NFR Project: 'The Middleton Family at the New York World's Fair' (1939)

  

The Middletons examining the Time Capsule, to be opened in 6939.

NFR Project: ‘The Middleton Family at the New York World’s Fair’

Dir: Robert R. Snody

Scr: Reed Drummond, G.R. Hunter, Robert R. Snody

Pho: William Steiner

Ed: Sol S. Feuerman

Released 1939

54:39

It’s corporate propaganda, and as such it’s not too bad.

This is an hour-long infomercial presented by Westinghouse, which wants to show you how cool everything is with electricity, which naturally they sell.

You see, it’s the 1939 New York World’s Fair, and a big feature of the event was indeed the Westinghouse pavilion, where the family, fresh from out of town, (Ma, Pa, Grandma, the young lady Babs, and her little brother Bud) learns about how cool electricity is and how it will create a Golden Age for all of us. Thanks to the exposition provided by good old Jim Treadway who’s from back home. Oh, and he works for Westinghouse.

The heart of the drama is the romantic triangle among Babs, and the slimy art teacher-boyfriend of Babs, the evil Nicholas Makaroff, who makes paintings – abstract ones! Horreur terrible! And scoffs at everything, calling it a CAPITALIST conspiracy. In the lingo of the day, he’s a drip. Contrast him with the third leg of our triangle, good old Jim. Much more suitable, and informed. He’s a regular guy, a textbook heterosexual suitable for mating with Babs.

Nicholas scoffs. Then it turns out Nicholas is a fraud, and a cheap one at that! He is soon exposed through a Clever Ruse, and dashes away. Babs sidles up to manly Jim. Cue the electric sparks lighting up the nighttime sky.

Yes, it’s thin soup. But the narrative simply propels us into viewing Westinghouse’s concept of the future, which is filled with handy electric gadgets. There’s an electric dishwasher! There’s television, for crying out loud (the development of which was squelched by WWII). There’s even a robot who makes a dirty innuendo and smokes a cigarette! He’s like a robot Lenny Bruce..

The acting is indifferent good. The name performer in the film is Marjorie Lord as Babs. Marjorie later played Danny’s Thomas’ second wife, after Jean Hagen, in TV’s Make Room for Daddy.

As the film progresses everyone stresses their acceptance of and enthusiasm for just about everything Westinghouse wants to sell them. It’s hard to conceive of under what circumstances this film was shown. To patrons at the Fair? To the general public? To customers? Anyway, it’s an adequately filmed promotional tool. It expresses a fervid belief in the saving grace of an oncoming technological age. World War II delayed the techno-explosion that sprang to life in the postwar era.

The NFR is one writer’s attempt to review all the films listed in the National Film Registry in chronological order. Next time: Midnight.