





Here’s Mickey heading toward the theatre audience again.




This kind of effect was pretty common in the early Disney cartoons. It’s about as 3D as you can get without being 3D and is probably still pretty good looking on a big theatre screen.
Humor to be used in cancer preventionIt would appear the anti-smoking campaign was successful. Blanc’s company was called upon again for a special set of PSA by the American Cancer Society. Broadcasting doesn’t reveal whether Benny was involved in this, but I pass it along only to show you how much power cigarette advertisers and their agencies had.
Cancer isn't funny. Yet Mel Blanc Associates, Hollywood is trying to sell cancer prevention to the American public with a light touch.
When asked by the American Cancer Society to create a series of public-service radio spots, the commercial-production house analyzed the situation. It found that in the past few public-service promotions on radio were played, fewer still motivated audiences. MBA decided not to emphasize fear but to seek amusing situations with which most people can identify. The objective is three-pronged: to create something stations will want to play, to make the commercials compelling enough so that once played they'd also be heard and to make people buy what the message is selling.
To encourage stations to play the spots and the public to listen, MBA is using celebrities. But not in the usual way. They are not making endorsements. They will not even be identified. Instead their unique talents in selling characters and a line of dialogue are what's being used.
The commercials will feature, for example, George Burns as a doctor and Jack Benny as his patient. Another spot will have Jimmy Durante as an auto mechanic and Milton Berle as his customer.
Pairoffs of these and such other star twosomes as Eva Gabor and Eddie Albert and Mel Blanc (as Bugs Bunny) and Vince Edwards, through entertaining situations, will attempt to sell the idea of taking a cancer test along with a regular yearly checkup. Sample dialogue from the Benny-Burns confrontation goes:
Jack: Listen doctor, you've kept me waiting long enough. I want to see you right now.
George: Well don't get so excited.
Jack: You're darn right, I'm excited. I came in here last month for a simple little examination and look at this bill. I'm not going to pay it.
George: Did anyone ever tell you you're beautiful when you're angry?
Jack: Oh . . . you noticed.
George: And that "simple little examination" even included a cancer check-up.
Jack: Oh.
George: I knew you wouldn't take the time to come in here just for that alone, so I included it as part of the examination.
Jack: Well that's different. You know . . . you're right. I wouldn't have taken the time to come here' just for that. Even though I know how important it is. George: Unfortunately, that's how most people are.
Jack: But your bill. Isn't $300 a bit high?
George: The bill's for $30, not $300.
Jack: How silly of me. Of course it is. There it is in black and white. I don't know how I could have made that mistake.
George: What you ought to do is donate the difference to the American Cancer Society. It's a wonderful cause.
Jack: I will. I will.
George: Then go see an eye doctor. I think you need glasses.
Jack: I know this is going to sound silly. But you don't happen to know an eye doctor who specializes . . .
George:... in blue eyes? No.
Jack: I didn't think so.
Twelve 55-second radio spots are being produced. The on-air phase of the campaign will start April 1.
Antismoking spots to shock through humorThe tide turned and, finally, cigarette ads were banned from TV in the U.S. after January 1, 1971. Blanc gave up smoking in the 1980s. It was too late. He died of emphysema in 1989.
MEL BLANC TO PRODUCE ATTACK FOR CANCER SOCIETY
The American Cancer Society is preparing its strongest attack ever on the cigarette-smoking habit. Radio is going to carry the brunt of the attack. Television will be called on to lend additional impact (CLOSED CIRCUIT, Oct. 2).
The material used in the campaign will be strong. Indeed, it's aimed at being stronger than anything ever presented about cigarette smoking on the air before. Many stations are expected not to want to play the antismoking commercials unless forced.
The anticigarette-smoking campaign, which is a special project of the ACS and not part of that organization's annual national crusade, is being handled by Mel Blanc Associates, Hollywood-based commercial producer. MBA is charged with creative supervision and production of radio commercials for the campaign and creative supervision of the TV spots.
Shocking Humor ■ According to Richard Clorfene, creative director for MBA, the premise of the campaign is simple and singular. "We're not out to inform the public," he says. "The public is informed. We're out to scare the public, period. It will be shock through humor, but shock, shock, shock, shock. We know that's the only way you can have an effect.
