Philip Morris Playhouse
|Running time||30 minutes|
|Country of origin||United States|
|Hosted by||Charles Martin|
|Produced by||William Spier|
|Original release||June 30, 1939 – September 2, 1953|
|Opening theme||On the Trail from Grand Canyon Suite|
|Sponsored by||Philip Morris cigarettes|
The program "[g]enerally ... featured straight and crime drama," radio historian John Dunning wrote. He noted that one of the directors was William Spier, who "had directed Suspense in its salad days and brought to The Philip Morris Playhouse the same slick production" that was used in Suspense.
Philip Morris Playhouse was broadcast on CBS June 30, 1939 – February 18, 1944, then returned to the air (again on CBS) November 5, 1948 – July 29, 1949. The 1948 edition replaced a giveaway show, Everybody Wins. Its third and final incarnation on radio was a bit more complicated, as explained on The Digital Deli Too website:
The emerging popularity of between three and five other popular playhouse formats of the early 1950s persuaded Philip Morris to resurrect its Philip Morris Playhouse a third time as Phillip Morris Playhouse On Broadway, beginning with its initial CBS run on March 15, 1951. Emphasizing Broadway productions, the subsequent series ran over CBS for twenty-six installments, only to jump to NBC on September 11, 1951. The series ran on NBC for the remainder of 1951, jumping back to CBS on January 13, 1952. CBS aired the remainder of the canon through September 2, 1953.
In 1951, a trade publication reported that the program's annual budget was $1 million.
Background and formatEdit
Philip Morris Playhouse evolved from an earlier radio program, Johnny Presents, which featured both music and a dramatic segment in each episode. That program's name referred to Johnny Roventini (sometimes known as "Little Johnny"), a midget bellhop who made famous the advertising slogan "Call for Philip Morris." In 1939, the segments were separated to create two programs, a musical show featuring Johnny Green on NBC and the drama-oriented Philip Morris Playhouse on CBS.
A newspaper article published when the show resumed in 1948 summarized its format as it replaced a giveaway show, saying, "Instead of a carload full of prizes, the listeners will get big-name Hollywood and Broadway stars in a weekly series based mostly on original scripts of a crime-mystery nature with a strong psychological element."
The program did not have a regular cast, relying instead on guest actors and actresses from week to week. In the words of a 1949 article in Sponsor magazine, "Playhouse uses name stars." Those featured during its time on the air compose a virtual Who's Who of entertainment. Sylvia Sidney, Claude Rains, Eddie Cantor, Tallulah Bankhead, Burgess Meredith, Maureen O'Sullivan, Lana Turner, Joan Bennett, Franchot Tone, Raymond Massey, Pat O'Brien, Brian Donlevy and George Raft are but a sample of the overall list.
With stars changing from week to week, responsibility for the quality and success of Philip Morris Playhouse lay largely in the hands of its director. For most of the program's run, that director was William Spier, who a 1949 magazine article said "is generally rated radio's top-notch creator of suspense-type dramas." Spier's dedication to quality was such that he took a recorder along on a vacation in Europe. After he returned, a magazine article reported, "He's come back with a batch of authentic sound effects for future use, among them the chimes of the Cathedral of Notre Dame, the roar of [an English] Channel storm and the characteristic sounds of European trains."
As the title indicates, Philip Morris Playhouse was sponsored by Philip Morris, a cigarette company. The company was active in old-time radio, with one source reporting, "Philip Morris and Company was ... one of the most prolific sponsors of Radio throughout the Golden Age," sponsoring more than 40 programs over the years.
Having the company's name in the title essentially provided free advertising; every time the program's name appeared somewhere, it was more publicity for the Philip Morris company as well. The arrangement also had other effects, however. One history of old-time radio commented: "When a nationally known company sponsored a show, they were not only paying the bills, they were putting their image and reputation on the line. Especially if the show bore the name of the company.... So if there was any hanky-panky going on with the stars or with anyone connected with the show, it was a direct reflection of the prestige and image of the sponsoring product. Not only that -- it hurt sales." 
