1 00:00:07,133 --> 00:00:10,177 1953 was the year American values. 2 00:00:15,391 --> 00:00:18,227 I Love Lucy was the most viewed series. 3 00:00:20,396 --> 00:00:23,858 Dwight Eisenhower became the country's 34th president. 4 00:00:27,319 --> 00:00:29,321 And suburban culture was a way of life. 5 00:00:31,824 --> 00:00:33,033 But beneath the surface... 6 00:00:34,034 --> 00:00:35,870 the society was very oppressed. 7 00:00:37,455 --> 00:00:38,956 It was a time... 8 00:00:39,039 --> 00:00:40,332 CARRIE PITZULO - AUTHOR, BACHELORS AND BUNNIES: THE SEXUAL POLITICS OF PLAYBOY 9 00:00:40,416 --> 00:00:41,709 ...very conservative. 10 00:00:43,002 --> 00:00:47,465 Men and women should go to college, get a job, 11 00:00:47,590 --> 00:00:49,967 get married, start a home and a family. 12 00:00:51,218 --> 00:00:52,845 The new American dream, 13 00:00:52,970 --> 00:00:55,181 the white picket fence in the suburbs. 14 00:00:55,514 --> 00:00:58,434 And it is exactly the life Hefner lived, 15 00:00:58,559 --> 00:01:02,772 but he found it very unsatisfactory and boring. 16 00:01:03,522 --> 00:01:05,983 America needed a change. 17 00:01:07,026 --> 00:01:09,737 So, I decided to create a magazine 18 00:01:09,945 --> 00:01:11,781 which would defy conformity. 19 00:01:15,576 --> 00:01:17,787 A magazine for the modern man on lifestyle... 20 00:01:17,870 --> 00:01:19,747 MODERN - URBAN - MASCULINE HUMOR COCKTAILS – LIFESTYLE 21 00:01:19,830 --> 00:01:22,208 ...art, culture and sex. 22 00:01:23,292 --> 00:01:25,377 And I would call it Stag Party. 23 00:01:26,128 --> 00:01:29,548 And I needed the perfect girl for the first issue. 24 00:01:30,007 --> 00:01:31,967 And, after months of research, 25 00:01:32,635 --> 00:01:34,428 I had finally found it. 26 00:01:43,729 --> 00:01:47,399 Hef, I have girls for you. 27 00:01:48,108 --> 00:01:49,568 What do you think? 28 00:01:49,652 --> 00:01:52,238 GOOD. I also have an option. 29 00:01:54,865 --> 00:01:56,283 What do you think of that? 30 00:02:06,252 --> 00:02:07,795 It's Marilyn Monroe. 31 00:02:08,546 --> 00:02:09,630 It's her. 32 00:02:10,881 --> 00:02:12,007 She's our pin-up. 33 00:02:14,969 --> 00:02:17,054 In the spring of 1953, 34 00:02:18,514 --> 00:02:20,224 I bought the rights to the photos 35 00:02:20,307 --> 00:02:22,685 from one of the women the most famous in the world... 36 00:02:24,186 --> 00:02:25,521 Marilyn Monroe. 37 00:02:29,775 --> 00:02:31,110 We had our model... 38 00:02:32,194 --> 00:02:35,739 I worked hard to create every aspect of the magazine. 39 00:02:36,574 --> 00:02:37,867 SWEET OF THE MONTH – MARILYN MONROE SEX VIP - HUMOR 40 00:02:37,992 --> 00:02:39,118 THIS IS SHERLOCK HOLMES - FICTION LETTER FROM CALIFORNIA - PICTURESQUE 41 00:02:39,201 --> 00:02:40,786 What would be included... 42 00:02:41,745 --> 00:02:42,872 its design. 43 00:02:42,997 --> 00:02:44,582 VOLUME 1, NUMBER 1 44 00:02:44,665 --> 00:02:46,292 He created the first issue. 45 00:02:46,375 --> 00:02:47,793 ELDON SELLERS, PLAYBOY MAGAZINE, INTERVIEWED IN 1995 46 00:02:48,711 --> 00:02:52,172 He reviewed the material, he made some of the drawings himself. 47 00:02:52,256 --> 00:02:53,299 “DAMMIT, SHE’S HOT!” 48 00:02:53,883 --> 00:02:57,386 He was determined to create the perfect first number. 49 00:02:57,970 --> 00:03:00,097 There was a joke section... 50 00:03:00,890 --> 00:03:03,142 another with design of the modern office. 51 00:03:03,601 --> 00:03:05,060 A HORSEMAN IN THE SKY BY AMBROSE BIERCE 52 00:03:05,144 --> 00:03:06,770 We even published classic literature 53 00:03:06,854 --> 00:03:09,189 of the world's best-known authors. 54 00:03:09,273 --> 00:03:10,232 ARTHUR CONAN DOYLE THIS IS SHERLOCK HOLMES 55 00:03:11,609 --> 00:03:14,069 The most daring thing Hef has done in the magazine, 56 00:03:14,153 --> 00:03:15,237 FICTION TALES FROM THE DECAMERON 57 00:03:15,321 --> 00:03:17,031 it's to dismantle... 58 00:03:17,114 --> 00:03:18,699 JASON BUHRMESTER - FORMER EDITOR IN CHIEF, PLAYBOY ENTERPRISES 59 00:03:18,782 --> 00:03:22,536 ...the 1950s idea of masculinity. 60 00:03:22,661 --> 00:03:24,914 In the first issue, in the editorial, 61 00:03:24,997 --> 00:03:26,999 Hef simply says: 62 00:03:27,124 --> 00:03:30,836 "Other men's magazines talk about hunting, fishing, sports. 63 00:03:30,920 --> 00:03:32,338 Not us. 64 00:03:32,421 --> 00:03:36,467 We're going to talk about jazz, and cocktails, and Picasso." 65 00:03:37,343 --> 00:03:38,969 We would talk about culture, 66 00:03:39,511 --> 00:03:41,847 but also sex. 67 00:03:46,101 --> 00:03:49,813 People asked why we included sex in the magazine, 68 00:03:49,897 --> 00:03:52,524 I always answered: “How to do a magazine for men... 69 00:03:52,608 --> 00:03:54,026 HUGH HEFNER - EDITOR AND PUBLISHER, PLAYBOY MAGAZINE, INTERVIEWED IN 1996 70 00:03:54,109 --> 00:03:56,528 ...without what interests most men?” 71 00:03:58,030 --> 00:04:01,158 The idea, from the beginning, was to incorporate sex 72 00:04:01,241 --> 00:04:05,496 like something normal, and logic, and sanity in all that 73 00:04:05,579 --> 00:04:08,123 who would speak to the male audience. 74 00:04:09,041 --> 00:04:12,169 We had articles on modern dating and marriage... 75 00:04:12,252 --> 00:04:13,253 MISS DIAMOND DIENER 76 00:04:15,464 --> 00:04:18,884 ...and how to play to a new provocative game 77 00:04:19,551 --> 00:04:21,053 called Strip Quiz. 78 00:04:25,349 --> 00:04:27,977 I think it's very embedded in our heads... 