The $64,000 Question

The $64,000 Question
The $64,000 Question
Genre Game show
Written by Joseph Nathan Kane
Directed by Joseph Cates
Seymour Robbie
Presented by Hal March
Country of origin United States
Language(s) English
No. of seasons 4
Executive producer(s) Steve Carlin
Producer(s) Mert Koplin
Joseph Cates
Location(s) New York City, New York, USA
Camera setup Multi-camera
Running time 22-24 minutes
Original channel CBS
Picture format Black-and-white
Audio format Monaural
Original run June 7, 1955 (1955-06-07) – November 2, 1958 (1958-11-02)
Related shows The $64,000 Challenge

The $64,000 Question is an American game show broadcast from 1955-1958, which became embroiled in the scandals involving TV quiz shows of the day. The $64,000 Challenge (1956–1958) was its popular spin-off show.


Broadcast history

  • Take It or Leave ItCBS Radio; April 21, 1940 – July 27, 1947; Sunday 10:00-10:30 PM.
  • The $64 QuestionNBC Radio; September 10, 1950 – June 1, 1952; Sunday 10:00-10:30 PM (1950–51) and Sunday 9:30-10:00 PM (1951–52).
  • The $64,000 Question — CBS television; June 7, 1955 – June 24, 1958 (Tuesday 10:00-10:30 PM); September 14 – November 9, 1958 (Sunday 10:00-10:30 PM). Simulcast on CBS Radio from October 4 - November 29, 1955.
  • The $64,000 Challenge — CBS television; April 8, 1956 – September 14, 1958; Sunday 10:00-10:30 PM.
  • The $128,000 Question — Syndicated weekly television, September 18, 1976 – September 1978.


Take It or Leave It

The $64,000 Question had its roots in the CBS radio quiz show, Take It or Leave It, which followed in the wake of the pioneering Professor Quiz (radio's first quiz program) and Uncle Jim's Question Bee (the second radio quiz show). Take It or Leave It ran from April 21, 1940 to July 27, 1947. It was first hosted by Bob Hawk (1940–41), followed by Phil Baker (1941–47). In 1947, the series switched to NBC, hosted at various times by Baker, Garry Moore (1947–49), Eddie Cantor (1949–50) and Jack Paar (beginning June 11, 1950). On September 10, 1950, Take It or Leave It changed its title to The $64 Question. Paar continued as host, followed by Baker (March–December 1951) and Paar (back on December 1951). The series continued on NBC Radio until June 1, 1952.

On both Take It or Leave It and The $64 Question, contestants were asked questions devised by the series' writer-researcher Edith Oliver. She attempted to make each question slightly more difficult than the preceding one. After answering a question correctly, the contestant had the choice to "take" the prize for that question or "leave it" in favor of a chance at the next question. The first question was worth one dollar, and the value doubled for each successive question, up to the seventh and final question worth $64.

During the 1940s, "That's the $64 question" became a common catchphrase for a particularly difficult question or problem. In addition to the common phrase "Take it or leave it", the show also popularized another phrase, widely spoken in the 1940s as a taunt but now mostly forgotten (except in Warner Bros. cartoons). Chanted in unison by the entire audience when someone chose to risk their winnings by going for the $64 prize, it was vocalized with a rising inflection: "You'll be sorrr-REEEE!"


The huge popularity of the radio program inspired a 20th Century Fox feature film, Take It or Leave It, about a man who needs $1,000 to pay his wife's obstetrician. When he is chosen as a contestant on the radio quiz show, the prize money is increased beyond the usual $64. His category choice, "Scenes from Famous Movies" leads to a parade of clips from 27 Fox movies. Released July 12, 1944, the film did not get high marks when reviewed in The New York Times:

If you should like a rambling, catch-as-catch-can picture tied together, loosely, with a more or less infantile-story line, and if you have an attachment for Phil Baker's radio program, then the chances are you'll find varying degrees of entertainment in this picture. In addition to Mr. Baker, the picture features Edward Ryan, Marjorie Massow and Phil Silvers. Besides these cast members the show is also patched up with clips of old pictures starring Alice Faye, Sonja Henie, Al Jolson, the Ritz and Weir Brothers and Shirley Temple, the last-named at the intolerable age of 4 or 5, or whatever age it is in which child prodigies become peculiarly intolerable... The cold facts are Take It or Leave It is a short-order job capitalizing on Mr. Baker's radio-drawing appeal and is based primarily on a far-fetched picturization of the broadcast itself. Persons not fully acquainted with the broadcast likely will be astounded at the strange and unusual things going on in the studio. Producers of the radio program, for that matter, will no doubt be astonished too. Moreover, even in the picture trade there likely is a certain amount of astonishment that so many feet of film can be assembled with so little expenditure—so little expenditure both of money and of consideration for adult intelligence.

The $64,000 Question

The $64,000 Question was created by Louis G. Cowan, formerly known for radio's Quiz Kids and the television series Stop the Music. Cowan had difficulty locating sponsorship for The $64,000 Question. Cosmetics giant Helena Rubenstein, which eventually did become a familiar television advertiser, rejected the idea, reportedly because its wealthy founding namesake did not own a television set at the time and had no idea of the medium's advertising potential. The Chrysler Corporation turned down the chance to launch the show because the automaker reportedly feared sponsoring a big-money quiz show would outrage company workers whose wages they were trying not to inflate. A vacuum cleaner company also said no to Cowan, reportedly because the concept would be too glamorous for its product.

Finally, Cowan convinced Revlon. The key: Revlon founder and chieftain Charles Revson knew top competitor Hazel Bishop had fattened its sales through sponsoring the popular This Is Your Life, and he wanted a piece of that action if he could have it. According to Fire and Ice[1] (1976), Andrew Tobias' biography of Revson, Revlon first signed a deal to sponsor Cowan's brainchild for 13 weeks with the right to withdraw when they expired.

The $64,000 Question premiered June 7, 1955 on CBS-TV, sponsored by cosmetics maker Revlon and originating from the start live from CBS-TV Studio 52 in New York (later the disco-theater Studio 54). The first contestant on the show was Thelma Farrell Bennett, a housewife from Trenton, New Jersey who failed to make it to the first plateau but won a 1955 Cadillac convertible.

To increase the show's drama and suspense, it was decided to use an actor rather than a broadcaster as the host. Television and film actor Hal March, familiar to TV viewers as a supporting regular on The George Burns and Gracie Allen Show and My Friend Irma, found instant fame as the quiz show's host, and Lynn Dollar stood nearby as his assistant. Author and TV panelist Dr. Bergen Evans was the show's expert authority, and actress Wendy Barrie did the "Living Lipstick" commercials. (Coincidentally, in 1978, Evans and Barrie died within 72 hours of each other.) To capitalize on the initial television success, the show was also simulcast for two months on CBS Radio where it was heard from October 4, 1955 to November 29, 1955.


Contestants first chose a subject category (such as "Boxing", "Lincoln" or "Jazz") from the Category Board. Although this board was a large part of the set, it was seen only briefly, evidently to conceal the fact that categories were sometimes hastily added to match a new contestant's subject.[2] The contestant would then be asked questions only in the chosen category, earning money which doubled ($64, $128, $256 to $512, then $1,000, $2,000, $4,000, $8,000, $16,000, $32,000 to $64,000) as the questions became more difficult. At the $4,000 level, a contestant would return each week for only one question per week. They could quit at any time and retire with their money, but until they won $512, if they got a question wrong, they were eliminated without winning anything. Missing a question worth $1,000-$8,000 left the player with $512. Once the contestant won $8,000, if they missed a question they received a consolation prize of a new Cadillac. Starting with the $8,000 question, they were placed in the Revlon "isolation booth", where they could hear nothing but the host's words. As long as the contestant kept answering correctly, they could stay on the show until they had won $64,000. The first contestant to win the top prize money, on September 13, 1955, was Richard S. McCutchen, a Marine whose subject was cooking. McCutchen became an instant celebrity, with people stopping him in the street to ask for his autograph.