Philip Morris Intercollegiate Acting CompetitionEdit
In the 1950s, Philip Morris Playhouse On Broadway offered an unusual opportunity for college students. For three seasons, the Philip Morris Intercollegiate Acting Competition gave each winning student a role in one episode and $250 for the performance. Additionally, at the end of each season, one overall winner was selected. He or she received $2,000 and an opportunity to perform in a stage production. One website reported, "Reaching out to college campuses across the nation, Philip Morris Playhouse On Broadway afforded a total of forty-two aspiring thespians the chance to perform opposite some of the finest Film and Stage performers of the era." Robert Culp and James Garner were two of the competition's winners.
The competition was promoted via advertisements in newspapers on college campuses. In a typical ad, part of the text read,
ATTENTION ALL COLLEGE STUDENTS. Every Tuesday Evening over NBC, PHILIP MORRIS PLAYHOUSE presents an Outstanding College Student Featured with Famous Hollywood Stars in the PHILLIP MORRIS Intercollegiate Acting Competition.
A short-lived television version of Philip Morris Playhouse ran on CBS from October 8, 1953, until March 4, 1954. Kent Smith was the host for the program, which one reference source said "was hastily ordered by sponsor Philip Morris after its first offering in that time slot, Pentagon Confidential, was blasted by the critics."  Broadcast live from New York, the episodes' genres varied from comedy to melodrama. Stars included Eddie Albert, Nina Foch, Franchot Tone and Vincent Price.
Selected episodes are listed below.
|September 5, 1941||Yellow Jack||NA|
|September 12, 1941||One Way Passage||NA|
|September 19, 1941||Angels with Dirty Faces||Sylvia Sidney|
|September 26, 1941||A Man to Remember||NA|
|October 3, 1941||June Moon||Eddie Cantor|
|October 10, 1941||The Little Foxes||Tallulah Bankhead|
|October 17, 1941||Wuthering Heights||Raymond Massey and Sylvia Sidney|
|October 24, 1941||Night Must Fall||Maureen O'Sullivan and Burgess Meredith|
|October 31, 1941||My Favorite Wife||Madeleine Carroll and Burgess Meredith|
|November 7, 1941||Made for Each Other||Martha Scott|
|November 14, 1941||The Devil and Miss Jones||Lana Turner|
|November 21, 1941||Girl in the News||Joan Bennett|
|November 28, 1941||You Only Live Once||Burgess Meredith|
|December 5, 1941||Stage Door||Geraldine Fitzgerald|
|January 23, 1942||The Great McGinty||Brian Donlevy|
|February 13, 1942||Vivacious Lady||Madeleine Carroll|
|April 17, 1942||The Man Who Played God||Raymond Massey|
|June 12, 1942||No Time for Comedy||Melvyn Douglas|
|June 19, 1942||Take a Letter, Darling||Melvyn Douglas|
|June 26, 1942||Friendly Enemies||Charles Winninger, Charlie Ruggles|
|July 3, 1942||This Gun for Hire||Marlene Dietrich|
|July 10, 1942||The Man Who Came to Dinner||Monty Woolley|
|July 31, 1942||Man Hunt||Robert Montgomery|
|August 14, 1942||The Maltese Falcon||Edward Arnold|
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- Dunning, John. (1976). Tune in Yesterday: The Ultimate Encyclopedia of Old-Time Radio, 1925–1976. Prentice-Hall, Inc. ISBN 0-13-932616-2. Pp. 482-483.
- Dunning, John. (1998). On the Air: The Encyclopedia of Old-Time Radio. Oxford University Press. ISBN 978-0-19-507678-3. Pp. 545-546.
- "Philip Morris Cancels 'Giveaway' Air Show". The Afro-American. Retrieved 21 May 2014.
- "The Philip Morris Playhouse Radio Program". The Digital Deli Too. Retrieved 21 May 2014.
- "photo caption". Broadcasting-Telecasting. April 9, 1951. Retrieved 23 May 2014.
