The Tuesday Night Bloggers: Ellery Queen, broad brand, and continuation works

A group of related bloggers who work in the general area of Golden Age Mysteries has decided to collaborate and publish a blog post every Tuesday as the Tuesday Night Bloggers. We began in the spirit of celebrating Agatha Christie’s 125th birthday anniversary. We’ve now going to continue with a different Golden Age mystery writer every three weeks; the first three Tuesdays of November will be devoted to Ellery Queen.

A note: henceforth when I refer to “Ellery Queen” I mean the literary character. Any reference to “EQ” will refer to the two real-life cousins who wrote together and signed their work as Ellery Queen.

 

Ellery Queen as a brand

Literary characters like Sherlock Holmes and Ellery Queen are called “brands” in certain contexts because of the similarities between them and the brands of, say, Nike and Burger King. There is a set of associations that aficionados associate with each brand; Nike denotes speed and Sherlock Holmes denotes deductive logic, among many other associations that compose the “brand platform” or brand image. The brand platform — or corporate image — represents how customers feel about the brand in various ways. If I wear a T-shirt with the logo of Apple or a silhouette of Hercule Poirot on it, what am I saying about myself as a person? Whatever the qualities that people associate with Poirot, by wearing the shirt I am associating myself with his brand.

Good brands have three properties: length, depth, and breadth. Length is longevity; good brands have been around for a long time and expect to be around in the future. Superman, dating back to 1938, is a more powerful brand than X-Men, who only date back to 1963. Depth is more difficult to define, but a brand with depth is one where the brand platform has a larger number of complex associations that come to mind in connection with the brand. You might think of Ferrari as a brand with more depth than Chevrolet because there are so many associations for Ferrari with wealth, the international racing circuit, or high performance machinery.

In terms of Ellery Queen, it’s the breadth of this brand that is most impressive to me and what I propose to discuss here. Breadth increases with the number of ways in which the brand is available to be experienced. Superman, for instance, began in the pages of a comic book. That brand has since transmigrated to television, film, books, hip-hop dance, popular music, numismatics, video games, and many other modalities. In detective fiction, I’d say there are three major brands with the most length, depth, and overall breadth: Sherlock Holmes, Jane Marple, and Hercule Poirot. But at the second rank there are a number of excellent brands, and in terms of breadth I think Ellery Queen is primus inter pares with other detective brands like Nero Wolfe, Alfred Hitchcock, and Jessica Fletcher because of the extraordinary breadth of the brand.

EQ, the cousins Dannay and Lee who created the Ellery Queen character and eponym, were early innovators in branding breadth. It’s as though, after a certain point, EQ were determined to extend Ellery Queen into every conceivable variation within every available medium. I don’t think what they did was really a brand strategy, as we today know the term; EQ were innovators who were making it up as they went along, since branding theory had not yet been invented, but they had a huge amount of natural talent and an almost uncanny instinct for what worked and what didn’t.

It’s far beyond the limits of a blog post to examine the entire EQ career as an exercise in branding; that would be enough material to write a textbook, although I doubt I ever will. Let me take the lazy man’s way out and present you with a series of roughly chronological bullet points, each of which illustrates an aspect of how EQ approached their literary property. The chronology can be found in detail here and begins in 1929 with the publication of their first novel, The Roman Hat Mystery.