Public reception


Almost immediately, The $64,000 Question beat every other program on Tuesday nights in ratings. Broadcast historian Robert Metz, in CBS: Reflections in a Bloodshot Eye, claimed U.S. President Dwight D. Eisenhower himself did not want to be disturbed while the show was on and that the nation's crime rate, movie theater, and restaurant patronage dropped dramatically when the show aired. It earned the #1 rating spot for the 1955–56 season, holding the distinction of being the only television show to knock I Love Lucy out of the #1 spot. Among its imitators or inspirations were The Big Surprise, Tic-Tac-Dough, and Twenty-One.

The $64,000 Challenge

Not only did Charles Revson not exercise his withdrawal right, but he wanted another way to take advantage of Question's swollen audience. April 8, 1956 saw the debut of The $64,000 Challenge (initially co-sponsored by Revlon and Lorillard Tobacco Company's Kent cigarettes), hosted through August 26 by future children's television star Sonny Fox and then, for the remainder of the show's life, Ralph Story.

It pitted contestants against winners of at least $8,000 on The $64,000 Question in a new, continuing game where they could win another $64,000. The players took turns answering questions from the same category starting at the $1,000 level. If they each answered a question correctly, the next level would be twice that of the previous level. Each of the higher money levels involved both players answering the same question while each standing in their own isolation booth. If, at any given level, a player answered correctly with the other player missing a question, the winning player may stop or continue playing, but would be guaranteed the same amount at which he or she defeated his or her opponent.

In time, the sister show came to include various celebrities, including bandleader Xavier Cugat and former child star Patty Duke, as well as former Question champions.

Everyday celebrities

Question contestants sometimes became celebrities themselves for a short while, including 11-year-old Robert Strom (who won $192,000) and Teddy Nadler ($252,000 across both shows), the two biggest winners in the show's history. Other such newly made celebrities included Italian-born Bronx shoemaker Gino Prato, who won $64,000 for his encyclopedic knowledge of opera. The longest enduring of these newly made celebrities was psychologist Joyce Brothers. Answering questions about boxing, she became, after McCutcheon, the second top winner, and went on to a career providing psychological advice in newspaper columns and TV shows for the next four decades. Another winner, Pennsylvania typist Catherine Kreitzer, read Shakespeare on The Ed Sullivan Show. TV Guide kept a running tally of the money won on the show, which hit $1 million by the end of November 1956.

The American Experience (PBS) episode probing the scandal noted, "All the big winners became instant celebrities and household names. For the first time, America's heroes were intellectuals or experts–jockey Billy Pearson on art, Marine Captain McCutcheon on cooking–every subject from the Bible to baseball. Not only had the contestants become rich overnight, but they were also treated to a whirlwind of publicity tours, awards, endorsements and meetings with dignitaries. Traveler Gino Prato, whose category was opera, was brought to Italy for a special performance at la Scala and honored by an audience with the Pope. After winning $64,000, spelling whiz Gloria Lockerman, an African American, became a guest speaker at the 1956 Democratic National Convention. She also appeared as a guest on NBC's The Martha Raye Show where she was warmly greeted by Martha Raye and fellow guest Tallulah Bankhead. Baseball expert Myrtle Power was made a sports commentator on CBS. Eleven-year-old stock market expert Lenny Ross was asked to open up the New York Stock Exchange. And with only an eighth-grade education, supply clerk Teddy Nadler, an expert on everything, won more money than any other contestant. It was a new kind of hero in America, a common person with the uncommon gift of knowledge."[3]

Merchandising and parodies

One category on the Revlon Category Board was "Jazz", and within months of the premiere Columbia Records issued a 1955 album of various jazz artists under the tie-in title $64,000 Jazz (CL 777, also EP B-777), with the following tracks: "The Shrike" (Pete Rugolo), "Perdido" (J.J. Johnson, Kai Winding), "Laura" (Erroll Garner), "Honeysuckle Rose" (Benny Goodman), "Tawny" (Woody Herman), "One O'Clock Jump" (Harry James), "How Hi the Fi" (Buck Clayton), "I'm Comin', Virginia" (Eddie Condon), "A Fine Romance" (Dave Brubeck, Paul Desmond), "I Let A Song Go Out Of My Heart" (Duke Ellington) and "Ain't Misbehavin'" (Louis Armstrong).

