Joe Bob Briggs on Mom and Dad
Joe Bob Briggs takes a well-researched, wildly entertaining look at a notorious sex education/exploitation film which crisscrossed the US in roadshows for decades.
If you lived in a small town in the 1940s or ’50s, it was virtually impossible not to know about a film called Mom and Dad. Sooner or later a flamboyant publicity man would drive into town, the ads would appear, and the tempestuous debate would begin. Plastered on every available storefront, barn, bus bench, and shoeshine stand was a poster seducing you with an attractive couple in mid-kiss and black bold-faced ballyhoo exploding all around them. And in a black box in the lower left-hand corner:
"Extra! IN PERSON: ELLIOT FORBES, ‘THE SECRETS OF SENSIBLE SEX.’"
Alarmed letters to the editor would appear in the newspaper. Clergymen would express opinions from the pulpit. If you were Catholic, you’d be banned from attending. In some towns the police would send men to check the film for violations of the obscenity statutes. And as soon as the first women-only matinee was screened, at 2 p.m. on a Friday afternoon, the town would blaze with Mom and Dad gossip. Though all but forgotten today, Mom and Dad was so heavily promoted that Time once remarked that the ad campaign "left only the livestock unaware of the chance to learn the facts of life."
But this was not Hollywood promotion. In fact, Hollywood spent 20 years campaigning to get rid of movies like Mom and Dad. This was the last wave of the 19th-century medicine shows -- part biology lesson, part sideshow, part morality play, part medical "shock footage" -- and to this day many old-timers regard it as the purest and most successful exploitation film in history. It played continuously for 23 years, still booking drive-ins as late as 1977, and grossed an estimated $100 million.
This piece appeared in the newsstand edition of Reason a few weeks ago. Long but well worth reading in full. Elsewhere: photo of crowd lined up for Mom and Dad in Mt. Pleasant, Michigan; another essay showing the cover of a sex hygiene manual sold at screenings.