The first campaign approach Mel Blanc Associates is taking—via a series of probably eight 60-second spots—will be direct lampoons of current cigarette advertising on radio and television.
"We're turning the tables on them," Mr. Clorfene explains. "We'll take their keynote and twist it against them." (One such tactic already being considered would be the following parody of the Winston slogan: "It's not how you make it long, it's how long you make it. Stop smoking cigarettes.")
Actual production of spots is about a month away. Plans call for pressings of the radio spots to be sent to American Cancer Society offices all over the country before the end of the year. From there they will be distributed to just about every radio station.
This ACS project is a paying account for MBA. The production company has handled the cancer organization's national crusade for the last two years and is doing so again next year (the first year on a voluntary basis, the last two for a fee). But MBA feels the special project is sort of a loss leader, one on which "we'll probably spend a lot more than we're getting."
Risky Business ■ And the campaign already has cost the production house dearly in other directions. Reportedly, the company "walked out" on one account that was in conflict with the anticigarette drive and broke off negotiations with a national cigarette manufacturer for the same reason.
"There's no question about it," reports Mr. Clorfene, "this is a calculated risk. If we do this lampoon on Winston, it's unlikely that William Esty is going to give us much of their business. We think it's worth it philosophically as well as economically."
As a condition of taking on this tricky and potentially risky assignment, MBA has asked for a virtual free hand in production. "We're going out on a limb and we want our staff to read exactly as we prepared it," explains Mr. Clorfene.
From that limb, MBA intends to drive home such points as cigarette advertisers spending $200 million a year to encourage people to smoke and that cigarette smoking kills and cripples. Always the objective will be to shock the public's sensibilities.
AT HOME ON RADIONot all the critics were kind when The Beverly Hillbillies debuted in 1962. Granted, the first show was kind of like an extended joke about stupid yokels, with the worst laugh track in TV squawking in the background. But the Bunch from Bugtussle quickly rose in the ratings because people wanted to see the underdog beat the pretentious and/or not-terribly-honest city slickers.
Comedienne Irene Ryan, Proud of Being One of Radio's Pioneers, Returns to the Ether as Jack Carson's Newest Nemesis.
By Peggy Carter
IRENE Ryan turned the tables on us. We, who are supposed to know all about radio, found ourselves learning about radio's early days from Irene—and we couldn't have picked a better raconteuse!
The petite, blonde, and very attractive comedienne is the lady who keeps the air-lives of CBS' Jack Carson and Arthur Treacher [in photo, right of Ryan] in a constant flurry. And even if you've never seen a performance of the Carson show, you're probably still familiar with Irene. She's appeared in a score of movies and was once co-star of the Tim and Irene Show.
There were a hundred questions we were anxious to ask Irene when we met her, but she just threw up her hands and cried, "Stop! I'll start at the beginning"—and she did.
At thirteen, Irene Noblette made her debut in a professional show. "I must have been awful, but I was so stage-struck I couldn't think of anything else. Then followed years of stock companies until I met one Timothy Ryan. We were married, formed a team and joined vaudeville circuits. We were the type who stuck to the bitter end. Even while we saw vaudeville folding, we refused to believe it."
"Carefree Carnival" Days
"It was while we were living in San Francisco during the late twenties that we decided to look into this radio thing"—with a vague wave of her hand—"and they offered us a job without even an audition. "Because we liked radio, we stayed and finally landed on a wonderful show called 'Carefree Carnival.' That was the first time I'd ever heard of Meredith Willson, Tommy Harris, and Senator Fishface."
To date Irene has had several seasons of her own show, and regular spots on the Ransome Sherman and Rudy Vallee shows. "So don't look upon me as a newcomer," she grinned, "because I knew radio in the days when—"
Irene, who is now Mrs. Harold Edwin Knox, is as gay, informal, and chatty as you'd expect Irene Ryan to be. At present she's bubbling over with enthusiasm about her new home in Westwood.
"You don't know how much a home can mean to you after having been on the road for years. I love it so much, I hate to leave it for a minute."
Learning to Cook
It's a thrill to the comedienne to be able to discuss the price of meat with the butcher, and the laundry situation with the launderer. "I feel just like a bride," she giggled.
