Mad Magazine
Mad Magazine

12 Things You Might Not Know About MAD Magazine

Mad Magazine
Mad Magazine

As fast as popular culture could erect wholesome depictions of American life in comics, television, or movies, MAD Magazine was there to tear them all down. A near-instant success for EC Comics upon its debut in 1952, the magazine has inspired generations of comedians for its pioneering satirical attitude and tasteful booger jokes. This month, DC Entertainment is relaunching an "all new" MAD, skewering pop culture on a bimonthly basis and in full color. To fill the gaps in your knowledge, take a look at these facts about the Usual Gang of Idiots.

1. NO ONE KNOWS WHO CAME UP WITH ALFRED E. NEUMAN.


Jamie, Flickr (L) // Boston Public Library, Flickr (R) // CC BY 2.0

MAD creator Harvey Kurtzman was in the offices of a Ballantine Books editor discussing reprints for the fledgling publication when he noticed a grinning, gap-toothed imbecile staring back at him from a bulletin board. The unnamed figure was ubiquitous in the early 20th century, appearing in everything from dentistry ads to depictions of diseases. A charmed Kurtzman adopted him as MAD’s mascot beginning in 1954. Neuman later become so recognizable that a letter was delivered from New Zealand to MAD’s New York offices without an address: The envelope simply had a drawing of Alfred.

2. THEY HAD TO APOLOGIZE ALMOST IMMEDIATELY.

MAD was conceived during a particularly sensitive time for the comics industry, with parents and watchdog groups concerned over content. (It didn't switch to a magazine format until issue #24.) Kurtzman usually knew where the line was, but when he was laid up with acute hepatitis in 1952, publisher William Gaines and others had to step in for him. Gaines thought it would be funny to offer a fictional biography of himself that detailed his father’s Communist leanings, his past as a dope dealer “near nursery schools,” and bouts of pyromania. When wholesalers were shocked at the content and threatened to boycott all of his titles, Gaines was forced to write a letter of apology.

3. THEY PREDICTED JOHN F. KENNEDY'S ELECTION IN 1960.

But it was a cheat. In the run-up to the 1960 Presidential election, MAD printed a cover that featured Neuman congratulating Kennedy on his victory with a caption that read, “We were with you all the way, Jack!” But the issue was shipped long before votes had been tabulated. The secret? It was a dual cover. Flip it over and Neuman is celebrating Richard Nixon’s appointment to office. Stores were told to display the “right” side of the magazine depending on the outcome.

4. ALFRED BRIEFLY HAD A GIRLFRIEND.


MAD Magazine

A character named Moxie Cowznofski was introduced in the late 1950s as a female companion for Alfred. She made only a handful of cover appearances, possibly due to the fact she looked alarmingly like her significant other.

5. THEY DIDN'T RUN ANY (REAL) ADS FOR 44 YEARS.

From the beginning, Gaines felt that printing actual advertisements next to the products they were lampooning would not only dilute their edge but seem more than a little hypocritical. After some back-and-forth, MAD cut ads starting in 1957. The decision was a costly one—most print publications survive on such revenue—but led to the magazine’s keeping a sharp knife against the throat of seductive advertising, including cigarettes. Faced with dwindling circulation in 2001, MAD finally relented and began taking ads to help pay for a switch to color printing.

6. "SPY VS. SPY" WAS CREATED BY A SUSPECTED SPY.

Cuban cartoonist Antonio Prohias was disenchanted with the regime under Fidel Castro when he began working on what would become “Spy vs. Spy.” Because Prohias’s other newspaper illustrations were critical of Castro, the Cuban government suspected him of working for the CIA. He wasn’t, but the perception had him worried harm might come to his co-workers. To get out of the situation, Prohias came to America in 1960. With his daughter helping translate, he stopped by MAD’s New York offices and submitted his work; his sneaky, triangle-headed spies became regulars.

7. THERE WAS ONE FOLD-IN THEY WOULDN'T RUN.

Artist Al Jaffee, now 94, has been with MAD almost from the beginning. He created the famous Fold-In—the back cover that reveals a new picture when doubled over—in 1964 after seeing the fold-outs in magazines like National Geographic, Playboy, and Life. Jaffee has rarely missed an issue since—but editors backtracked on one of Jaffee’s works that referenced a mass shooting in 2013. Citing poor taste, they destroyed over 600,000 copies.