79 00:04:28,060 --> 00:04:29,478 COOPER HEFNER - CREATIVE DIRECTOR PLAYBOY ENTERPRISES 80 00:04:29,603 --> 00:04:32,314 ...being uncomfortable with sex. 81 00:04:32,773 --> 00:04:34,358 But that's why I'm here. 82 00:04:34,817 --> 00:04:37,861 That's why you're here, why we are all here. 83 00:04:39,279 --> 00:04:41,031 I was hoping that the magazine 84 00:04:41,991 --> 00:04:43,701 brings the general public closer to sex. 85 00:04:43,784 --> 00:04:44,952 “DO YOU REALLY WANT ONE?” 86 00:04:48,998 --> 00:04:51,667 STAG PARTY ENTERTAINMENT FOR MEN 87 00:04:58,465 --> 00:05:01,552 But as long as we put the final touch to the magazine, 88 00:05:02,177 --> 00:05:03,846 everything stopped. 89 00:05:09,309 --> 00:05:13,355 Apparently a hunting magazine was already called Stag. 90 00:05:14,023 --> 00:05:17,568 And when Stag heard from Stag Party, 91 00:05:18,569 --> 00:05:21,280 They threatened to sue us for copyright infringement. 92 00:05:23,157 --> 00:05:25,743 One week before our deadline, 93 00:05:26,827 --> 00:05:29,079 we had to reissue the entire magazine 94 00:05:30,247 --> 00:05:32,416 and come up with a whole new name. 95 00:05:59,610 --> 00:06:03,072 AMERICAN PLAYBOY 96 00:06:09,036 --> 00:06:10,704 Faced with a possible trial, 97 00:06:11,747 --> 00:06:15,459 I gather my team to find a new name for the magazine. 98 00:06:17,836 --> 00:06:18,670 Bachelor. 99 00:06:19,213 --> 00:06:20,631 So, not for married men. 100 00:06:20,714 --> 00:06:22,716 That excludes a lot of readers. 101 00:06:22,800 --> 00:06:25,928 Why not "Sir", or “Gentleman”? 102 00:06:26,011 --> 00:06:28,430 It's too literal. It must be fun. 103 00:06:28,764 --> 00:06:30,808 Why "Jaguar" for a car? 104 00:06:30,891 --> 00:06:32,643 Nothing to see, but it's cool, right? 105 00:06:34,937 --> 00:06:38,023 What company did mom work for? cars, already? 106 00:06:38,982 --> 00:06:40,150 Playboy. 107 00:06:43,904 --> 00:06:45,030 Playboy. 108 00:06:49,284 --> 00:06:53,205 We spent a lot of hours to talk about names. 109 00:06:53,580 --> 00:06:55,249 And I remembered that my mom... 110 00:06:55,332 --> 00:06:56,333 ELDON SELLERS - PLAYBOY MAGAZINE INTERVIEWED IN 1995 111 00:06:56,458 --> 00:07:00,921 ...worked for a company in Detroit called Playboy Automobile. 112 00:07:01,880 --> 00:07:05,467 And it was a very sporty car, very beautiful, 113 00:07:05,551 --> 00:07:09,012 and that's what made me say "Playboy" as a possibility. 114 00:07:10,681 --> 00:07:12,850 Playboy. Perfect. 115 00:07:12,933 --> 00:07:14,059 DAVID EISENBACH HISTORIAN AND AUTHOR 116 00:07:14,143 --> 00:07:16,395 It's not aggressive. It's not very masculine. 117 00:07:17,187 --> 00:07:21,108 Yes, it's a magazine with nude photos, but it's sophisticated. 118 00:07:23,485 --> 00:07:24,987 We had our new name. 119 00:07:26,280 --> 00:07:28,490 We need to review the cover quickly, 120 00:07:29,199 --> 00:07:32,452 and remove any reference at Stag Party in the magazine. 121 00:07:33,829 --> 00:07:37,040 At the time, we stuck... 122 00:07:37,166 --> 00:07:38,125 DAVID GRANGER FORMER EDITOR, ESQUIRE MAGAZINE 123 00:07:38,208 --> 00:07:39,543 ...the texts on the page. 124 00:07:39,668 --> 00:07:43,213 Someone had to take a knife, and cut 125 00:07:43,422 --> 00:07:47,092 each “Stag Party” on every page of the magazine, 126 00:07:47,176 --> 00:07:49,219 and replace it with “Playboy”. 127 00:07:49,303 --> 00:07:52,431 Even today, with the assistance of computers, 128 00:07:52,556 --> 00:07:54,892 it would be a lot of work. 129 00:07:59,062 --> 00:08:03,066 We even had to change our mascot, the deer. 130 00:08:04,193 --> 00:08:05,569 And choose a rabbit. 131 00:08:07,487 --> 00:08:09,198 The rabbit captures sophistication... 132 00:08:09,281 --> 00:08:10,490 JASON BUHRMESTER - FORMER EDITOR IN CHIEF, PLAYBOY ENTERPRISES 133 00:08:10,574 --> 00:08:12,367 ...the absurdity of the brand. 134 00:08:12,701 --> 00:08:17,497 There is the sort of connotation sexual rabbit that shines through. 135 00:08:18,540 --> 00:08:20,876 I had no idea, 136 00:08:21,335 --> 00:08:25,797 but this small change would define the magazine for decades. 137 00:08:27,132 --> 00:08:28,926 We had our mascot, 138 00:08:29,635 --> 00:08:31,220 and with Marilyn on the cover, 139 00:08:31,970 --> 00:08:33,347 we were ready. 140 00:08:35,933 --> 00:08:39,186 Soon enough, almost 70,000 copies of Playboy 141 00:08:39,269 --> 00:08:41,855 were heading to the country's major cities. 142 00:08:45,150 --> 00:08:48,403 The only question was... would it sell? 143 00:08:50,155 --> 00:08:51,531 UNION STATION 144 00:08:51,615 --> 00:08:53,158 DECEMBER 1953 145 00:08:57,162 --> 00:08:59,248 In December 1953, 146 00:09:00,249 --> 00:09:02,042 my magazine has arrived on the newsstands. 147 00:09:06,797 --> 00:09:10,842 When the magazine came out on newsstands in Chicago, 148 00:09:10,926 --> 00:09:14,513 Hef and I went in town, and we watched the people 149 00:09:14,596 --> 00:09:19,101 take some magazines, and he was so excited to see someone buy one. 150 00:09:20,435 --> 00:09:22,437 And I imagine he was 151 00:09:22,521 --> 00:09:25,732 glad to know that other people thought like him, 152 00:09:25,816 --> 00:09:27,693 he who bet on something new. 153 00:09:32,823 --> 00:09:33,949 I couldn't wait. 154 00:09:34,783 --> 00:09:36,243 But I was also nervous... 155 00:09:37,244 --> 00:09:41,123 So much so that I didn't include any names nor number in the first publication 156 00:09:44,668 --> 00:09:46,420 I felt that even if there was no other numbers... 