• After their first three Ellery Queen novels, EQ began to diversify and published their first of four mystery novels as by Barnaby Ross. Although the differentiation made for some interesting marketing ploys, such as the cousins giving amusing lectures while both masked, one as Queen, one as Ross, it soon became apparent that the Ellery Queen brand was the dominant one. It seems as though they quickly admitted the pen name and folded it into the Ellery Queen brand. EQ licensed out the Barnaby Ross name in the 1960s for a series of historical novels … I’ve never been sure quite why.
• The cousins began a short-lived magazine of their own called Mystery League, which published short stories. It ran only four issues.
• Over the five years following the first Ellery Queen novel, the cousins diversified by selling short stories to the “slicks”, magazines like Redbook; after five years they had enough to collect in a volume and published their first anthology, which also went into paperback. This encouraged them to keep a strong secondary focus on the short-story form as it allowed them to sell the same material in two markets.
• In 1934 the first “package” — a compendium volume collecting multiple earlier novels — was published, The Ellery Queen Omnibus.
• With the final First Period “nationalities” novel in 1935, The Spanish Cape Mystery, EQ began to experiment in two literary directions. One was the subject of my last blog piece, Halfway House as the transition between Periods One and Two; the other was the production of fast-and-dirty novels which seemed designed as scenarios for motion pictures. The first Ellery Queen movie, The Spanish Cape Mystery, came out in 1935 and was followed by two more films based recognizably on novels, and then seven films between 1940 and 1942 that were not based on anything canonic.
• The radio programme The Adventures of Ellery Queen ran between 1939 and 1948; Dannay and Lee wrote the scripts until 1945 and then handed the job to Anthony Boucher.
• In 1940, one of the radio programme’s scripts was turned into a Whitman Big Little Book; this is a palm-sized (3-5/8″ x 4-1/2″) volume with text on the verso page and a black and white illustration on the recto page. The Adventure of the Last Man Club was a typical entry in the series, which was a primitive attempt at cross-platforming properties from radio, comic strips, and series of adventure novels like Tarzan.  This specific novel will come up in my discussion again; I’ll just note here that this book was written by an unknown author based on an EQ radio script. It was later turned into a paperback original by deleting the illustrations and editing the volume. Even more interesting to me is  Ellery Queen, Master Detective, which is a 1941 novelization of the movie of the same name. The movie is “loosely based” on 1937’s The Door Between. In other words — there’s a book called The Door Between that was altered for a movie and then taken by another (unknown) author and turned into a novel called Ellery Queen, Master Detective. Similarly, The Devil to Pay became the film Ellery Queen and the Perfect Crime, which was novelized as The Perfect Crime. More novelizations of radio plays from the period exist.
• Ellery Queen’s first appearance in comic books/graphic novels was in 1940, and he was the subject of two short-lived series in 1952 and 1962.
• 1941 saw the introduction of EQ’s second and soon-to-be-permanent foray into magazine publishing, Ellery Queen’s Mystery Magazine, which is still published today in 2015.
• EQ were becoming known as assemblers of short-story packages and they contributed extremely well-informed forewords to a number of other author’s collections, including John Dickson Carr, Dashiell Hammett, Stanley Ellin, Stuart Palmer, Margery Allingham, and Roy Vickers. They continued to assemble volumes of short stories by other authors and occasionally volumes of Ellery Queen stories.
• 1941 saw the publication of the first novel as by Ellery Queen, Jr., all of which were written by other authors and edited by Lee.
• In 1942 EQ began to write critical non-fiction about an area of their particular expertise, the detective short story. Queen’s Quorum (1951) is still considered the principal text in this area.
• In 1961, EQ licensed the first novel as by Ellery Queen (Dead Man’s Tale by Stephen Marlowe) which was the first of 28 novels written by other authors and published as by Ellery Queen. This, with the earlier 5 novelizations brings the total to 33 “as by Ellery Queen” novels; another four novels were ghost-written with close supervision by EQ, so the total is (loosely) 37. This contrasts directly with 30 novels as by Ellery Queen that actually were written by EQ over their lifetimes. There’s an asterisk to this: The Lamp of God by EQ was published in a 64-page edition by Dell Ten-Cent in 1951. So let’s call it 30-1/2 volumes they wrote and 37 they didn’t.  There are a lot of other ifs-ands-buts that go along with this; my point is either that EQ had more novels as by Ellery Queen ghosted than the ones they wrote themselves, or damn close to.
• Ellery Queen became the subject of a television series a number of times in the 1950s, a television movie in 1971 and 1975, and another short-lived series in 1975-76.
• Throughout EQ’s lifetime, they licensed the character of Ellery Queen for board games, jigsaw puzzles, and computer games, etc., as often as they could.
• Finally, although it counts as posthumous, I couldn’t resist the temptation to add in a plug for the first Ellery Queen theatrical adaptation of Calamity Town, written by my Facebook friend and expert in all things Queenian, Joseph Goodrich. The play opens at the Vertigo Theatre in Calgary, Canada, on January 23, 2016 and runs till February 21, 2016.

