Oral History: The Strangest Super Bowl Halftime Show Ever

Dan Witkowski
Dan Witkowski

January 22, 1989: The San Francisco 49ers edge out the Cincinnati Bengals 20-16 to become the National Football League champions at Super Bowl XXIII at Joe Robbie Stadium in Miami, Florida. It was a thrilling game, tied at the half—a Super Bowl first—and decided only in the closing moments with a successful pass from 49ers star quarterback Joe Montana. There was enough action to keep any football fan’s mind occupied for days.

But the next morning, all anyone wanted to talk about was Elvis Presto.

In one of the most unusual halftime presentations in the 50-year history of the event, the NFL commissioned a 1950s musical revue, led by a magician dressed as Elvis Presley who performed “the world’s largest card trick.” It was also, by the estimate of at least one soda company, the world’s largest eye exam: Coca-Cola and NBC presented the entire spectacle in 3-D, urging the show’s 54 million households to pick up a pair of disposable glasses at their local distributor. (They also cautioned that if the effect didn’t work, your lack of eye coordination meant you might need to see an optometrist.) The end result was a curious blend of retro-kitsch performance and a 1980s version of interactive television.

To understand how this uneven mix of magic, music, and carbonation came together, mental_floss spoke with several of the producers and creative partners behind “BeBop Bamboozled,” including the magician who created it, the man whose Elvis was heard but not seen, and the soda marketing genius who turned a 3-D glasses shortage into priceless publicity. As it turns out, Katy Perry's Left Shark has nothing on fire-eaters in poodle skirts.

I. OUT OF THIN AIR


The story of 1989’s Super Bowl begins in 1986, when the NFL started soliciting proposals from entertainment production companies to plan for halftime shows in the years ahead. In addition to fielding presentations from Disney, Paramount, and other massive entities, the league heard from a man in Minnesota named Dan Witkowski. A veteran stage illusionist, Witkowski owned MagicCom, a small business focused on increasing revenue for companies by being “disruptive" and encouraging them to think outside the box.  

Dan Witkowski (Founder, MagicCom): I was looking to sell some network specials, but I would get laughed off. I thought, “Well, what’s bigger than a special? What has a built-in audience?” By going after something big, it would put us on the map. So I went after the Super Bowl.

Jim Steeg (Senior Vice President of Special Events, NFL, 1979 to 2005): Basically, we had the same people producing the halftime show over the years. By the time we did Up with People for a second time in 1986, we decided we wanted to bring in different producers with ideas for the halftime show.

Witkowski: I have something I call the Pretty Girl Theory: Everybody thinks somebody else is calling the pretty blonde to go out on a Saturday night, yet there she sits at home. People are just intimidated to make calls. I wasn’t.

Steeg: We were looking to book people for the 1988, 1989, and 1990 shows. We brought in probably six or seven different producers, and Dan was one of them. He called us.

Witkowski: Obviously, he got a lot of calls. But what I did was put the problem ahead of the pitch. And the problem I presented to the NFL was this: How do they take something big and make it even bigger by attracting more people? Historically, the halftime show meant it was time to get up and get a sandwich.

Steeg: I agreed to meet him in New York and hear him out.

Witkowski: I think he was intrigued about the magic idea. I didn’t give him an idea for a specific type of show, but I told him we’d welcome the opportunity to give an official presentation.

Steeg: [NFL Commissioner] Pete Rozelle only sat through a couple of them. He sat through Dan’s.

Witkowski: What the NFL did that tripped us up was when they requested a written outline sent in advance. It’s like trying to describe a cartoon. You can’t do it. You need visuals and sound. I had one of those projectors for a slide show. But it was in their rules, so I sent everyone there a leather-bound folder with a padlock on it. I had the key. They couldn’t open it until I arrived. I got calls from secretaries saying, “They’re going nuts. They’re trying to pick the locks.” It caused a big stir.

Steeg: Dan kind of wowed everybody at the meeting. He made a bowling ball appear out of a suitcase. It got things rolling.

Witkowski: He remembered that? The funny thing is, I had to do a performance in Nebraska that same night. I couldn’t get out of it, so I had to carry the bowling ball and the suitcase through Kennedy Airport. I got in line at security, put the ball on the conveyor belt, and was immediately surrounded by guards who wanted to know where it had come from.

Steeg: What we decided to do was have him co-produce the 1988 pre-game show so he could get some experience and learn the math. It was important for him to understand the logistics and the magnitude of the Super Bowl.

Witkowski: What I basically presented was the idea of hooking the audience through their involvement. At the time, we had developed a technique that would have allowed us to distribute millions of game cards through McDonald’s with a mechanism that could be triggered by holding them up to the TV screen at a certain point. It would reveal an image. I can’t go into details on how it works, but that was the essence of it.

John Gonzalez (Director, NBC): I recall going to the NFL offices in Manhattan for the first presentation about the magic show. I was excited about it, realizing it would be a challenge in the middle of a huge football production to shoot live magic and not give any of the tricks away. To figure out the correct angles, we were going to have to do it in a very controlled, very planned-out manner.

That planning would eventually grow complicated by another influence over the halftime proceedings. With Witkowski pitching Steeg and the NFL on a magic-themed, participatory show for the 1989 game, the league was also being courted by a more established partner: Coca-Cola, who would wind up becoming the Super Bowl’s first sole sponsor that same year. The company had been working on a promotion involving 3-D glasses with a twist: a California company, Nuoptix, had developed a process where an image would be clear (not distorted or blurry) to a viewer not wearing the cellophane lenses.

Michael Beindorff (Vice President of Marketing, Coca-Cola, 1978-1992): Steve Koonin, who runs the Atlanta Hawks now but worked for Coke back then, came to me with the idea for 3-D glasses. He brought the whole Moonlighting idea to me.

