January 1949…The “Zeigfeld Of Television” Legend Begins

Before I get to the meat of this important story, let me first draw your attention to this video. It is cued to one of the most amazing bits I have ever seen! I think these are the Arnaut Brothers…they never say a word, but bring down the house with this unbelievable bird talk sketch.

‘The Admiral Broadway Revue’ was the first time Max Leibman brought his producing and directing skills to television. He also brought along his aspiring young comedians Sid Caesar and Imogene Coca.

In 1920, Liebman entered vaudeville as a comedy sketch-writer, and in 1924 started a long association with the Tamiment Theater, a Pocono Mountains resort, where he would remain for 15 years and discover such talent as Jerome Robins, Danny Kaye, Sid and Imogene. At the same time, he was writing for Broadway musical comedy revues.

In late 1948, Max was offered the job of producing a television show for Admiral…’The Admiral Broadway Revue’. He took the job and brought along his Pocono friends, including writer Mel Tolkin.

The one hour, Saturday night show was produced (as a remote broadcast) for NBC at The International Theater at 5 Columbus Circle. The show did so well that it had to be canceled? Yes! Admiral sales went through the roof and put them in the position of either building a second plant, or canceling the show.

It left the air in June of 1949, but the best was yet to come! Pat Weaver at NBC hired Max to produce a new show and by February of 1950, ‘Your Show Of Shows’ was ready for air with Sid and Imogene at the helm. It was the top show on Saturday night, but again…it was canceled because it did so well? Yes!

In 1954, NBC decided they wanted Max to produce big color specials for the network. They also wanted the two stars to have their own shows, so Sid continued with ‘Caesar’s Hour’ and Imogene with ‘The Imogene Coca Show’. I’ll have some rare production photos in the next post. Enjoy and share! -Bobby Ellerbee