Other musical tie-ins included the 1955 song, "The $64,000 Question (Do You Love Me)", recorded by Bobby Tuggle (Checker 823), Jackie Brooks (Decca 29684) and the Burton Sisters (RCA Victor 47-6265). "Love Is the $64,000 Question" (1956), which used the show's theme music by Norman F. Leyden with added Fred Ebb lyrics, was recorded by Hal March (Columbia 40684), Karen Chandler (Decca 29881), Jim Lowe (Dot 15456) and Tony Travis (RCA Victor 47-6476).

When the show was revived in 1976 as The $128,000 Question, its theme music and cues were performed (albeit with a new disco-style arrangement for the theme) by Charles Randolph Grean, who released a three-and-a-half minute single, "The $128,000 Question" (the show's music and cues as an instrumental), with the B-side ("Sentimentale") on the Ranwood label (45rpm release R-1064). For the show's second season, Grean's music package was re-recorded by Guido Basso.

There were numerous parodies of the program, including Bob and Ray's The 64-Cent Question. The Jack Benny Program featured Hal March as a contestant in an October 20, 1957 spoof[4] with Benny asking the questions. As a gag, Benny actually appeared as a contestant on The $64,000 Question, but insisted on walking away with $64 after answering the first question. Hal March finally gave him $64 out of his own pocket.

At the height of its popularity, The $64,000 Question was referenced in the scripts of other CBS shows, usually but not exclusively through punch lines that included references to "the isolation booth" or "reaching the first plateau." Typical of these was spoken by The Honeymooners' Ed Norton (Art Carney), who identified three times in a man's life when he wants to be alone, with the third being "when he's in the isolation booth of The $64,000 Question." At least three other Honeymooners episodes referenced Question: In A Woman's Work Is Never Done Ralph proposes to Alice that he go on the show because he's an expert in the "Aggravation" category. In Hello, Mom Norton tells Ralph that his mother-in-law's category on the show would be "Nasty". In The Worry Wart, Ralph advises Alice to become a contestant because she's an expert in the "Everything" category.

Another episode of The Honeymooners, delivered one of the best known Question references – a parody of the show itself, in one of the so-called "Original 39" episodes of the timeless situation comedy. In that episode, blustery bus driver Ralph Kramden becomes a contestant on the fictitious $99,000 Answer. Regarded as one of the Golden Age of Television's best quiz show parodies, the Honeymooners episode depicted Kramden spending a week intensively studying popular songs, only to blow the first question on the subject when he returned to play on the show. The host of the fictitious $99,000 Answer was one Herb Norris, played by former Twenty Questions emcee and future Tic-Tac-Dough host Jay Jackson.

The show has been referenced on other game shows. On the U.S. version of Deal or No Deal, an episode aired January 15, 2007, in which the banker's offer was $64,000. Host Howie Mandel said, "This is the $64,000 question."

Philip K. Dick used the show's fabricated reality as a springboard to develop an entire science fiction novel, Time Out of Joint.


Three years after it exploded into a nation's consciousness, Question and Challenge were dead. Having faded in popularity as it was, in the wake of the hugely popular Twenty-One championship of Charles Van Doren, Question and Challenge were yanked off the air within three months of the quiz show scandal's eruption. Challenge went first on September 14, 1958 with Question – once the emperor of Tuesday-night television – taking its Sunday-night timeslot after a three-month hiatus until it was killed on November 9.


The relatively new but phenomenally popular Dotto, and then Twenty-One, were found to have been rigged and were promptly canceled. Then one Challenge contestant, the Rev. Charles Jackson, told the federal grand jury probing the quiz shows that he received answers during his screening for his appearance. That prompted Challenge's sponsor, the Lorillard Tobacco Company (Kent, Old Gold cigarettes), to drop the show.

