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These are the user uploaded subtitles that are being translated: 1 00:00:07,355 --> 00:00:09,139 [Johnny Burnette] ♪ You've been lyin' ♪ 2 00:00:09,139 --> 00:00:11,315 [Hugh Hefner] By winter of 1955, 3 00:00:11,315 --> 00:00:14,579 America was rapidly changing. 4 00:00:14,579 --> 00:00:17,147 [Johnny Burnette] ♪ Little boy blue ♪ 5 00:00:17,147 --> 00:00:21,108 [Hefner] The polio vaccine was officially approved by the FDA. 6 00:00:21,108 --> 00:00:23,588 A small burger joint called McDonald's 7 00:00:23,588 --> 00:00:26,678 held its grand opening in Illinois. 8 00:00:26,678 --> 00:00:29,942 [man] Disneyland is a delight for all youngsters. 9 00:00:29,942 --> 00:00:32,206 [Hefner] Walt Disney opened his first theme park 10 00:00:32,206 --> 00:00:34,121 in Anaheim, California. 11 00:00:34,121 --> 00:00:36,471 [Johnny Burnette] ♪ Little boy sad ♪ 12 00:00:36,471 --> 00:00:38,560 ♪ Someday baby ♪ 13 00:00:38,560 --> 00:00:40,301 [Hefner] And in Chicago, 14 00:00:40,301 --> 00:00:42,999 we were still making waves at Playboy. 15 00:00:42,999 --> 00:00:45,088 [Johnny Burnette] ♪ ...is gonna give you lovin' as sweet as me ♪ 16 00:00:45,088 --> 00:00:47,482 [Hefner] In the year since we started taking our own photos, 17 00:00:47,482 --> 00:00:52,443 we'd begun adding playful elements to our photoshoots, 18 00:00:52,443 --> 00:00:55,838 hiding things like a tie 19 00:00:55,838 --> 00:00:59,015 or a set of golf clubs, 20 00:00:59,015 --> 00:01:01,670 to imply that a man was just off camera 21 00:01:01,670 --> 00:01:04,238 and giving our readers something to look for. 22 00:01:04,238 --> 00:01:08,198 [Johnny Burnette] ♪ Someday, baby, you're gonna find ♪ 23 00:01:08,198 --> 00:01:10,635 ♪ Nobody in the world's gonna give you lovin'... ♪ 24 00:01:10,635 --> 00:01:13,595 [Hefner] Thanks to our concept of the girl next door, 25 00:01:13,595 --> 00:01:17,816 readership had exploded from 70,000 copies a month 26 00:01:17,816 --> 00:01:19,427 in our first issue 27 00:01:19,427 --> 00:01:23,213 to 500,000 a month by the end of the year, 28 00:01:23,213 --> 00:01:27,696 and with annual sales reaching $3 million, 29 00:01:27,696 --> 00:01:32,440 I saw an opportunity to take Playboyeven further 30 00:01:32,440 --> 00:01:35,399 by going after a source of revenue 31 00:01:35,399 --> 00:01:40,056 we'd barely tapped into... advertising. 32 00:01:40,056 --> 00:01:43,625 ♪♪ 33 00:01:43,625 --> 00:01:48,804 [Carmen McRae] ♪ Skyliner, skyliner ♪ 34 00:01:48,804 --> 00:01:50,849 ♪ Flying so freely ♪ 35 00:01:50,849 --> 00:01:54,636 [Hefner] After World War II, Americans got back to work, 36 00:01:54,636 --> 00:01:56,638 and the economy was booming. 37 00:01:56,638 --> 00:01:59,336 [Carmen McRae] ♪ Higher, higher, ever higher ♪ 38 00:01:59,336 --> 00:02:01,686 ♪ Sunbeams are... ♪ 39 00:02:01,686 --> 00:02:04,733 [Hefner] Suddenly, people had cash to spend on luxuries 40 00:02:04,733 --> 00:02:09,216 like cars, TVs, and new appliances, 41 00:02:09,216 --> 00:02:13,568 and they spent a lot, so major companies 42 00:02:13,568 --> 00:02:15,744 began putting massive amounts of money, 43 00:02:15,744 --> 00:02:19,922 over $5 billion a year, into promoting their products. 44 00:02:19,922 --> 00:02:23,317 ♪♪ 45 00:02:28,322 --> 00:02:31,151 It was the Golden Age of Advertising. 46 00:02:33,327 --> 00:02:35,111 [Christie Hefner] For most magazines, 47 00:02:35,111 --> 00:02:38,201 advertising is the largest source of revenue, 48 00:02:38,201 --> 00:02:41,683 and advertisers choose where to advertise 49 00:02:41,683 --> 00:02:46,514 based on the audience, the price, and the environment. 50 00:02:50,909 --> 00:02:53,521 ♪♪ 51 00:02:53,521 --> 00:02:57,177 [Hefner] But Playboy had a different approach. 52 00:02:57,177 --> 00:03:00,223 [Hefner] We were always, even in the very beginning 53 00:03:00,223 --> 00:03:01,964 when we needed the money, very, very tough 54 00:03:01,964 --> 00:03:03,661 in terms of our advertising policy. 55 00:03:03,661 --> 00:03:06,273 I knew for starters that if we accepted 56 00:03:06,273 --> 00:03:08,666 the kinds of advertising that appeared in the pulp magazines, 57 00:03:08,666 --> 00:03:10,929 I would never be able to turn a magazine 58 00:03:10,929 --> 00:03:13,193 with nudes in it into a class publication. 59 00:03:15,369 --> 00:03:18,023 [Hefner] I only wanted to run high-class ads, 60 00:03:18,023 --> 00:03:21,375 ones that would suit our features and articles. 61 00:03:21,375 --> 00:03:23,725 [Cooper Hefner] My dad was very thoughtful 62 00:03:23,725 --> 00:03:27,076 about who he wanted to advertise in the magazine 63 00:03:27,076 --> 00:03:29,557 because he cared more about reputation 64 00:03:29,557 --> 00:03:31,689 than he did actually about the cash on the table. 65 00:03:31,689 --> 00:03:34,083 He didn't want to be in business with people 66 00:03:34,083 --> 00:03:37,608 that didn't actually believe in the brand. 67 00:03:37,608 --> 00:03:42,265 [Hefner] But now, with sales of Playboyat an all-time high, 68 00:03:42,265 --> 00:03:44,485 I knew it was time to start going after 69 00:03:44,485 --> 00:03:46,530 the big name brands that I wanted. 70 00:03:46,530 --> 00:03:49,185 [knocking on door] 71 00:03:49,185 --> 00:03:51,143 Uh, Hef, they're here. 72 00:03:51,143 --> 00:03:53,015 Okay. Stall them five minutes, 73 00:03:53,015 --> 00:03:54,190 then bring them up to the studio. 74 00:03:54,190 --> 00:03:56,845 Okay. 75 00:03:56,845 --> 00:03:59,500 Get Victor to meet me on the second floor. Now. 76 00:04:02,024 --> 00:04:05,810 [Hefner] After months of tracking down potential advertisers, 77 00:04:05,810 --> 00:04:07,725 we finally got the attention 78 00:04:07,725 --> 00:04:11,251 of one of the most exclusive brands in town. 79 00:04:11,251 --> 00:04:15,472 All I had to do was convince them to work with us. 80 00:04:17,692 --> 00:04:21,522 ♪Every little movement ♪ 81 00:04:21,522 --> 00:04:25,656 ♪ Every little thing you do ♪ 82 00:04:25,656 --> 00:04:28,485 ♪ Is it sleight of hand ♪ 83 00:04:28,485 --> 00:04:33,534 ♪ That commands my heart to love you? ♪ 84 00:04:33,534 --> 00:04:37,451 ♪Every little movement ♪ 85 00:04:37,451 --> 00:04:41,193 ♪Every little movement ♪♪ 86 00:04:47,765 --> 00:04:51,378 ♪♪ 87 00:04:51,378 --> 00:04:53,684 I'd like you to meet Vince Tajiri, 88 00:04:53,684 --> 00:04:54,946 our photo department head, 89 00:04:54,946 --> 00:04:57,732 Art Paul, art director, 90 00:04:57,732 --> 00:05:00,952 and this is Victor Lownes, head of promotions. 91 00:05:00,952 --> 00:05:02,650 Welcome to Playboy. 92 00:05:02,650 --> 00:05:03,912 Thanks very much. 93 00:05:03,912 --> 00:05:06,436 [Lownes] Uh, Hef? 94 00:05:06,436 --> 00:05:08,264 This is Bob from The Diners' Club. 95 00:05:08,264 --> 00:05:10,135 I'm so sorry to keep you waiting. Hugh Hefner. 96 00:05:11,920 --> 00:05:13,835 ♪♪ 97 00:05:13,835 --> 00:05:18,056 [Hefner] In 1955, the first independent charge card 98 00:05:18,056 --> 00:05:20,755 in the world was introduced in America. 