157 00:09:46,503 --> 00:09:47,546 INTERVIEWED IN 1996 158 00:09:47,629 --> 00:09:48,755 ...I had my opportunity. 159 00:09:49,798 --> 00:09:52,384 And at that moment, I wasn't sure about what happened next. 160 00:09:52,467 --> 00:09:54,094 That's why there was no date. 161 00:09:54,886 --> 00:09:56,555 Whether it works or not, 162 00:09:57,180 --> 00:09:58,932 I could have tried. 163 00:10:02,185 --> 00:10:04,771 And then we received the results. 164 00:10:09,026 --> 00:10:11,111 After two weeks, 165 00:10:11,695 --> 00:10:14,614 almost 80% of the 70,000 numbers 166 00:10:14,698 --> 00:10:17,117 that we had printed were sold. 167 00:10:23,790 --> 00:10:25,542 I was out of stock. 168 00:10:26,335 --> 00:10:28,628 He had written the magazine for him... 169 00:10:28,712 --> 00:10:29,713 RICHARD ROSENZWEIG - VICE-PRESIDENT EXECUTIVE, PLAYBOY ENTERPRISES 170 00:10:29,838 --> 00:10:32,382 ...and he bet than other young men 171 00:10:32,716 --> 00:10:35,719 would have the same interests as him. 172 00:10:36,845 --> 00:10:38,180 And he won that bet. 173 00:10:42,517 --> 00:10:44,936 That was enough for me to repay what I owed, 174 00:10:45,437 --> 00:10:46,897 that I collect our furniture... 175 00:10:48,482 --> 00:10:51,735 and I replace my 12 year old Chevrolet 176 00:10:52,652 --> 00:10:54,613 by a brand new Studebaker. 177 00:10:57,366 --> 00:11:00,744 "I congratulate you on your first issue of Playboy magazine." 178 00:11:01,411 --> 00:11:04,623 And fan mail started to arrive. 179 00:11:04,706 --> 00:11:06,833 I JUST READ THE FIRST PLAYBOY AND WOW! 180 00:11:06,917 --> 00:11:08,919 I JUST READ THE INCREDIBLE PLAYBOY. FINALLY, A MAGAZINE FOR MEN. 181 00:11:09,878 --> 00:11:13,382 Readers from Oklahoma, Colorado, 182 00:11:13,882 --> 00:11:17,969 and Illinois sang the praises of Marilyn and the magazine. 183 00:11:18,929 --> 00:11:20,889 INSOLENT NEWCOMER 184 00:11:21,014 --> 00:11:23,058 Even the press was positive. 185 00:11:24,059 --> 00:11:26,019 The magazine started from nothing... 186 00:11:26,103 --> 00:11:27,062 INTERVIEWED IN 1991 187 00:11:27,145 --> 00:11:29,314 ...and had success from the start. 188 00:11:29,398 --> 00:11:34,611 It was like a moment or an event waiting to happen. 189 00:11:40,826 --> 00:11:42,869 - Back to back. - GOOD. 190 00:11:42,953 --> 00:11:45,455 Yes, with a little explanation. And... 191 00:11:45,539 --> 00:11:48,291 We were so surprised by the success of the magazine 192 00:11:48,750 --> 00:11:51,336 that we hadn't even thought of at the second number. 193 00:11:52,671 --> 00:11:55,048 And we only had a week to create it. 194 00:12:03,807 --> 00:12:05,183 To make it easier, 195 00:12:05,725 --> 00:12:08,520 we maintained what had worked the first time. 196 00:12:09,438 --> 00:12:11,273 With more jokes, 197 00:12:12,399 --> 00:12:15,318 drawings and literature. 198 00:12:16,778 --> 00:12:19,906 But this time, We were missing a key element. 199 00:12:23,452 --> 00:12:26,288 BAUMGARTH CALENDAR COMPANY 200 00:12:26,371 --> 00:12:27,289 No. 201 00:12:28,165 --> 00:12:29,499 Nothing is good there. 202 00:12:29,916 --> 00:12:33,044 It's all we have, one of them should work. 203 00:12:33,170 --> 00:12:36,506 Sorry, but none of them doesn't work. 204 00:12:36,756 --> 00:12:38,800 None are Marilyn, Hef. 205 00:12:39,509 --> 00:12:40,719 They are not. 206 00:12:41,178 --> 00:12:44,639 But if you want a second number, you have to choose one. 207 00:12:52,856 --> 00:12:56,985 Marilyn Monroe on the cover had attracted readers, 208 00:12:58,904 --> 00:13:01,364 but I knew I wouldn't find other Marilyn. 209 00:13:03,783 --> 00:13:05,660 If Playboy were to last, 210 00:13:06,286 --> 00:13:08,497 I needed another hook. 211 00:13:11,416 --> 00:13:12,751 And that's when I understood. 212 00:13:20,425 --> 00:13:22,010 SHAFT STUDENT OF THE MONTH 213 00:13:22,093 --> 00:13:23,929 Do you remember, at university, 214 00:13:24,429 --> 00:13:28,099 when I launched the student of the month in the magazine 215 00:13:28,183 --> 00:13:29,809 with students? 216 00:13:31,645 --> 00:13:33,772 Playboy could do the same thing. 217 00:13:34,773 --> 00:13:37,400 but we would call it “The playmate of the month”. 218 00:13:39,236 --> 00:13:42,906 I had completely forgotten than the cover of Shaft magazine 219 00:13:43,156 --> 00:13:47,327 and the section inside was called “Student of the Month”. 220 00:13:48,245 --> 00:13:49,621 It was a revelation. 221 00:13:54,626 --> 00:13:57,420 So a pin-up called Margie Harrison 222 00:13:58,296 --> 00:13:59,756 became “Miss Janvier”. 223 00:13:59,839 --> 00:14:01,174 HERE IS THE PLAYBOY PLAYMATE OF THE MONTH OF JANUARY. 224 00:14:04,177 --> 00:14:06,846 Publish photos of naked women, 225 00:14:06,930 --> 00:14:08,431 it was nothing new. 226 00:14:08,515 --> 00:14:10,892 It was Hef's personalized approach, 227 00:14:10,976 --> 00:14:13,270 he called them playmates. 228 00:14:13,812 --> 00:14:17,649 He was your partner in crime. You did things with her. 229 00:14:19,276 --> 00:14:20,777 Our best number? 230 00:14:21,361 --> 00:14:22,195 No. 231 00:14:23,905 --> 00:14:27,701 But I had enough confidence to put my name and office number on it. 232 00:14:27,826 --> 00:14:30,161 HUGH M. HEFNER, EDITOR AND PUBLISHER 233 00:14:32,163 --> 00:14:33,790 And, believe it or not, 234 00:14:34,165 --> 00:14:37,168 the second issue sold 2,000 copies more than the first. 