The $64,000 Question had the opposite problem: sponsor Revlon – possibly under pressure from its chieftain, Charles Revson, who has been credited with expressing the desire for famous faces that prompted Challenge's expansion to include celebrities - often tried to interfere with the production of Question, including and especially trying to bump contestants it simply disliked, no matter whether the audience liked them. Revson's brother, Martin, was assigned to oversee Question–including heavy discussions of feedback the show received. The would-be bumpees included Joyce Brothers herself, who managed to outwit the question writers and Revlon long enough to win the maximum prize.

According to producer Joe Cates in a PBS documentary on the scandals, he used an IBM sorting machine to give the illusion that the questions were randomly selected – in fact, all of the cards were identical. Since all of the buttons were on one line, they were mostly for show.

It was revealed during Congressional investigations into the quiz show scandal that Revlon was as determined to keep the show appealing - even if it meant manipulating the results – as the producer of Twenty-One (albeit also under sponsor pressure) had been. Unlike Twenty-One and Dotto, where contestants got the answers in advance, Revlon was reportedly far more subtle: they may have depended less on asking questions on the air that a contestant had already heard in pre-air screenings than on switching the questions kept secure in a bank vault at the last minute, to make sure a contestant the sponsor liked would be suited according to his or her chosen expertise.

The most prominent victim may have been the man who launched the franchise in the first place. Louis Cowan, made CBS Television president as a result of Question's fast success, was forced out of the network as the quiz scandal ramped up, even though it was NBC's and not CBS' quiz shows bearing the brunt of the scandal – and even though CBS itself, with a little help from sponsor Colgate-Palmolive, had moved fast in cancelling the popular Dotto at almost the moment it was confirmed that that show had been rigged. Cowan had never been suspected of taking part in any attempt to rig either Question or Challenge; later CBS historians suggested his reputation as an administrative bottleneck may have had as much to do with his firing as his tie to the tainted shows. Cowan may have been a textbook sacrificial lamb, in a bid to preempt any further scandal while the network scrambled to recover, and while president Frank Stanton accepted complete responsibility for any wrongdoing committed under his watch.


By the end of 1959, all first generation big-money quizzes were gone with single-sponsorship television following and a federal law against fixing television game shows (an amendment to the 1960 Communications Act) coming. Except for the skill-based Jackpot Bowling (1959-1961) and the short-lived ABC quiz 100 Grand (1963), the networks stayed away from awarding five-figure cash jackpots until the premiere of The $10,000 Pyramid in 1973. The disappearance of the quiz shows gave rise to television's next big phenomenon–Westerns.

None of the people who were directly involved in rigging any of the quiz shows faced any penalty more severe than suspended sentences for perjury before the federal grand jury that probed the scandal, even if many hosts and producers found themselves frozen out of television for many years. One Question contestant, Doll Goostree, sued both CBS and the producers in a bid to recoup $4,000 she said she might have won if her match of Question hadn't been rigged. Neither Goostree nor any other quiz contestant who similarly sued won their cases.