8. THEIR MOVIE WAS A DISASTER.

With the exception of Fox’s successful sketch series, 1994’s MAD TV, attempts to translate the MAD brand into other media have been underwhelming: A 1974 animated special didn’t even make it on air. But a 1980 film venture, a military school spoof directed by Robert Downey, Sr. titled Mad Presents Up the Academy, was so awful William Gaines demanded to have their name taken off of it. (Renamed Up the Academy, the DVD release of the movie still features someone sporting an Alfred E. Neuman mask; MAD parodied it in a spoof titled “Throw Up the Academy.”)

9. THE APRIL 1974 COVER HAD PEOPLE FLIPPING.


MAD Magazine

MAD has never made a habit of good taste, but a depiction of a raised middle finger for one issue in the mid-’70s caused a huge stir. Many stores wouldn’t stock it for fear of offending customers, and the company ended up accepting an irregular number of returns. Gaines took to his typewriter to write a letter of apology. Again. The relaunched #1, out in April 2018, pays homage to this cover, though it's slightly more tasteful: Neuman is picking his nose with his middle finger.

10. THEY INVENTED A SPORT.

MAD writer Tom Koch was amused by the convoluted rules of sports and attempted to one-up them in 43-Man Squamish, a game he invented for the April 1965 issue. Koch and artist George Woodbridge (“MAD’s Athletic Council”) prepared a guide that was utterly incomprehensible—the field was to have five sides, positions included Deep Brooders and Dummies, “interfering with the Wicket Men” constituted a penalty—but it amused high school and college readers enough to try and mount their own games. (Short on players? Try 2-Man Squamish: “The rules are identical,” Koch wrote, “except the object of the game is to lose.”) For the less physically inclined, MAD also issued a board game in which the goal is to lose all of your money.

11. WEIRD AL WAS A GUEST EDITOR.

In what must be some kind of fulfilled prophecy, lyrical satirist “Weird” Al Yankovic was named as a guest editor—their first—for the magazine’s May 2015 issue. Yankovic told Entertainment Weekly that MAD had put him on “the dark, twisted path to becoming who I am today … I needed to pollute my mind with that kind of stuff.” In addition to his collaborations with the staff, Yankovic enlisted Patton Oswalt, Seth Green, and Chris Hardwick to contribute.

12. FRED ASTAIRE ONCE DANCED AS ALFRED E. NEUMAN.

In a scene so surreal even MAD’s irreverent editors would have had trouble dreaming it up, Fred Astaire decided to sport an Alfred E. Neuman mask for a dance number in his 1959 television special, Another Evening with Fred Astaire. No one seems to recall why exactly Astaire would do this—he may have just wanted to include a popular cultural reference—but it was no off-the-cuff decision. Astaire hired movie make-up veteran John Chambers (Planet of the Apes) to craft a credible mask of Neuman. The result is … well, kind of disturbing. But it’s a fitting addition to a long tradition of people going completely MAD.

Additional Sources:
Harvey Kurtzman: The Man Who Created Mad and Revolutionized Humor in America.

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Kevork Djansezian/Getty Images for PCA
12 Surprising Facts About Robin Williams
Kevork Djansezian/Getty Images for PCA
Kevork Djansezian/Getty Images for PCA

Robin Williams had a larger-than-life personality. On screen and on stage, he embodied what he referred to as “hyper-comedy.” Offscreen, he was involved in humanitarian causes and raised three children—Zak, Zelda, and Cody. On July 16, HBO debuts the documentary Robin Williams: Come Inside My Mind, directed by Marina Zenovich. The film chronicles his rise on the L.A. and San Francisco stand-up comedy scenes during the 1970s, to his more dramatic roles in the 1980s and '90s in award-winning films like Dead Poets Society; Good Morning, Vietnam; Awakenings; The Fisher King; and Good Will Hunting. The film also focuses on August 11, 2014, the date of his untimely death. Here are 12 surprising facts about the beloved entertainer.

