Howard Beale
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Edward George Ruddy died today! Edward George Ruddy was the Chairman of the Board of the Union Broadcasting Systems and he died at eleven o'clock this morning of a heart condition! And woe is us! We're in a lot of trouble! So, a rich little man with white hair died. What does that got to do with the price of rice, right? And why is that woe to us? Because you people and sixty-two million other Americans are listening to me right now. Because less than three percent of you people read books. Because less than fifteen percent of you read newspapers. Because the only truth you know is what you get over this tube. Right now, there is a whole, an entire generation that never knew anything that didn't come out of this tube. This tube is the Gospel. The ultimate revelation! This tube can make or break Presidents, Popes, Prime Ministers. This tube is the most awesome, god-damn force in the whole godless world. And woe is us if it ever falls into the hands of the wrong people. And that's why woe is us that Edward George Ruddy died.
Because this company is now in the hands of CCA, the Communication Corporation of America. There's a new chairman of the board, a man called Frank Hackett sitting in Mr. Ruddy's office on the 20th floor.
And when the twelfth largest company in the world controls the most awesome, god-damn propaganda force in the whole godless world, who knows what shit will be peddled for truth on this network. Share this quote on facebook
Last night I got up here and asked you people to stand up and fight for your heritage, and you did, and it was beautiful. Six million telegrams were received at the White House. The Arab takeover of CCA has been stopped. The people spoke, the people won. It was a radiant eruption of democracy. But I think that was it, fellas. That sort of thing is not likely to happen again. Because at the bottom of all our terrified souls, we know that democracy is a dying giant, a sick, sick dying, decaying political concept, writhing in its final pain. I don't mean that the United States is finished as a world power. The United States is the richest, the most powerful, the most advanced country in the world, light-years ahead of any other country. And I don't mean the Communists are gonna take over the world, because the Communists are deader than we are.
What is finished is the idea that this great country is dedicated to the freedom and flourishing of every individual in it.
It's the individual that's finished. It's the single, solitary human being that's finished. It's every single one of you out there that's finished. Because this is no longer a nation of independent individuals. It's a nation of some two hundred odd million transistorized, deodorized, whiter-than-white, steel-belted bodies, totally unnecessary as human beings and as replaceable as piston rods.
Well, the time has come to say is 'dehumanization' such a bad word?' Whether it's good or bad, that's what is so. The whole world is becoming humanoid, creatures that look human but aren't. The whole world, not just us. We're just the most advanced country, so we're getting there first.
The whole world's people are becoming mass-produced, programmed, numbered, insensate things. Share this quote on facebook
The American people are good people: Democrats, Independents, Republicans and others. Under no circumstances will I and I hope no others, capitulate to those that want to undercut what's all good in America.
Diana Christiansen
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I was married for four years, and pretended to be happy; and I had six years of analysis, and pretended to be sane. My husband ran off with his boyfriend, and I had an affair with my analyst, who told me I was the worst lay he'd ever had. I can't tell you how many men have told me what a lousy lay I am. I apparently have a masculine temperament. I arouse quickly, consummate prematurely, and can't wait to get my clothes back on and get out of that bedroom. I seem to be inept at everything except my work. I'm goddamn good at my work and so I confine myself to that. All I want out of life is a 30 share and a 20 rating.
Narrator
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By mid-October, "The Howard Beale Show" had settled in at a 42% share, more than equaling all the other network news shows combined. In the Nielsen ratings, "The Howard Beale Show" was listed as the fourth highest rated show of the month, surpassed only by "The Six Million Dollar Man", "All in the Family" and "Phyllis" - a phenomenal state of affairs for a news show - and on October the 15th, Diana Christensen flew to Los Angeles for what the trade calls 'powwows and confabs' with our west coast programming execs and to get production rolling on the shows for the coming season.
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It was a perfectly admissible argument that Howard Beale advanced in the days that followed. It was, however, also a very depressing one. Nobody particularly cared to hear his life was utterly valueless. By the end of the first week in June, "The Howard Beale Show" had dropped one point in the ratings and its trend of shares dipped under 48% for the first time since last November.
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The initial response to the new Howard Beale show was not auspicatory. The press was, without exception, hostile and industry reaction, negative. The ratings for the Thursday and Friday shows were both 14%, but Monday's rating dropped a point, clearly suggesting the novelty was wearing off.
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[Final line in the film] This was the story of Howard Beale: The first known instance of a man who was killed because he had lousy ratings.
Frank Hackett
Dialogue
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Howard Beale: I'm gonna blow my brains out right on the air, right in the middle of the seven o'clock news.
Max Schumacher: Well, you'll get a hell of a rating, I'll tell you that. A 50 share, at least. We could make a series of it. "Suicide of the Week." Aw, hell, why limit ourselves? "Execution of the Week."
Howard Beale: "Terrorist of the Week."
Max Schumacher: I love it. Suicides, assassinations, mad bombers, Mafia hitmen, automobile smash-ups: "The Death Hour." A great Sunday night show for the whole family. It'd wipe that fuckin' Disney right off the air.
