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21
The Innovators 19:
jazz
has
Inthe 20s
Hollywood was
not interested
in the talkie:
Then Sam
Warner saw
the potential
for “canned
vaudeville”, and
made it happen.
By Laura
Mulvey
The brothers Warner as inno
tively to any entrepe
Nowadays lack whferro Dise Sam arver, 2cs the US esomomy was
‘peste. inew be wrton booming, with confidence
Aree pred The high asthe boom hadbeen
eSige left Gathering momentum
since the Depression of thers. The Bm ndstey
had growa up within thee conditions, had become
ollywood, and had by and lage consolidated into
anoligopoly of ve major studies with vertically inte
trated contol of production, distibution and exh
‘These stodioshadnointrestin rocking their success
fal indus by fooling around with new technologie
and had tumed thir back o thee of ling pe
tures. So it was the hungry outsiders ~ the brothers
‘Wamnerand Wiliam Fox who were prepared tke
chances nthe hope of breaking nto the closed cide
ofthe major
Aithe ephnning of 1925 Warner Bos had no fist
aecesiies for major profits and satus Hay, who
had ran the brother nance since Sam acquired
thee ft poetort exhibit The Get Tan Rolo
in 903, wasn the ook ot for large amount ofou
sid investment to fund his expansion plans. A the
Same time Wad Catching, an investinent banker
‘with Goldman Sachs wasn the lok out for another
buitable business to launch into a major national
errs ie hadaleady masterminded the growth
fof Woolworths and Sears Roebuck) He approved of
the way Hany ran Warner Bros. and ape t ast
tank ret wo nance a master pla of expansion
and to join the Board of directors Catching’ Wall
Set cre opened the doors of banks that
‘he film industry. During 1935 Warner Bros acquired
the old Vitagraph Company, including it Brooklyn
studio its distribution structure and ten major the
anes In this phase ofthe expansion the question of
Sound never aos, but sound was the bass for what
‘wast become the second phase
inevitable by the mid 208 that sound fm would
become reality On the one hand by 2924 the Base
technology was in place developed in Bell abs, the
research wing of Western Electr, On the other the
dominated by new ound technologies Bao andthe
record companies had opened up mass market for
poplar mesic while dancehall and vader wee
Booming Afterall, this was the face age~ and the
movies were geting behind, out ofsynch wit the
rusiesuffsed atmosphere ofthe times
As pat ofits fist expansion plan Warner Bros
scquted a ado sation, the fist Holywood studio to
oso. KWDCrmarked the transition to phase two. The
4 flation gave Sar, who ran i, the opportunity to
Warner sound vehicle, represents a key moment in expecting Sam and Abe join them fom Las Ange- develop his interest in electronics. He became pe
‘the history ofthe US entertainment industry and le Rut Sm wa in hoeptl after an operation on his sonal fiends with the Westen Electric repent
record the tensionsin US popularcultueata trans chronic sings condition reveled a serious mastoid in Los Angee, Nathan Levinson, who invited him to
onal moment. Andthirdistheway heperonalcon- infection. He died, aged 42, only houre before his demonstration in New York ofthe results of the
tribution Sam made to the coming af synch sound brotheremanaged toreach the WestCoast. wae gen. company's researchanddevelopment intosound syn
wea dramaticaly realised erally believed that the gruelling task ~ fom June chronlsation for fm. Sam sav immediatly tht
SamvsssteleverHedvewhinod inte weds 5 Ober spy ef sound cul fer he compete eg hat woud
of contemporary Warner Bro. technician, “ok launching Warner fist take Wamer Brox beyond Harry safe coune of
Tne and sinker into sound cinema taking esonst AN SOBSOM nd pictures had liter expanded vera ntegation neal he pitfalls and
biiyforpodacngalthestuivseadypoganmes, OUGHE tO Sty kei im posites mor nancial gable His problem
inating inhisticesssypendsinct the podac Hollywood ut tefore Sar could woul be to convince ary thee wasafutce nay:
tan of Teer Shs opening. in Wares? NEw ae fect toe Warnet Be, chroied sons i
York theatre, was timed to coincide with the Day of tin-pan alley story Harry had to estab- 1¢ various stories of how Sam tricked Harry into |
Atonement which ome the backdrop tothe trys AMM EME MEW Fn sold economic base attending a demonstration a el Labs in May 1935
