When Commercial Television raised its head on the scene following the successful conclusion of WORLD WAR II, the Hollywood Studio Moguls seemed to be Hell Bent on the notion of steering clear of the small screen. And, why if we didn't know better, you'd think that there was some sort of conspiracy in force, attempting to stunt the growth, if not kill the hatch-ling Networks.
Well we all know that this could not be. Afterr all, that would be an unlawful business practice, a violation of Anti-Trust Laws. No one here would enter into a pact with those like minded in the "Business' to manipulate the market place so as to give it an unfavourable climate for another entry's conduct of business. This would be a sort of Cartel of Motion Picture Studios.
They did not want their "Stars" to be appearing even as Guest Stars on the small Screened Picture Tube, either* It was an appearance by Humphrey Bogart (Old "Bogey", Himself!) as Guest on "THE JACK BENNY PROGRAM" that seemed to break down the opposition and start the little flow, which would soon be a deluge of Prominent and Currently Popular Film Stars to appear on various Variety and Anthology Comedy and Dramatic shows on the "Tube".
So then came the changes, slowly at first, but decisively and for keeps. At first there the "Big Studio" Weekly Anthology Series. The key here was to present an hour long drama/comedy, often a shorter adaption of a successful Feasture Film. Much like Radio's Lux Hollywood THEATRE, the presentation of the story was newly filmed, but shorter, abridged version, often having changes initiated out of pure necessity.
This 'Anthology' business had worked quite well for Mr. Walt Disney with his "DISNEYLAND" being shown weekly on ABC TV. It was used to show original programming as well as older Theatrical Releases. Walt also used any opportunity to present "behind the scenes" that, also, served as an excellent promotional instrument.
Before long we had "WARNER BROTHERS PRESENTS"' THE 20th CENTURY-FOX HOUR" and "THE MGM PARADE". All three functioned just the same way, and did so well.
The next step was to series TV, and Westerns were tops! Warners gave us "CHEYENNE", "COLT .45", "LAWMAN", "BRONCO", "SUGARFOOT", "THE ALASKANS" and of course, "MAVERICK".
Of them all, "MAVERICK" proved to be the most entertainingly fresh and the most beloved to the viewers, right down to the present. It really had a simple formula at its foundation. It followed the exploits of two brothers, Bret Maverick (James Garner) and Bart Maverick (Jack Kelly). They were not Cowboys or Gun Fighters and certainly not Pioneers, by any stretch of the imagination. They were soft-handed, manicured with clean finger nailed, GAMBLERS! You know, Card Sharks, Tin Horns!
As their Surname would imply and the great Series Theme Song states, they were out there in the West, playing Poker for a living and thus getting themselves into all sorts of situations, Each week it would a different story,with Bret one week the next being Bart's turn. Occasionally a show would team-up the two brothers, then a more complex Story would be the order of the day. There were even some two parters, that were continued to the next week, but not often.
"MAVERICK" enjoyed a lot of Humor, Parody and even some Satire on their weekly play book. And that probably explains why the programs seem much better to this writer when viewed again today, nearly a half a century after their original run.
After several seasons, James Garner walked away from the series, but the the Brfain Trust at Warners TV had an answer. They "imported" an English Couisin. Roger Moore came on board as Cousin Beau Maverick.
Finally in its last season, Robert Colbert was introduced as Brent Maverick, yet another brother.
The series made good use of recurring little bits, that they would go back to every once in a while. For one, James Garner would portray their "Pappy", Beau Maverick. He did an excellent job at it, much like Hal Holbrook's MARK TWAIN one man show, albeit in a more comical impersonation.
Also they used recurring characters like "Dandy Jim" Buckley (Efrem Zimbalist, Jr.) and "Gentleman Jack" Darby (Richard Long)were a couple of grifters who the Maverick boys tried to avoid, to no success. One of their best shows had both con-men, as well as some others from previous stories in an episode that involved a'Big Con', which was very much like Universal Pictures' THE STING(1973), the Theatrical Film with Paul Newman & Robert Redford.
NOTE * Quite to the contrary, the Big Studio Brass never seemed to feel the same way the use of Network Radio Shows in helping promote their Pictures by allowing (or even requiring)their Contract Players to appear there. Which means that there would always be an announcement something like "....Be sure to see (STAR's NAME ) in the current (STUDIO's NAME)production of (MOVIE's TITLE), now at your Local theatre!"
