Read Part II of the Revival of Musical Theatre here
Around the 1950s and 1960s was the jump-start of musicals on television. Two of the biggest stars at the time, Ethel Merman, known for her work in "Annie Get Your Gun and Call Me Madam," and Mary Martin, recognized for her outstanding roles in "South Pacific" and "Leave It to Me," both starred a live Broadway musical showcasing a famous medley of popular show tunes around that time. The event was sponsored by the Ford Motor Company and it was shown in simulcast on both CBS and NBC.
The star-studded duo attracted a major audience, drawing almost 60 million viewers and selling 100,000 soundtrack copies of that performance. From that one night performance from the Center Theatre, television executives wanted to strike while the iron was hot. This led to a number of shows being created called revues.
Revues included the amalgamation of dance, music and sketches, all cooperating together to put out a product reminiscent of a play or a musical. Some of the most popular revues that were shown on television were the "Admiral Broadway Revue," originating from the now defunct International Theatre in New York City, and "Your Show of Shows," which ran for 139 episodes and was on TV Guide’s list of the “50 Greatest TV Shows of All Time.” These revue shows proved to be a hit in the ratings as they were consistently in the top rankings for the most popular show during the early 1950s. Because of the show put on by Ethel Merman and Mary Martin, Broadway musicals and entertainment alike found their way into the household vernacular at the time.
By the time the 60s rolled around, musicals were a big hit, and Broadway became a mainstream attraction. At this time CBS, ABC and NBC started rolling out musicals on an almost monthly basis in an effort to cash in on the hot commodity.
With a competition of seeing how big of an audience musicals can draw, the American viewing audience at home was treated to a variety of themed musicals and every month, there was a different product being presented. During this period, NBC showcased "the Mikado," one of the most popular and most replayed musicals of all time, and "Return to Oz," a musical in which Dorothy saves her friends from the rechristened Wicked Witch of the West. These two proved to be popular, as it amassed many viewers to NBC, but the shows themselves were not critically acclaimed in any right.
ABC also tried to cash in on the increasing popularity of musical theatre. They presented such shows as "Feathertop," a musical based on the Nathaniel Hawthorne story, Tippy Top, starring Ronny Howard, who played Opie on the famous TV program, "the Andy Griffith Show," and the "Dangerous Christmas of Red Riding Hood," starring the very famous Liza Minnelli.
Despite boasting a stellar cast, there was nothing much to talk about when ABC put its hat in the musical theatre ring. It was just another set of shows that was able to draw a decent amount of viewers. However, both networks were able to draw some more attention towards the growing affection that the American public had for musicals.
CBS, on the other hand, was successful in offering a product that was both aesthetically pleasing and entertaining for old and new viewers. In 1965, CBS offered "Cinderella" on free television, the story of a youthful woman who yearns for a better life than the one she has. "Cinderella" was originally broadcast in 1957 on CBS with Julie Andrews in the lead role.
That program drew 100 million viewers over time and was a smash hit for all parties involved. CBS looked to strike again with a new take on the old fairy tale, this time with a new lead and a new direction on the art style of the show. This broadcast proved to be another success for CBS and everyone involved.
The 1965 "Cinderella" drew a Nielsen rating of 42.3, one of the highest rated non-sports specials that CBS had ever put out. The musical held that record until 2009, almost 45 years later.
Lesley Ann Warren, the lead role in the musical, has "Cinderella" to thank as the musical and the role jump-started her career in the television business. She went on to receive Golden Globe nominations for many of her later roles, the most notable one being Dana Lambert from the "Mission: Impossible" series of 1970.
The man who played the Prince in this television musical, Stuart Damon, also found decent success after the special CBS broadcast. He went on to take the role of Dr. Alan Quartermaine, a character from the hit daytime television show, "General Hospital." With that role, he attained numerous nominations for a Daytime Emmy, a prestigious award for many that showcase outstanding achievements in their field of excellence.
With CBS showcasing "Cinderella" and drawing a huge number in the ratings, it proves that musicals were hitting their stride with the American public. The influence of Broadway was beginning to show and more and more people were tuning into the product.
Around this time, you would’ve already memorized the lyrics to some of the most popular show tunes. By then, you’ve would’ve recognized the cadence of a character from a musical because by then, musicals had already become a staple in the American entertainment industry.