narrative climax Hany and ck were in New York, BHCHCHHMUSEE for expansion. In he md arenow partofmovielegend Hany shared eres >“4 ofthemovieindusuy’sopinionoftalking pictures:
both his and Sam's accounts of what happened
‘confirm that any iden of "talking™ was avoided Sam
pesuaded Hany to attend a demoastation of "an
instrument that wou bring the best music, the best
soices and the best instrumentation to the smallest
places in the world” The demonstration fm
‘cluded a small ban playing jazz Sar recalls “He
fell harder than ai”
Torthe Warerssynchronised sound didnot mean
the talkies it simply meant the adition of ong and
msi to motion pltues, Harry, who with his siter
Rose had won dance championships in his yout, i
said to have remarked evealingly to Catchings “Hit
‘an talk, then it ean sing” This sentiment was cer
tainly in keeping with the ve peformanceisreen
croesover spirit of an era when twas customary for
exhibitors to put on vaudeville acts as prologue toa
sain feature. At the same time Broadway wae wit
nsising a series of smash hit variety shows, and to
lm thet popula song and dance numbers would be
to extend these lve acts into mechanical reproduc
tion and mas distribution The fist intended we of
sound cinema therefore, was or"canned vaudeville
‘After Warners and Westem Electrics fist agre
rentinune 1925 Sam devoted himselfo the process
fof learning about sound recording and to making
‘hom flins as prlogues. Warner Bros and Western
lecrc formed the Vitaphone Corporation in April
1926 giving Warners the exclusive licence to record
andseproduce sound fs on Wester Electic equip
ment, Sound technology evolved out of electronics,
snd one ofits key elements wa the audion vacua
tube originally developed by Lede Forest for amp
fying sound in cinemas, For cording, Westen Elec:
tric concentrated on the sound on die method.
‘Wester Hlectee was owned by ATET, which by
the mid 208 was on of the largest companies inthe
‘world Not only had itbeen able to fund esearch and
evelopment at Bell Labs, but itcould buy up patents,
Fight off challenges fom other patent holders and
‘most imporanty activate the conversion of theatres
to sound, providing skied technicians and where
ccesirysdning exhibitors who cold not afford
to have their theatres wired. Ultimately it would
prove impossible for Warner Bros. to maintain an
cTusve licence on the production of Wester Elec
tric sound films, but by that time the studio had
reached equal stats with the big ive and moved ts
‘ound operation from New York wo Holywoud
‘The Jaz Singer was 2 Topical extension of the
“eanned vaudeville” idea But forthe fit Vitaphone
programme Sarn had compiled a series of shorts that
tended towands high caltue, sing sar singers frm
the Metropolitan Opera and adding a specially com
posed soundtrack ~ played bythe New York hikar
‘monic Orchestra tothe fon Barrymore feature Dat
Jur. Warners publicity drew attention othe educa
tional. democratsing aspects ofthe new invention"
will makeit possible for small own theatres to have
‘he same musical accompaniment a that enjoyed by
‘he biggest theatres the word over lions of peo
ple wil be educated toa inr appreciation ofthe best,
‘sic that has everbeen writen.
‘The second Vitaphone programe, backing the
‘Sydney Chaplin feature The Bete’ Ol clued jazz
quartet anda short called Al aso ina Plantation Ae.
Jolson was big star eho had taken blackface into
‘mainstream vaudevile performance. Sm pad him
‘525.000 for his appearance. The programme azo es
tured Gcorge Jessel who was appearing on Broadway
atthe me in The faze Singer. With this programme
Warners moved beyond showcasing is new product
to finding a place for it within existing popular ive
cententinmenteultue
The choice of The faze Sher forthe next Warner
ros-soundfeature-and the subttutionoffoson for
Fes, who had originally een contracted to star ~
reflected the transitional state of US popular culture
The film ie by no means a masterpiece it cannot be
compared to Murnau’ Suri A Song of Tus Humans
(aay which Wiliam Fox would produce with no-
dialogue soundtrack to showcase his sound.on film
ocess Movietone. Nor di it represent the 208 new
‘eave thich wa taking the entertainment indstry
Dy storm: back perfonmers who were bringing a2?
