Laughing It Up with George Schlatter

I was delighted to see, on the People magazine site, an article about George Schlatter. George who? It seems there’s a brand-new documentary, Sock It to Me: The Legend of George Schlatter, now coming onto the market to celebrate Schlatter’s 96^th year.  Back when I was a college kid, Schlatter was the producer of a little sketch comedy show called Rowan & Martin's Laugh-In. As a one-off TV special that aired on  September 9, 1967, the show generated such buzz—especially among young audiences—that it returned as a weekly series, replacing the once-huge Man from U.N.C.L.E, at the beginning of 1968. It ran until July of 1973, when its youthful sexiness finally ran out of steam. 

 I take all this personally partly because Laugh-In was must-see TV where I lived. Its inspired brand of silliness (Goldie Hawn frugging in a bikini and a lot of flower-power tattoos; Arte Johnson as a dirty old man constantly being whacked by Ruth Buzzi’s handbag; Lily Tomlin as precocious little Edith Ann proclaiming “That’s the truth!” and blowing raspberries) will always stay with me. At a time when public life seemed increasingly fraught, it was a joy to laugh at bad  jokes and sketches performed by talented showbiz newcomers.

  Hawn and Tomlin, in particular, have certainly gone on to major Hollywood careers. But the show was also so trendy that it attracted guests with high star-wattage. When Schlatter and his writers unearthed Dewey "Pigmeat" Markham’s goofy “Here Comes the Judge” routine, Sammy Davis Jr. started showing up regularly in a judicial robe and powdered wig to increase the hilarity: I’m not exactly sure why we laughed so hard, but it was awfully funny. (Briefly there was even a car model on the market called The Judge, meant to capitalize on the show’s catch-phrase.) There were also frequent guest appearances by major social and political figures. Early on, one of the show’s recurrent gags was for a cast member to say, “Sock it to me,” and then get doused by a pail of water. Pretty soon, there were quick cuts of celebrities—including presidential candidate Richard Nixon—reciting variants on the “sock it to me” line. (Nixon was all innocence, quizzically asking, “Sock it to me?) 

 The other reason I’m delighted to learn of George Schlatter being alive and well is that, as a long-ago budding journalist, I got to do a sit-down interview with the guy.  It was late 1968, I think, and I was writing on entertainment for the UCLA Daily Bruin. With Laugh-In such a money-maker, Schlatter was launching a new and even more adventurous show. Called Turn-On, it was intended to make creative and humorous use of computer technology. But critics hated it, and audiences did too. By the time my article was published, Turn-On had been turned off by the network, after a single episode hit the airwaves. It’s still considered one of the biggest fiascos in TV history.

 As Turn-On was being readied for that fatal first airing, Schlatter was delighted to be interviewed by a young college journalist. He was cordial and funny. After the Turn-On debacle and the publication of my interview, he took time out from licking his psychic wounds to write me a thank-you note. After all these years, I’d have a really hard time digging out either the published interview or his response. But I remember I had quipped that he—then almost forty—relied in conversation on a “predictably with-it vocabulary.” He answered back, “At the risk of exhausting my predictably with-it vocabulary, your piece is a gas!” 

Keep on trucking, George!