Because Irene is well known for her quivering lip, crying songs, we weren't happy until she had performed over the luncheon table for us. "I don't mind," she confided, "because strangers constantly ask me to cry. But a gal can't cry all of the time."
From where we sit, it looks as if Irene's "crying days" are over. She's a successful comedienne, a charming woman—"And best of all, a contented housewife, who likes to do her own work and is just learning to cook!"
IRENE RYAN—PERSISTENCE PAYSThe years took their toll on The Beverly Hillbillies. The show finally became just too silly and was practically a comedy soap opera when it left CBS prime-time in 1970-71, an era where the network was dumping any show smelling of hay and hickory switches. Ryan died only three years later. She had a stroke on stage in a production on Broadway and passed away in hospital in Santa Monica six weeks later.
Veteran Performer a Big Star Now—Has Tax Problems
By ERSKINE JOHNSON
HOLLYWOOD (NEA) — TELEVISION can put you to sleep, baby sit, keep you awake and entertain visiting relatives. It also can send a gal to heaven—show business heaven.
That's where Irene Ryan is.
“How do I feel about all this?” she said. “It's like I had gone to heaven.”
She's "Grannie" [sic] of the Beverly Hillbillies. Since the age of 11, when she won an amateur kiddie singing contest, she had pursued big time fame. Then — wham! — she's co-starring with Buddy Ebsen in the nation's top television show.
Suddenly, after all those years, Irene Ryan has discovered the real meaning of those words, “There's no business like show business.”
• • •
“HONESTLY,” she said, “It's so funny I sit and just laugh. Six months ago no one cared whether I was alive or dead. Now everyone I meet asks:
“ ‘How old are you, really, Grannie?’
“ ‘Well,’ I ask, ‘how old are you?’
“So you’ll never know,” she said. “Let's just say I'm older than Shirley Temple but younger than Sophie Tucker.”
• • •
SHE WAS sitting in a booth at the Brown Derby in Hollywood. In a high fashion gown, silk scarf over her head and diamond ring glittering on a finger, Irene looked about as much like Grannie as Sophia Loren looks like Ma Kettle.
She dropped a clue about her age.
“Honey,” she said, “I’m getting letters from people who remember me when I acted with a stock company at the Empress Theater in Omaha in 1925.” She kept repeating, “It's so funny.”
Funny, that is, in a great big wonderful way.
A year ago she was doing a night club act in a Seattle spot when word came from Hollywood that the Hillbillies had been sold to television. Suddenly, as we talked, a part of what was funny made Irene wince.
“Now, at my age,” she said, “all of a sudden I have income tax problems.”
• • •
EVERYBODY wants Irene for something. Her price has gone way up for personal appearances, and the tax now becomes a problem in determining personal appearances. Still, she flies out on week-ends with Donna Douglas and Max Baer because she can't say no, and besides it's good for the show. Buddy Ebsen, who plays Jed Clampett, doesn't like to fly, so he stays at home.
“We appear in costume,” says Irene. “That's the attraction.”
• • •
IRENE SERVED in vaudeville, stock companies, radio, movies, and in television roles.
In radio there was some success in “The Tim and Irene Ryan Show.” Tim was her husband, gone now.
She was always on her toes, always giving slick performances. But never a big, big star.
“But I loved show business,” she said, “every minute of it. Why? To really love show business you have to be of it, not just in it. That's me, honey. I'm of it.”
• • •
A $500 WIG and those duds she wears are about all Irene needs to transform herself into Grannie. There's make-up, sure, but it is 90% talent that transforms chic Irene into the role.
Out of character, and wearing slacks, a silk blouse, high heels, people who work on the show sometimes fail to recognize her.
About her talent, director Richard Whorf comments: “She's fantastic. She puts facial takes on top of facial takes.”
She's been a regular on television before, in Bringing Up Buddy, with Ray Bolger in Where's Raymond? But as Grannie, Irene finally has it made. She predicted the show would click even before air time.
“It's so simple—just good old-fashioned comedy,” she explains. “No one is neurotic; we solve no world problems, and there's no message about anything.” Except, for Irene Ryan, that “there's no business like . . .”