This chapter traces the origins of Jerry Lewis’s celebrated association with the Muscular Dystrophy Association (MDA), clarifying that his dedication was not rooted in a personal connection to the disease, but began through industry relationships and motives of publicity. The narrative centers on Ernie Glucksman, a seasoned show producer and the author’s uncle, who forged the connection between Lewis, Dean Martin, and the fledgling MDA in the early 1950s.
Key topics include:
• The Origins of Telethons: Early fundraising efforts via radio and television, with Milton Berle credited for coining “telethon” in a 1949 cancer fundraiser, provided a prototype for future charitable broadcasts.
• Industry Conflicts: The rise of televised variety fundraising highlighted tensions between television and traditional entertainment, with unions and studios at times opposing telethons out of concern for revenue and compensation.
• Innovative Fundraising: Despite resistance, televised charity events—often featuring celebrity performers—grew in popularity, enabling new ways for viewers to participate and donate.
• Martin & Lewis’s Role: The comedy duo (guided by Glucksman) became honorary chairmen of the MDA, leveraging their celebrity for public awareness and fundraising through early TV and radio spots.
• First Major Telethons: The chapter details the challenges and breakthroughs of early MDAA telethons, including conflicts over union rules and compensation, and the landmark 1956 event that also marked the end of Martin & Lewis’s partnership.
Educational Insight: The chapter illustrates how entertainment, media technology, and philanthropy intersected in postwar America. It shows how telethons not only revolutionized charitable giving, but also shaped the public image of entertainers like Jerry Lewis, while exposing the behind-the-scenes negotiations and rivalries that defined early television history.