as theatres using a same attraction, no two ways a same. Management had to learn
their audience and how it was likeliest to jump. Her Highness and the Bellboy
was Hedy Lamarr and little else, ongoing bane of ordinary Metro product
dependent on stars to prop formula few would care about otherwise. Lamarr
was for sex but they couldn’t all be White Cargo, her acting as in H.M. Pulham
Esq. no arrow toward future things. She’d stay statuary or exotic as in forbiddingly
so. Lamarr as “Tondelayo” or Robert Taylor’s ill-advised consort in Lady of the Tropics lured respective men to doom, otherness baked in thanks to Lamarr’s otherworld
beauty and accent to further a distance. To do comedy saw her still remote as a Princess thawed by Robert Walker’s Bellboy who translates slang and jive-talks
for her as cameras caress. To sell meant to suggest, not what an audience
would get, but what they wished they could get. Chicago’s Apollo Theatre teases
with time-honed art of stars winking at what turns out to be nothing at all.
Peruse of myriad ads from this period sees the device in common, if commonplace,
use. Idea was to imply coupling to follow Hedy’s “Royal Command to Love,” Bob
bashful, “… but could he give room service!” Anyone who regularly went to
movies knew winks and saucy asides meant no more than they would in humdrum
real life, but hope sprang eternal that perhaps this time things would be
different. At least laughs might compensate for empty promise of ads. Her
Highness and the Bellboy doubled its negative cost in US rentals alone, plus
foreign, to generate $916K in profit. Beware Bob as role model, however, “Hey,
Angel Puss! Hey Toots! Let’s Smooch!” likelier in real life to provoke a punch
in the snoot. PRIVATE NUMBER and RAMON NOVARRO --- What would our perception of Ramon
Novarro have been in 1936? I mean seeing him live on the Chicago stage singing
and dancing with his own “pretentious” (why that word?) revue cast, including song-and-dance
sister Carmen Novarro. Here was Ben-Hur himself live! Novarro wanted to sing
more than act. He built a theatre, in fact an outbuilding adjunct to his house, where
he’d perform for friends and show movies. MGM preferred Novarro romantic, but
his was more a specialized and non-formulaic appeal. He’d last on stages so
long as there were those who’d remember him from movies. Latter-day Metro hired him to play Mexican grandees, RKO having a spot for him as police investigating
R. Mitchum in The Big Steal. He even turned up years later on a Wild, Wild West
episode, which I looked at and thought Isn’t that Ben-Hur from fotos in
Brownlow’s The Parade’s Gone By book? Novarro has Roy Smeck as music support for
the ’36 Chicago engagement, Smeck familiar for being among first Vitaphone
recitals, so good with guitar that manufacturers named a model after him. Smeck laid
the instrument on his lap and plucked same sitting down, his and other old
Vitaphones where great performing is at. Feature-in-support on Chicago occasion
was Private Number, which Greenbriar visited before. Note how Chicago misinforms
on it. “Ardent … unquenchable … dangerous!” One thing to lie, but why so
forcefully? “Backstairs love” implies acts explicit, 1936 a least likely of
years for that. A then-public understood economic imperative to exaggerate. Robert
Taylor and Loretta Young promised nothing apart from clinch piled upon clinch, him
a “millionaire’s son” and her “common clay.” Enough said it seems, but Private
Number needed more than those 80 minutes as fair exchange for admissions, thus a
Ramon Novarro or in smaller situations, a co-feature or oodles of shorts to
make dimes please like dollars. NOW OR NEVER plus VAUDEVILLE --- Not sure where this particular Majestic
Theatre was located, but it’s sure “Iced Air” was the sell, theirs “The coolest
spot in town!” This was 1921, early for air conditioning as we’d know it, 1925
occasion for a first installation at the Rivoli Theatre in Times Square. Efforts
prior to that amounted to electric fans, these often blown through frozen blocks to
achieve “iced air” effect, ersatz AC better than swelter in summer and often
houses closed when heat was severest. The Majestic was “Big Time Vaudeville”
plus “First Run Feature Pictures,” Never Weaken a “feature” for purpose of
placement at top of that week’s program, “funny, bespeckled grinning laugh-maker”
that was Harold Lloyd, a half hour of him basis for fifteen, thirty-five, fifty
cent admissions, depending on time of day and age of patrons. Nola St. Claire is
among distant past that is vaudeville, no movies using her it seems, nor Wiki to
mark her coming or eventual going. There are those who intimately know vaudeville long
gone out with tide, but I’m not among them. Suffice that Nola led the ensemble
that was ventriloquism, a “humorous trickster sawing a lemon in half,” which raises
query if lemons were harder to halve in 1921, Sherrie Mathews with “Personality
Plus” and turning out to be a man, in fact a man who died selfsame year he
appeared at the Majestic. Hazel Moran works here with lariats, was known too
for “a running fire of chatter.” Hazel claimed to be the only woman spinning eighty-five
feet of rope on stage. For the record, her act generally lasted six minutes. Too
bad we could never reclaim any of these entertainers unless they dipped in
films, many doing so, but far from all, and so far as I know, none of these.