To sum up: novels, magazines, anthologies, compendia, films, radio, odd-format books, comic books/manga, assemblages of short-story collections, children’s books, non-fiction, licensed novels, television, board games, jigsaw puzzles, computer games and live theatre. The only other detective brands that can approach or equal this breadth are Sherlock Holmes, Hercule Poirot, and Miss Marple.

Continuation novels

At this point let me stop for a definition of the “continuation novel”; I intend to link this to the breadth of the Ellery Queen brand to tie off my thesis.

“Continuation novel” is a polite term for a novel that, as Wikipedia puts it, “is a novel in the style of an established series, produced by a new author after the original author’s death”. When the series’s characters are still within copyright, the new author must have the permission of the deceased author’s estate (such as Sophie Hannah’s 2014 Hercule Poirot continuation, The Monogram Murders). Characters like Sherlock Holmes may be continued by anyone, and it seems as though any number of authors have had a whack at Holmes in the past decade or two.

You may be surprised to know just how many well-known mystery writers have been continued by other authors.

• Margery Allingham was continued immediately after her death by her husband and within the last year by mystery writer Mike Ripley.
• Agatha Christie was continued by Sophie Hannah in 2014, as noted above, and also by Charles Osborne,who novelized three plays in 1998-2000.
• Dorothy L. Sayers has been continued by mystery writer Jill Paton Walsh.
• Rex Stout was continued by Robert Goldsborough from 1986 – 1992, and then from 2012 to the present.
• Erle Stanley Gardner was continued by Thomas Chastain in two Perry Mason novels in 1989/1990.
• Earl Derr Biggers’s Charlie Chan series was continued by Dennis Lynds in 1974. (Lynds apparently novelized an unproduced screenplay by other authors.)
• Heron Carvic’s Miss Seeton series was continued by two other authors in paperback originals from 1990 to 1999.
• Raymond Chandler was continued by Robert B. Parker in 1991; Robert B. Parker’s Spenser series has been continued by Ace Atkins.
• Leslie Charteris’s The Saint series was continued by Burl Barer in 1997, who novelized a film script of the same year.
• Craig Rice was continued by Ed McBain.
• Virginia Rich was continued by Nancy Pickard.
• And of course a reference work outlining continuation pieces goes on for an entire chapter about Sherlock Holmes. It’s interesting to note that one such novel bears the name of Ellery Queen!

Admittedly some of these would qualify as “collaborations” rather than continuations. For instance, Ed McBain was given half a book written by Craig Rice before she died and completed it and this is commonly referred to as a collaboration. The operative part of the definition of “continuation novel” is that the original author is dead. The related definition of “pastiche” is apparently based upon the idea that the original author is still alive; thus Case for Three Detectives by Leo Bruce, which presents thinly-disguised portraits of Peter Wimsey, Father Brown, and Hercule Poirot by different names, counts as pastiche but not continuation. Another closely related concept is the “adaptation”, wherein one author adapts the work of another into a different medium (such as film or radio); adaptations can be close or extremely loose (Sherlock Holmes in Washington comes to mind, or the current US television series Elementary). 

If you’ll allow me to lump all these definitions together into one for a moment, to create my own usage, let’s imagine that a “continuation” work is where one writer creates a character and another writer uses that character in an original work, whether closely or loosely allied with the original author’s vision. Under this definition it seems as though nearly every single well-known mystery writer has been continued in one way or another … I can’t think of more than a few who haven’t been, although Sue Grafton comes to mind. (Grafton herself continued Miss Marple by writing a screenplay for A Caribbean Mystery.)

Under this looser definition, Ellery Queen is already a shining example of continuation. EQ published a number of novels as by Ellery Queen that were about the Ellery Queen character but written by two other writers (Theodore Sturgeon and Avram Davidson). EQ licensed both the Ellery Queen authorial name and their other pseudonym of Barnaby Ross for the publication of a wide range of novels, ranging from hard-boiled cop novels to a charming locked-room mystery by John Holbrook Vance. Other authors wrote screenplays, teleplays, and radio plays (including Anthony Boucher) about Ellery Queen. And as I noted above, EQ allowed a couple of their books to be turned into screenplays by one writer which were then novelized by another; I honestly can’t think of another example in literature like this, where an author authorizes two different versions of the same material (one EQ’s, one not) to be simultaneously available. There are Ellery Queen computer games and “mystery jigsaw puzzles” and board games that were designed and created by other people. Now there is a stage adaptation of Calamity Town that means that the Ellery Queen brand is available in just about every communications medium known to humans. And more often than not, that material was created by people other than the EQ cousins.