235 00:14:44,634 --> 00:14:46,469 Now that we had success, 236 00:14:47,929 --> 00:14:50,140 I knew that three wasn't enough. 237 00:14:53,435 --> 00:14:54,894 What do you think of Playboy? 238 00:14:56,521 --> 00:14:59,149 I find that your fiction could be better. 239 00:15:00,358 --> 00:15:01,359 Really ? 240 00:15:02,360 --> 00:15:03,945 When I met Ray Russell, 241 00:15:04,946 --> 00:15:07,449 he was a science fiction writer without success. 242 00:15:07,991 --> 00:15:10,452 But he sent us some stories, 243 00:15:10,994 --> 00:15:12,454 and I liked his style. 244 00:15:16,875 --> 00:15:20,420 Even if he had not written as flyers for Walgreens, 245 00:15:20,962 --> 00:15:23,048 I made Ray my assistant editor. 246 00:15:24,382 --> 00:15:26,593 Then I had to interested in images. 247 00:15:29,638 --> 00:15:33,350 I had worked with a guy called Vince Tajiri in publishing house, 248 00:15:33,725 --> 00:15:36,227 and his talent was not recognized. 249 00:15:38,730 --> 00:15:41,900 He took wedding photos to earn a living. 250 00:15:44,402 --> 00:15:48,156 So he did not hesitate to become Playboy's photo editor. 251 00:15:51,117 --> 00:15:54,245 This little magazine that I launched with a few friends 252 00:15:54,537 --> 00:15:56,748 was getting too big for my kitchen. 253 00:15:58,041 --> 00:16:00,168 So, in the spring of 1954, 254 00:16:00,377 --> 00:16:03,088 with the money from the first two issues... 255 00:16:04,756 --> 00:16:06,925 Playboy moved into offices. 256 00:16:08,426 --> 00:16:10,804 - Hello, Mr. Hefner. - Hello, Julie. 257 00:16:11,846 --> 00:16:13,264 With our new head office, 258 00:16:13,973 --> 00:16:15,725 my team was ready to work. 259 00:16:15,809 --> 00:16:18,061 Can I talk to you in my office? 260 00:16:19,437 --> 00:16:22,107 My father's success has a lot to do with 261 00:16:22,190 --> 00:16:24,984 with the people he surrounded himself with. 262 00:16:25,485 --> 00:16:27,821 And that's his instinct. 263 00:16:28,196 --> 00:16:31,491 His instinct has always allowed him to know who to trust or not... 264 00:16:31,574 --> 00:16:32,742 COOPER HEFNER - CREATIVE DIRECTOR PLAYBOY ENTERPRISES 265 00:16:33,034 --> 00:16:35,704 ...and hire the best. 266 00:16:46,464 --> 00:16:47,924 With the increase in sales, 267 00:16:49,175 --> 00:16:52,095 we needed someone to manage subscriptions 268 00:16:52,178 --> 00:16:53,263 that people were asking for. 269 00:16:53,388 --> 00:16:54,222 Hello ? 270 00:16:55,515 --> 00:16:57,809 No, of course. I can do it immediately. 271 00:16:57,892 --> 00:16:59,644 So, I hired Charlaine Karalus. 272 00:17:00,311 --> 00:17:02,272 An intelligent, determined young woman, 273 00:17:02,689 --> 00:17:04,566 who cared about the details. 274 00:17:04,649 --> 00:17:07,610 No problem. I will send him a copy. Bye. 275 00:17:09,195 --> 00:17:13,533 A friend told me that Playboy hired, 276 00:17:14,159 --> 00:17:17,078 so, I decided to go there. 277 00:17:17,370 --> 00:17:19,831 We stopped at a kiosk... 278 00:17:19,914 --> 00:17:21,124 CHARLAINE KARALUS - FORMER MANAGER SUBSCRIPTIONS, PLAYBOY MAGAZINE 279 00:17:21,207 --> 00:17:22,417 ...to buy the magazine. 280 00:17:22,500 --> 00:17:25,420 She quickly took it and hid it in his coat, 281 00:17:25,503 --> 00:17:27,005 so that no one sees it. 282 00:17:27,881 --> 00:17:31,342 In the end, my friend didn't go to the interview. 283 00:17:31,426 --> 00:17:34,012 She chickened out, but I didn't. 284 00:17:34,095 --> 00:17:39,058 I was hoping to settle down with this magazine, 285 00:17:39,142 --> 00:17:40,602 and grow with them. 286 00:17:42,437 --> 00:17:45,231 All these employees we are talking about, 287 00:17:45,732 --> 00:17:49,944 one could say that Hef was lucky. 288 00:17:50,403 --> 00:17:52,572 Because no one is ever sure. 289 00:17:52,781 --> 00:17:57,118 But his instinct told him that they were the right ones for each position. 290 00:17:58,161 --> 00:18:00,997 Okay, great. How much time do we have? 291 00:18:01,080 --> 00:18:04,375 I had a team of promising talent, although not proven. 292 00:18:05,460 --> 00:18:07,378 But I knew I needed someone 293 00:18:07,462 --> 00:18:10,048 which would give credibility to the magazine. 294 00:18:11,007 --> 00:18:14,344 So I hired a former editor from the New Yorker. 295 00:18:15,261 --> 00:18:18,097 Auguste Count Spectorsky. 296 00:18:19,015 --> 00:18:21,476 Or as we would call it, Spec. 297 00:18:23,269 --> 00:18:25,522 Hiring Spectorsky was very smart. 298 00:18:25,605 --> 00:18:26,773 ARTHUR KRETCHMER - FORMER DIRECTOR EDITORIAL, PLAYBOY ENTERPRISES 299 00:18:27,273 --> 00:18:31,486 Spectorsky gave the magazine a maturity that he would not have had, 300 00:18:31,694 --> 00:18:34,364 and it was Hef who understood 301 00:18:34,572 --> 00:18:37,242 that the magazine needed of this maturity. 302 00:18:44,833 --> 00:18:46,835 I finally had a team in place. 303 00:18:47,418 --> 00:18:49,879 And it was time to see what we could accomplish. 304 00:18:53,091 --> 00:18:54,092 Okay, sure. 305 00:18:54,259 --> 00:18:55,134 Yes, okay. 306 00:18:55,510 --> 00:18:56,928 - So... - Yes, just... 307 00:18:57,011 --> 00:19:00,431 The team was working at full capacity to bring out the magazine each month. 308 00:19:05,854 --> 00:19:07,397 Day after day, 309 00:19:07,981 --> 00:19:09,691 we worked hard, 310 00:19:10,149 --> 00:19:11,442 weekends included. 311 00:19:13,194 --> 00:19:17,156 Playboy was one of the places the best ones to work with. 312 00:19:17,240 --> 00:19:19,659 It was very different other companies... 