Steve Koonin (Vice President of Sports and Entertainment Marketing, Coca-Cola, 1986-2000): I met Terry Beard from Nuoptix on an airplane. He was a sound guy, a member of the Academy of Motion Picture Arts and Sciences, and had invented what was called stereoscopic 3-D. He sent me a demo of it. Basically [by covering one eye with a dark lens, which you can do using sunglasses with the video below], it slows down one eye and tricks the brain. It’s the Pulfrich Effect. At the time, Moonlighting was the hottest show on TV, and I called the producer, Glenn Caron, and sold him on the idea of doing the season finale in 3-D. He loved it. We made 26 million pairs of glasses and wound up on the front page of over 200 newspapers.

Beindorff: They had actually written a script, but then the writer’s strike happened, and the whole deal fell apart.

Koonin: We’re sitting there paying rent on warehouses across the country full of glasses. We had taken over a Kleenex factory in Mexico to make them.

Beindorff: We were still excited by the idea of the 3-D. For its time, it was very well-done. We went to the NFL and NBC with the concept of doing the halftime show in 3-D.

Steeg: Coke was our partner at the time. We were always in constant communication.  

Beindorff: Really, the whole strategy behind the Super Bowl partnership was to launch a campaign around the fact that people were switching from sugary drinks like Pepsi to Diet Coke. It was intended for Diet Coke to surpass Pepsi as the number two drink.

Gonzalez: I first heard it as a rumor: “We might do it in 3-D.” I was excited about the idea, but wondered, “How would we do that?”

II. ELVIS PRESTO


In the summer of 1988, Witkowski had no idea Coca-Cola would come in at virtually the last minute with their 3-D promotion. Instead, he and Steeg tried to hammer out what his stadium-sized magic show was going to look like.

Jack Barkla (Production Designer): I think Dan initially had the idea of a 1950s retro drive-in theater, with dancers carrying picnic baskets onto the field. They’d sit down and pull a ripcord in the basket that would turn them into inflatable cars.

Witkowski: We knew we were going to have a magic theme. Whether it was contemporary or Medieval was all flexible during the presentation. The whole 1950s thing was pretty big at the time. Baby Boomers were trying to relive their youth, so we hooked on that.

Steeg: These things evolve on a daily basis. Whatever we discussed at the pitch meeting wasn’t what wound up happening. There is no, “This is what it is.”

Barkla: There was also something to do with pizza, large colorful slices of pizza being moved around by various people.

Witkowski: There was another illusion where the concept was, as everyone came into the stadium, we were going to take a Polaroid picture that would be developed by the time they got to their seats. At random, one was going to be selected, brought down to the field, and asked to hold up their photo. Everyone else held up a card under their seat, and the whole audience would form a pictogram of the audience member selected. But we realized we didn’t have time to bring people down to the stadium floor for the pictures.    

Steeg: Everything about it was big. I remember we had a press conference at the Grand Hyatt Hotel in New York to announce it, which was unusual. No one had ever announced a halftime show before.  


Coca-Cola

Witkowski: For some reason, we had Oscar-Mayer around. They came forward and wanted to supply lunch for all of the dancers. As a kind of joke, I said, “Okay, but I want to ride shotgun in the Wienermobile.” Sure enough, it showed up.

Witkowski would eventually settle on a trick that involved the audience using an “Applause-o-Meter” to pick one of four giant cards in the stadium, with the selected card's edges made up of held-up seat cushions. What he needed now was a master of ceremonies—someone to guide the audience and lead the melody of classic pop songs.

Steeg: Elvis Presto, yes. We felt it was a novel thing that got a lot of play. Who is he? What is he?

Witkowski: It was divine inspiration. [Laughs] I think once we settled on the 1950s music, it was natural to make Elvis Presley the lead magician. It was a nice play on words. We also had the Magic Wandas, who were his back-up singers.

Barkla: I had nothing to do with that.

Witkowski: We cast a guy who had played Elvis on Broadway. He had a very good look and had the moves down. Alex Cole, who had been a back-up dancer on Solid Gold, was his choreographer. And he wouldn’t have to sing. That was all prerecorded in New York.

Jody LoMedico (Vocal Performer, “Elvis Presto”): I had been performing since the 1970s, singing and doing commercial jingles. Someone once told me I sounded like Elvis, and it devastated me. I was never an impersonator.

Witkowski: We went to the Elvis estate. I felt that rather than it be a surprise for them, they would want the courtesy and an opportunity to respond. They couldn’t have been nicer and did it for minimal consideration.

LoMedico: A vocal contractor I knew said she had heard I did a pretty good Elvis. I had been trying to destroy any kind of resemblance to him. You want to be your own person. But it was the Super Bowl, so I was all in. We went in there and sang and sang and sang this seven-minute piece. "Devil in a Blue Dress," "Rock This Town," Stray Cats stuff, everything. I was there probably seven hours. When we were done, I couldn’t talk.

Witkowski: We had Donald Pippin, a Broadway legend, doing all the music.

LoMedico: When they saw me sing, they liked me so much they asked if I wanted to come to Florida and lip-sync my own voice. But I couldn’t be out of town for three weeks for rehearsal and everything else for $1500. They said, “Most people do this for free.” Well, your dancers, these kids from universities, they live to be on television. Great for them. No disrespect. Not for me.

While Witkowski tried to assemble a complete Elvis, Barkla and choreographers were thinking of how best to stage a production on something as volatile as a football field. Only cars made of plywood would be allowed on the grass.

Barkla: The grass in Florida is very different from the grass in Minnesota. It’s like moss. It doesn’t take much to destroy the surface.

