Ridiculous History: The Ridiculously Ambitious History of the World's Fair, Part Two: Things Don't Always Work Out

Release Date: January 16, 2025
Host: Ben Bullen & Noel Brown
Produced by: iHeartPodcasts

Introduction

In this episode of Ridiculous History, hosts Ben Bullen and Noel Brown delve deeper into the ambitious yet tumultuous history of the World's Fair, focusing on two significant but ill-fated expositions: the 1923 Motion Picture Exposition in Los Angeles and the 1984 Louisiana World’s Fair. Through engaging storytelling and insightful analysis, the hosts explore how grand visions can sometimes lead to spectacular failures.

1. Hollywood Scandals and the 1923 Motion Picture Exposition

a. Background: The Golden Age of Hollywood

The early 1920s marked a turbulent period for Hollywood, characterized by high-profile scandals that threatened the burgeoning film industry's reputation. Notable incidents included the murder of film director William Desmond Taylor and the manslaughter charges against comedian Roscoe "Fatty" Arbuckle. These scandals created a public relations nightmare for the film studios, prompting the need for a strategic response to restore public trust and legitimacy.

[06:09] Ben Bullen: "Hollywood is as ever, experiencing a public relations crisis because the world of entertainment is often not as shiny as appear to the audience."

b. Creation of the Motion Picture Exposition

In response to these crises, the Motion Picture Producers and Distributors of America (MPPDA) orchestrated the Motion Picture Exposition in Los Angeles in 1923. Aimed at showcasing Hollywood's positive contributions and fostering a wholesome image, the exposition sought to parallel the grandeur of traditional World's Fairs without officially being one.

[12:33] Ben Bullen: "The motion picture producers and distributors of America... created the Motion Picture Exposition in Los Angeles. They wanted to present what they called the Motion Picture Exposition..."

c. The Exposition’s Endeavors and Challenges

The exposition featured highbrow art exhibits, pageants, and lectures on morality, striving to shift the public's focus from scandals to the artistic and cultural achievements of Hollywood. However, the event struggled to attract the desired star power, relying on last-minute additions to bolster attendance.

[23:27] Ben Bullen: "They did not get all the celebrities they wanted. They did not anticipate the public demand."

d. Financial Missteps and the Monroe Doctrine Half Dollars

To add legitimacy and generate revenue, the MPPDA minted commemorative 1923 Monroe Doctrine Centennial half dollars. Unfortunately, only a fraction of the coins were sold prior to the exposition, leading to significant financial losses when the unsold coins returned to circulation.

[16:24] Noel Brown: "Only 27,000 of them were purchased ahead of opening day. That's like kind of an early, like, crypto scam almost, right?"

e. The Demise of the Exposition

The exposition's failure was cemented when President Warren G. Harding passed away just before his scheduled appearance, eliminating the final draw intended to boost attendance. As a result, the MPPDA incurred substantial debts, leading to the exposition's financial collapse.

[24:43] Ben Bullen: "Uncle Sam lost so much money that we decided to make it illegal to lose that money that way again."

2. The 1984 Louisiana World’s Fair

a. Economic Context and Ambitions

Nearly six decades later, the 1984 Louisiana World’s Fair emerged amid economic struggles in the region, heavily reliant on the volatile oil industry. Organizers hoped the fair would revitalize the local economy by attracting tourism and diversifying industry interests.

b. Execution and Features

The fair, held in New Orleans' warehouse district, featured a mix of garish color schemes, temporary facades dubbed the Wonder Wall, and various global exhibits, including an Italian village and a Louisiana swamp ride. Despite these attractions, the event failed to capture the public's imagination.

[31:02] Ben Bullen: "It reminds us of episode one, where Chicago's World's Fair, the Colombian one, had a bunch of white plaster over things and they called it the White City."

c. Competition and Public Interest

The fair faced stiff competition from other major events, notably the 1984 Summer Olympics and Disney World's Epcot, which overshadowed the exposition's appeal. Additionally, nearby Knoxville, Tennessee had hosted a World's Fair just two years prior in 1982, further diluting potential attendance.