313 00:19:19,784 --> 00:19:21,160 RICHARD ROSENZWEIG - VICE-PRESIDENT EXECUTIVE, PLAYBOY ENTERPRISES 314 00:19:21,244 --> 00:19:24,914 ...who were in Chicago or New York or Los Angeles. 315 00:19:27,417 --> 00:19:30,920 I even bought a sofa bed so I can sleep in my office. 316 00:19:38,761 --> 00:19:41,431 I started to pass all my time at work, 317 00:19:42,348 --> 00:19:43,641 away from my family. 318 00:19:44,392 --> 00:19:46,811 He spent most of his time in this office. 319 00:19:46,895 --> 00:19:48,688 STEPHEN MARTINEZ PLAYBOY ARCHIVIST 320 00:19:48,771 --> 00:19:52,275 It had a small bed, a small kitchen. 321 00:19:52,442 --> 00:19:54,444 And he worked, 322 00:19:55,486 --> 00:19:58,156 and alas, 323 00:19:58,364 --> 00:19:59,991 his marriage suffered. 324 00:20:02,911 --> 00:20:05,747 In marriage, I wasn’t there emotionally. 325 00:20:06,331 --> 00:20:09,500 I am the product of my education. 326 00:20:10,501 --> 00:20:13,087 While my father had been emotionally absent... 327 00:20:13,171 --> 00:20:14,339 HUGH HEFNER - EDITOR AND PUBLISHER, PLAYBOY MAGAZINE, INTERVIEWED IN 1991 328 00:20:14,422 --> 00:20:17,842 ...I was absent... in short. 329 00:20:18,885 --> 00:20:20,219 I was not present. 330 00:20:22,347 --> 00:20:26,517 The physical change came from the success of the magazine. 331 00:20:27,101 --> 00:20:30,229 It was easier for him to sleep elsewhere. 332 00:20:30,313 --> 00:20:31,940 MILLIE GUNN (WILLIAMS) – EX-WIFE BY HUGH HEFNER, INTERVIEWED IN 1985 333 00:20:32,023 --> 00:20:33,483 And that's when he said: 334 00:20:33,566 --> 00:20:37,403 "I'm going to start living in the office some days.” 335 00:20:43,159 --> 00:20:45,495 The team at Playboy became my other family. 336 00:20:46,621 --> 00:20:49,582 We worked hard, but we also celebrated. 337 00:20:50,124 --> 00:20:52,418 And with the growing success of the magazine, 338 00:20:52,877 --> 00:20:55,838 we were invited to the best parties in town. 339 00:21:00,051 --> 00:21:04,514 And that's where I was introduced a certain Victor Lownes. 340 00:21:05,098 --> 00:21:08,101 Victor is my friend I was talking to you about, Hugh Hefner. 341 00:21:08,726 --> 00:21:09,769 Hello, are you okay? 342 00:21:10,144 --> 00:21:11,312 Hef runs the magazine. 343 00:21:12,855 --> 00:21:14,148 Mr. Playboy. 344 00:21:15,108 --> 00:21:17,318 I like your look. Friendly and relaxed. 345 00:21:17,402 --> 00:21:19,445 THANKS. Is this your place? 346 00:21:19,696 --> 00:21:20,697 Yes, indeed. 347 00:21:22,240 --> 00:21:24,659 When I met Hef, I found it great. 348 00:21:24,784 --> 00:21:27,161 Hefner was very ambitious, intelligent. 349 00:21:27,245 --> 00:21:28,496 VICTOR LOWNES - FORMER DIRECTOR FROM PLAYBOY EUROPE 350 00:21:29,414 --> 00:21:32,500 That anyone can launch his own magazine... 351 00:21:33,001 --> 00:21:34,252 I was impressed. 352 00:21:39,424 --> 00:21:42,301 Nice to meet you, Hef, but I have business. 353 00:21:42,927 --> 00:21:45,221 What if we had a drink at Walt and Walt on Friday? 354 00:21:45,471 --> 00:21:47,181 All right. Alright. 355 00:21:47,265 --> 00:21:50,059 Yes. Come with friends. 356 00:21:50,893 --> 00:21:51,853 All right. 357 00:21:55,940 --> 00:22:00,069 For a year, I created a magazine called Playboy, 358 00:22:02,405 --> 00:22:03,990 but one evening at a party, 359 00:22:04,657 --> 00:22:05,908 I met one. 360 00:22:08,119 --> 00:22:09,662 In 1954, 361 00:22:10,163 --> 00:22:12,582 Victor Lownes was the biggest bachelor. 362 00:22:13,750 --> 00:22:15,918 He came from a wealthy family in New York, 363 00:22:17,003 --> 00:22:18,671 and had everything he wanted. 364 00:22:20,006 --> 00:22:22,967 At the age of 26, he had moved to Chicago, 365 00:22:23,217 --> 00:22:25,344 and living every single person's dream. 366 00:22:25,678 --> 00:22:29,223 He had the great apartment, the charming attitude, 367 00:22:30,266 --> 00:22:31,434 and women. 368 00:22:33,269 --> 00:22:34,520 Victor was the leader of the pack. 369 00:22:34,604 --> 00:22:35,980 MARILYN COLE, OLD PLAYBOY AND PLAYMATE RABBIT 370 00:22:36,064 --> 00:22:38,107 Everyone wanted to be around him. 371 00:22:38,441 --> 00:22:40,568 He has the gift of life. 372 00:22:41,569 --> 00:22:43,654 He had great style, elegance. 373 00:22:44,530 --> 00:22:46,824 We never got bored with Victor Lownes. 374 00:22:49,202 --> 00:22:51,788 Victor could bring something to the magazine. 375 00:22:53,289 --> 00:22:56,000 So I made him my promotions manager. 376 00:22:56,709 --> 00:22:58,127 And he was perfect. 377 00:23:02,423 --> 00:23:03,925 So, we have two girls, right? 378 00:23:04,425 --> 00:23:06,385 One of them puts her leg on me. OK? 379 00:23:06,469 --> 00:23:08,012 - That doesn't make sense. - Hand underneath. 380 00:23:08,096 --> 00:23:11,432 Victor Lownes had a big role in the company. 381 00:23:11,682 --> 00:23:13,935 He was what Hefner was not, 382 00:23:14,018 --> 00:23:16,104 cheeky, impetuous. 383 00:23:16,395 --> 00:23:18,314 He complemented Hef... 384 00:23:18,397 --> 00:23:19,440 ARTHUR KRETCHMER - FORMER DIRECTOR FROM THE EDITORIAL, PLAYBOY ENTERPRISES 385 00:23:19,524 --> 00:23:23,653 ...which was, after all, a little shy and cerebral. 386 00:23:23,736 --> 00:23:25,738 Meanwhile, I'm up front, he... 387 00:23:25,988 --> 00:23:28,533 Victor lived the life that men dream of. 388 00:23:32,537 --> 00:23:34,038 And I wanted to be part of it. 389 00:23:40,419 --> 00:23:43,172 I'm not kidding. No socks or tie. 390 00:23:43,673 --> 00:23:46,342 I was dating Victor almost every night. 