Steeg: It’s about protecting the field, and also about what you can move on 100 yards of grass.

Barkla: They’d bring truckloads of dirt and grass seed on the field and dump it. I remember asking one of the NFL guys, “Doesn’t that change the height of the goalposts?” Because you keep raising the ground. He looked at me like no one had ever considered the question before.

III. SHOWTIME


As the clock wound down to perfect an elaborate show full of visual effects, dancers, and a stadium-sized card trick, Witkowski was dealt two of the worst hands possible: His in-person Elvis was about to split, and Coca-Cola was about to introduce a new dimension in frustration.

Witkowski: The guy playing Elvis suddenly had an opportunity to go shoot a commercial in Japan that was going to be very lucrative. We made a mutual decision to recast. My first thought was Alex, since he was essentially the other Elvis’s choreographer and knew a lot of the moves.

LoMedico: The guy who did Elvis—whoever you are, I wasn’t a fan, man. Doing Elvis at that time with anything was just hokey. Maybe in Middle America, but the East and West Coasts were done. It was Elvis and The National Enquirer. It was corny.

Alex Cole had roughly 10 days to learn a complex routine involving dancers and illusions with a hollowed-out jukebox and an electric guitar that materialized out of thin air. At the same time, NBC and Witkowski were struggling to cope with the late addition of 3-D.

Gonzalez: We both understood the sudden importance of the 3-D overlay and all the money it represented. The NFL and the executives at NBC didn’t interfere, but they did say, “This represents a whole lot of valuable promotion, so we need to make it work.” In the final week, the focus largely went away from the magic and onto re-blocking for 3-D.

Witkowski: We recorded the audio track before the 3-D element came into play, so we decided that because of time, we would edit what we had and work with it from that standpoint. We knew the magic would suffer, knew the event would be a bit corny, but felt people would watch.

Barkla: The input we got was way late in the game. That was very frustrating. If it hadn’t been so late, things would’ve been better than they were. It’s typical corporate stuff. The people making decisions didn’t have a clue as to how the whole thing worked.

Gonzalez: The choreographers had been planning their part of the show for months. To tell them two weeks before, “Throw it out, make everything counterclockwise rotational,” was not what they wanted to hear.

Witkowski: We thought of some effects where girls would appear to float outside the image of your TV set and had some other levitating effects. But with the 3-D process, things had to be in constant motion left to right to separate the field of vision for the effect to work. In many ways, the 3-D fought with the way to present magic, which was to keep a continuous camera on something so you’re not cutting away.

Steeg: To do the 3-D, everything had to move left to right. It was basically a mind trick.

Gonzalez: Fearing that the 3-D on the field would be less than what was expected, I went to my bosses at NBC with a request to spend additional funds on some animations. There are three or four spots in the show where we independently developed some effective use of the 3-D apart from the action on the field.

Koonin: Kevin Costner came up to me at a [pre-game] party in Miami. He said, “Hey, I hear you’re the 3-D glasses guy. Want to comp me a pair?”

With a pre-taped introduction by a wry Bob Costas (“This is the single proudest moment of my life”) and a 3-D Diet Coke commercial, “BeBop Bamboozled” got underway. Elvis Presto appears to materialize out of a jukebox; dancers defy gravity by leaning against parking meters horizontally; 102 custom-made Harley-Davidson bikes engulfed the margins of the field.

Gonzalez: Bob Costas was hesitant about pre-recording the opening. “Trust me,” I told him. “I need to do this to guarantee some effective 3-D effects.” We watched it together in the controlled environment of the studio and it looked quite good.

Barkla: Of course, we didn’t wind up using the inflatable cars. Those might have cost $3000 to $4000 each.

Witkowski: I remember in the planning stage, we had some early computer effects that showed how 2000 people would be moving on the field. That was unheard of back then. You could have 200 people fall over and it wouldn’t even be noticed.

Barkla: The question was, how do you get things on and off the field? You have to be able to set it up and dismantle it very quickly.

Presto's inciting of the crowd to "pick a card, concentrate real hard" left most viewers befuddled: the Applause-o-Meter led to the King of Hearts, one of four giant cards on the field and a choice Presto predicted. Because of the camera movements, it was also one of the few illusions actually picked up by the broadcast. 

Witkowski: I will say the card trick is not nearly as effective as what we had anticipated.

Steeg: I don’t think everyone got the card trick. You had to think about it.

Barkla: There was one master box for power, and it was at the 50-yard line. All the skyboxes would need wires running out of it. The place where we stored all the sets underneath wasn’t wired and it wasn’t lit at all. I found that really strange. We were running electric lines all over the place to get power.

Witkowski: We didn’t have theatrical lighting. In magic, you adjust it depending on how the performers are moving. Here, the lights were either on or off. We couldn’t rely on that. Everything was out in the open.

LoMedico: I think I made the right choice [not appearing on camera]. When I saw it, I thought, “Mmm. This isn’t working.”

Witkowski: I would say that Alex, as Elvis, didn’t have the right look. But he didn’t have the opportunity to practice, either. With magic and its complexities, it’s hard to just drop someone in.

LoMedico: The stuff sounded good in the studio. Everyone was really happy. But when it got on the air, whatever they did with the sound processing, somebody mixed that improperly.

Gonzalez: You get one rehearsal Friday night to try to put it all together, and the crew, the best in the business, was excited and cooperative. The next time the camera crew saw it was live at halftime.

IV. OVERTIME


With an estimated 120 million people tuning in, Super Bowl XXIII was a resounding success. Despite some complaints that the card trick made little sense, news media responded favorably to the 3-D effects. This was presuming the viewer had the glasses: Because Coke had only made 26 million pairs, many had to share or go without.

