BYE BYE BONANZA

The last member of the Carwright clan died this week. Pernell Roberts, who starred as Adam Cartwright on NBC-TV’s mega-hit “Bonanza,” was 81 years old.

“Bonanza” was born because RCA, which owned NBC, wanted to sell a few million of their new color television sets — but there were damned few decent color shows for the potenial customers to watch, so they decided to create big, beautiful hour-long western to be shown “In Living Color.”

As the publicity agent on the show I got to know the stars well. None had been famous before “Bonanza.” Lorne Greene, who starred as the father, Ben Cartwright, had been a TV news anchorman in his native Canada, but that great, deep voice drew him to Hollywood.  Pernell had tried to make it as a stage star, but wasn’t having much luck.  Dan Blocker, as Hoss Cartwright, was a former high-school teacher.  Michael had done a few TV-movie things, but didn’t become nationally known until “Bonanza.”

So I got to know them well as I did my best to make them household names.

Part of a publicity man’s job is to throw a blanket over certain opinions or actions.

I never knew how Lorne Green felt about politics, but Dan and Pernell were very outspoken liberals.  I don’t think Michael had any particular feeling until he became multi-millionaire and turned into a moderate Republican.

I did not publicize the fact that Dan, one of the most delightful, soft-hearted men I ever knew, had purchased John Wayne’s old mine sweeper to be used as a family getaway in case the army tried to draft either of his sons for service in Vietnam. “The first time they try to get them, we’re all off to Sweden,” said Dan, who was very serious.

Pernell was not only anti-war, but took part in civil rights marches across the country whenever he could — which made “Bonanza’s” sponsor, Cheverolet, very nervous.

Pernell, who always considered himself a serious dramatic actor rather than a TV cowboy, shocked the hell out of NBC; his fellow cast members, and the public, when he announced that he was quitting the show at the end of the season.  When NBC and Chevy begged, asking what they could do to keep him on the show, he answered, “Let Adam Cartwright marry a black woman.” That stopped the begging.

During that final year he asked me to leave him out of any publicity plans. “I don’t want to be in publicity photos and I don’t want to do anymore interviews. ” I agreed to stop bugging him.

But the New York Times changed his mind.

The Times sent a  woman to Hollywood to interview the Bonanza stars for a major article about the show’s amazing success.  I conducted her to Lorne’s dressing room first. When finished there I took her to Dan’s dressing room.  As I was taking her to her final interview,with Michael, Pernell stuck his head out of his door and beckoned me over. “Aren’t you going to bring her in  here?” he asked.  I assured him we’d be over as soon  as the interview with Michael ended.

When she finally settled on the couch in Pernell’s dressing room she knew she had a special interview coming up.  He hadn’t discussed his withdrawal from the show with anyone else.  Her first question was,”Aren’t you a little nervous about walking off the top television show in the United States?”

Pernell, who was normally a thoughtful, kind and wise man, let his tongue grab his brain and throw him on his ass.  He answered, “Not in the least!  While you’re here please ask around town about me, and you’ll find that I am very highly regarded as a serious actor.  Asking me to play on Bonanza is like asking Isaac Stern to play with Lawrence Welk.”

I don’t know if the reporter heard my low moan. I instantly knew damned well that the quote would be a major part of her story — it turned out to be the lead.

After he left the show he really expected to be swamped with starring stage offerings. It didn’t happen.  A few years later he did “Trapper John” for a while, but he never again got as high as his “Bonanza” role, nor as low as that famous quote.

Dan was the first “Cartwright” to die. He was in his 40s when, following very minor surgery, a blood clot broke free, went to his heart and killed him.  A few days later Michael told me that Dan’s death spelled the end of “Bonanza.” “You could continue the series without me or Pa — but not without Hoss.” He was right. The show ended midway through following season. Lorne was next to die. I was most effected by Michael’s death, since I went with him, as the publicity man on “Little House on  the Prairie,” and considered him a dear friend when he died of pancreatic cancer — which is also what killed Pernell.

I hope they’re all together again, laughing and scratching as they ride on a big, old  ranch filled with “Living Color.”