391 00:23:47,135 --> 00:23:49,262 He entered every club in Chicago, 392 00:23:49,345 --> 00:23:52,223 and always had great company. 393 00:23:53,558 --> 00:23:56,269 I had a very good relationship with Hefner. 394 00:23:56,352 --> 00:23:58,062 We worked late... 395 00:23:58,146 --> 00:23:59,355 VICTOR LOWNES - FORMER DIRECTOR PROMOTIONS, PLAYBOY MAGAZINE 396 00:23:59,438 --> 00:24:01,732 ...and we would go out and drink together. 397 00:24:02,567 --> 00:24:05,653 And it became a habit. 398 00:24:09,532 --> 00:24:12,076 Okay... let's dance. 399 00:24:16,622 --> 00:24:19,083 Victor, in a way, was more... 400 00:24:19,167 --> 00:24:21,043 CHRISTIE HEFNER - FORMER PRESIDENT AND CEO, PLAYBOY ENTERPRISES 401 00:24:21,127 --> 00:24:24,463 ...the image of the editor, publisher of Playboy that my father, 402 00:24:24,547 --> 00:24:28,634 because Victor was someone who loved good food and wine, 403 00:24:28,718 --> 00:24:30,553 who loved to travel, 404 00:24:30,803 --> 00:24:34,807 who was more sociable. 405 00:24:39,312 --> 00:24:41,439 So, are you going to ask me to dance? 406 00:24:42,273 --> 00:24:43,232 Of course. 407 00:24:45,860 --> 00:24:49,989 Hef had neither the example nor sophistication... 408 00:24:50,072 --> 00:24:51,741 PATTY FARMER AUTHOR, PLAYBOY SWINGS 409 00:24:51,824 --> 00:24:55,661 ...from someone who grew up to become a playboy. 410 00:24:58,080 --> 00:25:02,460 It was not before his association with Victor Lownes 411 00:25:02,752 --> 00:25:05,880 that they have become a whole. 412 00:25:25,149 --> 00:25:28,486 Partying with Victor opened me up eyes to a completely different world. 413 00:25:32,406 --> 00:25:33,699 And I dove into it. 414 00:25:40,289 --> 00:25:44,293 The beginning of Playboy showed me a single life 415 00:25:44,710 --> 00:25:48,506 which has all the positive points, and no negatives. 416 00:25:53,386 --> 00:25:55,054 I didn't feel guilty at all. 417 00:25:55,137 --> 00:25:57,306 I felt like I was exploring the limits 418 00:25:57,390 --> 00:25:59,225 of what it was to be moral, 419 00:25:59,809 --> 00:26:02,979 but in truth, I was running away, I think... 420 00:26:04,480 --> 00:26:05,856 traditions. 421 00:26:09,860 --> 00:26:12,738 It was the 50s. 422 00:26:13,197 --> 00:26:16,659 We were supposed to get married and have children right after university. 423 00:26:17,368 --> 00:26:18,953 But times were changing. 424 00:26:20,413 --> 00:26:22,290 My father felt 425 00:26:22,373 --> 00:26:25,918 that he wanted more from life that what he had seen his father 426 00:26:26,002 --> 00:26:28,337 get some of it, and some of that, 427 00:26:28,421 --> 00:26:32,675 it was about having time before getting married and settling down. 428 00:26:33,134 --> 00:26:36,846 And he married young, too young, I believe, and he said it. 429 00:26:40,683 --> 00:26:44,186 Since I was living life of a single man, 430 00:26:44,854 --> 00:26:47,690 it was time to update the message of the magazine. 431 00:26:49,442 --> 00:26:50,568 THE MEN'S STORE 432 00:26:50,651 --> 00:26:52,320 When I started Playboy, 433 00:26:52,903 --> 00:26:55,656 there were lots of topics which interested me. 434 00:26:57,116 --> 00:26:58,367 PLAYBOY GOES TO AN ART BALL 435 00:26:58,451 --> 00:27:00,244 But there, I wanted to do more. 436 00:27:02,288 --> 00:27:04,582 I wanted to make the magazine a guide 437 00:27:05,249 --> 00:27:07,626 to become the ultimate playboy. 438 00:27:10,796 --> 00:27:11,922 What is a playboy? 439 00:27:14,842 --> 00:27:15,968 Get started. 440 00:27:17,011 --> 00:27:17,928 A bachelor. 441 00:27:18,846 --> 00:27:19,805 What else? 442 00:27:20,348 --> 00:27:21,223 Charming. 443 00:27:21,640 --> 00:27:23,434 - Sophisticated. - Clever. 444 00:27:24,018 --> 00:27:25,936 - Urban. - Yes. 445 00:27:26,979 --> 00:27:30,358 Every time someone grab a copy of Playboy, 446 00:27:30,941 --> 00:27:32,360 I don't want 447 00:27:33,110 --> 00:27:36,364 that he imagines himself to be the type of guy who has who he wants. 448 00:27:36,822 --> 00:27:38,574 I want to teach him to be one. 449 00:27:39,533 --> 00:27:40,993 To buy the right suit, 450 00:27:41,077 --> 00:27:44,872 the right bottle of wine, good music when the girl is there. 451 00:27:45,414 --> 00:27:47,458 I don't want to follow the rules, 452 00:27:48,918 --> 00:27:50,586 I want to create them. 453 00:27:50,669 --> 00:27:53,464 And that's why each article, each photo, 454 00:27:54,131 --> 00:27:59,345 each page must show this unique, singular vision... 455 00:28:01,555 --> 00:28:04,308 of the Playboy lifestyle. 456 00:28:07,686 --> 00:28:09,146 The message was very clear. 457 00:28:10,064 --> 00:28:12,983 We talked about living like a single man... 458 00:28:13,067 --> 00:28:14,068 HUGH HEFNER INTERVIEWED IN 1991 459 00:28:14,151 --> 00:28:15,277 ...and no one had done it. 460 00:28:18,155 --> 00:28:19,907 My team had their orders, 461 00:28:20,991 --> 00:28:22,743 and we worked hard, 462 00:28:23,160 --> 00:28:27,623 to redefine the sections of the magazine to show the Playboy lifestyle. 463 00:28:30,251 --> 00:28:34,380 Tajiri translates his photographic style to make a guide. 