1. ROBIN WILLIAMS GOT HIS START AT A COMEDY WORKSHOP INSIDE A CHURCH.

A still from 'Robin Williams: Come Inside My Mind' (2018)
HBO

After leaving Juilliard, Robin Williams found himself back in his hometown of San Francisco, but he couldn’t find work as an actor. Then he saw something for a comedy workshop in a church and decided to give it a shot. “So I went to this workshop in the basement of a Lutheran church, and it was stand-up comedy, so you don’t get to improvise with others, but I started off doing, ostensibly, it was just like improvising but solo," he told NPR. "And then I started to realize, ‘Oh.’ [I started] building an act from there."

2. HE FORMED A FRIENDSHIP WITH KOKO THE GORILLA.

In 2001, Williams visited Koko the gorilla, who passed away in June, at The Gorilla Foundation in Northern California. Her caregivers had shown her one of his movies, and she seemed to recognize him. Koko repeatedly signed for Williams to tickle her. “We shared something extraordinary: laughter,” Williams said of the encounter. On the day Williams died, The Foundation shared the news with Koko and reported that she fell into sadness.

3. FOR A TIME, HE WAS A MIME IN CENTRAL PARK.

In 1974, photographer Daniel Sorine captured photos of two mimes in New York's Central Park. As it turned out, one of the mimes was Williams, who was attending Juilliard at the time. “What attracted me to Robin Williams and his fellow mime, Todd Oppenheimer, was an unusual amount of intensity, personality, and physical fluidity,” Sorine said. In 1991, Williams revisited the craft by playing Mime Jerry in Bobcat Goldthwait’s film Shakes the Clown. In the movie, Williams hilariously leads a how-to class in mime.

4. HE TRIED TO GET LYDIA FROM MRS. DOUBTFIRE BACK IN SCHOOL.

As a teen, Lisa Jakub played Robin Williams’s daughter Lydia Hillard in Mrs. Doubtfire. “When I was 14 years old, I went on location to film Mrs. Doubtfire for five months, and my high school was not happy,” Jakub wrote on her blog. “My job meant an increased workload for teachers, and they were not equipped to handle a ‘non-traditional’ student. So, during filming, they kicked me out.”

Sensing Jakub’s distress over the situation, Williams typed a letter and sent it to her school. “A student of her caliber and talent should be encouraged to go out in the world and learn through her work,” he wrote. “She should also be encouraged to return to the classroom when she’s done to share those experiences and motivate her classmates to soar to their own higher achievements … she is an asset to any classroom.”

Apparently, the school framed the letter but didn’t allow Jakub to return. “But here’s what matters from that story—Robin stood up for me,” Jakub wrote. “I was only 14, but I had already seen that I was in an industry that was full of back-stabbing. And it was entirely clear that Robin had my back.”

5. HE WASN’T PRODUCERS' FIRST CHOICE TO PLAY MORK ON MORK & MINDY.

Anson Williams, Marion Ross, and Don Most told The Hallmark Channel that a different actor was originally hired to play Mork for the February 1978 Happy Days episode “My Favorite Orkan,” which introduced the alien character to the world. “Mork & Mindy was like the worst script in the history of Happy Days. It was unreadable, it was so bad,” Anson Williams said. “So they hire some guy for Mork—bad actor, bad part.” The actor quit, and producer Garry Marshall came to the set and asked: “Does anyone know a funny Martian?” They hired Williams to play Mork, and from September 1978 to May 1982, Williams co-headlined the spinoff Mork & Mindy for four seasons.

6. HE “RISKED” A ROLE IN AN OFF-BROADWAY PLAY.

Actor Robin Williams poses for a portrait during the 35th Annual People's Choice Awards held at the Shrine Auditorium on January 7, 2009 in Los Angeles, California
Michael Caulfield, Getty Images for PCA

In 1988, Williams made his professional stage debut as Estragon in the Mike Nichols-directed Waiting for Godot, which also starred Steve Martin and F. Murray Abraham. The play was held off-Broadway at Mitzi E. Newhouse Theater at Lincoln Center. The New York Times asked Williams if he felt the show was a career risk, and he responded with: “Risk! Of never working on the stage again! Oh, no! You’re ruined! It’s like you're ruined socially in Tustin,” a town in Orange County, California. “If there’s risk, you can’t think about it,” he said, “or you’ll never be able to do the play.”

Williams had to restrain himself and not improvise during his performance. “You can do physical things,” he said, “but you don’t ad lib [Samuel] Beckett, just like you don’t riff Beethoven.” In 1996, Nichols and Williams once again worked together, this time in the movie The Birdcage.