99 00:05:20,755 --> 00:05:22,670 It was called Diners' Club. 100 00:05:24,672 --> 00:05:27,849 This was before American Express, Visa, 101 00:05:27,849 --> 00:05:31,069 or MasterCard were in the credit business, 102 00:05:31,069 --> 00:05:34,072 and Diners' Club members could use their cards 103 00:05:34,072 --> 00:05:36,597 at some of the best restaurants in the world. 104 00:05:36,597 --> 00:05:39,861 The card was revolutionary, 105 00:05:39,861 --> 00:05:44,039 and I had a plan to get it into our magazine. 106 00:05:47,390 --> 00:05:49,131 What do you think of the studio? 107 00:05:49,131 --> 00:05:52,308 Everything looks great. 108 00:05:52,308 --> 00:05:54,702 As you may know, Janet here 109 00:05:54,702 --> 00:05:57,966 was the first Playmate we photographed ourselves. 110 00:05:57,966 --> 00:06:00,360 Photographing our own models has seen 111 00:06:00,360 --> 00:06:02,753 a real spike in readership. 112 00:06:02,753 --> 00:06:04,712 When they see your ad on our pages, 113 00:06:04,712 --> 00:06:07,236 I'm predicting they'll choose to spend their money 114 00:06:07,236 --> 00:06:09,412 using a Diners' Club card. 115 00:06:09,412 --> 00:06:11,719 ♪♪ 116 00:06:14,939 --> 00:06:18,160 [Hefner] All it took was one look from Janet 117 00:06:18,160 --> 00:06:20,292 and Diners' Club was in. 118 00:06:20,292 --> 00:06:23,208 ♪♪ 119 00:06:23,208 --> 00:06:26,647 [Richard Rosenzweig] These advertising guys didn't want to talk advertising. 120 00:06:26,647 --> 00:06:29,040 They wanted to ask about the Playmates. 121 00:06:29,040 --> 00:06:30,825 They were fascinated by it, 122 00:06:30,825 --> 00:06:35,090 and we were able to take advantage of that. 123 00:06:35,090 --> 00:06:36,613 Why don't you come to my office 124 00:06:36,613 --> 00:06:39,224 and we'll talk some numbers. Sellers? 125 00:06:39,224 --> 00:06:41,705 Bye, Janet. 126 00:06:41,705 --> 00:06:44,621 ♪♪ 127 00:06:44,621 --> 00:06:46,362 [Hefner] With Diners' Club on board, 128 00:06:46,362 --> 00:06:50,148 it wasn't long before other big names followed, 129 00:06:50,148 --> 00:06:53,413 and soon, Playboywas featuring ads 130 00:06:53,413 --> 00:06:54,805 from Marlboro, 131 00:06:54,805 --> 00:06:56,633 Chanel, 132 00:06:56,633 --> 00:06:58,940 Imperial Whiskey, 133 00:06:58,940 --> 00:07:01,464 and Budweiser. 134 00:07:01,464 --> 00:07:04,815 [Victor Lownes] When we went to see people like Anheuser-Busch, 135 00:07:04,815 --> 00:07:06,991 we could say to them, look, 136 00:07:06,991 --> 00:07:08,558 you've got to be in this magazine. 137 00:07:08,558 --> 00:07:10,604 This magazine reaches more college men 138 00:07:10,604 --> 00:07:14,172 who are the next generation's leaders. 139 00:07:14,172 --> 00:07:18,046 That was very influential. 140 00:07:18,046 --> 00:07:19,743 ♪♪ 141 00:07:19,743 --> 00:07:21,397 [Hefner] Our new stream of revenue 142 00:07:21,397 --> 00:07:23,921 was enough to keep the business running comfortably... 143 00:07:23,921 --> 00:07:26,402 ♪♪ 144 00:07:26,402 --> 00:07:30,014 ...meaning I could stay focused on the creative side of things. 145 00:07:30,014 --> 00:07:32,495 ♪♪ 146 00:07:32,495 --> 00:07:34,715 [Charlaine Karalus] She looks amazing, Vince. 147 00:07:36,804 --> 00:07:39,284 It's a shame they can't be this big in the magazine. 148 00:07:41,156 --> 00:07:43,463 Let's put this up on the board, Vince. 149 00:07:50,644 --> 00:07:54,996 [Hefner] Charlaine had a point. 150 00:07:54,996 --> 00:07:56,737 Here in the office, 151 00:07:56,737 --> 00:07:59,043 the photographs felt more lifelike. 152 00:07:59,043 --> 00:08:01,524 We started out with these great proofs, 153 00:08:01,524 --> 00:08:03,483 but then we had to shrink them down 154 00:08:03,483 --> 00:08:06,311 to fit in our magazine. 155 00:08:06,311 --> 00:08:08,879 I knew there had to be a way 156 00:08:08,879 --> 00:08:12,187 to give our readers a better experience. 157 00:08:16,713 --> 00:08:18,802 [Art Paul] I mean, what are our options here? 158 00:08:18,802 --> 00:08:22,284 Hef wants a bigger photo, so, tabloid, am I right? 159 00:08:22,284 --> 00:08:23,720 [Eldon Sellers] Are you talking about 160 00:08:23,720 --> 00:08:26,244 making the entire magazine twice as big? 161 00:08:26,244 --> 00:08:28,203 That means everything costs twice as much. 162 00:08:28,203 --> 00:08:29,509 What's wrong with that? 163 00:08:29,509 --> 00:08:30,901 [Sellers] We've spent three years 164 00:08:30,901 --> 00:08:32,468 building a bond with our readers, right? 165 00:08:32,468 --> 00:08:33,730 They like the magazine the way it is. 166 00:08:33,730 --> 00:08:35,253 [Ray Russell] Think about the ad sales. 167 00:08:35,253 --> 00:08:36,907 [Sellers] Bigger ads. More money. 168 00:08:36,907 --> 00:08:38,430 [Russell] There you go, Eldon. Problem solved. 169 00:08:38,430 --> 00:08:39,693 Look, don't get mad at me 'cause I'm the only one here 170 00:08:39,693 --> 00:08:41,042 willing to tell the truth. 171 00:08:41,042 --> 00:08:42,696 Don't get mad at me for calling bullshit. 172 00:08:42,696 --> 00:08:44,088 [laughter] 173 00:08:44,088 --> 00:08:47,048 We'll just fold it. 174 00:08:54,708 --> 00:08:56,710 Yeah. 175 00:09:05,066 --> 00:09:08,243 Ladies and gentleman, the Playboycenterfold. 176 00:09:08,243 --> 00:09:10,288 [laughter] 177 00:09:10,288 --> 00:09:13,422 [Bobby Bland] ♪Love and affection ♪ 178 00:09:13,422 --> 00:09:16,338 [Hefner] In March of 1956, we put out 179 00:09:16,338 --> 00:09:19,733 our first issue ever with a fold-out centerfold 180 00:09:19,733 --> 00:09:22,170 featuring model Marian Stafford. 181 00:09:22,170 --> 00:09:24,912 [Bobby Bland] ♪ I've got it all right here for you ♪ 182 00:09:24,912 --> 00:09:27,262 ♪ You needn't be lonely ♪ 183 00:09:27,262 --> 00:09:29,177 [Jason Buhrmester] The first Playboy centerfold I ever saw 184 00:09:29,177 --> 00:09:32,659 was probably in fourth grade at a friend's house. 185 00:09:32,659 --> 00:09:35,139 And it's not just opening the cover. 186 00:09:35,139 --> 00:09:37,315 That centerfold, that fold-out 187 00:09:37,315 --> 00:09:40,275 is that tactile experience of opening something 188 00:09:40,275 --> 00:09:43,234 and revealing something. 189 00:09:43,234 --> 00:09:45,759 It just seemed like you were opening a door 190 00:09:45,759 --> 00:09:47,717 to a whole other world. 191 00:09:47,717 --> 00:09:51,068 ♪♪ 192 00:09:51,068 --> 00:09:53,244 [Brett Ratner] It wasn't life-size, 193 00:09:53,244 --> 00:09:54,898 but you have no idea how many times 194 00:09:54,898 --> 00:09:56,552 I made love to that centerfold. 195 00:09:56,552 --> 00:09:59,903 It took me there, visually took me there. 196 00:09:59,903 --> 00:10:02,645 I thought that that girl was right there in front of me. 197 00:10:02,645 --> 00:10:06,388 [Hefner] The larger centerfolds were an instant hit with readers 198 00:10:06,388 --> 00:10:10,000 and quickly became synonymous with our brand. 199 00:10:10,000 --> 00:10:13,743 To this day, when people hear the word "centerfold," 200 00:10:13,743 --> 00:10:16,006 they immediately think of Playboy. 201 00:10:18,530 --> 00:10:20,837 ♪♪ 202 00:10:20,837 --> 00:10:24,319 Sales and subscriptions skyrocketed, 203 00:10:24,319 --> 00:10:29,716 and in December 1956, we hit a milestone 204 00:10:29,716 --> 00:10:36,331 when our third anniversary issue sold over a million copies. 