culture into the mainstream, But it does drama,
‘unlike anyother movie, the way poplar alr con
tebuted to the Decoming'American’ process for
immigrant communities, and the place of lewish
‘entertainers within it AsScotByman ay<"The azz
‘Singer marks one ofthe few ies that the Hollywood
Jews allowed themscives to contemplate thei own
central cultural myth andthe conundrums that 20
svithit”
Michael Rogin, in Blacfce, White Noe, gives a
compelling analysis of this phenomenon. He ab
points out thatthe fils stor of generational conflict,
between jewish blackface vaudeville stat aki Rabi
nowite and his patiarchal cantor father not oaly
drawson the proces of asinsiation ~the move outof
the Jewish gheto into showbusinss and Broadway —
bot pushes the pastpresent conflict into the criss of
cinema itself He cites Robert Sherwood 1927 com
‘ent=‘Al sit down atthe piano and sings BlueSky"
(Gi) to his mother His father enters the room and
realises thathishouseis being profaned with jazz and
shouts Stop! Atthis point the Vitaphone withdraws.
Sams own Ey
marriage to jaiymonttuitinostors
a Ziegfeld
girl echoes
Jakie’s in
double migration that of
heir families to the
United States and of their
{industry o California. Ca
fornia represented a new
‘the film
newness inwhichthe East
Coasts pheton ethnic
ties and tadion could
fast Cont th be left behind. From this
perspective The fc Singisaretur of the epee
‘ut o keping ith the elegant and energetic in
rate moder Holywood asin the rss of Per
fectng Jolson brought th himall th eonance of
the Lower Bast ‘Sie and np lly, the plylt
sting potandonlysemakvowledged inten
thenew uanblack mus
Blacksface and intel acts weretoalintens and
rose thing ofthe poston the New York tag,
eve by Joins sce and then gven another
tes of eb his aval on the Holywood screen
Meanwhile, the boom inthe music busines was
pening up a pce for lack artists apd thei music
Hany nd Sam choice of Te fz Sige was om
thi penpectve both conervaive and ail Joon
sas fhe adored tar of thet youth; New York and
above roadway, was the obvious pact look fr
sound; which wa tl fr them, ong But wih che
retumio New York the Warners ret othe sce
the Je cla es that Hollywood had
scendedAndthe olson lao asthe question of
what woud iced blackface ss Hollywood earned
tosing? Could th Black ace oon become aie
ino Holywood fr actual ack peeormes some
ang ack ae had aleay been or lackenteain
ers on the stage? The answer isin Hollywood
feo the ich posites ered by Black per
formersin the carly yearsfsound
‘Sam Warner sown martioge prallelakie'sin The
Jazz Singer although he ded some ine before Holy
wood’ response f sound woald be arcu Re
Erodes the other strand of The fre Sor story
andsomethingofhe industry ltimateretirn othe
wie metho marked mage of pre ale
dys In The Jc Shige’ ia ea With Jew
ish pst repsented by his romance with Mary
(May McAvoy) teal American gene costar fi
Branay show: The story reflects generational split
within the Warner fail als Harywasextemely
Conscious of hs ewihnes and aware ofthe need
do constant bate gains ant Seti Sa onthe
contan, aot only allowed his lewshnes to £0
‘marke, bt tothe horror of hi family mare
Lina Baguette gente anda fel gil bathisage
whom esawon tage the eles ing thet
New York n which Har decided Sum toy phono
papi would be the fture of moving pstares Lina
Snd Mary epitome the whiteness Hllwond would
Ths cia was followed bythe Wall Suet crash,
which i the entrainment busines hard, most of
AI ts ling lack conser marke. The black
performers signed up to do vaudeville shorts and
fen for ashor pra atresrepesentedome of
the bet in showtusines~ Bat nt fr Holywood.
sam Warnes sgienee forthe arial ofsound
JnHolywoodisdu party tbispersnalenthusiam,
forthe ew technology, hi faction as wager for
the new age hat was aleady waiting fn he wings
‘This he historical side of the story the meting
tetween eas and economies personel by the els
tlonhip between Sam and Harry and thee soe f
Guent negation of a technology into a
Showbasinss reality. But hese two Ware oes £
‘nc also emblematic ofthe confit of tanstonl
‘omen in US popular entrain hat wes 5c
thn cltzeslont tothe maintcam i
Mares bon Al ason
ef wa the adored star
Sam andar Waar