James L. Tolbert: Activist lawyer pushed Hollywood to integrate
By The Los Angeles Times
Published: Thursday, May 16, 2013, 12:01 a.m.
LOS ANGELES — In a Hollywood auditorium in 1963, James L. Tolbert pointed out the obvious to a room packed with broadcasting and advertising executives.
“We Negroes watch ‘Bonanza' and buy Chevrolets. We watch ‘Disney' on RCA sets,” proclaimed Tolbert, an entertainment attorney speaking to 125 invited guests in his role as president of the NAACP's Beverly Hills-Hollywood branch. “We buy all the advertised products, the same as you do.”
Delivered weeks before the civil rights movement's “March on Washington,” the speech pointed out the absence of blacks on both sides of the camera. It marked the start of an NAACP campaign that pushed Hollywood and Madison Avenue for greater representation of blacks on-screen and in craft unions.
“The work of James Tolbert was as pioneering as many other civil rights advocates who are a well-known part of our history,” Mary Ann Watson, author of the 1990 book “The Expanding Vista: American Television in the Kennedy Years,” told the Los Angeles Times.
Tolbert, who suffered from Alzheimer's disease, died April 22 in UCLA-Santa Monica Hospital, his family said. He was 86.
“What Tolbert and other activists intuited was that entertainment is just as important as any other aspect of civil rights. The storytellers transmit the culture. If you have black people invisible in the main storytelling, that means they are invisible,” said Watson, a professor of electronic media and film studies at Eastern Michigan University.
As part of the campaign to integrate Hollywood, Tolbert pressured craft unions to “hire one Negro on every movie and television show,” according to a 1963 edition of the Crisis, an NAACP publication.
The sitcom “Hazel” was singled out as a test case. A threatened boycott of show sponsor Ford Motor Co. was averted in fall 1963 when an African-American production assistant for Columbia Pictures became a production liaison on the program, integrating the technical crew.
That fall, Tolbert told a gathering of the largest ad agencies that their apathy and prejudiced actions had led to the organization's demands, according to the 2008 book “Madison Avenue and the Color Line.”
“No segment in America has done so much to make Negro Americans the invisible men as the advertising industry,” Tolbert said.
While advertisers were slower to change, the campaign resulted in tangible gains in union hiring of technicians.
Writer Michelle Bernard said Tolbert “will be remembered as the man who brought the civil rights movement and the African-American struggle for racial equality to Hollywood.”
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.
- Analysis: Kesler remains on Penguins’ radar as Shero looks bring back ‘Big 3’ formula
- Starkey: Steelers know when to say goodbye
- A-K Valley high school notebook: Kiski Area soccer coach retires after 14 seasons
- Pirates’ big risk with pitch-heavy draft focus might soon pay off
- With so many needs, Steelers can ill afford to miss in draft
- Ex-Colts executive Polian: Approach free agency with caution
- Manufacturing course opens Knoch students’ eyes
- Penguins GM Shero’s deadline deals: Addition by subtraction
- Pension woes push A-K Valley school districts to seek higher tax limits
- RV dealer seeks ‘breathing room’ in Allegheny Township
- Fashion essentials: Pittsburgh’s style watchers tell what they can’t live without