205 00:10:36,331 --> 00:10:40,901 And after just three years, Playboywas the number one 206 00:10:40,901 --> 00:10:43,338 men's lifestyle magazine in America. 207 00:10:43,338 --> 00:10:45,862 We had beaten out Esquire, 208 00:10:45,862 --> 00:10:47,995 the magazine that, three years earlier, 209 00:10:47,995 --> 00:10:50,650 had refused to give me a $5 raise. 210 00:10:50,650 --> 00:10:53,478 ♪♪ 211 00:10:58,701 --> 00:11:00,921 We were doing so well, 212 00:11:00,921 --> 00:11:02,879 I needed to bring on someone who could focus 213 00:11:02,879 --> 00:11:05,229 on the business side of the magazine. 214 00:11:07,014 --> 00:11:09,190 So, I turned to an old friend who knew me 215 00:11:09,190 --> 00:11:15,675 better than any of the other guys, Bob Preuss. 216 00:11:15,675 --> 00:11:17,589 Balance sheet? Perfect. 217 00:11:20,070 --> 00:11:23,813 Hef always had someone that he relied on 218 00:11:23,813 --> 00:11:26,033 to be the business head. 219 00:11:26,033 --> 00:11:28,818 In the early years, it was Bob Preuss, 220 00:11:28,818 --> 00:11:30,864 who'd been his college roommate. 221 00:11:33,257 --> 00:11:36,304 [Hefner] Demand for the magazine was rising every month, 222 00:11:36,304 --> 00:11:40,090 and our staff could barely keep up. 223 00:11:40,090 --> 00:11:42,789 If we were going to sustain the quality 224 00:11:42,789 --> 00:11:44,791 our readers expected from us, 225 00:11:44,791 --> 00:11:47,184 we not only needed to add more staff 226 00:11:47,184 --> 00:11:51,232 but we also needed someplace to put them. 227 00:11:51,232 --> 00:11:53,843 ♪♪ 228 00:11:59,631 --> 00:12:02,591 But we didn't just move to a new office. 229 00:12:02,591 --> 00:12:06,508 This time, we got our own building. 230 00:12:06,508 --> 00:12:10,120 ♪♪ 231 00:12:10,120 --> 00:12:11,905 [The Grass Roots] ♪ The sound of your footsteps ♪ 232 00:12:11,905 --> 00:12:14,472 [Hefner] Four stories, 30,000 square feet. 233 00:12:14,472 --> 00:12:16,300 [The Grass Roots] ♪ Telling me that you're near ♪ 234 00:12:16,300 --> 00:12:18,563 [Hefner] Plenty of space for our newly expanded staff... 235 00:12:18,563 --> 00:12:20,348 [The Grass Roots] ♪ Your soft gentle motion, babe ♪ 236 00:12:20,348 --> 00:12:22,263 [Hefner] ...now over 100 people. 237 00:12:22,263 --> 00:12:23,351 [The Grass Roots] ♪ Brings out a need in me ♪ 238 00:12:23,351 --> 00:12:24,874 ♪ That no one can hear ♪ 239 00:12:24,874 --> 00:12:26,484 ♪ Except in my midnight confessions ♪ 240 00:12:26,484 --> 00:12:28,704 [Hefner] We spent a quarter-million dollars 241 00:12:28,704 --> 00:12:31,141 to renovate it top to bottom. 242 00:12:31,141 --> 00:12:33,578 It might have been a little indulgent, 243 00:12:33,578 --> 00:12:36,364 but I wanted my team to have the very best. 244 00:12:36,364 --> 00:12:40,324 [The Grass Roots] ♪ When I say all the things that I want to ♪ 245 00:12:40,324 --> 00:12:42,152 ♪ I love you ♪ 246 00:12:42,152 --> 00:12:44,546 ♪♪ 247 00:12:49,159 --> 00:12:52,075 [Hefner] We're in my executive offices now 248 00:12:52,075 --> 00:12:54,208 on top of the Playboybuilding. 249 00:12:54,208 --> 00:12:55,775 It's quite late at night 250 00:12:55,775 --> 00:12:58,255 and my working hours are kind of strange ones. 251 00:12:58,255 --> 00:12:59,779 I usually begin work about 1:30 252 00:12:59,779 --> 00:13:01,215 or 2:00 in the afternoon. 253 00:13:01,215 --> 00:13:03,478 I get in half a day that way with the staff 254 00:13:03,478 --> 00:13:06,481 and things are quite hectic here during the day 255 00:13:06,481 --> 00:13:09,527 with conferences and various calls 256 00:13:09,527 --> 00:13:10,877 and things to attend to: 257 00:13:10,877 --> 00:13:12,617 layouts, editorial matters, etcetera. 258 00:13:12,617 --> 00:13:14,837 Then I go into the second half of my day 259 00:13:14,837 --> 00:13:17,971 in the evening, and that's a little quieter. 260 00:13:17,971 --> 00:13:20,190 There's nobody else here to bother me. 261 00:13:20,190 --> 00:13:22,976 It works out pretty well that way. 262 00:13:26,327 --> 00:13:28,024 [Hefner] At this point, I pretty much lived 263 00:13:28,024 --> 00:13:30,070 in the office full-time, 264 00:13:30,070 --> 00:13:33,421 but while my business was growing, 265 00:13:33,421 --> 00:13:35,292 so was my family. 266 00:13:35,292 --> 00:13:37,904 In the midst of our mounting success, 267 00:13:37,904 --> 00:13:40,254 Millie gave birth to our second child, 268 00:13:40,254 --> 00:13:43,300 a boy named David. 269 00:13:43,300 --> 00:13:47,739 But with the magazine taking up all of my time, 270 00:13:47,739 --> 00:13:49,872 I'll be the first to admit I wasn't acting 271 00:13:49,872 --> 00:13:53,876 like the type of father or husband my family needed. 272 00:13:53,876 --> 00:13:55,704 [Christie Hefner] My father wasn't around a lot 273 00:13:55,704 --> 00:13:57,358 when my brother and I were growing up, 274 00:13:57,358 --> 00:14:01,275 but we would spend Christmas and birthdays with him, 275 00:14:01,275 --> 00:14:03,407 so I always thought of him, in hindsight, 276 00:14:03,407 --> 00:14:05,409 as kind of like a favorite uncle, 277 00:14:05,409 --> 00:14:06,933 someone you were related to 278 00:14:06,933 --> 00:14:08,717 who you knew loved you but didn't really know 279 00:14:08,717 --> 00:14:10,762 who your friends were or how your grades were going. 280 00:14:10,762 --> 00:14:14,679 ♪♪ 281 00:14:14,679 --> 00:14:18,031 [Rosenzweig] It was 24/7 for him, 282 00:14:18,031 --> 00:14:21,121 which is why he did not really have a family life, 283 00:14:21,121 --> 00:14:23,601 even though he was married and had two children. 284 00:14:23,601 --> 00:14:27,910 But he was working night and day. 285 00:14:27,910 --> 00:14:31,435 And that was true for decades. 286 00:14:31,435 --> 00:14:34,221 ♪♪ 287 00:14:37,833 --> 00:14:41,097 Arrange a meeting with everybody just to... 288 00:14:41,097 --> 00:14:44,057 [Hefner] With success came attention, 289 00:14:44,057 --> 00:14:47,495 and in January of '57, I was invited 290 00:14:47,495 --> 00:14:51,542 to profile Playboyon an entirely new platform for me, 291 00:14:51,542 --> 00:14:54,023 one that was quickly becoming 292 00:14:54,023 --> 00:14:57,461 an American obsession... television. 293 00:14:57,461 --> 00:15:03,467 In 1957, television was taking the country by storm, 294 00:15:03,467 --> 00:15:06,601 and with only three networks to choose from, 295 00:15:06,601 --> 00:15:09,734 CBS, NBC, and ABC, 296 00:15:09,734 --> 00:15:11,432 roughly a third of the country 297 00:15:11,432 --> 00:15:14,957 might be tuned in to one program. 298 00:15:14,957 --> 00:15:16,393 Good evening, I'm Mike Wallace. 299 00:15:16,393 --> 00:15:18,352 The show isNight Beat. 300 00:15:18,352 --> 00:15:22,225 [Hefner] Mike Wallace's Night Beat was a popular talk show 301 00:15:22,225 --> 00:15:25,098 known for addressing controversial topics, 302 00:15:25,098 --> 00:15:28,014 and I thought it would be the perfect opportunity 303 00:15:28,014 --> 00:15:30,581 to spread Playboy'smessage. 304 00:15:33,236 --> 00:15:36,283 But I had never appeared on TV before, 305 00:15:36,283 --> 00:15:41,027 and I'd be lying if I said I wasn't nervous. 