464 00:28:35,589 --> 00:28:36,882 WELL DRESSED PLAYBOY 465 00:28:36,966 --> 00:28:39,844 We taught our readers how to choose the right suit, 466 00:28:40,177 --> 00:28:41,345 PREPARING A PERFECT MARTINI 467 00:28:41,429 --> 00:28:43,013 how to prepare the perfect cocktail, 468 00:28:43,806 --> 00:28:46,434 how to decorate the best bachelor pad... 469 00:28:46,600 --> 00:28:47,643 THE GUESSING GAME 470 00:28:47,726 --> 00:28:49,854 ...and how to organize the perfect date. 471 00:28:50,646 --> 00:28:54,316 MORE RELEVANT TIPS TO SEDUCE WOMEN EFFORTLESSLY 472 00:28:54,400 --> 00:28:56,527 A generation of men said: 473 00:28:56,610 --> 00:28:58,070 "I'm not going to marry the girl on my street... 474 00:28:58,154 --> 00:28:59,029 JASON BUHRMESTER - FORMER EDITOR IN CHIEF, PLAYBOY ENTERPRISES 475 00:28:59,113 --> 00:29:00,448 ...I'm going to marry a city girl." 476 00:29:01,198 --> 00:29:03,909 It shook America, 477 00:29:03,993 --> 00:29:07,746 and I think it helped Hef get out 478 00:29:07,830 --> 00:29:10,166 and invent the idea of the bachelor. 479 00:29:10,249 --> 00:29:12,418 WHAT IS A PLAYBOY? 480 00:29:12,501 --> 00:29:14,920 I believe that what made Playboy special, 481 00:29:15,296 --> 00:29:18,257 it was that we integrated the way of life 482 00:29:18,340 --> 00:29:19,675 and sexual content 483 00:29:20,009 --> 00:29:22,511 with contemporary values. 484 00:29:22,595 --> 00:29:25,431 So other media don't talk about that. 485 00:29:25,514 --> 00:29:28,350 ARTICLE: SIN IN PARADISE 486 00:29:31,979 --> 00:29:33,814 Our readers were growing. 487 00:29:34,607 --> 00:29:35,649 Yes, that's good. 488 00:29:35,733 --> 00:29:38,944 And I realized that we were nothing more than a magazine, 489 00:29:39,695 --> 00:29:41,363 we became a brand. 490 00:29:43,324 --> 00:29:45,326 But there was still one thing missing. 491 00:29:46,285 --> 00:29:48,579 Playboy needed a logo. 492 00:29:53,334 --> 00:29:55,544 So I told Art Paul to draw it. 493 00:30:01,175 --> 00:30:04,595 Four minutes later, he had drawn the perfect symbol. 494 00:30:07,723 --> 00:30:10,935 Such a perfect picture, that 60 years later, 495 00:30:11,352 --> 00:30:13,103 it remains unchanged. 496 00:30:20,486 --> 00:30:22,696 The Playboy bunny head is an icon. 497 00:30:23,614 --> 00:30:26,158 It is one of the rare icons 498 00:30:26,242 --> 00:30:29,828 who, very early on, has become very identifiable. 499 00:30:37,211 --> 00:30:40,256 Our famous mascot was in all our numbers, 500 00:30:40,589 --> 00:30:42,883 Art Paul made a game of it. 501 00:30:43,300 --> 00:30:47,346 He challenged our readers to find the rabbit hidden on each cover. 502 00:31:00,859 --> 00:31:02,736 The best comparison for Hef, 503 00:31:02,820 --> 00:31:05,281 I would say that Hefner is Walt Disney, and the rabbit is his Mickey Mouse. 504 00:31:05,364 --> 00:31:06,323 BRETT RATNER PRODUCER/DIRECTOR 505 00:31:08,492 --> 00:31:10,744 It's a brand image, It’s marketing, it’s brilliant. 506 00:31:18,794 --> 00:31:21,922 DECEMBER 1954 507 00:31:26,760 --> 00:31:28,512 Pass it on, gentlemen. 508 00:31:30,097 --> 00:31:34,184 Looking back, 1954 was an incredible year. 509 00:31:35,185 --> 00:31:37,896 The offices of the magazine I launched 510 00:31:38,439 --> 00:31:41,775 with three people now occupied four floors in Chicago. 511 00:31:42,401 --> 00:31:44,820 I had hired 25 employees, 512 00:31:45,613 --> 00:31:50,534 and we sold some 185,000 copies every month. 513 00:31:51,285 --> 00:31:53,829 More than double our first issue. 514 00:31:55,164 --> 00:31:59,126 It was remarkable that the magazine be profitable in its first year. 515 00:31:59,543 --> 00:32:00,461 Nobody does that. 516 00:32:01,962 --> 00:32:03,589 Sports Illustrated, to compare, 517 00:32:03,672 --> 00:32:05,841 started at the same time as Playboy, 518 00:32:06,091 --> 00:32:08,594 and their first profit dates from the early 1960s. 519 00:32:32,743 --> 00:32:35,371 DAD 520 00:32:54,306 --> 00:32:57,017 My father wasn't there often when I was little. 521 00:32:59,436 --> 00:33:03,273 By prioritizing the magazine, which Hef was clearly doing, 522 00:33:03,357 --> 00:33:06,193 he obviously wasn't going to have the same family life... 523 00:33:06,276 --> 00:33:07,820 CHRISTIE HEFNER FORMER CEO, PLAYBOY ENTERPRISES 524 00:33:07,903 --> 00:33:09,905 ...that he would have had if he hadn't done it. 525 00:33:17,955 --> 00:33:20,332 He was so busy with the business that he had no time, 526 00:33:20,416 --> 00:33:23,127 but he was my dad, and dad was nice... 527 00:33:23,210 --> 00:33:24,378 MILLIE GUNN (WILLIAMS) – EX-WIFE BY HUGH HEFNER - INTERVIEWED IN 1985 528 00:33:24,461 --> 00:33:25,796 ...and dad was attentive. 529 00:33:29,133 --> 00:33:31,427 But he wasn't really there. 530 00:33:36,557 --> 00:33:38,767 I knew I should have been home 531 00:33:39,852 --> 00:33:41,603 to be a father to Christie... 532 00:33:43,063 --> 00:33:46,275 but something in the office always held me back. 533 00:33:49,319 --> 00:33:51,905 Okay, it's a beach theme. 534 00:33:51,989 --> 00:33:54,324 I include an image rabbit in the sand, 535 00:33:54,408 --> 00:33:56,034 to use the jersey. 536 00:33:56,118 --> 00:33:59,246 We see that there are legs, who move away. 537 00:33:59,329 --> 00:34:02,332 Suggesting that perhaps it is her swimsuit, 538 00:34:02,416 --> 00:34:05,753 and, of course, she doesn't wear nothing at all. 539 00:34:11,133 --> 00:34:12,551 It was just an idea. 540 00:34:12,843 --> 00:34:14,887 I can find other options 541 00:34:14,970 --> 00:34:17,389 if you don't like it, Hef. 542 00:34:18,140 --> 00:34:20,642 No. It's a good cover. Great. 543 00:34:21,059 --> 00:34:22,728 It's better than the centerfold. 