Koonin: There wasn’t time to make more. If it had cost the consumer money, yes, they probably would have been disappointed. But this was about getting past Pepsi. It was just a fun stunt.

Barkla: It was the beginning of a time when the shows got more inflated and slicker.

Witkowski: I remember being interviewed after. Apparently, I was dancing in the stands with the dancers.

Steeg: I think it was a good show. It was just so hyped. People were expecting this Pixar 3-D animation thing. It was just a halftime show.

Beindorff: We got a huge uptick in sales that month. And that went on for some period of time, though you can’t attribute it all to the Super Bowl. We also had George Michael.

Witkowski: Coke was kind enough to send us binders of all the press after the game. I think it was $60 million worth of promotion. It was confirmation that we were successful in creating something people were going to talk about.

Beindorff: I got a call a year or two ago that Diet Coke finally surpassed Pepsi as the number two drink. It took a while.

Steeg: The only one you’re concerned with is the Commissioner, and he [Rozelle] was happy.

Witkowski: Jim said to me, “You’ll reap the benefits of this for years.” And we have. MagicCom has been very successful. I appreciate that the NFL took a chance on the little guy.

Steeg: The next year was the 40th anniversary of Peanuts. They approached us and wanted to get involved, and we liked that.

Gonzalez: If you were to pick a halftime show that would be designed for the rotational 3-D effect, I don’t think it would be something that demands the precision and accuracy of a magic show.

Steeg: We experimented. We took chances. With the Super Bowl, it’s very easy to just say no. We rolled the dice.

LoMedico: At the time, I lived in the Poconos with no cable and had to watch it with rabbit ears. The whole thing was kind of a letdown.

Barkla: I didn’t watch it. I don’t like football.

All images courtesy of Dan Witkowski.

10 Products for a Better Night's Sleep

Amazon/Comfort Spaces
Amazon/Comfort Spaces

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Everlasting Comfort Knee Pillow
Everlasting Comfort/Amazon

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Eclipse Black Out Curtains
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JALL Wake Up Light Sunrise Alarm Clock
JALL/Amazon

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Philips SmartSleep Wake-Up Light
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Stratus sheets from Slumber Cloud.
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Comfort Spaces Coolmax Sheets
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Coop Eden Pillow
Coop Home Goods/Amazon

This pillow—which has a 4.5-star rating on Amazon—is filled with memory foam scraps and microfiber, and comes with an extra half-pound of fill so you can add, or subtract, the amount in the pillow for ultimate comfort. As a bonus, the pillows are hypoallergenic, mite-resistant, and washable.

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Though the science is still out on weighted blankets, some people swear by them. Wirecutter named this Baloo blanket the best, not in small part because, unlike many weighted blankets, it’s machine-washable and -dryable. It’s currently available in 12-pound ($149) twin size and 20-pound ($169) queen size. It’s rated 4.7 out of five stars on Amazon, with one reviewer reporting that “when it's spread out over you it just feels like a comfy, snuggly hug for your whole body … I've found it super relaxing for falling asleep the last few nights, and it looks nice on the end of the bed, too.” 

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Philips SmartSleep Snoring Relief Band
Philips/Amazon

Few things can disturb your slumber—and that of the ones you love—like loudly sawing logs. Philips’s Smartsleep Snoring Relief Band is designed for people who snore when they’re sleeping on their backs, and according to the company, 86 percent of people who used the band reported reduced snoring after a month. The device wraps around the torso and is equipped with a sensor that delivers vibrations if it detects you moving to sleep on your back; those vibrations stop when you roll onto your side. The next day, you can see how many hours you spent in bed, how many of those hours you spent on your back, and your response rate to the vibrations. The sensor has an algorithm that notes your response rate and tweaks the intensity of vibrations based on that. “This device works exactly as advertised,” one Amazon reviewer wrote. “I’d say it’s perfect.”

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This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.

Your Friend 'Til the End: An Oral History of Child's Play

20th Century Fox Home Entertainment
20th Century Fox Home Entertainment

As a film student at UCLA in the mid-1980s, Don Mancini was amused by the hysteria surrounding the Cabbage Patch Kids, those ubiquitous, slightly homely dolls that were disappearing from toy shelves and prompting physical fights between parents. Mancini’s father had worked in the advertising industry all his life, and his son knew how effective marketing could pull strings, resulting in consumer bedlam.

“I wanted to write a dark satire about how marketing affected children,” Mancini tells Mental Floss. “Cabbage Patch was really popular. I put the two impulses together.”

Out of Mancini’s efforts came Child’s Play, the 1988 film written by a college student, directed by a horror veteran, and produced by a man who had just finished an animated family film for Steven Spielberg. Like 1984’s A Nightmare on Elm Street, the movie was a well-received, effects-heavy twist on the slasher genre. And like that film, it birthed one of the great horror icons of the 20th century: Chucky, the carrot-topped doll possessed with the soul of a serial killer.

The portable monster—or, as Mancini puts it, an “innocent-looking child’s doll that spouted filth”—went on to star in five sequels, a Universal Studios horror attraction, and a comic book, launching Mancini’s career and providing horror fans with another antihero to root for. Mental Floss spoke with the cast and crew members who endured an uncooperative puppet, freezing weather, and setting an actor on fire to break new territory in creating a highly animated, expressive, and iconic tiny terror.

I: Batteries Not Included

Brad Dourif in Child's Play (1988)
20th Century Fox Home Entertainment

After two years as an English major at Columbia University, Don Mancini transferred to UCLA with an eye on becoming a filmmaker. A teacher was impressed with his first script, Split Screen, about a small town overtaken by a horror production. Riding on that enthusiasm, Mancini tackled his second script by exploring the idea that a doll could be a child’s violent alter ego.

