His Most Terrifying?

The Birds a Mixed Blessing for Universal

The Birds was a commercial disappointment. Not a flop, but a disappointment. So were 1963 releases Freud and The Ugly American, said a Universal spokesman to Variety. The Birds, an April 1963 release, had earned $4.6 million in domestic rentals by the end of that year. Variety's January 1964 round-up of "Top Rental Films" from 1963 estimated it would end up with five million. Alfred Hitchcock's previous Psycho had taken $8.9 million and cost way less than The Birds. I was surprised to learn that The Birds did less than expected business, for it had made large impact, especially on my age group. Hitchcock famously said "The Birds Could Be The Most Terrifying Motion Picture I Have Ever Made." Who'd argue at prospect of birds attacking en masse and pecking mankind to death? This seemed cut to order for youth, but therein may have been the rub, for might grown-ups find the concept silly? Similar things had been done along cheap sci-fi lines ... spiders, grasshoppers, all make of nature turned on humanity. Answer to "What's It About?" was/is anyone's threshold query, decision to stay/go based on preferred short answer. If you were nine at the time (which I was), that answer re The Birds represented 1963 ideal, but parents in receipt of same? ("It's about flocks of birds that kill people") Well ... maybe not so much.

Los Angeles Saturation Opening

Did Universal marketing sense a problem? Did Wasserman or anyone warn Hitchcock ahead of production that The Birds might not fly? When I finally caught it on historic NBC broadcast night (1-6-68, and a record audience for a movie on television), The Birds seemed vaguely a letdown for winged terrors not swooping down on San Francisco (or at least Oakland) for a wow finish. I was imposing monster movie expectations on something entirely different. Had others done as much? Did adults as well figure on a showdown where we'd defeat the birds or be overrun by them? I was a few more years adjusting to the quiet ending, was longer realizing that no other wrap could have worked, let alone birds vs. military might ("Guns, tanks, bombs, they're like toys against them!" was OK as applied to Martians, but to feathered former friends?). Hitchcock had taken on William Castle's sort of spook thriller with Psycho and won. Once-benign wildlife felling man gave him but qualified victory. Had AH seen enough sci-fi to realize how locked-in its formulas were? Most of us with price of admission and dime bags of popcorn looked for Godzillas on each moviegoing horizon. To withhold essential bumps was to incur our displeasure. Meanwhile Mom and dad sat home where entertainment was comfy and free.

Hordes, as in viewership, came for The Birds when NBC premiered it in January 1968. The network claimed 47,700,000 watchers, which was, said tabulators, an all-time high figure (unseated champ The Bridge On The River Kwai for ABC). You could believe the number or not, but all agreed that Hitchcock had made ratings history, and from that Saturday night came enshrine of The Birds as tip-top of home-audience getters. It would be a sharpest knife in a Universal drawer open to syndication, local stations knowing they could boost ad revenue by scheduling The Birds for prime or late hours. Psycho had been problematic as tube-cast. A network run was skipped thanks to controversy. The Birds went down easier because there was less tension to trim. As I recall, and someone correct me if I'm wrong, the only cut NBC made was close-ups of the farmer with his eyes plucked out. As I recall from that night of fifty years ago, we got a first glimpse only, the two more explicit shots to follow dropped by network censors. The sensation of its NBC broadcast and high profile after-play made The Birds seem in hindsight the biggest hit of all from Hitchcock, television a perfect venue for it.

I've lately watched the Blu-Ray again, and would wager The Birds looks better on this format than even 35mm. I now prefer build-up and quieter scenes to melee that starts almost an hour in. The bird attacks are still a little much for me, especially where children are victims, or worse, when Tippi Hedren ventures into a third act attic, which I chapter-skipped this time, having read more than enough of what Hitchcock put the actress through to get effects he wanted. The Birds' first half, then, is a most pleasing, with pace, structure, crisp editing, trick shots, mainly mattes, to enhance Bodega Bay locations. I could take the birds out of The Birds and like it as much. Was Tippi Hedren's Melanie Daniels the last of madcap heiresses to topline a major movie? Lots that is old-fashioned gets aired here. I ran The Birds at ASU/Greenbriar once and they laughed at the scene where Tippi/Melanie torments over the mother that deserted her, an on-the-nose crowbar of "depth" into the character. The college kids whiffed that and mocked accordingly, a reaction I'd not seen before and which surprised me. Still, The Birds had its legend, passed down by elders no doubt, Hitchcock a name to be reckoned with among the student body. This was over ten years ago, however, so I wonder if he still has that cache.

The Birds as seen through amorous eyes of Melanie Daniels HERE.