Silver Theater (sometimes written as Silver Theatre) was a radio dramatic anthology series in the United States. Originating in Hollywood, California, it was carried on CBS and on the Canadian Broadcasting Corporation. First broadcast October 3, 1937, its last broadcast was August 17, 1947.

Format

Drama Originally, Silver Theater featured movie stars, primarily in original dramas and less often in adaptations of movies. Comedies were presented occasionally. In a reversal of the customary trend, some original dramas from Silver Theater were purchased for use in movies. In 1947, when the program was broadcast as a summer replacement series, radio stars—rather than those from movies—were used as leads.Reinehr, Robert C. and Swartz, Jon D. (2008). The A to Z of Old-Time Radio. Scarecrow Press, Inc. . P. 234.

Variety In 1941, the Summer Silver Theater was a variety program, with Ed Sullivan as host and Will Bradley as bandleader. A guest star featured each week.

Personnel By its nature, Hollywood Star Playhouse had no regular cast. Different movie stars of the era were featured, as indicated in the sampling of episodes and stars listed below. One continuing presence was that of the host, who was referred to as the "director" on the air. Conrad Nagel was the initial host. John Loder replaced him in the early 1940s. Announcers over the program's lifetime were John Conte, Dick Joy, Henry Charles, Roger Krupp, Jack Bailey, and Harry Bartell. Felix Mills directed the orchestra.

Selected episodes Date(s) Episode Star(s) October 3, 10, 17, 24, 1937 "First Love" Rosalind Russell, James Stewart March 5, 1939 "Single Party Going East" Ginger Rogers March 26, April 2, 1939 "For Us, the Living" Rosalind Russell May 21, 28, 1939 "Crossroads for Two" Helen Hayes, True Boardman October 8, 15, 1939 "Lost Yesterday" Loretta Young April 21, 1940 "Census 1940" Thomas Mitchell, Edna Best April 28, 1940 "Days of Grace" Carole Lombard January 26, 1941 "Love's New Sweet Song" Judy Garland April 6, 1941 "Niagara to Reno" Kay Kyser, Ginny Simms October 5, 1941 "The Better the Day" Mickey Rooney February 1, 1942 "The Maltese Falcon" Humphrey Bogart. July 25, 1943 "China Bridge" Ellen Drew, Preston Foster January 16, 1944 "Mr. Margie" Bing Crosby January 30, 1944 "For This We Live" Dorothy Lamour February 6, 1944 "Travel Is Broadening" William Powell April 2, 1944 "The Steadfast Heart" Paul Lukas April 30, 1944 "The Snow Goose" Ronald Colman May 14, 1944 "Little Johnny Appleseed" Kate Smith June 4, 1944 "Nothing Ever Happens" Joan Bennett June 25, 1944 "Suez Road" Ann Sothern August 5, 1945 "A Charmed Life" Joan Davis, Harry von Zell

Sponsor and promotions The sponsor, International Silver Company, launched the program by inviting couples married 25 years or more to the CBS studio for the initial broadcast on October 3, 1937.

International Silver apparently chose well in selecting Silver Theater as a vehicle for advertising. The company's satisfaction with increased sales was such that CBS ran a four-page advertisement in the March 1, 1940, issue of Broadcasting magazine touting the advertising's effectiveness. The ad quoted comments from International Silver: "After thirteen weeks on CBS: 'We find we can paint a more alluring picture ... by radio than with the printed page.' ... After three years on CBS: '[S]ubstantial increase in sales for every year we have been on the air.'" As the ad continued, it noted that Silver Theater had become more popular over those three years and that "as the popularity of the program has increased, sales of 1847 Rogers Bros. have increased."

Concurrently, the International Silver Company advertised their 1847 Rogers Bros. silverware with advertisements in LIFE magazine including product endorsements by Hollywood actresses. Many also performed in the Silver Theater, including Judy Garland, Carole Lombard, Ginger Rogers, Rosalind Russell, and Loretta Young. Another brand of the company, International Sterling, also promoted the Silver Theater in LIFE magazine advertisements.(Undated, c. 1941.) "1847 Rogers Bros Silverware: 'Your Chance of a Lifetime' 1941 International Silver Company" dealer promotional video. Retrieved November 18, 2017.(April 3, 2016). "International Silver Company design catalogues and historical information" (Advertisements 1937-45). artdesigncafe.com. Retrieved November 18, 2017.

CBS also produced a brochure "showing success of the Silver Theatre."

Adaptations International Silver of Canada, counterpart of Silver Theater'''s sponsor, had its own version of the program (Summer Silver Theatre) on the CBC in 1941. The program "bore little resemblance to its American counterpart" and lasted for only 10 episodes.

See alsoBrownstone TheaterThe Cresta Blanca Hollywood PlayersThe Dreft Star PlayhouseEveryman's TheaterFamous Jury TrialsFour Star PlayhouseHollywood HotelHollywood Star PlayhouseHollywood Star Time (dramatic anthology)Lux Radio TheatreMayor of the TownThe MGM Theater of the AirPhilip Morris PlayhouseStars over Hollywood (radio program)''

References

External links

Episodic Logs Episodic log of Silver Theater from Jerry Haendiges Vintage Radio Logs Episodic log of Silver Theater from radioGOLDINdex Episodic log of Silver Theater (and more) from The Digital Deli Too

Stories "Debutantes -- You Can Have Them," a story from Silver Theater, was printed in the August 1939 issue of Radio and Television Mirror. "Love's new sweet song," a story from Silver Theater, was printed in the January 1942 issue of Radio and Television Mirror. "Stronger than Steel," a story from Silver Theater, was printed in the December 1941 issue of Radio and Television Mirror.

Streaming audio Episodes of Silver Theater from Internet Archive Episodes of Silver Theater from Old Time Radio Researchers Group