Don Mancini (Writer): Being a horror fan all of my life, I had seen Trilogy of Terror, I had seen the Talky Tina episode of The Twilight Zone, and I knew the killer doll trope. But what I realized was that it had never been done as a feature-length film in the age of animatronics.

Howard Berger (Special Effects Artist, KNB): Animatronics were not exactly booming, but we were doing what we could with them. At the time, they were not nearly as advanced as what would eventually be required for Chucky.

David Kirschner (Executive Producer): I had just done my first film for Steven Spielberg, An American Tail, and was in London where I bought a book called The Dollhouse Murders. I read it, got back home, and told my development person that I’d love to do something with dolls.

Mancini: This was shortly after Gremlins, and effects had progressed to the point where you could create a puppet that was extremely articulated.

Kirschner: Talky Tina terrified me as a kid. My sister’s dolls did, too. They had a night light under them, like when you hold a flashlight up to your chin.

Mancini: Before, the doll jaws in movies had been kind of floppy or Muppet-like, but there was a new level of nuance I thought I could take advantage of.

Kirschner: I later co-wrote a movie with Richard Matheson, The Dreamer of Oz, which we did with John Ritter. He was a paternal figure in my life, and strangely, I never did ask him about [co-writing the 1975 TV movie] Trilogy of Terror.

Tom Holland (Co-Writer, Director): I quoted Trilogy of Terror to everyone. I basically got involved with this movie due to the sequence, “Prey,” and how they put a camera on a skateboard for a doll to terrorize Karen Black, shaking it from side to side. It looked terrific.

Mancini: This was shortly after A Nightmare on Elm Street, which was really important in the development of the slasher genre. Freddy was a villain with a very distinct sense of humor, someone who could taunt victims verbally. I was quite consciously influenced by that with Chucky, the idea of an innocent-looking child’s doll that spouted filth.

Kirschner: It was in many ways what Spielberg had done with Poltergeist, which was about suburbia and bringing the terror home.

Mancini: It was originally titled Batteries Not Included. I was living in a house off-campus with three other film students, one of whom had graduated and was working as an assistant to a producer at Orion Pictures. She passed it on to his boss, who read it and passed it on to an agent. He got wind Steven Spielberg was doing a movie with the same title and suggested I change it. So it went out as Blood Buddy.

Brad Dourif and Alex Vincent in Child's Play (1988)
20th Century Fox Home Entertainment

Kirschner: The development person said, “Actually, there’s a script that’s been making the rounds called Blood Buddy, but everyone’s passed on it.” I read it and loved Don’s idea.

Mancini: It's not completely true [that everyone passed]. I did get some bites. Charles Band was one producer who saw it and liked it. He had a studio that turned out really low-budget horror and exploitation films. I don’t remember why he didn’t buy it, but he did end up doing movies called Dolls and Puppet Master. And he hired me to write a movie called Cellar Dwellers, which I used a pseudonym on.

Holland: In Don’s original script, there needed to be a way to sympathize with the son and mother.

Mancini: In my script, the doll was not possessed by a killer. The doll was a manifestation of a little boy’s unconscious rage, his id.

Kirschner: The idea of what brought the doll to life wasn’t there yet.

Mancini: If you played too rough with him, his latex skin would break and he’d bleed this red substance so you’d have to buy special bandages. So the boy, Andy, in a rite of brotherhood, cuts his thumb and mixes it with the doll’s blood, and that’s the catalyst that brings the doll to life.

Kirschner: At that point, I was a relatively new father and wasn’t sure anybody would buy a doll with blood in it. It didn’t make sense to me, but there were a lot of cool things in there, some cool deaths.

Mancini: He starts acting out against the boy’s enemies, which he might not even be able to express. Like a babysitter who tells him to go to bed, or a teacher who gives him a bad grade.

Holland: What Don wrote originally felt more like a Twilight Zone episode. The little boy fell asleep and the doll came to life. It didn’t emotionally involve you.

Mancini: Ultimately, the mother was a target, too. The kid had an unconscious resentment toward her. She was an ambitious single mother who wasn’t around, so she got him the hot toy.

In my script, the doll wasn’t really seen until the third act, where he's spouting one-liners and killing the kid’s dentist. I should really bring that back at some point.

Kirschner: I did two drawings of the character and went out to studios. A guy I had never heard of named Tony Thomopoulos from United Artists came to my office and said, “We want to make this movie.” He was wonderful and he lived up to everything he ever promised.

Brad Dourif in Child's Play (1988)
20th Century Fox Home Entertainment

With Kirschner attracting interest in Blood Buddy, he began the process of revising the script on the belief that audiences needed a more sympathetic character than a boy with a murderous alter ego.

Kirschner: The studio did not want Don, so we brought in John Lafia.

John Lafia (Co-Writer): I believe David and I were at the same agency at the time and got introduced that way. He showed me Don’s draft and that’s how I got involved. He told me his take on it and I did two drafts. This was after Tom had come on for the first time.

Holland: I had come on the project once before and couldn’t solve it. In horror, the audience is involved in direct proportion to how much you care about the people. And that wasn’t the situation here. So I left to go do Fatal Beauty with Whoopi Goldberg.

Lafia: I went to a toy store and looked around. I remember picking up a Bugs Bunny, pulling the string, and hearing a scratchy voice. There was also a freaky Woody Woodpecker that talked.

Holland: You had to set up a situation where you can believe in a possessed doll, which sounds silly in the light of day, but that was the job.

Lafia: I was thinking of The Terminator, actually, but in micro form. Just this thing that keeps coming.

Kirschner: John got us to a point where we could go to directors. I met with William Friedkin, who I was terrified of, but he was a wonderful man. And I talked to Irvin Kershner, who did The Empire Strikes Back.

