Fleischer Studios
Fleischer Studios was an American animation studio founded in 1929 by brothers Max and Dave Fleischer, who ran the pioneering company from its inception until its acquisition by Paramount Pictures in 1942, the parent company and the distributor of its films. In its prime, Fleischer Studios was a premier producer of animated cartoons for theaters, with Walt Disney Productions being its chief competitor in the 1930s.
Fleischer Studios included Out of the Inkwell and Talkartoons characters like, Koko the Clown, Betty Boop, Bimbo, Popeye the Sailor, and Superman. Unlike other studios, whose characters were anthropomorphic animals, the Fleischers' most successful characters were humans. The cartoons of the Fleischer Studio were very different from those of Disney, both in concept and in execution. As a result, they were rough rather than refined and consciously artistic rather than commercial, but in their unique way, their artistry was expressed through a culmination of the arts and sciences. This approach focused on surrealism, dark humor, adult psychological elements, and sexuality. Furthermore, the environments were grittier and urban, often set in squalid surroundings, reflecting the Great Depression as well as German Expressionism.
History
The silent era
The Fleischer Studio was built on Max Fleischer's novelty film series Out of the Inkwell. The novelty was based largely on the results of the "rotoscope", invented by Fleischer to produce realistic animation. The first Out of the Inkwell films were produced through Bray Productions. They featured Fleischer's first character, "The Clown", who later became known as Ko-Ko the Clown in 1924.In 1921, Bray Productions ran afoul of legal issues, having contracted for more films than it could deliver to its distributor, Goldwyn Pictures. The Fleischer Brothers left and began their own studio, Out of the Inkwell Films, with Dave Fleischer as director and production supervisor, and Max as producer, at 129 East 45th Street, and later at 1600 Broadway, both in Manhattan. In 1924, animator Dick Huemer joined the studio and redesigned "The Clown" for more efficient animation. Huemer's new design and experience as an animator moved them away from their dependency on the rotoscope for fluid animation. In addition to defining the clown, Huemer established the Fleischer style with its distinctive thick and thin ink lines. In addition, Huemer created Ko-Ko's companion, Fitz the Dog, who would evolve into Bimbo in 1930.
Throughout the 1920s, Fleischer was one of the leading producers of animation with clever moments and numerous innovations. These innovations include the "Rotograph", an early "Aerial Image" photographic process for compositing animation with live action backgrounds. Other innovations included Ko-Ko Song Car-Tunes and sing-along shorts, a precursor to karaoke.
In 1924, distributor Edwin Miles Fadiman and Hugo Riesenfeld formed the Red Seal Pictures Corporation. Riesenfeld was the theatrical manager of the Strand, Rivoli, and Rialto theaters on Broadway. Because the Out of the Inkwell films were a major part of the program in Riesenfeld's theaters, the Fleischers were invited to become partners. The Red Seal Company committed to an ambitious release schedule of 26 films with The Inkwell Studio as the primary supplier. The following year, Red Seal released 141 films that included documentaries, short comedy subjects, and live-action serials. Carrie of the Chorus, also known as Backstage Comedies, was one of the Red Seal series that featured Max's daughter, Ruth, in a supporting role. Ray Bolger made his screen debut in this series and dated Ruth for a short time.
Red Seal released cartoon novelty series such as The Animated Hair cartoons by cartoonist "Marcus", and Inklings. The Animated Hair series resembled the on-screen hand drawing gimmick established in Out of the Inkwell. In this case, "Marcus" produced high-quality ink line portraits of celebrities and political figures. Then through stop motion animation techniques, the lines and forms would break away to entertainingly re-form the portrait into another. Inklings was similar in concept to the Animated Hair films, but was more of a visual puzzle novelty using a variety of progressive scratch-off/reveal techniques and rearranged animated cutouts to change the images.
It was during this time that Lee de Forest started filming his Phonofilms experiments featuring several of the major Broadway headliners. The Red Seal company began acquiring more theaters outside of New York and equipped them with sound equipment produced by Lee de Forest, displaying "talkies" three years before the sound revolution began. Because of Max's interest in technology, Riesenfeld introduced him to de Forest. It was through this partnership that Max produced a number of the Ko-Ko Song Car-tunes as sound releases. Of the 36 song films produced between 1924 and 1927, 12 were produced as sound films beginning in 1926 with standard silent versions as well. The first sound release was Mother Pin a Rose on Me. Other sound releases included Darling Nellie Gray, Has Anybody Here Seen Kelly?, When the Midnight Choo-Choo Leaves for Alabam', Coming Through the Rye, My Wife's Gone to the Country, Margie, Oh, How I Hate to Get Up in the Morning, Sweet Adeline, ''Old Black Joe, Come Take A Trip in My Airship, and By the Light of the Silvery Moon.
Red Seal owned 56 theaters, extending as far west as Cleveland, Ohio. But after only two years of operation, Red Seal was broke. Max Fleischer sought an appointment of receiver in bankruptcy in October 1926. Just as the situation looked hopeless, Alfred Weiss offered a Paramount contact.
The Paramount deal provided financing and distribution, but due to legal complications of the bankruptcy, the title to Out of the Inkwell was changed to The Inkwell Imps and the studio was renamed Inkwell Studios. One year into the relationship, the Fleischer Brothers discovered mismanagement under Weiss and left before the end of the Imps contract. Out of the Inkwell Films, Inc. filed bankruptcy in January 1929. In March, Max formed Fleischer Studios with Dave as his partner. Operations were first set up at the Carpenter-Goldman Laboratories in Queens. With a skeleton staff, Fleischer Studios started out doing industrial films, most notably, Finding His Voice, a technical demonstration film explaining Western Electric's Variable Density recording and reproduction system. Max Fleischer secured a new contract with Paramount to produce a revival of the "Bouncing Ball" song films, re-branded as Screen Songs, with The Sidewalks of New York'' as the first release on February 5, 1929.