306 00:15:41,027 --> 00:15:44,030 I knew that Night Beatwas a very hot show in New York, 307 00:15:44,030 --> 00:15:46,380 a show that was getting a lot of reaction. 308 00:15:46,380 --> 00:15:47,990 I also knew that it was a tough show 309 00:15:47,990 --> 00:15:50,297 and that he was asking tough questions. 310 00:15:50,297 --> 00:15:52,821 And I had done very few interviews, 311 00:15:52,821 --> 00:15:54,605 even for print, in those days, 312 00:15:54,605 --> 00:15:56,738 because it was the very early days of the magazine. 313 00:15:56,738 --> 00:15:59,393 A little under four years ago, a junior copywriter 314 00:15:59,393 --> 00:16:01,699 inEsquire Magazine's promotion department 315 00:16:01,699 --> 00:16:05,877 quit in a huff after he was refused a $5 raise. 316 00:16:05,877 --> 00:16:07,357 You ready? 317 00:16:07,357 --> 00:16:09,142 And that refusal turned out to be 318 00:16:09,142 --> 00:16:10,970 one of the worst decisions ever made atEsquire 319 00:16:10,970 --> 00:16:12,667 because the name of that copywriter was Hugh Hefner. 320 00:16:12,667 --> 00:16:15,017 You'll be fine. 321 00:16:15,017 --> 00:16:16,932 He is now the editor-in-chief ofPlayboy Magazine, 322 00:16:16,932 --> 00:16:18,281 which claims to have pushedEsquire 323 00:16:18,281 --> 00:16:19,369 right out of first place. 324 00:16:21,154 --> 00:16:23,895 Hugh, we checked this month's issue 325 00:16:23,895 --> 00:16:28,857 and found 20 pictures of girls in various stages of undress. 326 00:16:28,857 --> 00:16:32,904 Now, sir, what's the kick that you get out of it? 327 00:16:32,904 --> 00:16:34,994 At the time thatPlayboy started, and this was one 328 00:16:34,994 --> 00:16:37,126 of the big reasons for beginning the book, 329 00:16:37,126 --> 00:16:39,128 we felt there as no magazine 330 00:16:39,128 --> 00:16:41,739 doing a really successful job 331 00:16:41,739 --> 00:16:45,700 of entertaining the audience that we're trying to hit. 332 00:16:45,700 --> 00:16:49,486 Let's not hide behind altruistic motives, Hugh. 333 00:16:49,486 --> 00:16:51,662 Chicago Magazine quoted you to the effect 334 00:16:51,662 --> 00:16:53,316 that sex will always be 335 00:16:53,316 --> 00:16:55,188 a primary ingredient of the magazine. 336 00:16:55,188 --> 00:16:57,842 Isn't that really what you're selling? 337 00:16:57,842 --> 00:17:01,063 Kind of a high-class dirty book? 338 00:17:01,063 --> 00:17:04,458 Um, well, I don't, uh... 339 00:17:04,458 --> 00:17:08,505 I'd make a pretty, uh, strong case, uh, 340 00:17:08,505 --> 00:17:10,029 in the feeling that the magazine, 341 00:17:10,029 --> 00:17:11,900 as far we are concerned, 342 00:17:11,900 --> 00:17:14,076 does not over-emphasize sex at all. 343 00:17:14,076 --> 00:17:16,470 You think that this really reflects the tastes 344 00:17:16,470 --> 00:17:19,864 and the standards of young, male Americans? 345 00:17:19,864 --> 00:17:21,562 Truthfully? 346 00:17:21,562 --> 00:17:24,086 Truthfully, without any reservation, yes. 347 00:17:24,086 --> 00:17:29,091 [Mike Wallace] When I first did my interview with Hugh Hefner, 348 00:17:29,091 --> 00:17:31,659 I wasn't just playing devil's advocate with him. 349 00:17:31,659 --> 00:17:34,053 I thought that he was about to subvert the republic 350 00:17:34,053 --> 00:17:35,924 with some of the stuff 351 00:17:35,924 --> 00:17:37,752 that he was putting in PlayboyMagazine. 352 00:17:37,752 --> 00:17:40,624 What he was doing, basically, was, I thought, 353 00:17:40,624 --> 00:17:43,932 vaguely pornographic, vaguely obscene, 354 00:17:43,932 --> 00:17:46,413 and he was putting a nice cover on it 355 00:17:46,413 --> 00:17:49,938 by finding interesting intellectual stuff 356 00:17:49,938 --> 00:17:51,461 to lend a little class 357 00:17:51,461 --> 00:17:55,117 to what was essentially a trifle tawdry. 358 00:17:55,117 --> 00:17:57,554 [Hefner] When I look at the tape, 359 00:17:57,554 --> 00:17:59,817 I see a very nervous kid 360 00:17:59,817 --> 00:18:01,297 who didn't have his act together 361 00:18:01,297 --> 00:18:03,473 and was searching for words. 362 00:18:03,473 --> 00:18:05,171 Mike didn't take me very seriously. 363 00:18:05,171 --> 00:18:08,217 He said, in between segments of the show, 364 00:18:08,217 --> 00:18:09,653 that he figured I'd be doing something else 365 00:18:09,653 --> 00:18:12,787 in five years, and I was hurt by that 366 00:18:12,787 --> 00:18:15,137 because it suggested to me 367 00:18:15,137 --> 00:18:18,140 that he didn't think I was sincere. 368 00:18:28,890 --> 00:18:34,417 [Hefner] Mike Wallace had torn me apart on national television, 369 00:18:34,417 --> 00:18:36,811 and all I could think 370 00:18:36,811 --> 00:18:39,553 was that by appearing on the show unprepared, 371 00:18:39,553 --> 00:18:43,165 I had done Playboy more harm than good. 372 00:18:45,994 --> 00:18:48,866 Part and parcel of being in the public eye is, 373 00:18:48,866 --> 00:18:51,347 people are going to have something to say about you. 374 00:18:51,347 --> 00:18:54,394 You can either let it bother you, 375 00:18:54,394 --> 00:18:59,877 or if you are on the right side, just speak the truth. 376 00:19:01,444 --> 00:19:02,924 [Hefner] I had to do something. 377 00:19:02,924 --> 00:19:04,404 I needed to make it clear 378 00:19:04,404 --> 00:19:06,145 that I was making a magazine 379 00:19:06,145 --> 00:19:09,626 for a sophisticated audience. 380 00:19:09,626 --> 00:19:13,064 [Hefner] The first initial dream was to try to package 381 00:19:13,064 --> 00:19:15,284 the sort of magazine for a young urban man 382 00:19:15,284 --> 00:19:17,765 that I would enjoy if I was a reader, 383 00:19:17,765 --> 00:19:20,811 and the perception didn't go much further than that. 384 00:19:23,249 --> 00:19:27,383 Once that began, a time came 385 00:19:27,383 --> 00:19:30,865 when I really began to see 386 00:19:30,865 --> 00:19:35,086 the possibilities of livin' the life. 387 00:19:35,086 --> 00:19:38,655 ♪♪ 388 00:19:38,655 --> 00:19:41,615 [Hefner] If I was going to change people's opinion of Playboy, 389 00:19:41,615 --> 00:19:44,574 I had to put myself in the spotlight 390 00:19:44,574 --> 00:19:46,402 and show the public 391 00:19:46,402 --> 00:19:49,013 that I wasn't just some creep peddling sex. 392 00:19:49,013 --> 00:19:52,626 I was the epitome of a modern gentleman. 393 00:19:52,626 --> 00:19:55,019 ♪♪ 394 00:19:55,019 --> 00:19:57,196 [Spencer Davis Group] ♪ Keep on runnin' ♪ 395 00:19:57,196 --> 00:20:01,417 [Hefner] Taking inspiration from famous figures like Frank Sinatra 396 00:20:01,417 --> 00:20:04,899 and characters like James Bond, 397 00:20:04,899 --> 00:20:07,858 I changed my look. 398 00:20:07,858 --> 00:20:11,122 [Spencer Davis Group] ♪Oh yeah ♪ 399 00:20:11,122 --> 00:20:13,081 ♪Keep on runnin' ♪ 400 00:20:13,081 --> 00:20:14,865 [Hefner] I started dressing sharper... 401 00:20:14,865 --> 00:20:16,867 [Spencer Davis Group] ♪ Runnin' from my arms ♪ 402 00:20:16,867 --> 00:20:20,741 [Hefner] ...and I even added a new accessory to my image, a pipe. 403 00:20:20,741 --> 00:20:23,047 [Spencer Davis Group] ♪ To make you understand ♪ 404 00:20:23,047 --> 00:20:25,746 [Hefner] For the first time, my photo was prominently featured 405 00:20:25,746 --> 00:20:28,270 in the pages of Playboy... 