Lafia: I think the biggest contribution I made was to give the character a back story so it was a human who somehow became a doll. In my draft, it became Charles Lee Ray. I coined the name Chucky.

Holland: By the time I came around a second time, Lafia had done a rewrite and I think they had spoken with Joe Ruben, who had done The Stepfather. In the year or so I spent away from it, I figured out how to involve the killer.

Kirschner: I had seen Fright Night, which I loved. Tom seemed nice. I called Spielberg because Tom had done an Amazing Stories for him. He said Tom was an arrogant guy, but talented.

Mancini: I was still just a kid in school. It was just sort of this unspoken thing—pushing you out the door. Let the adults take over.

Lafia: My take on it, and I don’t think Don’s was that far off, was more like Poltergeist, with a family threatened by supernatural forces. I remember David and I watching that movie to refresh our memory.

Mancini: I was excited. I was a fan of Fright Night, of Psycho II.

Holland: I learned so much by writing Psycho II about moving movies forward visually. I had to study Alfred Hitchcock.

Mancini: It was Tom or David or John who brought in the voodoo, which I was never thrilled with and a mythology we got stuck with for six movies.

Lafia: My device was not voodoo. It was more of a Frankenstein-type of moment at a toy factory. A prisoner was being electrocuted on death row and his spirit got into the doll. We would cross-cut with his execution and the doll being manufactured.

Mancini: Tom has said over the years that it’s an original screenplay even though the credits say it isn’t, which is complete bullsh*t.

Holland: The Guild is set up to protect the writer. It is what it is. Failure has no fathers, success has many.

Securing Holland gave Blood Buddy—now titled Child’s Play—a strong anchor, but the film would succeed or fail based on whether the movie could convince audiences a malevolent doll could go on a killing spree. To make that happen, Kirschner enlisted Kevin Yagher, a 24-year-old effects expert who had worked on A Nightmare on Elm Street 3. Yagher and a team of effects artists, including Howard Berger, would spend months perfecting ways to bring the puppet to life.

Kirschner: I drew Chucky in graphite, and Kevin brought him to life incredibly.

Berger: David’s drawings were a great jumping-off point. We had so many versions of Chucky. The one we used most was from the waist-up.

Mancini: I was so involved with school that it was all just moving along without me. I had no involvement with the doll's development.

Berger: He really couldn’t walk. We tried putting him on a six-foot dolly, but it just sort of dragged itself along.

Kirschner: If you’ve got someone controlling the eyes, someone else the mouth, someone else the hands, something will go wrong. It’s going to take a very long time. But Kevin and his team were amazing.

Berger: We made the doll heads to look increasingly more human as the movie goes on. The hairline begins to match Brad Dourif’s.

Mancini: Over the course of the movie, his hairline is receding. At the top of the movie, he’s got a full mop of hair. Visually, it was cool, but I was never down with the story logic. Why would that happen? What does it mean? Does it mean he’d ultimately be a human thing?

Berger: We had different expressions. A neutral one, angry, one that was screaming. One Chucky we literally just hooked up to a Nikita drill motor. When you turn him on, he’d just spin and flail around, kicking.

Mancini: While I was still writing the script, a lawyer had encouraged me to describe the doll in great detail—in as much detail as I could think up. Because if the movie became a hit and if there was merchandise, there would be a scramble over who was legally the creator of the character. And sure enough, there was.

Berger: Chucky went through a few iterations. Originally his head was more football-shaped, like a Zeppelin.

Mancini: I was very distinct in the script: red hair, two feet tall, blue eyes, freckles, striped shirt. David designed the doll, but didn’t deviate from those details.

Kirschner: After American Tail, I wanted to do something different. My agent was not happy about it. My mother was not happy about it. My wife thought it was great.

II: The Assembly Line

Brad Dourif, Jack Colvin, Tommy Swerdlow, and Alex Vincent in Child's Play (1988)
20th Century Fox Home Entertainment

Child’s Play began production in the winter of 1988 in Chicago and Los Angeles—the former during the coldest time of the year. Holland’s cast included Catherine Hicks as Karen Barclay, Chris Sarandon as Detective Mike Norris, and Brad Dourif as Charles Lee Ray, the killer fated to become trapped in the plastic prison of a retail toy.

For shots beyond the ability of the puppet to perform, Holland enlisted actor Ed Gale, a three-foot, six-inch tall performer who had made his film debut as the title character in 1986’s Howard the Duck.

Ed Gale (“Chucky”): I knew Howard Berger from other projects. I met with Tom having just done Spaceballs. I wound up doing Child’s Play and Phantasm II at the same time. I don't take credit for being Chucky. It's Brad [Dourif], the puppeteers, and me.

Holland: Brad is wonderful, a genuine actor.

Alex Vincent (“Andy Barclay”): Brad’s voice was on playback on the set. The puppeteers would synch the movement to his voice, sometimes at half-speed.

Mancini: There was a Writers Guild strike and I wasn’t legally allowed to be on the set, so I didn’t rejoin the process until after shooting was over. But I don’t think I would’ve been welcome anyway.

Holland: I don’t remember ever meeting Don. I thought the writer’s strike was toward the end of shooting.

Mancini: My understanding through David is that Tom was the auteur and wouldn’t want anyone else around.

Holland: He certainly would have been welcome to come to the set.

Chris Sarandon in Child's Play (1988)
20th Century Fox Home Entertainment

Although a few of Holland’s leads struggled—Sarandon’s vocal cords once froze during a sub-zero exterior shot—nothing caused more trouble with the production than Chucky, a complex mechanism requiring multiple puppeteers. His presence led to differing opinions over how best to approach the tone of the film.

Kirschner: This was my first live-action film project. I was a real quiet, shy person, and Tom was a real presence.