- "Why Sponsors Change Programs". Sponsor. 3 (5): 54. January 31, 1940. Retrieved 22 May 2014.
- "William Spier". Radio and Television Mirror. 32 (3): 19. August 1949. Retrieved 22 May 2014.
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- Mott, Robert L. (2000). Radio Live! Television Live!: Those Golden Days when Horses were Coconuts. McFarland & Company, Ind. ISBN 0-7864-1812-5. Pp. 22-23.
- "Philip Morris ad". The Michigan Daily. December 7, 1951. Retrieved 23 May 2014.
- McNeil, Alex (1996). Total Television. Penguin Books USA, Inc. ISBN 0-14-02-4916-8. P. 659.
- Brooks, Tim & Marsh, Earle (1979). The Complete Directory to Prime Time Network TV Shows: 1946-Present. Ballantine Books. ISBN 0-345-25525-9. P. 494.
- "Johnny Presents". Harrisburg Telegraph. September 5, 1941. p. 19. Retrieved July 21, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. September 12, 1941. p. 15. Retrieved July 21, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. September 19, 1941. p. 17. Retrieved July 21, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. September 26, 1941. p. 8. Retrieved July 21, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. October 3, 1941. p. 15. Retrieved July 21, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. October 10, 1941. p. 15. Retrieved July 21, 2015 – via Newspapers.com.
- "Raymond Massey and Sylvia Sidney in 'Wuthering Heights'". Harrisburg Telegraph. October 11, 1941. p. 26. Retrieved July 21, 2015 – via Newspapers.com.
- ""Playhouse" Star". Harrisburg Telegraph. October 18, 1941. p. 27. Retrieved July 21, 2015 – via Newspapers.com.
- "Robinson-Zivic Fight". Harrisburg Telegraph. October 31, 1941. p. 19. Retrieved July 22, 2015 – via Newspapers.com.
- "Martha Scott". Harrisburg Telegraph. November 1, 1941. p. 28. Retrieved July 22, 2015 – via Newspapers.com.
- "Lana Turner Friday Star on 'Playhouse'". Harrisburg Telegraph. November 8, 1941. p. 22. Retrieved July 22, 2015 – via Newspapers.com.
- "(photo caption)". Harrisburg Telegraph. November 15, 1941. p. 29. Retrieved July 26, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. November 28, 1941. p. 19. Retrieved July 26, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. December 5, 1941. p. 19. Retrieved July 26, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. January 23, 1942. p. 15. Retrieved July 28, 2015 – via Newspapers.com.
- "Madeleine Carroll Returns In Playhouse 'Vivacious Lady'". Harrisburg Telegraph. February 7, 1942. p. 26. Retrieved August 1, 2015 – via Newspapers.com.
- "The Short and Long of Radio". The Evening News. April 17, 1942. p. 16. Retrieved August 1, 2015 – via Newspapers.com.
- "Philip Morris Playhouse". Harrisburg Telegraph. June 12, 1942. p. 13. Retrieved August 2, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. June 19, 1942. p. 21. Retrieved August 2, 2015 – via Newspapers.com.
- "Playhouse Presents Stars in Radio Adaptation of "Friendly Enemies"". Harrisburg Telegraph. June 20, 1942. p. 22. Retrieved August 4, 2015 – via Newspapers.com.
- "Marlene Dietrich Has Star Role in Playhouse Drama". Harrisburg Telegraph. June 27, 1942. p. 25. Retrieved August 6, 2015 – via Newspapers.com.
- "Johnny Presents". Harrisburg Telegraph. July 10, 1942. p. 11. Retrieved August 6, 2015 – via Newspapers.com.
- "Radio Highlights". Harrisburg Telegraph. July 31, 1942. p. 11. Retrieved August 18, 2015 – via Newspapers.com.
- "Arnold Is Playhouse Guest Star". Harrisburg Telegraph. August 8, 1942. p. 25. Retrieved August 18, 2015 – via Newspapers.com.