406 00:20:28,270 --> 00:20:30,054 [Spencer Davis Group] ♪ Hey hey hey ♪ 407 00:20:30,054 --> 00:20:32,318 [Hefner] ...paired with an article detailing my interests, 408 00:20:32,318 --> 00:20:35,625 fashion sense, musical taste... 409 00:20:35,625 --> 00:20:37,410 [Spencer Davis Group] ♪ Hey hey hey ♪ 410 00:20:37,410 --> 00:20:39,716 [Hefner] ...and my rise to success. 411 00:20:39,716 --> 00:20:42,197 [Spencer Davis Group] ♪ It makes me feel so sad ♪ 412 00:20:42,197 --> 00:20:45,418 [Jason Buhrmester] He invented the character and then became the character. 413 00:20:45,418 --> 00:20:48,638 I think, in a lot of ways, he was surprised 414 00:20:48,638 --> 00:20:51,511 how many American men responded to that 415 00:20:51,511 --> 00:20:55,819 and wanted to engage in a lifestyle on that level. 416 00:20:55,819 --> 00:20:59,083 ♪♪ 417 00:20:59,083 --> 00:21:02,304 [Hefner] In 1959, I was even asked to appear 418 00:21:02,304 --> 00:21:05,002 in an ad from a Chicago Mercedes dealership, 419 00:21:05,002 --> 00:21:08,528 promoting their 300 SL convertible. 420 00:21:08,528 --> 00:21:12,445 In Chicago, Hefner was almost immediately 421 00:21:12,445 --> 00:21:14,708 the biggest celebrity in town, 422 00:21:14,708 --> 00:21:17,058 but that spread quickly to the rest of the country. 423 00:21:17,058 --> 00:21:18,755 [Spencer Davis Group] ♪ Hey hey hey ♪ 424 00:21:18,755 --> 00:21:21,018 ♪ Everyone is talking about me ♪ 425 00:21:21,018 --> 00:21:22,803 [Hefner] For the next two years, 426 00:21:22,803 --> 00:21:24,239 I started giving interviews 427 00:21:24,239 --> 00:21:26,415 to any publication that would have me... 428 00:21:26,415 --> 00:21:28,025 [Spencer Davis Group] ♪ Everyone is laughing at me ♪ 429 00:21:28,025 --> 00:21:29,462 [Hefner] ...and little by little, 430 00:21:29,462 --> 00:21:31,986 I started gaining national notoriety. 431 00:21:31,986 --> 00:21:33,596 [Spencer Davis Group] ♪ Keep on runnin' ♪ 432 00:21:33,596 --> 00:21:35,555 ♪♪ 433 00:21:35,555 --> 00:21:37,078 I literally became a different person, 434 00:21:37,078 --> 00:21:39,602 and I think that the commitment 435 00:21:39,602 --> 00:21:42,518 in terms of changing my lifestyle, that wasn't so tough. 436 00:21:42,518 --> 00:21:44,433 There was already a fascination with Playboy 437 00:21:44,433 --> 00:21:46,000 as a phenomenon. 438 00:21:46,000 --> 00:21:47,523 It was just a matter 439 00:21:47,523 --> 00:21:49,046 of sort of takin' off the Clark Kent outfit 440 00:21:49,046 --> 00:21:51,527 and puttin' on the cloak and flyin' out the window. 441 00:21:51,527 --> 00:21:53,442 ♪♪ 442 00:21:53,442 --> 00:21:55,052 [Spencer Davis Group] ♪ Hey hey hey ♪ 443 00:21:55,052 --> 00:21:58,317 ♪Everyone is talking about me ♪ 444 00:21:58,317 --> 00:22:00,406 ♪ It makes me feel so sad ♪ 445 00:22:00,406 --> 00:22:02,582 ♪ So keep on runnin' ♪ 446 00:22:02,582 --> 00:22:04,497 ♪♪ 447 00:22:04,497 --> 00:22:06,237 ♪ Hey hey ♪ 448 00:22:06,237 --> 00:22:09,806 ♪♪ 449 00:22:09,806 --> 00:22:11,852 [Hefner] With my star on the rise, 450 00:22:11,852 --> 00:22:13,810 all kinds of new business opportunities 451 00:22:13,810 --> 00:22:17,901 were on the table for me, and in 1959, 452 00:22:17,901 --> 00:22:19,555 the most intriguing 453 00:22:19,555 --> 00:22:21,818 was from a local television producer from Chicago 454 00:22:21,818 --> 00:22:23,690 named James McGinn. 455 00:22:23,690 --> 00:22:25,735 ♪♪ 456 00:22:27,868 --> 00:22:29,696 I want to make a variety show. 457 00:22:29,696 --> 00:22:32,873 Special guests, celebrity performers. 458 00:22:32,873 --> 00:22:35,484 Playmates... dressed, of course. 459 00:22:35,484 --> 00:22:37,834 Who did you have in mind to host? 460 00:22:39,706 --> 00:22:40,968 You. 461 00:22:40,968 --> 00:22:44,275 You're Mr. Playboy. 462 00:22:47,191 --> 00:22:50,456 ♪♪ 463 00:22:50,456 --> 00:22:52,893 [announcer] From Broadway, from Hollywood... 464 00:22:52,893 --> 00:22:55,112 ♪♪ 465 00:22:55,112 --> 00:22:58,072 [Hefner] At the end of the '50s, variety shows 466 00:22:58,072 --> 00:22:59,639 like The Tonight Show, 467 00:22:59,639 --> 00:23:03,294 Sid Caesar's Show of Shows, 468 00:23:03,294 --> 00:23:05,471 and The Ed Sullivan Show 469 00:23:05,471 --> 00:23:08,125 were pulling in massive ratings. 470 00:23:08,125 --> 00:23:10,084 ♪♪ 471 00:23:13,696 --> 00:23:16,351 I realized if Playboy could capture 472 00:23:16,351 --> 00:23:18,962 even a small percentage of those viewers, 473 00:23:18,962 --> 00:23:23,880 we could extend our brand far beyond just the magazine. 474 00:23:23,880 --> 00:23:27,971 [Cooper Hefner] I think the motivation for pursuing television 475 00:23:27,971 --> 00:23:31,235 was that it offered another platform 476 00:23:31,235 --> 00:23:34,282 to share the brand philosophy. 477 00:23:36,676 --> 00:23:40,027 [Hefner] But even with the backing of a Chicago TV station, 478 00:23:40,027 --> 00:23:44,118 I knew we faced tough competition. 479 00:23:44,118 --> 00:23:47,643 If we were going to succeed, 480 00:23:47,643 --> 00:23:49,645 we needed to come up with a concept 481 00:23:49,645 --> 00:23:51,865 that would really set us apart. 482 00:23:57,218 --> 00:23:59,220 ♪♪ 483 00:23:59,220 --> 00:24:01,352 PlayboyMagazine was always about 484 00:24:01,352 --> 00:24:03,354 presenting a fantasy lifestyle... 485 00:24:03,354 --> 00:24:08,011 beautiful women, high-end design, 486 00:24:08,011 --> 00:24:10,884 and the latest in American culture. 487 00:24:10,884 --> 00:24:12,973 I wanted to bring that experience 488 00:24:12,973 --> 00:24:16,106 to a television audience, and just like that, 489 00:24:16,106 --> 00:24:18,935 Playboy's Penthouse was born. 490 00:24:18,935 --> 00:24:20,459 ♪♪ 491 00:24:23,636 --> 00:24:25,725 [Rosenzweig] The concept of Playboy's Penthouse 492 00:24:25,725 --> 00:24:29,076 was the magazine come to life. 493 00:24:29,076 --> 00:24:31,513 It was a show that was taking place 494 00:24:31,513 --> 00:24:33,297 in Hef's living room, 495 00:24:33,297 --> 00:24:36,257 and Hef was the host of the party. 496 00:24:36,257 --> 00:24:37,998 ♪♪ 497 00:24:37,998 --> 00:24:39,869 [Hefner] The show was going to be a huge undertaking, 498 00:24:39,869 --> 00:24:44,004 so I asked the entire staff of the magazine to pitch in, 499 00:24:44,004 --> 00:24:49,313 including one of our newest hires, Dick Rosenzweig. 500 00:24:49,313 --> 00:24:54,014 [Rosenzweig] I began working for Playboyin 1958. 501 00:24:54,014 --> 00:24:57,104 I was hired as an advertising trainee. 502 00:24:57,104 --> 00:25:00,716 But then Eldon came to me and asked me 503 00:25:00,716 --> 00:25:02,675 to be the production syndication manager 504 00:25:02,675 --> 00:25:04,415 of this new television show. 505 00:25:04,415 --> 00:25:07,941 Nobody really in our company was qualified to do that, 506 00:25:07,941 --> 00:25:10,639 but we all chipped in, as we did in those days, 507 00:25:10,639 --> 00:25:13,076 and did double and triple duty. 508 00:25:17,820 --> 00:25:20,562 [Hefner] We may have had an amateur staff 509 00:25:20,562 --> 00:25:22,738 and a tiny budget, 510 00:25:22,738 --> 00:25:25,480 but Playboy's growing reputation 511 00:25:25,480 --> 00:25:29,919 allowed us to lock in an incredible show line-up. 512 00:25:29,919 --> 00:25:33,923 Stand-up comedian Lenny Bruce, 513 00:25:33,923 --> 00:25:36,839 best-selling author Rona Jaffee, 514 00:25:36,839 --> 00:25:40,843 1958 Playmate of the Month Joyce Nizarri, 515 00:25:40,843 --> 00:25:43,019 and my personal favorites, 516 00:25:43,019 --> 00:25:47,371 jazz legends Ella Fitzgerald and Nat King Cole. 517 00:25:47,371 --> 00:25:50,723 [Hefner] I used jazz throughout the '50s 518 00:25:50,723 --> 00:25:54,074 as a major element in the magazine. 