Independent from Long Beach, California • 146

ni am AflMAA Iam Um UmA I 0IW wIPl Hobart CUp (a Hoky Gitmno) and HawM in TncMm. THREE WISE MEN continued Meetings often are held by long-distance telephone nating every four week on a TV drama program. The first four stars lined up for the protect were Rosalind Russell, Charles Boyer, Dick Powell and Joel McCrea. Before the series got underway. Miss Russell and McCrea bowed out.

Powell, however, convinced from the start that TVs future was limitless, Joined forces in a partnership with Boyer. Then Sharpe sold the Four Star Playhouse to the Yount ft Rubicam advertising agency, at which time Four Star consisted of only two stars. Powell then flew to New York, told the agency not to worry, that he would deliver the two additional stars. Ha Said Hbnaalf "I got Joan Fontaine to do one show for us, he recalls, and David Niven to do another. David then I talked Lilli Palmer into doing one.

In the process he I talked himself so completely into believing his own I sales pitch on the future of television that Boyer and I I decided to take him in as a third partner. Thats how I the company began. We never did grt a fourth star I although we used Ida I.upino for a while. Our first year in Powell admits, "curt us $60,000. But we took a long-range view.

We decided that anybody could make money the first time around in a TV series if he wanted to chisel the sinters and the sponsors with a poor production. I promised in 1952 that we would deliver a quality product on ponr Star Playhouse, and thats what we delivered. Ml of us, Charles, Ilavid and myself, have operated on one simple rule: We will not make nr appear in any TV series that we think is going to haunt us later. In short, were determined to be proud of any film that bears the Four Star trade-mark. In TV you don't make money on the first runs.

The money comes in on the second and third and fourth. That's when it's gravy. But the secret of success in this business lies in giving the public what it wants, a high-class production Uh high-class performers." But where docs one get the high-class performers? This is the $64,000 question in TV today. Powell's advantage is that he has worked in show business for 29 years, is on friendly terms ith performers, executive. technicians in every echelon; he can speak to them in their ow language.

One of Four Star's most recent successes is Powell's corralling of veteran screen star Robert Tayktr into the TV fold. We had one of those ovcr-the-hackyard-fencc conversations, Dick says, "and I told Bob that movie actors nowadays have to face realities. The motion-picture business isn't what it used to be. I gave him my own case history as a sample. I was getting Si 75,000 a picture for years; then suddenly the hot him dropped out, and the most anyone would offer me was $65,000.

Bob's a sensible fellow, lie listened, so I got him the best detective story script I could get, and we sold the show. It's going to be a whale of a series. He's happy, and we're happy. "Matter of fact. I've never been happier even though I'm working harder than ever.

As an actor I never felt I was contributing anything. Now, as a businessman. I know in my heart that I'm contributing employment, materials, value to thr economy. I feel I'm in the swing of things not an. oddball actor the whole world looking at." Do partners Boyer and Niven feel similarly? Both agree they feel great, but for different reasons.

Boyer says he's happy "because I'm working, and our company is making money." Niven says he's happy "because now I am in the very heady position of bring able hi employ invsclf. No actor can ask fur more." Claudettc Collwrt in the comedy hit, Marriatte-Go-Round. Before that Ik- Marred in half a kscn motion pictures both here and almsul. Niscn has just finished Seim rate Tables and Ask Any Girl, and is scheduk-d for three more films in a rocs. Powell, basing cninpk-ted I he Hunters, is producing Casino fur 20th Century Who then actiialls runs I our Star I ilms? David isc-n blithely reveals, For the first few sears of its existence, the business of Four Star was conducted like three drunks in a telcpltonc booth.

We never had a meeting until a crisis arose. "But now. he says proudlv, "we're doing it like real businessmen. Dick compk'tc-ly reorganized the business a few years ago ami assigned particular duties to each of us. lie takes care of sponsor relations ami is the liaison with the- William Morris Agcncs, which handk-s our sales, harks is in charge of the finances.

ml I'm in charge of publkity. "Wtf Uhrc board meetings once a week now, esers Monday night at sometimes by long-distance call ami wc discuss whatever pmbkms may be imminent. l-or some strange reason I haven't been ahk to figure out, we never fight. I think it's because wc'rc all only ton glad to cklegate nur duties to the other fellow. Or maybe it's because, being actors, the only voice we pay attention to is our own.

Frustrated Tyeoau In truth the guiding hand of Four Star belongs to shrewd, handsome, indefatigable Dick Powell. Always a frustrated business tycoon, the one-time musical film star explains, I got tired yean ago of holding in my stomach for the camera. I always thought I'd like to handk the business end of things. In 1951 a bright agent and show-packagrr named Don Sharpe suggested the idea to Powell of four big-name stars forming a companv, with each star aher- of which tlwv arc the sols' stockholders, owns the following programs: I I he Rifleman on B( 2) I'racktbai on CliS, II me theatre on CHS, 4 Rink Saddle on KC, 5 anted Dead or Aliie on CHS, 6' Rhliard Diamond on CHS, 7) The Daiid Xiien Sinai on MIC. attain of Drier fires or The Robert las lor Show (title as set unde-s hied going on AIK'.

In addition, thei have reads lor prs-ss-nlation this fall The Ittlie I on, Ion Mum Slugrrourh est. I he Outrider and half a iloen others as set unannounced. Their nkl hmr Star Ilas house films, which thee snkl for a controlling interest in another companv. Official Films, are nrrentlv scndhatecl thnmglioiit the- workl. in manv places for the sixth and sccenth times.

PartTiint Jobs Consc-n the assets of lour Star ilms range in estimation from S20.000.INH) to $25,000,000. In the words of Dick Powell, its 54-year-okl president, "We don't know7 how milch we're worth. Just sav Not had for three In fact, business is so good for the trio that thee are mulling over the idea of busing outright the okl 20th Century-Fox kit in I lolls wood, of which Four Star at present is the sole occupant. The kn houses seven large round stages plus numerous production buildings. The company also has bought the extensive llertz-Topanga Ranch, in the San Fernando Vallry.

for location work. It employs upvsard of 500 actor and tec hnicians a season, and the DO half-hour films it will turn out this year make It a more productive film companv than must of the film giants. Since Powell, Borer ami ivrn each has a major job besides television, thr question is: How do these guys do It? Boyer is currently starring on Rmadway nppmitr IS famdi Mank IS, IW j. vjer -ftl i.