Well we all know that this could not be. Afterr all, that would be an unlawful business practice, a violation of Anti-Trust Laws. No one here would enter into a pact with those like minded in the "Business' to manipulate the market place so as to give it an unfavourable climate for another entry's conduct of business. This would be a sort of Cartel of Motion Picture Studios.
They did not want their "Stars" to be appearing even as Guest Stars on the small Screened Picture Tube, either* It was an appearance by Humphrey Bogart (Old "Bogey", Himself!) as Guest on "THE JACK BENNY PROGRAM" that seemed to break down the opposition and start the little flow, which would soon be a deluge of Prominent and Currently Popular Film Stars to appear on various Variety and Anthology Comedy and Dramatic shows on the "Tube".
So then came the changes, slowly at first, but decisively and for keeps. At first there the "Big Studio" Weekly Anthology Series. The key here was to present an hour long drama/comedy, often a shorter adaption of a successful Feasture Film. Much like Radio's Lux Hollywood THEATRE, the presentation of the story was newly filmed, but shorter, abridged version, often having changes initiated out of pure necessity.
This 'Anthology' business had worked quite well for Mr. Walt Disney with his "DISNEYLAND" being shown weekly on ABC TV. It was used to show original programming as well as older Theatrical Releases. Walt also used any opportunity to present "behind the scenes" that, also, served as an excellent promotional instrument.
Before long we had "WARNER BROTHERS PRESENTS"' THE 20th CENTURY-FOX HOUR" and "THE MGM PARADE". All three functioned just the same way, and did so well.
The next step was to series TV, and Westerns were tops! Warners gave us "CHEYENNE", "COLT .45", "LAWMAN", "BRONCO", "SUGARFOOT", "THE ALASKANS" and of course, "MAVERICK".
Of them all, "MAVERICK" proved to be the most entertainingly fresh and the most beloved to the viewers, right down to the present. It really had a simple formula at its foundation. It followed the exploits of two brothers, Bret Maverick (James Garner) and Bart Maverick (Jack Kelly). They were not Cowboys or Gun Fighters and certainly not Pioneers, by any stretch of the imagination. They were soft-handed, manicured with clean finger nailed, GAMBLERS! You know, Card Sharks, Tin Horns!
As their Surname would imply and the great Series Theme Song states, they were out there in the West, playing Poker for a living and thus getting themselves into all sorts of situations, Each week it would a different story,with Bret one week the next being Bart's turn. Occasionally a show would team-up the two brothers, then a more complex Story would be the order of the day. There were even some two parters, that were continued to the next week, but not often.
"MAVERICK" enjoyed a lot of Humor, Parody and even some Satire on their weekly play book. And that probably explains why the programs seem much better to this writer when viewed again today, nearly a half a century after their original run.
After several seasons, James Garner walked away from the series, but the the Brfain Trust at Warners TV had an answer. They "imported" an English Couisin. Roger Moore came on board as Cousin Beau Maverick.
Finally in its last season, Robert Colbert was introduced as Brent Maverick, yet another brother.
The series made good use of recurring little bits, that they would go back to every once in a while. For one, James Garner would portray their "Pappy", Beau Maverick. He did an excellent job at it, much like Hal Holbrook's MARK TWAIN one man show, albeit in a more comical impersonation.
Also they used recurring characters like "Dandy Jim" Buckley (Efrem Zimbalist, Jr.) and "Gentleman Jack" Darby (Richard Long)were a couple of grifters who the Maverick boys tried to avoid, to no success. One of their best shows had both con-men, as well as some others from previous stories in an episode that involved a'Big Con', which was very much like Universal Pictures' THE STING(1973), the Theatrical Film with Paul Newman & Robert Redford.
NOTE * Quite to the contrary, the Big Studio Brass never seemed to feel the same way the use of Network Radio Shows in helping promote their Pictures by allowing (or even requiring)their Contract Players to appear there. Which means that there would always be an announcement something like "....Be sure to see (STAR's NAME ) in the current (STUDIO's NAME)production of (MOVIE's TITLE), now at your Local theatre!"