BW - EP139—003: Martin And Lewis With Monroe And Sinatra—Opportunity Flops

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

As part of NBC’s programming development, One-point-five Million dollars was allocated towards new shows. The network’s first major signing was Dean Martin and Jerry Lewis. In August of 1948 they made their Hollywood debut at Slapsie Maxie’s. They were soon guest-starring on Milton Berle’s TV show, and other comedians thought their Elgin appearance groundbreaking. On December 22nd the duo recorded an audition with Bob Hope. Hope recorded a new set with Martin & Lewis on March 24th, 1949. Things quickly fell apart as the trio couldn’t help but adlib. NBC picked the series, marketing the team as the next big sensation in radio. Their agent, Abby Greshler, negotiated a great deal with Paramount’s Hal Wallis. They’d receive seventy-five thousand dollars for films and were free to do one outside film a year, which they would co-produce through their own York Productions. The duo also had complete control of their club, radio, and TV appearances, as well as their recording contracts. In the lead up to the premiere of their radio show, Martin and Lewis appeared on the March of Dimes, the Chesterfield Supper Club, the Sealtest Variety Theatre, and The Bob Hope Show. The Martin & Lewis Show finally debuted on April 3rd, 1949. Their first guest was Lucille Ball. It has a similar script to the audition recorded with Bob Hope. But The Martin & Lewis Show was a flop. No sponsor was interested in advertising such a visual team on a sound-only medium. They switched broadcasting locations from Hollywood, to New York, then back to Hollywood. They also brought in new writers and characters. Nothing worked. NBC pulled the plug after the September 6th broadcast.