Bob Clampett and Bugs Bunny on TV Animation, 1945

You likely watched animated cartoons on TV when you were growing up, including Bugs Bunny, Popeye, Mickey and/or Mighty Mouse.

Putting old theatrical cartoons on the air is a concept that goes back to the days when there were only a handful of television stations across North America.

You could find them in prime time during World War Two, a time when people don’t think there was any TV. Stations could fill time cheaply with old short films. WNBT in New York, for one, bought or leased cartoons from companies that marketed 16 mm. films to schools, churches, service clubs and anyone with a movie projector.

No, people wouldn’t see Bugs, Popeye or the aforementioned mice. What was available were cartoons from defunct studios. You wouldn’t see the cat and mouse Tom and Jerry from MGM, but you would the human Tom and Jerry from Van Beuren. The Van Beuren prints showed up regularly on prime time, even a few years after the war ended. For example, on December 23, 1944, WNBT aired the 1931 Aesop Fable Toy Time.

One of the people extremely interested in television during the war years was Warner Bros. director Bob Clampett. Stories in Variety followed Clampett’s interest during the time he was with the studio and for a while afterwards. He really was a visionary, He predicted animated commercials, which filled screens in the 1950s and provided employment to many Golden Age animation artists in small studios as the large theatrical operations were contracting. And he also predicted limited animation. Unfortunately, the war years were still a little early. Los Angeles only had one barely-operating station until 1943 (today it is KCBS-TV) then two stations until 1948 (the second is now KTLA).

In 1945, Clampett gave an interview to Television magazine, as himself and in character as Bugs Bunny. Bugs wouldn’t show up on TV until 1956 when Associated Allied Productions bought 337 Warners cartoons and made a mint offering them to eager television stations.

This full-page story was published in the July-August edition.

“Dey’ll Never Get It Off De Ground”
by Bugs Bunny
Bugs Bunny and his creator, Bob Clampett of Warner Bros. Cartoon Studio, discuss some of the high-points of cartoons in television.
"Howdy folks! Dis is Bugs Bunny speakin'.
What's all dis chatter about throwin' movin' pitchers around tru de air elec-chronically?
But seriously now, folks, dis television ting–if you ask me
"Dey'll never get it offa de ground." Why – just de other day I wuz sittin' around, over at de Warner Bros. Cartoon Studio, gassin' about television wit me friend – Director Bob Clampett. For a coupla years he's messin' around nites wit new cartoon techniques, and 'dis here television stuff.
"Listen, B.C.," I'm sayin', "You're oofty-magoofty – or Looney-Tuney or sumpin', t' spend all dis time messin' wit a ting of de fewcher.
What d'ya wanna do – have a noivuss break-up, or sumpin? Why,
"Bugsy, ol' boy," sez Bob, "Dis television ting is gonna be big. Lots bigger dan you or I."
"Bobsy, ol' boy," sez I, "Dey'll never get it off de ground." Den Bob slips me de $64 question –
"And how about Macaroni and his wireless telepathy?" sez he.
"A fluke," sez I. "A Sunday punch if I ever saw one. But just supposin' dis elec-chronic business really is de McCoy," sez I. "Where do I come in? What about cartoons over television?"
"Now we're gettin' somewhere," sez Clampett. "Draw up a chair and lend me your ears. Foist off–lemme say – animated cartoons over television gives a sharpness and clarity superior to any other technique because of its line quality – and sharp, simple tone images.
“And, foidermore," continues Clampett, "de cartoons' faster tempo, and direct approach – makes it able to tell a story or punch over an advertising point much more briskly dan –”
"Quick like a wabbit?" I interpolates.
"Quicker, yet. And, besides – ," continues Clampett wid'out even takin' de pause dat refreshes, "de animated cartoon is poifect for puttin' over everyt'ing from kids serials to 25 second commercials. From –”
"O.K. – O.K. – " I interrupts. "Who do ya t'ink ya are, anyhow – Dr. Tree De Forest – or sumpin? Givin' off wit' all da facts and figures – "
"No, Bugs – I'm no expert."
"O.K. – O.K. – Mr. Smartypants," I'm tellin' him. "So let's say dis television proves t'be de real malarky – and let's say cartoons come over like a million bucks – den comes de defoogalty!"
"What's de rub, Rabbit?" asks Robert.
"Just dis, bright-eyes. Cartoons'll not only look like a million bucks – dey're liable to cost a – "
"Million bucks?"
"Well, not exactly – but it won't be hay. Pen and ink monkeys don't work for peanuts anymore, y'know. And Wabbits may wove cawwots' –but when pay day rolls around –we're all just like mother and daughter."
"Y'mean – ah – workin' for de Yankee dollah?"
"Precisely."
"So?" asks Clampett.
"So – what bodders me is dis," sez I. "Who's gonna pay de freight on cartoons at de present price per foot?"
"A civil question," admits Clampett, "which desoives a civil answer."
"Y'see, Bugs, we, in de production end of cartoons, have realized dat television during it's [sic] formative years – will be faced wit dis cost problem you speak of. We've given it a lotta thought and we already have a few of de answers.
"Foist off – you must remember – a film made t'be shown on a gigantic theatre screen is one ting – an' one made t'be shown on even de largest television screen is anodder. In a 7 minute animated cartoon – every pen line is a cost. Therefore – SIMPLIFICATION is de answer.
"Say, f'r instance," continues Clampett. "Disney leaves de' buttons off of Mickey Mouses' pants –
"Sorta risky, ain't it?" I asks.
"Can't you ever be serious, Mr. Wabbit. What I'm attempting to point out is this. On the small television screen – the absence or presence of such a small detail would never be noticed. And yet, one button, when carried through a series of thousands of consecutive drawings – can cost a pretty penny – and a few Yankee dollahs t' boot."
"Therefore, – on television – simplification of detail in both character and background is better – not only commercially – but artistically."
"I still don't think Mickey's gonna like it – goin' around wit' no buttons on –"
"Besides, Bugs," continues Clampett, "De cartoon will make its costs justifiable on de spot announcements and station breaks by virtue of dere' many repetitions. We've stumbled onto a lotta other time and cost savers – but, de real ideas'll come when de Hollywood cartoon makers really start grindin' out films for television.
Out here in de Land of Oz we have de greatest grouping of animation experts in de world today. When dese animators, writers, and technicians get dere teeth in tele-cartoons – you'll see de quick development of a sensational new style of cartoon–tailored to television. Both artistically – and monetarily."
"Bravo! Mr. Clampett," sez U.
"Thank you, Bugs," sez Bob.
"I'm glad you're beginning to see it my way."
"But. if you ask me, Bob," sez I nonchalantly takin' a bite outa my carrot. "Dey'll never get it offa de ground!! . . . . . or will day?????"

As we all know, they got it off the ground–to inestimable profits. Bugs was a part of it. And so was Robert Emerson Clampett.