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Howard Beale:
[on the air] Good evening. Today is Wednesday, September the 24th, and this is my last broadcast. Yesterday I announced on this program that I was going to commit public suicide, admittedly an act of madness. Well, I'll tell you what happened: I just ran out of bullshit. I just ran out of bullshit.
Harry Hunter:
[picks up ringing phone in editing room] Mr. Schumacher's right here, do you want to talk to him?
Howard Beale: Am I still on the air? I really don't know any other way to say it other than I just ran out of bullshit. Bullshit is all the reasons we give for living. And if we can't think up any reasons of our own, we always have the God bullshit.
Max Schumacher:
[on the phone] Yeah, Tom, what is it?
Howard Beale: We don't know why we go through all this pointless pain, humiliation, and decay. So there better be someone somewhere who
does know. That's the God bullshit.
Max Schumacher: He's saying that life is bullshit, and it is, so what are you screaming about?
[hangs up]
Howard Beale: And then there's the noble man bullshit. That man is a noble creature that can order his own world who needs God? Well, if there's anybody out there that can look around this demented slaughterhouse of a world we live in and tell me that man is a noble creature, believe me: That man is full of bullshit. I don't have anything going for me. I haven't got any kids. And I was married for 33 years of shrill, shrieking fraud. So I don't have any bullshit left. I just ran out of it, you see.
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Diana Christensen: We just increased our audience by twenty or thirty million people in one night. Now, you're not gonna get something like this dumped in your lap for the rest of your days, and you can't just piss it away. Howard Beale got up there last night and said what every American feels, that he's tired of all the bullshit. He's articulating the popular rage. I want that show, Frank. I can turn that show into the biggest smash on television.
Frank Hackett: What do you mean, you want that show? It's a news show. It's not your department.
Diana Christensen: I see Howard Beale as a latter-day prophet, a magnificent messianic figure, inveighing against the hypocrisies of our times, a strip Savonarola, Monday through Friday. I tell you, Frank, that could just go through the roof. And I'm talking about a six dollar cost per thousand show! I'm talking about a hundred, a hundred thirty thousand dollar minutes! Do you want to figure out the revenues of a strip show that sells for a hundred thousand bucks a minute? One show like that could pull this whole network right out of the hole! Now, Frank, it's being handed to us on a plate. Let's not blow it!
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Nelson Chaney: All I know is that this violates every canon of respectable broadcasting.
Frank Hackett: We're not a respectable network. We're a whorehouse network, and we have to take whatever we can get.
Nelson Chaney: Well, I don't want any part of it. I don't fancy myself the president of a whorehouse.
Frank Hackett: That's very commendable of you, Nelson. Now sit down. Your indignation is duly noted; you can always resign tomorrow.
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Max Schumacher: He could be jumping off a roof for all I know. The man is insane. He's not responsible for himself. He needs care and treatment. And all you grave-robbers think about is that he's a hit!
Diana Christensen: You know, Max, it's just possible that he isn't insane, that he is, in fact, imbued with some special spirit.
Max Schumacher: My God, I'm supposed to be the romantic. You're supposed to be the hard-bitten realist.
Diana Christensen: All right. Howard Beale obviously fills a void. The audience out there obviously wants a prophet, even a manufactured one, even if he's as mad as Moses. By tomorrow, he'll have a 50 share, maybe even a 60. Howard Beale is processed instant God, and right now, it looks like he may just go over bigger than Mary Tyler Moore.
Max Schumacher: I am not putting Howard back on the air.
Diana Christensen: It's not your show any more, Max, it's mine.
Frank Hackett: I gave her the show, Schumacher. I'm putting the network news show under programming. Mr. Ruddy has had a mild heart attack and is not taking calls. In his absence, I'm making all network decisions, including one I've been wanting to make a long time - you're fired.
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Louise: Then get out. Go anywhere you want. Go to a hotel, go live with her, but don't come back! Because, after 25 years of building a home and raising a family and all the senseless pain that we have inflicted on each other, I'm damned if I'm gonna stand here and have you tell me you're in love with somebody else! Because this isn't a convention weekend with your secretary, is it? Or -- or some broad that you picked up after three belts of booze. This is your great winter romance, isn't it? Your last roar of passion before you settle into your emeritus years. Is that what's left for me? Is that my share? She gets the winter passion, and I get the dotage? What am I supposed to do? Am I supposed to sit at home knitting and purling while you slink back like some penitent drunk? I'm your wife, damn it! And if you can't work up a winter passion for me, the least I require is respect and allegiance!
[sobbing] I hurt! Don't you understand that? I hurt badly! Does she love you, Max?
Max Schumacher:
[about Diana] I'm not sure she's capable of any real feelings. She's television generation. She learned life from Bugs Bunny. The only reality she knows comes to her from over the TV set. She has very carefully devised a number of scenarios for all of us to play, like a Movie of the Week. And, my God, look at us, Louise. Here we are going through the obligatory middle-of-act-two 'scorned wife throws peccant husband out' scene. But don't worry, I'll come back to you in the end. All of her plot outlines have me leaving her and coming back to you because the audience won't buy a rejection of the happy American family.
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