  • Louis Cowan – In addition to Quiz Kids (1949–1951), Cowan also created Down You Go (1951–1956) and the short-lived Ask Me Another (1952). Cowan briefly served as CBS Television Network president before leaving in the wake of the quiz show scandals. He later joined the faculty of the Columbia University school of journalism. He and his wife Polly were killed in an apartment fire in New York City in 1976. Lou Cowan's son Geoffrey later produced brief revivals of Quiz Kids in the 1970s, 1980s, and 1990s and is currently dean of the University of Southern California Annenberg School for Communication.
  • Hal March – The former comic actor who became an overnight star on Question continued to appear as an actor in television and movies throughout the 1950s and 1960s. Shortly after he signed on as host of It's Your Bet in 1969, he was diagnosed with lung cancer and died in 1970, four months short of his 50th birthday.
  • Irwin "Sonny" Fox – The first Challenge host was also known at the time for co-hosting the CBS children's travelogue Let's Take a Trip (Fox described it as "Taking two children on sort of an electronic field trip every week–live, remote location, no audience, no sponsors"), but his fame rests predominantly on his eight-year (1959–1967) tour as the suave, congenial and dryly witty fourth host of New York's Sunday morning children's learn-and-laugh marathon, Wonderama. Fox hosted Way Out Games (1976-1977), a Saturday-morning series for CBS, then later spent a year (1977-1978) running children's programming for NBC and eventually became a chairman of the board for Population Communications International, a nonprofit dedicated to "technical assistance, research and training consultation to governments, NGOs and foundations on a wide range of social marketing and communications initiatives", for which he is still an honorary chairman. Fox has also been a board chairman for the National Academy of Television Arts and Sciences.
  • Patty Duke – A child star (thanks to her film portrayal of Helen Keller) when she appeared on Challenge, she eventually testified to Congressional investigators - and broke to tears when she admitted she'd been coached to speak falsely, an incident Sonny Fox described when interviewed for the PBS program reviewing the quiz scandals. Duke survived to become a television star (The Patty Duke Show) in the early-to-mid-'60s, before moving on to more film and television work (including a memorable role in Valley of the Dolls), becoming an activist in the Screen Actors Guild, writing two memoirs (Call Me Anna and A Brilliant Madness) describing her troubled child acting career and her lifelong battle with manic depression, and becoming an advocate for better protection and benefits for child actors.
  • Charles Revson – Inspired by cosmetics competitor Hazel Bishop (whose sponsoring of This Is Your Life provided big sales to Bishop) to think about television sponsorship in the first place, Revson was never investigated in his own right for his role in the quiz show scandals despite testifying (as did his brother, Martin) before Congress when the scandals broke in earnest. The cosmetics empire he founded, however, continued its success – and continued to sponsor television programming – for many years after the scandals faded away. Known as a hard-driving, hard-driven perfectionist whose overbearing manner usually alienated even his closest business partners, Revson's success left him a billionaire when he died in 1975. His charitable foundation has since given over $145 Million in grants to schools, hospitals, and service organizations in various Jewish communities.
  • Dr. Joyce Brothers – Only the second contestant to win the show's big prize (after expertly thwarting numerous attempts to bump her from the show because Martin Revson was said to have disliked her and doubted her credibility as a boxing expert), Brothers has enjoyed the most enduring fame and media success among anyone who rose to prominence by way of Question. Her championship as a boxing expert led to an invitation to become a commentator for CBS' telecast of a championship boxing match between Sugar Ray Robinson and Carmen Basilio. By August 1958, Brothers was given her own television program, first locally in New York and then in national syndication. Making numerous television and radio appearances as a psychologist, not to mention numerous television comedy roles, Brothers has also written a long-running syndicated advice column in newspapers and magazines. She is still considered, arguably, the first media psychologist and has been licensed by New York as a psychologist since 1958.
  • Ralph Story – He became the much-loved host of Ralph Story's Los Angeles (1964–1970), still considered the highest-rated, best-loved local show in Los Angeles television history. Story has also hosted A.M. Los Angeles and was the narrator for the ABC series Alias Smith and Jones in 1972–1973. He died on September 26, 2006 at the age of 86.


Selected PBS outlets showed surviving kinescopes of the original Question in Summer 1976, as a run-up to a new version of the show called The $128,000 Question, which ran for two years. The first season was hosted by Mike Darrow and produced at the Ed Sullivan Theater in New York City, while the second was produced at Global Television Network in Don Mills near Toronto, Canada and hosted by Alex Trebek.

In 1999, television producer Michael Davies attempted to revive Question as The $640,000 Question for ABC, before abandoning that project in favor of producing an American version of the British game show Who Wants to Be a Millionaire?. Millionaire has a very similar format to The $64,000 Question – 15 questions (now 14) in which the contestant's money roughly doubles with each correct question until reaching the top prize. However, the questions in Millionaire are of a broader variety than Question's one-category line of questioning and have a different category for each question, and Millionaire offers three chances for help (called "lifelines"), which were not present in Question.

In 2000, responding to the success of Millionaire, CBS bought the rights to the property in a reported effort to produce another revival attempt, The $1,064,000 Question, to be hosted by sportscaster Greg Gumbel. Because of format issues similar to those encountered by Davies for ABC, this version was never broadcast.

UK version



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