519 00:25:54,074 --> 00:25:57,773 That music spoke to me and contained those dreams 520 00:25:57,773 --> 00:26:00,036 that I identified with so much. 521 00:26:00,036 --> 00:26:02,561 ♪♪ 522 00:26:04,824 --> 00:26:07,000 [Hefner] We had our lineup complete, 523 00:26:07,000 --> 00:26:09,959 but with just days before we aired, 524 00:26:09,959 --> 00:26:12,875 we got word that broadcasters in the South 525 00:26:12,875 --> 00:26:16,444 were threatening to pull our show. 526 00:26:16,444 --> 00:26:20,709 You have to understand, this was the late 1950s, 527 00:26:20,709 --> 00:26:23,669 a time of racial segregation 528 00:26:23,669 --> 00:26:26,585 and growing racist sentiments in the South. 529 00:26:26,585 --> 00:26:30,719 In 1959, this is four years 530 00:26:30,719 --> 00:26:33,243 after the Montgomery bus boycott, 531 00:26:33,243 --> 00:26:35,681 a woman locked up for sitting in the front of a bus 532 00:26:35,681 --> 00:26:37,813 who paid the same fare as white people. 533 00:26:37,813 --> 00:26:41,425 In that same season, rights workers were killed 534 00:26:41,425 --> 00:26:44,646 trying to register people to vote 535 00:26:44,646 --> 00:26:46,474 and had to beg the Department of Justice 536 00:26:46,474 --> 00:26:48,389 and the FBI to intervene 537 00:26:48,389 --> 00:26:50,913 during that very ugly transition 538 00:26:50,913 --> 00:26:54,308 from slavery to Jim Crow desegregation. 539 00:26:54,308 --> 00:26:59,618 It was a very violent season of fear and polarization. 540 00:26:59,618 --> 00:27:01,968 [Hefner] Protests on both sides 541 00:27:01,968 --> 00:27:05,275 were breaking out across the country, 542 00:27:05,275 --> 00:27:07,843 and with our program planning to show 543 00:27:07,843 --> 00:27:09,889 white and black people socializing, 544 00:27:09,889 --> 00:27:15,111 Southern television stations were outraged. 545 00:27:15,111 --> 00:27:17,984 So either we pull Nat and Ella or they pull us? 546 00:27:17,984 --> 00:27:19,681 Pretty much. 547 00:27:19,681 --> 00:27:22,684 Look, gentlemen, we cannot afford to lose the South. 548 00:27:22,684 --> 00:27:24,773 That's half our audience. 549 00:27:24,773 --> 00:27:26,557 The stations have all the power. 550 00:27:26,557 --> 00:27:29,909 Fuck the stations. It's censorship. 551 00:27:29,909 --> 00:27:31,998 Nat King Cole stays and so does everyone else. 552 00:27:31,998 --> 00:27:33,869 We're making the show I want to make, 553 00:27:33,869 --> 00:27:35,784 and if the South pulls us, they pull us. 554 00:27:38,221 --> 00:27:41,747 We start taping tomorrow night. 555 00:27:41,747 --> 00:27:44,793 [Dick Cavett] People who were not old enough 556 00:27:44,793 --> 00:27:48,188 to be around back then and see those Playboyshows 557 00:27:48,188 --> 00:27:51,757 would probably see nothing wrong with them. 558 00:27:51,757 --> 00:27:55,717 Why not have black artists and black musicians 559 00:27:55,717 --> 00:27:58,720 and black comedians and black guests? 560 00:27:58,720 --> 00:28:05,248 But in the '50s, that was very much a red flag 561 00:28:05,248 --> 00:28:08,077 to certain people and even stations 562 00:28:08,077 --> 00:28:10,471 in certain parts of this country, 563 00:28:10,471 --> 00:28:16,303 and Hefner's intentional ability to break that barrier 564 00:28:16,303 --> 00:28:18,566 was really a public service on his part 565 00:28:18,566 --> 00:28:20,046 and rather daring. 566 00:28:20,046 --> 00:28:24,398 ♪♪ 567 00:28:28,968 --> 00:28:34,234 [Hefner] On October 24th, 1959, we premiered 568 00:28:34,234 --> 00:28:38,542 our first episode of Playboy's Penthouse, 569 00:28:38,542 --> 00:28:41,415 and sadly, the Southern stations 570 00:28:41,415 --> 00:28:47,073 stuck to their guns and refused to air it. 571 00:28:47,073 --> 00:28:51,991 But we had made something I was truly proud of. 572 00:28:54,080 --> 00:28:57,126 I'll admit, I was nervous to be the frontman 573 00:28:57,126 --> 00:28:59,041 on a brand-new television show, 574 00:28:59,041 --> 00:29:03,002 but I was excited to see my vision on TV. 575 00:29:06,483 --> 00:29:09,791 Hello there. Glad you could join us this evening. 576 00:29:09,791 --> 00:29:11,488 I'm Hugh Hefner, 577 00:29:11,488 --> 00:29:13,360 editor/publisher ofPlayboy Magazine, 578 00:29:13,360 --> 00:29:14,709 and your host. 579 00:29:14,709 --> 00:29:16,798 This isPlayboy's Penthouse. 580 00:29:16,798 --> 00:29:19,192 Come on in and meet some of our guests. 581 00:29:19,192 --> 00:29:22,238 Well, here we have Eleanor Bradley 582 00:29:22,238 --> 00:29:23,892 and Ms. Joyce Nazarri, 583 00:29:23,892 --> 00:29:25,720 two of our most popular Playmates, 584 00:29:25,720 --> 00:29:27,940 and Lenny Bruce, 585 00:29:27,940 --> 00:29:30,769 foremost exponent of sick humor and... 586 00:29:30,769 --> 00:29:32,814 Oh! [laughing] 587 00:29:32,814 --> 00:29:34,424 Isn't that sick? 588 00:29:34,424 --> 00:29:36,209 Oh, boy, the champagne is really 589 00:29:36,209 --> 00:29:37,950 making my nose bubbly, Uncle Hugh. 590 00:29:40,822 --> 00:29:43,869 Nat, what a surprise! Great. 591 00:29:43,869 --> 00:29:45,479 I'm very pleased you could come up this evening. 592 00:29:45,479 --> 00:29:47,263 - Thank you. - Come on in. 593 00:29:47,263 --> 00:29:49,135 [Hefner] I was proud to feature Nat King Cole 594 00:29:49,135 --> 00:29:53,008 and Ella Fitzgerald as two of our first guests. 595 00:29:53,008 --> 00:29:54,314 Thank you. 596 00:29:54,314 --> 00:29:58,405 Nat, this is Spec, A.C. Spectorsky. 597 00:29:58,405 --> 00:30:02,801 [Hefner] They represented the best in American jazz, 598 00:30:02,801 --> 00:30:06,282 and our show wouldn't have been complete without them. 599 00:30:06,282 --> 00:30:09,808 [Rosenzweig] These were very talented professionals 600 00:30:09,808 --> 00:30:13,724 in their line of work, jazz, 601 00:30:13,724 --> 00:30:19,165 and Hefner has always felt that it was right and proper 602 00:30:19,165 --> 00:30:22,037 to have the most talented 603 00:30:22,037 --> 00:30:24,213 and interesting people on this show. 604 00:30:24,213 --> 00:30:25,867 It's great having you with us, Ella. 605 00:30:25,867 --> 00:30:27,782 A real pleasure, as always. 606 00:30:27,782 --> 00:30:29,479 The group is here, 607 00:30:29,479 --> 00:30:31,264 and I wonder if you'd sing a song for us. 608 00:30:31,264 --> 00:30:33,527 Well, we can try and do something for you. 609 00:30:33,527 --> 00:30:35,746 [Ratner] It was so cleverly filmed and photographed 610 00:30:35,746 --> 00:30:37,879 because it was a subjective camera. 611 00:30:37,879 --> 00:30:42,318 You were the audience walking into that penthouse. 