7. HE USHERED IN THE ERA OF CELEBRITY VOICE ACTING.

The 1992 success of Aladdin, in which Williams voiced Genie, led to more celebrities voicing animated characters. According to a 2011 article in The Atlantic, “Less than 20 years ago, voice acting was almost exclusively the realm of voice actors—people specifically trained to provide voices for animated characters. As it turns out, the rise of the celebrity voice actor can be traced to a single film: Disney’s 1992 breakout animated hit Aladdin.” Since then, big names have attached themselves to animated films, from The Lion King to Toy Story to Shrek. Williams continued to do voice acting in animated films, including Aladdin and the King of Thieves, Happy Feet, and Happy Feet 2.

8. HE FORGOT TO THANK HIS MOTHER DURING HIS 1998 OSCAR SPEECH.

In March 1998, Williams won a Best Supporting Actor Oscar for his performance as Sean Maguire in Good Will Hunting. In 2011, Williams appeared on The Graham Norton Show, and Norton asked him what it was like to win the award. “For a week it was like, ‘Hey congratulations! Good Will Hunting, way to go,'” Williams said. “Two weeks later: ‘Hey, Mork.’”

Then Williams mentioned how his speech accidentally left out one of the most important people in his life. “I forgot to thank my mother and she was in the audience,” he said. “Even the therapist went, ‘Get out!’ That was rough for the next few years. [Mom voice] ‘You came through here [points to his pants]! How’s the award?’”

9. HE COMFORTED STEVEN SPIELBERG DURING THE FILMING OF SCHINDLER’S LIST.

At this year’s 25th anniversary screening of Schindler’s List, held at the Tribeca Film Festival, director Steven Spielberg shared that Williams—who played Peter Pan in Spielberg’s Hook—would call him and make him laugh. “Robin knew what I was going through, and once a week, Robin would call me on schedule and he would do 15 minutes of stand-up on the phone,” Spielberg said. “I would laugh hysterically, because I had to release so much.”

10. HE HELPED ETHAN HAWKE GET HIS AGENT.

During a June 2018 appearance on The Graham Norton Show, Ethan Hawke recalled how, while working on Dead Poets Society, Williams was hard on him. “I really wanted to be a serious actor,” Hawke said. “I really wanted to be in character, and I really didn’t want to laugh. The more I didn’t laugh, the more insane [Williams] got. He would make fun of me. ‘Oh this one doesn't want to laugh.’ And the more smoke would come out of my ears. He didn’t understand I was trying to do a good job.” Hawke had assumed Williams hated him during filming.

After filming ended, Hawke went back to school, but he received a surprising phone call. It was from Williams’s agent, who—at Williams's suggestion—wanted to sign Hawke. Hawke said he still has the same agent today.

11. HE WAS ALMOST CAST IN MIDNIGHT RUN.

In February 1988, Williams told Rolling Stone how he sometimes still had to audition for roles. “I read for a movie with [Robert] De Niro, [Midnight Run], to be directed by Marty Brest,” Williams said. “I met with them three or four times, and it got real close, it was almost there, and then they went with somebody else. The character was supposed to be an accountant for the Mafia. Charles Grodin got the part. I was craving it. I thought, ‘I can be as funny,’ but they wanted someone obviously more in type. And in the end, he was better for it. But it was rough for me. I had to remind myself, ‘Okay, come on, you’ve got other things.’”

In July 1988, Universal released Midnight Run. Just two years later, Williams finally worked with De Niro, on Awakenings.

12. BILLY CRYSTAL AND WILLIAMS USED TO TALK ON THE PHONE FOR HOURS.

Actors Robin Williams (L) and Billy Crystal pose at the afterparty for the premiere of Columbia Picture's 'RV' on April 23, 2006 in Los Angeles, California
Kevin Winter, Getty Images

Starting in 1986, Williams, Billy Crystal, and Whoopi Goldberg co-hosted HBO’s Comic Relief to raise money for the homeless. Soon after Williams’s death, Crystal went on The View and spoke with Goldberg about his friendship with Williams. “We were like two jazz musicians,” Crystal said. “Late at night I get these calls and we’d go for hours. And we never spoke as ourselves. When it was announced I was coming to Broadway, I had 50 phone messages, in one day, from somebody named Gary, who wanted to be my backstage dresser.”

