Old Gold Comedy
The Old Gold Comedy Theater aired over NBC for one season, from October 29, 1944, to June 10, 1945. The Lennen and Mitchell ad agency wanted to produce a comedy series for Old Gold cigarettes, a brand of the Lorillard Tobacco Company. The show was patterned after the successful format used by the Lux Radio Theatre and Cecil B. DeMille. Preston Sturges, an up-and-coming director, was originally tapped to host the show, but was already committed elsewhere, and so suggested Harold Lloyd, a silent film star, with whom he had worked in the past. As this was his first radio program, Lloyd worked for many months to get over his fear of the microphone. Critics believed he was improving as the season progressed and would have eventually mastered the art had the series lasted more than one season. Though the adapted scripts and the actors were top-notch, the show eventually suffered from its 30-minute format, as too much had to be cut from the original movie scripts. Lennen and Mitchell pulled the plug on the show on May 28, 1945, when they announced Meet Me at Parky’s would air in it
"The Old Gold Comedy Theater": A Brief but Memorable Run on NBC
Introduction
“The Old Gold Comedy Theater” was a radio comedy series that aired over NBC for one season, from October 29, 1944, to June 10, 1945. The show was created by the Lennen and Mitchell ad agency as a promotional vehicle for Old Gold cigarettes, a brand of the Lorillard Tobacco Company.
Inspiration and Format
The format of “The Old Gold Comedy Theater” was patterned after the successful Lux Radio Theatre and its host, Cecil B. DeMille. This adaptation of a successful format signaled the high hopes held for this new comedy series.
The Host: Harold Lloyd
Preston Sturges, an emerging director, was initially selected to host the show. However, due to other commitments, he suggested Harold Lloyd, a silent film star with whom he had worked previously. Despite his initial fear of the microphone, Lloyd accepted the role, marking his first venture into radio programming.
Overcoming Fears and Criticisms
Lloyd spent many months working to overcome his microphone anxiety. Critics noted that he was improving as the season progressed, suggesting that he would have eventually mastered the art of radio hosting had the series lasted more than one season.
Challenges and Demise
Despite having top-notch actors and adapted scripts, “The Old Gold Comedy Theater” struggled with its 30-minute format. Too much content had to be cut from the original movie scripts, which impacted the quality of the show. On May 28, 1945, Lennen and Mitchell announced the end of the show, replacing it with “Meet Me at Parky’s.”
Conclusion
While “The Old Gold Comedy Theater” had a brief run, it left a lasting impression in the world of radio comedy. Its story serves as a reminder of the challenges faced in adapting content across different mediums. Despite its premature end, the show stands as a testament to the endeavors of its creators and performers, particularly Harold Lloyd, who embraced a new medium and worked diligently to overcome his fears.