Sound films
The early experiments with sound synchronization gave Fleischer Studios experience in perfecting the post-production method of recording, aided by several inventions by founder, Max Fleischer. With the conversion to sound, Paramount needed more sound films, and cartoons could be produced faster than feature films. As the Screen Songs returned Fleischer to the established song film format, a new sound series, Talkartoons replaced the silent Inkwell Imps, the first being Noah's Lark released on October 25, 1929. Earlier entries in the series were one-shot cartoons, until the appearance of Bimbo as of the fourth entry. Bimbo evolved through several redesigns in each cartoon for the first year. While the intent was to develop him as the star of the series, it was the cameo appearance of a Helen Kane caricature in the seventh entry, Dizzy Dishes that took center stage. Audience reactions to the New York preview were so great that Paramount encouraged the continued development of the most famous character to come from the Fleischer Studio by that time, Betty Boop. While originated as a hybrid human/canine character, Betty Boop was transformed into the human character she is known as by 1932. Having become the main attraction of the Talkartoons, she was given her own series, which ran until 1939.The "Jazz Baby" Flapper character, Betty Boop lifted the spirits of Depression Era audiences with her paradoxical mixture of childlike innocence and sexual allure. Being a musical novelty character, she was a natural for theatrical entertainment. Several of her early cartoons were developed as promotional vehicles for some of the top Black Jazz performers of the day including Louis Armstrong, Don Redman, and most notably, the three cartoons made with Cab Calloway, Minnie the Moocher, Snow-White, and The Old Man of the Mountain. This was considered a bold action in light of the Jim Crow policies active in the South where such films would not be shown.
In 1934, the Hays Code resulted in severe censorship for films. This affected the content of all of Paramount's films as well, which tended to reflect a more "mature" tone in the features of the Marx Brothers, W.C. Fields, and most of all, Mae West. As a result, each of these stars was released as Paramount changed the content of its films to reflect a more "general audience" in order to comply with the new Code and stay in business. Paramount had also gone through three reorganizations from bankruptcy between 1931 and 1936. The new management under Barney Balaban set out to make more general audience films of the type made at MGM, but for lower budgets. This change in content policy affected the content of cartoons that Fleischer was to produce for Paramount, which urged emulation of the Walt Disney product.
While Paramount was a large organization with a network of theaters, its fiscal consciousness was largely responsible for preventing Fleischer Studios from acquiring the three-strip Technicolor process, leaving it available for a four-year exclusivity with Walt Disney, who created a new market for color cartoons, established by Academy Award winner, Flowers and Trees.
Paramount acquiesced to the release of the Color Classics series starting in 1934, but with the exclusivity of the three-color process still held by Disney, Fleischer Studios used the available two-color processes, Cinecolor, a two-emulsion red and blue process, and Two-color Technicolor, using red and green. By 1936, the Disney exclusivity had expired, and Fleischer Studios used the three-color process in its color cartoons beginning with Somewhere in Dreamland and continued using it for the remainder of its active years.
The Fleischer Studio's greatest success came with the licensing of E. C. Segar's comic strip character Popeye the Sailor beginning in 1933. Popeye eventually became the most popular series the studio ever produced, and its success surpassed Walt Disney's Mickey Mouse cartoons, documented by popularity polls. With the availability of full spectrum color, the Fleischer Studios produced three two-reel Popeye featurettes, Popeye the Sailor Meets Sindbad the Sailor, Popeye the Sailor Meets Ali Baba's Forty Thieves, and Popeye the Sailor Meets Aladdin's Wonderful Lamp. This series of longer-format cartoons were an indication of the emergence of the animated feature film as a commercially viable project beginning with Walt Disney's Snow White and the Seven Dwarfs.
The Fleischer Studios had reached its zenith by 1936, with four series and 52 annual releases. Due to the phenomenal success of the Popeye cartoons, Paramount demanded more, and the Fleischer Studio experienced rapid expansion in order to balance out the increased workload. The crowded conditions, production speedups, drawing quotas, and internal management problems resulted in a labor strike beginning in May 1937 which lasted for five months. This strike was a test case, the first launched in the motion picture industry, and produced a nationwide boycott of Fleischer cartoons for the duration.
Max Fleischer had been petitioning Paramount for three years about producing an animated feature. Paramount vetoed his proposals until the proven success of Disney's Snow White and the Seven Dwarfs. Paramount now wanted an animated feature for a 1939 Christmas release. This request came at the time of preparations for relocating to Miami, Florida. While the relocation had been a consideration for some time, its final motivation was made a reality due to lower corporate tax structures and an alleged escape from the remaining hostility from the strike.
The new Fleischer Studio opened in October 1938, and production on its first feature, Gulliver's Travels, went from the development stage begun in New York to active production in Miami. The score was by Paramount staff composer, Victor Young and recorded at the Paramount west coast facilities. While limited to only 60 theaters in a one-month release, Gulliver's Travels earned more than $3 million in the United States alone, exceeding its original $500,000 estimated cost. Accordingly, a second feature was ordered for the Christmas period, Mr. Bug Goes to Town.