was
a fictional character invented and portrayed by disc jockey, voice
announcer, and actor Ernie Anderson (November 22, 1923 - February 6,
1997), as the horror host of late night Shock Theater at WJW-TV,
Channel 8, in Cleveland, Ohio from 1963 through 1966.
Shock
Theater featured grade-“B” science fiction films and horror films.
Shock Theater was aired in a Friday late-night time slot, but at the
peak of Ghoulardi's popularity, Anderson also hosted the Saturday
afternoon Masterpiece Theater, and the weekday children's program
Laurel, Ghoulardi and Hardy.
Ernie Anderson was a big band and jazz enthusiast, and WWII U.S. Navy veteran born in Lynn, Massachusetts on November 22, 1923.
This
irreverent and influential movie host was a hipster, unlike the horror
character prototype. Ghoulardi’s costume was a long lab coat covered
with “slogan” buttons, horn-rimmed sunglasses with a missing lens, fake
Van Dyke beard and moustache, and various messy, awkwardly-perched
wigs. Ghoulardi's stage name was devised by Cleveland restaurateur
Ralph Gulko, who was making a pun of the word "ghoul," and his own
similar last name, tagged with a generic "ethnic" ending.
During
the breaks from the movies, Anderson addressed the camera live in a
part-Beat, part-ethnic accented commentary, peppered with: “Hey,
group!,” “Stay sick, knif” (“fink”), “Cool it,” “Turn blue” and “Ova
deh.” Anderson improvised because of his difficulty memorizing lines.
He played novelty and offbeat rock and roll tunes, plus jazz and rhythm
and blues songs, under his live performance.
Shock Theater drew
both a black and white cult audience, who loved Ghoulardi's beatnik
costume, the music, and his hip talk, which was a nod to black jazz and
R&B artists. More mainstream viewers enjoyed his broad,
unpretentious ethnic humor.
Ghoulardi spared no unhip targets:
the bedroom communities Parma, Ohio ("Par-ma?!") and Oxnard, California
("Remember...Oxnard!"), bandleader Lawrence Welk and polka music,
Cleveland television personalities Mike Douglas and Dorothy Fuldheim,
plus other public figures. In particular, Ghoulardi unmercifully jeered
Parma, for its ethnic, working-class, “white socks” sensibility,
creating a series of taped skits called Parma Place. He adopted a crow
and named him “Oxnard.”
He also mocked the poor quality films he
was hosting: "If you want to watch a movie, don't watch this one," or
"This movie is so bad, you should just go to bed." He had his crew
absurdly insert stock film clips or his own image at climactic moments.
Ghoulardi
used friends and members of his talented Channel 8 crew as supporting
cast: cameraman “Big Chuck” Schodowski, film editor Bob Soinski and
writer Tim Conway (later of The Carol Burnett Show and “Dorf” fame). He
was further assisted by teenage intern Ron Sweed. Sweed had boarded a
cross-town bus to try to meet his idol at a live appearance, clad in a
gorilla suit. Anderson invited Sweed onstage; to the crowd’s delight,
Sweed stumbled offstage into the audience. This, plus some unnanounced
gorilla-suited visits to the Channel 8 studios sealed his place as
Anderson’s right-hand man.
Channel 8, then owned by Storer
Broadcasting, capitalized on Ghoulardi’s wide audience with a
comprehensive merchandising program, giving Anderson a percentage as
Storer also owned the "Ghoulardi" name. Anderson also formed “Ghoulardi
All-Stars” sports teams, which played as many as 100 charity contests a
year, which, reflecting his popularity, frequently attracted thousands
of fans.
Anderson openly battled Channel 8 management.
Schodowski was quoted as saying: "[S]tation management lived in daily
fear as to what he might say or do on the air, because he was live." In
spite of his solid ratings and profitablilty, they worried that
Ghoulardi was testing too many television boundaries too quickly, and
tried to rein in the character. Anderson responded by, among other
things, detonating plastic action figures and plastic model cars with
firecrackers and small explosives sent in by viewers, on air, once
nearly setting the studio on fire. (“Cool it with the boom-booms.”)
Induced
by Tim Conway, who had already left town, and greater career promise,
Anderson retired Ghoulardi in 1966 and moved to Los Angeles,
California. His plan was to act in film and television. Instead, he
made a successful career in voice-over work, most prominently as the
main voice for the ABC TV network ("the Lu-u-uhv Boat") during the
1970s and 1980s.