Once more we visit a song from the Dave Moore-written song-cycle looking at the innovative goth/horror persona created by Maila Nurmi in 1953-54. Today’s piece “Hollywood TV” continues Nurmi’s story as commerce finds a place for her Vampira character as it seeks to fill out the expanding television time slots.
In the 50s, the moving picture industry faced an existential crisis of its own: television was going to deliver its kind of entertainment right to people’s homes, no need to go to the theater, no need to pay admission, make your own popcorn, Philco Playhouse and chill.
One way the old entertainment empire sought to use the new TV medium was to sell rights to rebroadcast movies that had completed—sometimes, long-ago completed–their theatrical runs. One studio, Universal Pictures, wanted to monetize their classic horror pictures it had released back in the ‘20s, ‘30s, and ‘40s and so put together a package of these films for TV stations to buy and rebroadcast in 1956.
It’s hard to believe now, in an era when SciFi, Horror, and Fantasy are the dominant commercial film genres, that in the mid-50s these films were considered shoddy goods. They reflected back to 19th Century characters and tropes, even when they were made before WWII, and so they were not thought to be the stuff that a forward-looking post-war world was looking for.
But wait, we’re in 1953-54. Even this is still in the future.
Nurmi had created the Vampira costume for a Hollywood Halloween costume party in 1953, and the story goes this novel combination of sex and death was noticed there by an entertainment figure, through which she was eventually connected with a TV station looking to broadcast old movies. The TV execs thought such old-fashioned low-value fare needed something else to make it viable, a host to contextualize the old movies to be shown at night when such niche material could fill otherwise uncommercial air time.
So, in 1954, two years before the Universal “Shock Theater” package was offered, Vampira began hosting a show made up of old movies whose rights could be obtained on the cheap, with her character leavening the proceedings with quips and intentional perversity. This is an old show-business tactic, as even in vaudeville theater, a master of ceremonies might be called on to hype or explain the acts, or to fill time when a performer had dragged down the audience’s interest. And intentional perversity was decades old too, what with the Dada cabaret of the WWI years.
Even if this is recent history, in the lifetime of people still living, it’s hard to know how big the Vampira character’s impact was in her time. Her late-night show lasted about a year ending in 1955. A follow-up show with the character on another local station didn’t stick. During the years 1954-56, there was a substantial publicity push, a local Emmy nomination, a Life magazine profile, guest appearances in the Vampira persona on other TV shows; but there was the short run of the show, and a general tailing off of Nurmi’s celebrity and performance career afterward. How big were the waves in that ripple?
If we can’t see how big the first ripples are, we can see the waves that built off it, as they are substantial, and still rolling.
In 1956 came that Universal Pictures “Shock Theater” package, eventually followed by “Creature Features” and others. Over the next decade, most major local TV markets gained a horror/SciFi host. The pattern was unmistakable. Costume. Macabre humor. Campy name. Maybe a little dry-ice fog, screeches and screams, and a haunted house décor. All parts of the Vampira scheme. What wasn’t copied? The Thanatos remained, however distanced by humor, but the Eros was toned way, way down, and the follow-on horror hosts were invariably male.
It’s a boys club. Some of the horror hosts for “Shock Theater” around the USA
In pop music, the erotic and self-possessed element of Vampira saw a revival by the late ‘70s with Poison Ivy and the Cramps, and in the UK, bands like Siouxsie and the Banshees. Eventually a goth subculture and “look” developed often borrowing from first or second level influences of the Vampira character with various continental European influences.
Poison Ivy of the Cramps substituted midriff & pychobilly riffs for Vampira’s décolletage and goth ennui
It took a generation from the ‘50s before the female TV horror host was revived in 1981, back again in Los Angeles, with a character, Elvira, largely based on an updated Vampira. Nurmi had helped with the creation of the show, but had a falling out with the producers.
By the end of the 20th Century, the Vampira character was still being kept alive by a wordless cameo in a widely viewed “Worst Movie of All Time” “Plan 9 from Outer Space.” Irony wasn’t just a pose for the character, it was the way the character survived.
More irony: the mostly male ‘50s children who watched Vampira, Shock Theater, Creature Feature, and the other black and white movies rerun on TV at night past their bedtimes, had grown up and became the new Hollywood elite, making tens, and then hundreds of millions for a revived Hollywood, revising the tropes of the shoddy goods whose TV rights had been sold on the cheap.
If you take pre-Comics Code EC Comics attitude, the TV horror hosts, their old movies and modern descendants, add some bite-sized marketing from the candy merchants, and there you have modern American Halloween. If you walk by the rack of tacky vinyl and polyester costumes at the store, past the Star Wars characters in kid’s sizes, over to the adult-sized costumes, and there you see a “Sexy Vampire” hanging, black and low-cut, long, dark-haired wig included. A colored sheet suggests it worn by a thin young woman with red lipstick, white makeup and weaponized eyebrows. Think, then, of Maila Nurmi for Dave and me, won’t you.
Oh, there’s a song. Dave Moore wrote the words, I wrote the music and performed it. You can hear “Hollywood TV” using the player below. Click it. If You Dare!