Gale: Tom was very driven and focused. I very distinctly remember a scene where Alex needed to cry and Tom was spitballing how he could get him to react. He was asking the social worker, “Can I blow smoke in his face? Can I pinch him?”

Holland: I was very sensitive to Alex’s feelings. He was not an actor with experience. I hugged him after reach take.

Vincent: Tom was very passionate about getting specific things from me and being really happy when he got them.

Gale: I think he wound up telling him scary stories.

Holland: I don’t remember any scary stories. I just kept having him do the scene.

Vincent: I don’t remember anything specific he said. I do remember that they ran out of film when I was doing it and I told them, “Don’t worry, I’ll keep crying.”

Gale: When you look at the crying scene, it’s pretty convincing. Tom is a genius director. As a person, I won’t comment.

Kirschner: I felt he kept showing too much of the doll. I wanted to be gentlemanly about it and kept whispering in his ear, and he was getting fed up with me.

Berger: The doll was a pain in the ass. Everything was a hassle. I remember the scene where Chucky was in a mental hospital electrocuting a doctor. It took 27 takes to get him to press a button.

Vincent: I was aware of the puppet [being slow] because I’d be standing there for 43 takes. Having him flip his middle finger was this whole process.

Kirschner: The doll was not working great. Jaws had come out and I had seen how great that worked. You were postponing the fear. Tom wanted to show the doll.

Brad Dourif and Alex Vincent in Child's Play (1988)
20th Century Fox Home Entertainment

Holland: The studio was applying pressure because of costs. It became more tension-filled.

Berger: Chucky made a horrible noise when he moved because of the servos—like scree, scree. He was very noisy.

Kirschner: I felt it should be more like Jaws or Alien where you don’t see anything for a long time.

Holland: There was a disagreement as to tone. David made movies for children.

Vincent: I remember being taken off set a couple of times when there was a fight or disagreement. I’d have some big production assistant put me on his shoulders and carry me out.

Berger: What you have to remember is, it took quite a few of us to make the doll work. Someone was doing the hands, then someone else the eyebrows, and someone else the mouth. It was like we all had to become one brain.

Gale: It didn’t really involve me, but I do remember David calling me up at 3 or 4 in the morning just to talk. I told him, “You’re the producer. Put your foot down.”

Kirschner: I won’t go into the near-bloody details of the fight we had.

Holland: David was a skinny kid then. It never got physical. There was just a difference in temperament.

Brad Dourif in Child's Play (1988)
20th Century Fox Home Entertainment

A difficult performer, Chucky would go on to become the catalyst for strained working relationships on the set.

Kirschner: Kevin Yagher was brilliant at what he did, but he didn’t have a ton of experience. And Tom is screaming and shouting at him.

Holland: It was no knock on Kevin, but it was all the doll could do to take a step.

Berger: Chucky’s fingers would get worn out quickly. The aluminum fingers would begin to poke right through the latex skin. I had this big bag of Chucky hands and changed them three times a day.

Holland: I had a terrible time with the eyeline of the doll. He couldn’t look at actors. The puppeteers were under the set and for reasons I could never figure out, the monitors they had were reversed. He'd look left instead of right.

Kirschner: It took like 11 people to make the puppet work.

Berger: This was a puppet that was radio-controlled who was in half the movie. It was brand-new territory.

Brad Dourif in Child's Play (1988)
20th Century Fox Home Entertainment

Holland leaned on Ed Gale to perform broader movements. Because he was significantly larger than Chucky, the production built sets 30 percent larger than normal to maintain a forced perspective.

Holland: That was something I learned from Darby O’Gill and the Little People. You use forced perspective with overbuilt sets.

Mancini: I thought that was really cool. I love those sleight of hand things.

Gale: Facially, nothing can beat a puppet. But to make it actually work full body, running, or jumping, they needed me.

Mancini: Tom had directed him to walk in a sort of mechanical way, almost like a clockwork. He just marches.

Gale: The puppet would move more smoothly and I’d walk a little more like a robot and we’d meet in the middle. The problem was that I had zero visibility. I’d rehearse and walk through a scene with my eyes closed. It’s like taking a drink while blindfolded. You look like an idiot. I was also set on fire.

Holland: Ed is a very brave guy.

Gale: I got weaned into it. They set one arm on fire first, then my chest, then both arms. You wear an oxygen mask.

Vincent: I did not want to see that. Ed was my friend and I didn’t want to see him spinning around on fire.

Gale: I did the scene in segments. First I was on fire in the fireplace, cut. Kicking the gate open, cut. Walk out on fire, cut. Each was only about 45 seconds, which is a little less than a lifetime when you’re on fire.

The only close call was when they wanted to drop me into the fireplace. They could see the assistant’s shadow, so they wound up hoisting me up further and I dropped six or eight feet, hurting my back. It put me out of work for a few days. I also got burns on my wrists. Nothing bad.

III: Chucky Unleashed

After filming on Child's Play was completed in spring 1988, Kirschner wanted to separate himself from Holland, with whom he had developed an acrimonious working relationship.

Kirschner: The film did not screen well. It tested horribly. Tom had a right to his cut. After that, we took him off the film.

Mancini: David invited me to watch the original cut, which was much longer. It was about two hours.

Kirschner: We invited Don in at certain times to bring him back into the process.

Mancini: At that point, David needed a relatively objective opinion of where the movie was. For him to have me voice mine was very gracious. Not all producers would do that.

Kirschner: We cut about a half-hour out of the movie.

Mancini: Seeing the edit was my first time seeing Chucky, which was thrilling. But the voice in the cut was not Brad. It was Jessica Walter [of Arrested Development].