612 00:30:42,318 --> 00:30:44,799 You were watching them. 613 00:30:44,799 --> 00:30:46,540 You felt like you were there with them. 614 00:30:46,540 --> 00:30:47,976 And that's when I think Hef 615 00:30:47,976 --> 00:30:50,500 started being a kind of living, breathing 616 00:30:50,500 --> 00:30:52,372 visual interpretation 617 00:30:52,372 --> 00:30:56,419 of that man that you're reading about. 618 00:30:56,419 --> 00:30:58,552 [Hefner] It was exactly what I had envisioned. 619 00:30:58,552 --> 00:31:00,597 It was hip, fun, 620 00:31:00,597 --> 00:31:02,948 and thanks to our featured Playmates, 621 00:31:02,948 --> 00:31:05,602 it was also sexy. 622 00:31:05,602 --> 00:31:07,169 I saw it as a chance for Playboy 623 00:31:07,169 --> 00:31:09,084 to become bigger than just a magazine. 624 00:31:09,084 --> 00:31:11,913 ♪ Bring another drink ♪ 625 00:31:11,913 --> 00:31:15,699 [Hefner] But without the South, there was no guarantee 626 00:31:15,699 --> 00:31:17,179 that we'd pull in enough viewers 627 00:31:17,179 --> 00:31:19,965 to keep the show on the air. 628 00:31:19,965 --> 00:31:22,097 [Jesse Jackson] There were a few people who had the courage 629 00:31:22,097 --> 00:31:24,143 of their convictions to stand with us. 630 00:31:24,143 --> 00:31:26,319 Hefner's money and reputation was on the line. 631 00:31:26,319 --> 00:31:30,062 He identified unequivocally with social justice 632 00:31:30,062 --> 00:31:32,673 and with the civil rights movement of that time. 633 00:31:35,589 --> 00:31:36,895 [chatter] 634 00:31:39,071 --> 00:31:40,768 [knocking] 635 00:31:49,516 --> 00:31:51,170 The ratings data came in, 636 00:31:51,170 --> 00:31:54,695 and I wanted you to hear it from me first. 637 00:31:54,695 --> 00:31:56,871 Is it good or bad? 638 00:31:56,871 --> 00:31:59,221 [sighing] 639 00:31:59,221 --> 00:32:02,529 They want to make a 26-week commitment. 640 00:32:02,529 --> 00:32:04,879 - Really? - Yeah. 641 00:32:04,879 --> 00:32:06,315 They're even asking about a second season. 642 00:32:06,315 --> 00:32:07,360 A second... 643 00:32:07,360 --> 00:32:09,492 Congratulations, Mr. Playboy. 644 00:32:09,492 --> 00:32:11,059 [laughter] 645 00:32:11,059 --> 00:32:12,887 [Hefner] Even without the South, 646 00:32:12,887 --> 00:32:16,891 the response was better than I had expected. 647 00:32:16,891 --> 00:32:18,545 ♪♪ 648 00:32:18,545 --> 00:32:20,155 [David Eisenbach] The civil rights movement 649 00:32:20,155 --> 00:32:22,114 has a particularly profound effect 650 00:32:22,114 --> 00:32:23,898 on the younger generation 651 00:32:23,898 --> 00:32:28,076 and on those who want to see themselves as hip and cool. 652 00:32:28,076 --> 00:32:31,297 It is no longer cool and hip to be racist. 653 00:32:31,297 --> 00:32:34,561 And Hugh Hefner latches onto that notion. 654 00:32:34,561 --> 00:32:37,390 He feels it. 655 00:32:37,390 --> 00:32:39,522 ♪♪ 656 00:32:39,522 --> 00:32:42,917 [Hefner] Papers across the country were talking about us. 657 00:32:42,917 --> 00:32:46,355 The show was a hit, 658 00:32:46,355 --> 00:32:49,880 and we went on to book even bigger names. 659 00:32:51,665 --> 00:32:53,362 If he does that again, 660 00:32:53,362 --> 00:32:55,234 I'll punch him a shot in the mouth. 661 00:32:55,234 --> 00:32:57,497 [Patty Farmer] Sammy Davis was a big visitor, 662 00:32:57,497 --> 00:32:59,107 as was Tony Bennett... 663 00:32:59,107 --> 00:33:01,153 Tony's gonna wail a little bit here. 664 00:33:01,153 --> 00:33:04,591 [Patty Farmer] ...who was a great friend to playboy Cy Coleman, 665 00:33:04,591 --> 00:33:06,767 so it was just a litany 666 00:33:06,767 --> 00:33:09,857 of who the cream of the crop was 667 00:33:09,857 --> 00:33:11,859 in entertainment at that time. 668 00:33:11,859 --> 00:33:14,079 ♪♪ 669 00:33:20,563 --> 00:33:23,088 [Hefner] The success of Playboy's Penthouse 670 00:33:23,088 --> 00:33:24,872 only solidified our status 671 00:33:24,872 --> 00:33:27,614 as the top-selling men's magazine in the country. 672 00:33:27,614 --> 00:33:29,529 Let's go for two. Thanks. 673 00:33:29,529 --> 00:33:32,445 [Hefner] We had a guaranteed circulation 674 00:33:32,445 --> 00:33:35,839 of over a million copies per month, 675 00:33:35,839 --> 00:33:40,844 and I was now running a company worth over $20 million. 676 00:33:43,717 --> 00:33:47,547 This is Donna Lynn, our Playmate for November, 677 00:33:47,547 --> 00:33:50,158 and if Donna doesn't look exactly like a waitress... 678 00:33:50,158 --> 00:33:52,291 [Hefner] But while my business was going great... 679 00:33:52,291 --> 00:33:53,814 [Hefner] ...that's because in Hollywood, 680 00:33:53,814 --> 00:33:55,598 the scene is a little different. 681 00:33:55,598 --> 00:33:57,687 [Hefner] ...not everything in my life was perfect. 682 00:33:57,687 --> 00:34:00,603 ...pretty special things, and we thought Donna 683 00:34:00,603 --> 00:34:02,953 was pretty special, even by those standards. 684 00:34:02,953 --> 00:34:06,522 [Buhrmester] Hef invents the idea of the modern bachelor 685 00:34:06,522 --> 00:34:09,699 without really knowing if that person actually exists 686 00:34:09,699 --> 00:34:12,006 other than himself, and to tell you the truth, 687 00:34:12,006 --> 00:34:13,616 he wasn't even that person. 688 00:34:13,616 --> 00:34:16,576 He was married and living in Chicago. 689 00:34:16,576 --> 00:34:19,448 We'll break for just a minute and we'll be right back. 690 00:34:21,537 --> 00:34:23,844 [Millie Gunn Williams] I wasn't seeing him that much. 691 00:34:23,844 --> 00:34:27,978 We would do the holidays, the family days, together, 692 00:34:27,978 --> 00:34:30,981 but we weren't acting together as a couple. 693 00:34:30,981 --> 00:34:35,508 He lived his own life. He didn't do it to be cruel. 694 00:34:35,508 --> 00:34:38,598 It hurt, but it wasn't a deliberate cruelness. 695 00:34:38,598 --> 00:34:40,904 I always respected him, 696 00:34:40,904 --> 00:34:42,906 and I think he always respected me. 697 00:34:42,906 --> 00:34:45,431 I think we recognized that we were dissimilar. 698 00:34:45,431 --> 00:34:47,955 We were dissimilar. And what I wanted, 699 00:34:47,955 --> 00:34:51,176 if I were in a marriage, what I wanted from it 700 00:34:51,176 --> 00:34:52,438 is something he couldn't give me. 701 00:35:05,886 --> 00:35:10,282 [Hefner] After a decade of marriage, Millie and I decided 702 00:35:10,282 --> 00:35:14,677 that the best thing for both of us was a divorce. 703 00:35:21,031 --> 00:35:22,772 - Thank you. - Thank you. 704 00:35:25,688 --> 00:35:28,126 [Hefner] I believed, initially, that marriage 705 00:35:28,126 --> 00:35:33,261 would be the answer to my romantic dreams, 706 00:35:33,261 --> 00:35:35,133 and it wasn't. 707 00:35:38,048 --> 00:35:44,098 And I think that that hurt and disappointment 708 00:35:44,098 --> 00:35:48,494 led me in another direction. 709 00:35:55,501 --> 00:36:00,332 [Hefner] Now that I was on my own, nothing was stopping me 710 00:36:00,332 --> 00:36:04,640 from fully embracing the Playboylifestyle. 711 00:36:04,640 --> 00:36:10,472 So I did what every guy in his thirties dreams of doing. 