544 00:34:25,397 --> 00:34:27,524 It's inspired. 545 00:34:30,235 --> 00:34:32,112 That's just weird. OK? 546 00:34:33,655 --> 00:34:35,407 What if we took our own photos? 547 00:34:36,992 --> 00:34:38,202 Why not ? 548 00:34:40,204 --> 00:34:41,747 She's right. Why not ? 549 00:34:44,374 --> 00:34:47,044 Let's see if we discover where they take their daughters from. 550 00:34:47,252 --> 00:34:48,921 Yes. I'll take care of it. 551 00:34:50,047 --> 00:34:51,173 Thank you all. 552 00:34:52,925 --> 00:34:57,179 At the time, Playboy used photos calendar for its central page. 553 00:34:57,262 --> 00:34:58,388 CHARLAINE KARALUS FORMER SUBSCRIPTION MANAGER 554 00:34:58,472 --> 00:34:59,306 PLAYBOY MAGAZINE INTERVIEWED IN 1980 555 00:34:59,389 --> 00:35:00,557 They were professional models, 556 00:35:00,641 --> 00:35:03,602 and the photos were not exclusive. 557 00:35:03,936 --> 00:35:07,606 Quality and caliber displeased Hefner. 558 00:35:07,689 --> 00:35:11,693 He wanted something different, new, unique, 559 00:35:11,777 --> 00:35:15,447 and special that Playboy would have. 560 00:35:17,407 --> 00:35:18,325 Charlaine. 561 00:35:19,159 --> 00:35:21,954 If you have any ideas, my door is always open. 562 00:35:40,347 --> 00:35:43,600 Charlaine was a beautiful, talented woman. 563 00:35:46,311 --> 00:35:49,314 The more we worked together, the closer we got. 564 00:35:53,735 --> 00:35:57,739 And we quickly became more than colleagues. 565 00:36:04,496 --> 00:36:06,748 I'm going to get a glass of water. Do you want one? 566 00:36:06,832 --> 00:36:07,666 All right. 567 00:36:39,865 --> 00:36:41,658 Why are you looking at me like that? 568 00:36:43,577 --> 00:36:45,662 Have you ever thought about being in the magazine? 569 00:36:46,580 --> 00:36:48,123 By doing what? 570 00:36:48,540 --> 00:36:49,666 Miss July. 571 00:36:51,835 --> 00:36:53,754 No, I'm serious. 572 00:36:55,464 --> 00:36:57,758 You wouldn't like it to be in a magazine? 573 00:36:59,426 --> 00:37:01,595 I'm sure a lot of girls 574 00:37:01,678 --> 00:37:03,513 would be happy to pose for you. 575 00:37:03,597 --> 00:37:05,766 I don't want these girls, I want you. 576 00:37:11,688 --> 00:37:12,856 For what ? 577 00:37:14,232 --> 00:37:16,652 Because you're not the type of girl that they are waiting for. 578 00:37:20,906 --> 00:37:24,451 I sent my team looking for the perfect girl... 579 00:37:28,622 --> 00:37:31,959 and I realized that she was under my nose. 580 00:37:33,085 --> 00:37:35,754 I really did the playmate photo 581 00:37:35,879 --> 00:37:39,383 for a laugh, It looked like fun to do. 582 00:37:39,466 --> 00:37:41,760 It was out of loyalty to the magazine, 583 00:37:41,843 --> 00:37:44,304 and it was super fun. 584 00:37:52,104 --> 00:37:55,774 Charlaine's only condition was not to use his real name. 585 00:37:59,152 --> 00:38:00,862 So I found him a pseudonym, 586 00:38:01,405 --> 00:38:02,823 Janet Pilgrim. 587 00:38:03,407 --> 00:38:05,951 And I wrote a little text for the photo. 588 00:38:06,576 --> 00:38:09,913 Explaining why she wasn't like the other models, 589 00:38:10,831 --> 00:38:12,958 that it came from our offices. 590 00:38:13,542 --> 00:38:18,588 And for Playboy readers, that would be the girl next door. 591 00:38:28,390 --> 00:38:29,641 You are lovely. 592 00:39:12,059 --> 00:39:14,770 When I took my first photo playmate, 593 00:39:15,270 --> 00:39:17,439 I was very nervous, 594 00:39:17,522 --> 00:39:20,692 because I knew that hundreds of men were going to open this magazine... 595 00:39:20,776 --> 00:39:22,152 CHARLAINE KARALUS - FORMER MANAGER SUBSCRIPTIONS, PLAYBOY MAGAZINE 596 00:39:22,235 --> 00:39:23,612 ...and see me like this. 597 00:39:24,029 --> 00:39:27,365 But I didn't show much. 598 00:39:43,715 --> 00:39:45,008 With this number, 599 00:39:45,801 --> 00:39:50,347 our subscription manager is become the most popular playmate. 600 00:39:53,308 --> 00:39:55,560 We received full of letters from all over the country, 601 00:39:56,394 --> 00:39:58,605 and I realized that the neighbor... 602 00:40:01,233 --> 00:40:02,317 was a success. 603 00:40:06,113 --> 00:40:07,989 It's great. 604 00:40:08,824 --> 00:40:10,450 Come a little closer. 605 00:40:14,788 --> 00:40:18,166 The idea that emerged was to use... 606 00:40:19,126 --> 00:40:22,838 When we talk about the girl next door, finally, to use a girl from the office, 607 00:40:22,921 --> 00:40:27,425 or someone who goes to college, or a receptionist. 608 00:40:29,719 --> 00:40:31,304 And what we didn't know, 609 00:40:31,388 --> 00:40:33,765 that was what it was going to do such fury. 610 00:40:39,980 --> 00:40:41,523 And it was all the rage. 611 00:40:49,114 --> 00:40:50,824 MISS JUILLET IS AN AUTHOR 612 00:40:50,907 --> 00:40:52,325 SHE HAS A MASTERS, THE TITLE OF PHI BETA KAPPA, AND SHE'S A PLAYMATE TOO! 613 00:40:52,409 --> 00:40:55,036 It is not inaccessible. 614 00:40:56,705 --> 00:40:59,708 Hef wanted to capture this, the essence of the girl next door... 615 00:40:59,833 --> 00:41:01,168 JASON BUHRMESTER - FORMER EDITOR IN CHIEF, PLAYBOY ENTERPRISES 616 00:41:02,043 --> 00:41:05,672 ...flirting, but also, accessibility. 617 00:41:11,511 --> 00:41:14,764 We had started with the most famous woman in the world 618 00:41:15,223 --> 00:41:17,142 to continue with the girls around us. 619 00:41:17,976 --> 00:41:20,395 And I knew that from that moment on 620 00:41:20,937 --> 00:41:22,647 everything would be different.