Holland: I tried to use an electronic overlay to the voice, like a Robbie the Robot kind of thing, because that’s how the toys with sound chips worked. Then I tried Jessica Walter, who had been in Play Misty for Me. She could make the threats work, but not the humor. So we went back to Brad.

Mancini: Tom’s logic was that the voice of the devil was done by a woman in The Exorcist. But her voice, while being creepy, just didn’t fit.

Child’s Play premiered on November 11, 1988. Mancini and Kirschner had already gone to test screenings to gauge the reaction of an audience.

Mancini: The scene where the mom finds out that the batteries are included and still in the box was like a cattle prod. The audience just roared.

Holland: I kept building up to that moment where Chucky comes alive in her hands. The doll does a 180 with his head, which is a nod to The Exorcist.

Kirschner: Brad Dourif ad-libbed the line where he’s in an elevator with an older couple and the wife says, “That’s the ugliest doll I’ve ever seen.” Chucky says, “F*ck you.” The audience loved it.

Vincent: My grandfather rented out an entire theater in our hometown for a screening. I wore a tuxedo.

Lafia: I actually didn’t like when they had a little person in the Chucky outfit, only because he looked thicker and bigger. No matter how well a human being moves, your brain just knows it’s not the puppet.

Mancini: There’s a good shot of Ed climbing on the bed with a knife. I thought most of his shots were very successful.

Earning $33 million, Child’s Play became the second-highest grossing horror film of the year, behind the fourth installment of the Nightmare on Elm Street series. But United Artists, which had supported the production, made the decision not to be involved in a sequel for a reason almost unfathomable in Hollywood: moral grounds.

Kirschner: It was the second highest-grossing film for United Artists that year after Rain Man.

Mancini: The studio initiated a sequel immediately. I was set to work on writing the script by Christmas 1988. John Lafia, who did a draft of the first, was going to direct it. By summer of 1989, the script was done and going into production. Then United Artists was sold to Qintex Group, and they had a reputation for family entertainment. And it wasn’t a project they were interested in pursuing.

Kirschner: I got a call from the head of the studio, Richard Berger. He said, “David, I’m embarrassed to tell you this, but the company buying UA doesn’t want it. They want to be more like Disney.”

Lafia: We were green-lit and all of a sudden they make this ridiculous pronouncement.

Mancini: Because David was under an overall deal there and they wanted to maintain that relationship, they literally just gave it back to him. And he went out and made a deal with Universal, where we’ve done all the subsequent movies.

Lafia: They basically gave him the franchise for next to nothing. It was an unbelievably stupid thing for them to do.

Kirschner: They were decent guys. I got a call from Spielberg who said, “I know you’re getting calls about this from all over the place, but do me a favor and give Universal the first shot.” Well, of course, Steven.

Child’s Play 2 opened at number one in November 1990.; Child’s Play 3 arrived less than a year later. In 1998, the franchise took a turn into dark comedy with Bride of Chucky, where the maniac finds a love interest.

Vincent: I did the second [movie]. We shot it on the same lot as Back to the Future Part III. I had lunch with Michael J. Fox. It was awesome.

Mancini: John wanted to shoot with a puppet 100 percent of the time, but Ed was around for the whole production.

Gale: Lafia was a complete idiot to me. He did an interview with Fangoria where they asked him if he used me like Holland did, and he said, “No, I hired a midget but never used it.” That’s an offensive word. When Child’s Play 3 came along, I hung up the phone.

Lafia: Ed did a great job, but I wanted to avoid it. He moved too much like a person.

Gale: On Bride of Chucky, they begged and begged, and I finally did it. And then they used the word “midget” [in the movie]. So I refused Seed of Chucky. They filmed in Romania, too, and I don’t fly.

Mancini: It [the line] was wrong, and it's my responsibility.

Gale: One of the reasons they credited me as Chucky’s stunt double was so they could pay me fewer residuals.

Mancini: One reason we used fewer little actors as the series went on is because it’s expensive to build sets 30 percent larger. Each successive movie, we have less and less money. On Curse of Chucky, I used Debbie Carrington to double Chucky—partly because she’s a good friend of mine, and partly because bodies change as people age. Ed physically became too large to play Chucky. It’s just the reality we were facing.

In 2013, Mancini wrote and directed Curse of Chucky, a critically-praised return to Chucky’s more sinister roots.

Mancini: To this day I prefer my concept of the doll being a product of the little kid’s subconscious, but the concept used ended up being gangbusters. Tom was a seasoned writer who made improvements.

Vincent: Starting with the second one, the movies really became Don’s. He came into the forefront.

Mancini: We start production on the next Chucky in Winnipeg in January. It continues the story of Nica, who was introduced in Curse of Chucky. At the end of that movie, she’s taken the rap for the murder of her family and has been institutionalized in an asylum. That’s the basic premise and setting.

Vincent: What’s interesting is that you can tell different types of stories with Chucky. There’s a balance between playfulness and that anger.

Mancini: Even in the movies that aren’t overt comedies, there’s an amusement factor of a doll coming to life. It’s disturbing on a primal level. Dolls are distortions of the human form. They’re humanoid. There’s something inherently off and creepy about them.

Kirschner: Chucky’s become so iconic. When you refer to a kid being awful, you refer to him as Chucky.

Lafia: Chucky has a very unique skill set for a villain, which is that he can be sitting in a room and you don’t think he’s a threat at all. He’s hiding in plain sight.

Mancini: He’s an ambassador for the horror genre, for Halloween, for why we as a culture enjoy this stuff. It’s celebrating the fun of being scared.

Gale: I have the screen-used Chucky hands. No one else does. So if you buy a pair that claim to be worn in the film, you got ripped off.

This story originally ran in 2016; it has been updated for 2019.