Silver Theater (radio Program)

''For the television series of the same name, see'' The Silver Theatre.

''Silver Theater'' (sometimes written as ''Silver Theatre'') was a radio dramatic anthology series in the United States. Originating in Hollywood, California, it was carried on CBS and on the Canadian Broadcasting Corporation. First broadcast October 3, 1937, its last broadcast was August 17, 1947.

Format

Drama

Originally, ''Silver Theater'' featured movie stars, primarily in original dramas and less often in adaptations of movies. Comedies were presented occasionally. In a reversal of the customary trend, some original dramas from ''Silver Theater'' were purchased for use in movies. In 1947, when the program was broadcast as a summer replacement series, radio stars—rather than those from movies—were used as leads.Reinehr, Robert C. and Swartz, Jon D. (2008). ''The A to Z of Old-Time Radio''. Scarecrow Press, Inc. . P. 234.

Variety

In 1941, the ''Summer Silver Theater'' was a variety program, with Ed Sullivan as host and Will Bradley as bandleader. A guest star featured each week.

Personnel

By its nature, Hollywood Star Playhouse had no regular cast. Different movie stars of the era were featured, as indicated in the sampling of episodes and stars listed below. One continuing presence was that of the host, who was referred to as the "director" on the air. Conrad Nagel was the initial host. John Loder replaced him in the early 1940s. Announcers over the program's lifetime were John Conte, Dick Joy, Henry Charles, Roger Krupp, Jack Bailey, and Harry Bartell. Felix Mills directed the orchestra.

Selected episodes

Sponsor and promotions

The sponsor, International Silver Company, launched the program by inviting couples married 25 years or more to the CBS studio for the initial broadcast on October 3, 1937.

International Silver apparently chose well in selecting ''Silver Theater'' as a vehicle for advertising. The company's satisfaction with increased sales was such that CBS ran a four-page advertisement in the March 1, 1940, issue of Broadcasting magazine touting the advertising's effectiveness. The ad quoted comments from International Silver: "After thirteen weeks on CBS: 'We find we can paint a more alluring picture ... by radio than with the printed page.' ... After three years on CBS: ' bstantial increase in sales for every year we have been on the air.'" As the ad continued, it noted that ''Silver Theater'' had become more popular over those three years and that "as the popularity of the program has increased, sales of 1847 Rogers Bros. have increased."

Concurrently, the International Silver Company advertised their 1847 Rogers Bros. silverware with advertisements in ''LIFE'' magazine including product endorsements by Hollywood actresses. Many also performed in the Silver Theater, including Judy Garland, Carole Lombard, Ginger Rogers, Rosalind Russell, and Loretta Young. Another brand of the company, International Sterling, also promoted the Silver Theater in ''LIFE'' magazine advertisements.

CBS also produced a brochure "showing success of the ''Silver Theatre''."

Adaptations

International Silver of Canada, counterpart of ''Silver Theaters sponsor, had its own version of the program (''Summer Silver Theatre'') on the CBC in 1941. The program "bore little resemblance to its American counterpart" and lasted for only 10 episodes.

See also

*'' Brownstone Theater''
*'' The Cresta Blanca Hollywood Players''
*'' The Dreft Star Playhouse''
*'' Everyman's Theater''
*'' Famous Jury Trials''
*''Four Star Playhouse''
*'' Hollywood Hotel''
*'' Hollywood Star Playhouse''
*''Hollywood Star Time (dramatic anthology)''
*'' Mayor of the Town''
*'' The MGM Theater of the Air''
*'' Philip Morris Playhouse''
*'' Stars over Hollywood (radio program)''

References

{{Reflist, 2

External links

Episodic Logs

Episodic log of ''Silver Theater'' from Jerry Haendiges Vintage Radio Logs

Episodic log of ''Silver Theater'' from radioGOLDINdex

Stories

"Debutantes -- You Can Have Them," a story from ''Silver Theater'', was printed in the August 1939 issue of ''Radio and Television Mirror''.

"Love's new sweet song," a story from ''Silver Theater'', was printed in the January 1942 issue of ''Radio and Television Mirror''.

"Stronger than Steel," a story from ''Silver Theater'', was printed in the December 1941 issue of ''Radio and Television Mirror''.

Streaming audio

Episodes of ''Silver Theater'' from Internet Archive

Episodes of ''Silver Theater'' from Old Time Radio Researchers Group

1930s American radio programs
1940s American radio programs
American radio dramas
CBS Radio programs
Radio programs adapted into television shows