“Gary” turned out to be Williams.

Robin Williams: Come Inside My Mind premieres on Monday, July 16 at 8 p.m. ET on HBO.

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Walt Disney Pictures
10 Facts About Hocus Pocus
Walt Disney Pictures
Walt Disney Pictures

In a 2014 Reddit AMA, Bette Midler said she'd be interested in doing a Hocus Pocus sequel. "You have to go to send in your cards to the Walt Disney company," she said. "The ball's in their court." While you get those cards ready, here are some facts about the original, which arrived in theaters 25 years ago today.

1. THE STORY ORIGINATED AS A BEDTIME STORY.

The story for Hocus Pocus came about after writer David Kirschner invented a bedtime story for his kids. He later wrote the story up and submitted it to Muppet Magazine (why does this not still exist?), where it gained recognition.

2. THE WRITERS USED PROPS TO PITCH IT TO STUDIO EXECUTIVES.

Bette Midler in 'Hocus Pocus' (1993)
Walt Disney Pictures

To pitch the story to Disney, the writers had execs enter a dark room with broomsticks and a vacuum cleaner hanging from the ceiling. They also scattered 15 pounds of candy corn throughout the room in an effort to invoke Halloween nostalgia. It obviously worked!

3. IT WAS NOT AN IMMEDIATE HIT.

Though it’s a cult classic now, Hocus Pocus didn’t do that well when it first came out in 1993, perhaps because it was released in July instead of September or October. Though it didn’t have a terrible opening—$8,125,471, putting it in fourth place at the box office that weekend—it fell to $2,017,688 a few weeks later, and bad reviews from the critics didn’t help matters.

Entertainment Weekly was particularly put off by the movie, calling it a “piece of corny slapstick trash” and saying that “It’s acceptable scary-silly kid fodder that adults will find only mildly insulting. Unless they’re Bette Midler fans. In which case it’s depressing as hell.”

4. BETTE MIDLER LOVES IT.

Bette Midler, by the way, has said that Hocus Pocus is her favorite film out of all of the films she’s ever done. (At least as of 2008.) Thora Birch agreed, recently saying, “The most fun I ever had on a film was Hocus Pocus.”

5. KATHY NAJIMY LOVES IT, TOO.

Midler isn't the only star of the film who isn't immune to its allure: Kathy Najimy has said she watches the movie with her family every year on August 15.

6. IT COULD HAVE STARRED LEONARDO DICAPRIO.

The role of Max was originally offered to Leonardo DiCaprio. He turned it down to do What’s Eating Gilbert Grape.

7. SARAH JESSICA PARKER IS RELATED TO A WOMAN FAMOUSLY ACCUSED OF BEING A WITCH.

Had Sarah Jessica Parker known then what she knows now, she might have approached the role of Sarah Sanderson a little differently. When the actress went on the show Who Do You Think You Are to trace her family history, Parker discovered that one of her ancestors was Esther Elwell, one of the women accused of being a witch during the Salem Witch Trials. After a young girl said she saw Esther’s “spectre” strangling neighbor Mary Fitch, Elwell was arrested, but escaped going to trial.

8. THORA BIRCH REVISITED THE NEIGHBORHOOD IN AMERICAN BEAUTY.

While the kids are prematurely celebrating victory against the Sanderson sisters after locking them in the kiln, they’re shown talking in front of a house as they walk to a park. The house was later used as the house Thora Birch’s character lived in for American Beauty.

9. THE KIDS WEREN'T HUGE FANS OF THE CATS.

The kids all hated working with the cats. Many different cats were used to represent Binx, and each one served a different purpose—one was good at cuddling with the kids, one would jump on command, etc. Every time a new cat was used, the children would have to coerce the kitty to trust them by using treats and a clicker. They got sick of it.

10. MUCH OF THE ORIGINAL CAST REUNITED FOR A 20TH REUNION.

Most of the cast participated in a 20th anniversary event for D23 (the Disney fan club) members. Sarah Jessica Parker and Bette Midler were not in attendance, but pretty much everyone else was, including Kathy Najimy (Mary Sanderson), Vinessa Shaw (Allison), Omri Katz (Max), Thora Birch (Dani), and Doug Jones (Billy Butcherson). You can watch some of that reunion above.

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