Sunday, November 13, 2011

Audience Promotion to Excite Your Public (page 7; unnumbered in the original)



The next page in Screen Gems SHOCK! promotion book contains advice on "how to excite your public."

One direct audience participation gimmick is to consider what you would cook should a monster come to your house for dinner. (I'm sure we've hosted many a monster at a meal.) The public would be encouraged to send in their menus, from which a winning menu would be selected and then served at a restaurant to people in the city with the name of Frankenstein! According to the writer of the text, there were 13 Frankensteins in New York City at the time. I wonder what the number would have been in smaller cities?

An exploitation item has a "mummy" escaping from a museum that's having an Egyptian exhibit. When the mummy is interviewed by the pseudo-press, he states that he made his escape in order to get his "SHOCK treatment." Crazy mummy.

Another exploitation tactic mentions dressing up a woman in the style of a Charles Adams (sic) cartoon, clearly a reference to Charles Addams' main female character who would be named Morticia when THE ADDAMS FAMILY TV series was broadcast in the 1960s. The Morticia character was already iconic at the time. (Interestingly, Vampira, who took her look from the Addams character and who had been hosting horror films prior to SHOCK!, is not mentioned.) "Monster Society of America" membership cards would be handed out by this female character and the monster riding with her in a hearse.

Fun suggestions all. I wonder how many were actualized?

Saturday, August 27, 2011

Review: Famous Monsters of Filmland: The Annotated Issue # 1



Of all the publications released by the current regime of FAMOUS MONSTERS (shorthanded as FM 3.0 and headed up by Philip Kim "Kong"), I was most looking forward to THE ANNOTATED ISSUE #1. My enthusiasm was slightly lessened when I learned that this publication would most likely contain a major chunk of what once had been published before, a special mock FM edition honoring the 90th birthday of Forrest "Forry" Ackerman, FM's legendary 1st and longest-standing editor. So it seemed to be a reprint, rather than the promised original publication per its promotion, but the original was rare nowadays and, when found, fetching high prices. I was still very eager to own and read this annotated edition, as it would surely, I thought, offer an invaluable look at the crafting of the first issue of the first monster magazine in the world that was published at the epicenter of the Shock Theater craze. After all, that's what the word "annotated" implies, something that digs deeper into the text being offered.

Unfortunately, the people who put this edition together do not know the meaning of "annotated." Annotated is not just reprinting some typescript of issue number one of FAMOUS MONSTERS OF FILMLAND. "Annotated" is offering editorial commentary at least--notes and research material that explain and expand upon the text being presented. There is no such commentary in this edition. It is not "annotated."

What we have, as the meat of the edition, is a simple photographic reprint of what we are told is the 1958 manuscript of the 1st issue of FM, interspersed with full-page photo illustrations, worked on a bit through Photoshop, so they don't look like the actual photographs being used. The vast majority of the manuscript is type-written, but there are some minor corrections in hand dispersed about, yet there's no way of knowing if these come from the hand of Ackerman or James Warren, the publisher of FM 1.0, a man as equally legendary as Ackerman and who rarely gets the credit he deserves in the making and success of FAMOUS MONSTERS. Nor do we know if a copy of a handwritten listing of contents with remarks on them comes from Ackerman or Warren, either. One assumes they come from Ackerman, but readers will be unfamiliar with Ackerman's handwriting to make a judgement. If one compares Forry's signature, which can be found in the publication, the answer may be that the markings come from Warren! (Warren is still alive and may have been able to resolve this very easily. In fact, it's a considerable lost opportunity that this publication does not have Warren making his own comments on the manuscript or at least offering up an introduction to the whole.)

So rather than providing a genuine annotated edition of issue 1, which would have been work and have taken some knowledge and intelligence to put together, we have a cheat. Something being sold as something it is not.

That said, there are a few perks to this softbound edition, which is admittedly handsomely designed and on glossy paper, with a nice wraparound illustration by Pete Von Sholly. The first 33 pages of the 160 pages is made up of a reprint of Ackerman's "Birth of a Notion," in which the first editor of FM goes through the history of the rise and making of the 1st issue. Forry wrote variations on this article several times, but it's impressively illustrated and quite readable. Two articles follow this one--"Following Forry" by Kevin Burns and "The House that Ack Built (and Re-Built)" by Joe Moe--and both are equally very well illustrated and engaging reads.

There are several typescripts after the manuscript proper that are the most interesting pieces of all. One, shows the editorial markings (or were they the publisher's markings?) on a Shock Theater press release from Screen Gems that was employed in FM #1 as original matter. A couple of other typescripts look of interest, but since there is no annotation regarding them, we are lost in suppositions as to where they may or may not fit into the history of FM 1. The one I got the biggest surprise from is something titled "TV Means Terrified Virgins." As you can see from the following sample sentences, it was definitely not meant for public consumption....

"The chips are down in TV, and so are the heroine's panties. It's the next step after strip-tease: pan-tease."

"One impatient televiewer's reaction was: 'I'd rather see a girl raped by a monster than watch a good five minute commercial.'"

"Yes, TV augurs well for Terrific Vaginas, Thrilling Vulvas and Tortured Victims."