[40:00] Noel Brown: "Because it was built as a permanent World's Fair... with the Spaceship Earth and all of that."

d. Financial Catastrophe and Bankruptcy

By the time the Louisiana World’s Fair concluded, it had amassed debts exceeding $350 million (equivalent to over $1.06 billion in 2024 dollars). With attendance falling short by 40%, the fair uniquely became the only World's Fair in history to declare bankruptcy while still in progress.

[26:06] Noel Brown: "This was the only World's Fair in all of history to declare bankruptcy while it was still happening."

e. Legislative Aftermath: Code 245

The monumental failure of the 1984 exposition led to the enactment of Code 245 in 1999 by Congress, effectively preventing the U.S. Department of State from funding future World's Fairs through government subsidies. This legislative move aimed to avert similar financial debacles in the future.

[32:38] Ben Bullen: "...the Department of State from using funds for a United States pavilion or other major exhibit at a World's Fair."

3. Evolution and Decline of World's Fairs

a. Rise of Specialized Expos and Competing Events

Over time, the allure of broad, all-encompassing World's Fairs waned as specialized expos like CES (Consumer Electronics Show) and G3 (video games) emerged. These targeted events offer focused experiences that cater to specific industries, making them more appealing and manageable compared to the grand scale of traditional World's Fairs.

[46:26] Noel Brown: "Everything from poisoners and pirates to art thieves and snake oil products and those who made and sold them."

b. Fragmentation and Broad Themes

Modern World's Fairs, such as the upcoming expo in Osaka, Japan, often adopt overly broad themes like "Designing Future Society for Our Lives", making it challenging to maintain coherence and relevance. This broadness, combined with competition from other large-scale events like the Olympics, diminishes their unique appeal.

[45:34] Noel Brown: "The theme under which they are taking these submissions is Healthy People, Healthy Planet."

c. Challenges in Attracting Global Participation

With the proliferation of international events and the specialized nature of modern expos, attracting a global audience has become increasingly difficult. The United States' attempts to revive interest in World's Fairs face hurdles in reestablishing the prestige and allure that once defined these grand exhibitions.

Conclusion

Ben Bullen and Noel Brown poignantly illustrate that while the ambition behind World's Fairs is grand, the execution often falls prey to financial mismanagement, shifting public interests, and fierce competition from other events. The failures of the 1923 Motion Picture Exposition and the 1984 Louisiana World’s Fair serve as cautionary tales about the complexities of organizing large-scale exhibitions. As the United States continues to explore future bids for specialized expos, the legacy of these historical flops underscores the importance of strategic planning and understanding contemporary audience dynamics.

Notable Quotes

• Ben Bullen ([06:09]): "Hollywood is as ever, experiencing a public relations crisis because the world of entertainment is often not as shiny as appear to the audience."

• Noel Brown ([16:24]): "Only 27,000 of them were purchased ahead of opening day. That's like kind of an early, like, crypto scam almost, right?"

• Ben Bullen ([24:43]): "Uncle Sam lost so much money that we decided to make it illegal to lose that money that way again."

• Noel Brown ([26:06]): "This was the only World's Fair in all of history to declare bankruptcy while it was still happening."

• Ben Bullen ([32:38]): "...the Department of State from using funds for a United States pavilion or other major exhibit at a World's Fair."

Final Thoughts

This episode of Ridiculous History offers a fascinating exploration of how monumental events like World's Fairs can falter despite ambitious intentions. By examining historical missteps and financial fiascos, Ben and Noel provide listeners with a nuanced understanding of the challenges inherent in orchestrating such large-scale endeavors. As they look forward to future possibilities, the hosts remind us that history is as much about its failures as it is about its triumphs.

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