712 00:36:10,472 --> 00:36:14,084 I bought a bachelor pad. 713 00:36:14,084 --> 00:36:15,782 ♪♪ 714 00:36:19,916 --> 00:36:22,223 [Bobby Bland] ♪ Sometimes your love ♪ 715 00:36:22,223 --> 00:36:24,921 [Hefner] The four-story, 40-bedroom house 716 00:36:24,921 --> 00:36:27,010 was in the heart of Chicago. 717 00:36:27,010 --> 00:36:32,712 I dropped $400,000, or about 3.2 million today. 718 00:36:32,712 --> 00:36:35,105 [Bobby Bland] ♪Sometimes your love ♪ 719 00:36:35,105 --> 00:36:37,325 [Hefner] And if you think that sounds like a lot, 720 00:36:37,325 --> 00:36:42,156 I spent another ten times that 721 00:36:42,156 --> 00:36:44,854 on renovations. 722 00:36:44,854 --> 00:36:49,990 And let me tell you, it was worth every penny. 723 00:36:49,990 --> 00:36:51,992 [Bobby Bland] ♪ Is just like honey ♪ 724 00:36:51,992 --> 00:36:55,387 [Hefner] The main room is, of course, my favorite. 725 00:36:55,387 --> 00:37:00,348 It has woodwork in it and a size and magnificence 726 00:37:00,348 --> 00:37:03,569 that you rarely find in America today. 727 00:37:03,569 --> 00:37:05,701 It looks more as though it belongs 728 00:37:05,701 --> 00:37:07,442 on an English countryside 729 00:37:07,442 --> 00:37:10,750 than in the heart of Chicago's near northside. 730 00:37:10,750 --> 00:37:12,708 ♪♪ 731 00:37:12,708 --> 00:37:15,581 The hi-fi here in the middle of the room 732 00:37:15,581 --> 00:37:18,932 was custom-built for the house, 733 00:37:18,932 --> 00:37:20,977 and down below the main room, 734 00:37:20,977 --> 00:37:24,024 we have the swimming pool. 735 00:37:24,024 --> 00:37:26,766 It's kind of like walking into a part of Acapulco, 736 00:37:26,766 --> 00:37:28,333 I guess you might say. 737 00:37:28,333 --> 00:37:30,160 There are palm trees there and a waterfall. 738 00:37:30,160 --> 00:37:33,512 [Bobby Bland] ♪ You got a funny little way ♪ 739 00:37:33,512 --> 00:37:36,341 [Ratner] Hef had a pool in his living room, 740 00:37:36,341 --> 00:37:38,256 but Hef didn't swim. 741 00:37:38,256 --> 00:37:41,389 Hef had the finest wine, but he doesn't drink. 742 00:37:41,389 --> 00:37:44,087 He's the greatest host ever. 743 00:37:44,087 --> 00:37:46,438 It was about other people's pleasure, 744 00:37:46,438 --> 00:37:49,049 for other people to enjoy. 745 00:37:49,049 --> 00:37:50,746 [Hefner] In addition to housing 746 00:37:50,746 --> 00:37:53,967 Chicago's only private indoor swimming pool, 747 00:37:53,967 --> 00:37:57,710 my mansion was fitted with the latest technology, 748 00:37:57,710 --> 00:38:03,063 plus a bowling alley, hidden walkways, 749 00:38:03,063 --> 00:38:08,677 a movie theater, and a full catering kitchen. 750 00:38:08,677 --> 00:38:10,810 [Bobby Bland] ♪You got a funny little way ♪ 751 00:38:10,810 --> 00:38:12,638 [James Caan] This house in Chicago was amazing. 752 00:38:12,638 --> 00:38:15,205 Me and Peter Boyle, we started looking 753 00:38:15,205 --> 00:38:17,599 all around the place, and we found ourselves 754 00:38:17,599 --> 00:38:20,428 in a swimming pool on the second floor. 755 00:38:20,428 --> 00:38:23,475 And there was this one place where you slid down a pole 756 00:38:23,475 --> 00:38:25,781 and you got into this pillowed room 757 00:38:25,781 --> 00:38:28,654 that had a glass front and that was the pool. 758 00:38:28,654 --> 00:38:32,135 [Bobby Bland] ♪Makes me feel all right ♪ 759 00:38:32,135 --> 00:38:36,488 [Hefner] But the most legendary room of all was my master bedroom. 760 00:38:36,488 --> 00:38:40,405 I designed it to look like something out of a Bond movie, 761 00:38:40,405 --> 00:38:44,234 and the centerpiece was a circular, rotating bed. 762 00:38:44,234 --> 00:38:45,845 [Hefner] And the point of this, of course, 763 00:38:45,845 --> 00:38:48,195 is not simply a merry-go-round. 764 00:38:48,195 --> 00:38:49,849 It's really turned the room itself 765 00:38:49,849 --> 00:38:51,981 into four separate living sections 766 00:38:51,981 --> 00:38:54,375 so that I can have it facing the hi-fi area, 767 00:38:54,375 --> 00:38:57,335 facing the TV over here, 768 00:38:57,335 --> 00:39:00,338 or for the work service or the fireplace. 769 00:39:00,338 --> 00:39:02,340 [Bobby Bland] ♪ Yeah, and it makes me feel all right ♪ 770 00:39:02,340 --> 00:39:06,518 [Hefner] I'd transformed the mansion into a bachelor's paradise, 771 00:39:06,518 --> 00:39:09,738 and in December of 1961, 772 00:39:09,738 --> 00:39:13,568 I published a ten-page spread in the magazine 773 00:39:13,568 --> 00:39:17,920 that gave my readers an inside look. 774 00:39:17,920 --> 00:39:20,096 [Bobby Bland] ♪Sometimes your love ♪ 775 00:39:20,096 --> 00:39:21,576 [Cooper Hefner] Every decision that my dad made 776 00:39:21,576 --> 00:39:23,230 was about fostering the brand, 777 00:39:23,230 --> 00:39:26,451 so the mansion in Chicago was a reflection 778 00:39:26,451 --> 00:39:28,975 of the brand's values, which were his values. 779 00:39:28,975 --> 00:39:32,413 It was a place where you could have a really good time 780 00:39:32,413 --> 00:39:36,461 but still find intellectual conversation if you wanted to. 781 00:39:36,461 --> 00:39:38,767 It was an adult playground. 782 00:39:38,767 --> 00:39:40,900 [Bobby Bland] ♪ That's why I don't want ♪ 783 00:39:40,900 --> 00:39:42,554 ♪ No other lover ♪ 784 00:39:42,554 --> 00:39:44,773 [Hefner] With the introduction of the mansion, 785 00:39:44,773 --> 00:39:47,559 I literally got out from behind the desk 786 00:39:47,559 --> 00:39:50,649 and then it was party time. 787 00:39:50,649 --> 00:39:53,086 [Bobby Bland] ♪ I said honey child ♪ 788 00:39:53,086 --> 00:39:56,045 ♪♪ 789 00:39:58,396 --> 00:40:02,530 ♪ Quiet nights of quiet stars ♪ 790 00:40:02,530 --> 00:40:05,664 [Hefner] What had started out as my home 791 00:40:05,664 --> 00:40:10,277 had now become the hottest spot in Chicago. 792 00:40:12,584 --> 00:40:16,022 [Hefner] I spent money and invested money 793 00:40:16,022 --> 00:40:18,981 in the future of this magazine and company and this dream 794 00:40:18,981 --> 00:40:22,898 in a way that made no kind of business sense. 795 00:40:25,118 --> 00:40:27,207 All reason and logic were gone, 796 00:40:27,207 --> 00:40:31,646 and everything I touched turned into gold. 797 00:40:31,646 --> 00:40:34,214 ♪♪ 798 00:40:48,141 --> 00:40:52,362 [Hefner] I was living the life I'd always dreamed of, 799 00:40:52,362 --> 00:40:57,977 and I'd finally become the ultimate bachelor. 800 00:40:57,977 --> 00:41:00,196 ♪♪ 801 00:41:06,072 --> 00:41:09,945 ♪Every little movement ♪ 802 00:41:09,945 --> 00:41:14,341 ♪ Every motion of your hips ♪ 803 00:41:14,341 --> 00:41:17,518 ♪ I feel the compulsion ♪ 804 00:41:17,518 --> 00:41:22,523 ♪ To pull you to my sweet lips ♪ 805 00:41:22,523 --> 00:41:30,444 ♪ Is it a black magic spell you put me under? ♪ 806 00:41:30,444 --> 00:41:33,969 ♪ This miracle moment ♪ 807 00:41:33,969 --> 00:41:38,104 ♪ Never let it end ♪ 808 00:41:38,104 --> 00:41:41,934 ♪Every little movement ♪ 809 00:41:41,934 --> 00:41:45,894 ♪Is beyond improvement ♪ 810 00:41:45,894 --> 00:41:48,941 ♪ You are the magician ♪ 811 00:41:48,941 --> 00:41:53,946 ♪ I've been wishing for forever ♪ 812 00:41:53,946 --> 00:41:57,732 ♪Every little movement ♪ 813 00:41:57,732 --> 00:42:01,910 ♪Every little movement ♪♪ 62679

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