Did Ackerman write this? If so, was it a way to let off steam from the task at hand? Was it sent around the FM "office", ie, to Warren? You won't know in the ANNOTATED edition that's being sold for $29.99.

Friday, July 8, 2011

Daughter of Shock! - Bombay Mail (1934)



Here's an interesting curio, a film that would have fit perfectly into the SHOCK! or SON OF SHOCK! packages--and better than some other films that made it into those two lineups. It's BOMBAY MAIL, a Universal murder-mystery film from 1934, with Edmund "Chandu" Lowe. The music should be very familiar. The score by Heinz Roemheld was reused by Universal, most notably in the Flash Gordon serials. We'll call this part of the never released package of films from Screen Gems, their follow-up to SON OF SHOCK!: DAUGHTER OF SHOCK!

Friday, June 17, 2011

Inspired Stunts (page 6; unnumbered in the original)



The next page in the SHOCK promotional book gives TV programmers suggestions on how to promote the package to potential sponsors and news-people. You are urged to have a party at your studio or a haunted house. (Yeah, good luck trying to find a haunted house!) "Ghoulish props" include masks and daggers on the walls, a coffin, and....

Your buffet supper should be "ghouled-up" with a witch serving meat balls from a steaming cauldron.

Bottles labeled poison, bowls of aspirin and milltown, and a bucket of ketchup labeled "BLOOD" should be placed at convenient spots for the use of your guests.


Masked waiters, horror-inspired door prizes -- such as daggers, nooses, etc., and a public address system emitting weird sounds should add to the creepy atmosphere.

Then come the "inspired stunts" for your guests, such as:

The lights go out -- a scream is heard -- and a "spider-woman" dressed in a long, sleek, black gown enters the studio with a lighted candle.

A shot is heard -- a weird character staggers in with a knife in his back, and falls cold in the middle of the room. He is nonchalantly carried out by two waiters.

Men dressed in Frankenstein's monster make-up, converge on the room.

The day after these stunts it's recommended that you send your guests a bottle of smelling salts and a note asking them if they have recovered!

Sunday, June 12, 2011

The Stunning Impact (pages 4-5; unnumbered in the original)

The unnumbered pages 4 and 5 from the SHOCK! promotional book. (I've increased the pixel size; click on photo to make larger in a new window.)





Starting with: "For years, tales of terror, macabre stories of ghouls and ghosts have fascinated millions in every form of entertainment. Now, for the first time, this eerie world of the weird and supernatural comes to television with stunning impact in SHOCK -- an irresistible attraction for mood programming of feature films."

And ending with:

"SHOCK! captures audiences! holds audiences! builds audiences!"

... these pages try to convince television programmers about the enduring fascination the public has with horror, and how Screen Gems is offering just what they need to attain impressive audience numbers.

Interesting that the "screen's titan's of terror" includes the Mad Ghoul (hardly on the level of Universal's other classic monsters), but does NOT mention The Mummy! Also of interest is that E. Phillips Oppenheim is placed on the same literary and popularity level as writers Edgar Allan Poe and H. G. Wells. Oppenheim (1866-1946) was, indeed, a popular writer of thrillers, but one wonders if by 1957 his renown had faded. The SHOCK! package included a film based on one of Oppenheim's most successful novels, THE GREAT IMPERSONATION.

The promo mentions Universal's THE HUNCHBACK OF NOTRE DAME and THE PHANTOM OF THE OPERA as examples of the company's "memorable films," but neither of these silent films was in the SHOCK! package--understandably so, as television audiences would not have patience with non-talkie films.

Saturday, June 11, 2011

Pop-up Frankie (pages 2 & 3; unnumbered in the original)

If you were one of the lucky TV station programmers to receive from Screen Gems your promotional SHOCK! book in October 1957, you may have been shocked (well, slightly shocked) to have a pop-up Frankenstein Monster jump at you as you opened it up. What a fun idea from whomever crafted this promotional book.



Tellingly, the promotion on the first two pages zeros in exclusively on Universal's monster films, not any of the other films that were also offered in the package.

The first several pages of the book were unnumbered. The numbering is reserved for the films themselves, one film per page.

Shocking Cover (Cover of SHOCK!)



In this next series of posts, we will be taking a look at the Shock! promotional book, sent to TV program directors in October, 1957. The rectangular 11" x 14" publication was plastic-comb bound. The top part of the cover shows a man's frightened upper face peering through his fingers. The bottom part of the cover shows John Carradine as Dracula, Bela Lugosi as the Frankenstein Monster, Lon Chaney Jr. as the Wolf Man, Eric the Ape from MURDERS IN THE RUE MORGUE and Noble Johnson as Janos, from the same film. In between is the now legendary name for the film package being presented: SHOCK!

We currently do not know who the cover artist was, nor do we know the names of the person or persons who thought up the campaign, including the SHOCK! title. Perhaps one day an investigation in the archives of Columbia Pictures' Screen Gems, if such archives exist, will give us the answers.

Regarding the artist, I would consider the possibility that two artists worked on the cover, one for the top work and the other for the monster gallery bottom, which is a tad more primitive than what's above it.