This really is an extraordinary achievement by EQ, especially since in modern terms it’s taken the resources of a large corporate structure (currently Acorn in the UK) to extend the Agatha Christie brand into as many media platforms. Not only did EQ have to achieve this breadth, they had to invent its possibility; in 1929, “branding” meant something you did to the rear ends of cattle. So full marks to Messrs. Dannay and Lee for creating such a versatile character as Ellery Queen and then for creating the methods to ensure that character’s spread into as many niches as possible.

Into the future

Manfred Lee died in 1971 and Fred Dannay in 1982, and 1982 seems to be the moment when, unsurprisingly, the Ellery Queen brand began to sink into desuetude. Other than the continuing existence of EQMM, which Dannay continued to edit until the year before his death, there was almost no product in any medium bearing the name of Ellery Queen. The people at Crippen & Landru did a diligent and thorough job of tracking down the last remaining unpublished or uncollected material and putting it into modern volumes for our convenience about ten years ago, and Ellery Queen fans owe them a vote of thanks. I’d be willing to believe that pretty much everything is in print that’s going to be in print, barring a few rags and tags. There appear to be no new television adaptations or films, Internet series or virtual reality games on the horizon that leverage the Ellery Queen brand, and pretty much all the print volumes have been published in an attractive uniform E-book edition. I think it’s very likely that the brand has slipped into stasis since 1982 and is in great danger of not being able to recover. (I’m aware that occasionally a brand gets reversed upon itself upon revival, and becomes something quite different from what it used to mean — look up Space Ghost — and I can only hope that that doesn’t happen here.) The neglect of any appreciable amount of new product in 30 years has put the Ellery Queen brand into a terminal condition and it may become a dead, historic brand very much like what happened to Philo Vance.

In fact, there appears to be nothing that can rescue the Ellery Queen brand except continuation works. I think most people would be expecting new novels and/or short stories featuring Ellery Queen to come along sooner or later, simply because so many other detective character brands have made it happen that way. In a way I think that Acorn’s production of Sophie Hannah’s Poirot novel of 2014 might have opened the door for a number of such revivals. A couple of GAD brands are in the process of rebooting. I understand there is an American television series production coming in the near future that will transplant Jane Marple to the US as a young woman, and of course there are currently two productions featuring Sherlock Holmes in a modern-day setting. If I had to speculate, I’d say that the most likely thing to happen is that the EQ estate will license someone to write a handful of new novels.

Oh, sure, it would be tempting to suggest finding a continuation author to write actual novels. Certainly the idea appeals to me personally, since I could stand to have a regular supply of new Ellery Queen novels, one every six months for the rest of my life. And I imagine that a lot of my fellow GAD fans would love that to happen. The trouble is, the original Ellery Queen brand appealed to a wide range of regular readers, and the life-support activities implied by, say, bringing out a new Ellery Queen volume once a year for the next decade would not attract any readership beyond a cadre of middle-aged to elderly people (yes, like myself) who are aficionados of the Golden Age form and who know exactly what Ellery Queen stands for. And, frankly, we don’t focus enough buying power to make it worthwhile. It would almost be more sensible to just open up Ellery Queen to full-time house name status, like “Margaret Truman” or “Franklin W. Dixon”, and commission paperback original crime novels at the rate of three or four a year. The brand would be devalued but at least it would still bring in money.

Is that what I would do with the brand personally? Not really. One of the hallmarks of the Ellery Queen brand is a high degree of written literacy; the language, plots, and characters are sophisticated and urbane. Unfortunately today’s post-literate generation is unlikely to want to burden itself with the tedium of actually reading difficult books like that, even on an e-reader. I’d be looking for a way to leverage the brand into an extremely modern platform of some kind, probably as an on-line series, and I’d be looking to cast a very talented young actor to carry the weight of the role for a long time, along the lines of David Suchet. And I would insist that the continuation activities had three hallmarks. It doesn’t seem useful to reviving the brand to reboot it in a 21st-century way, by making Ellery Asian or female or an Asian female, or whatever. Sometimes that works, but I can’t think that would please anyone except those for whom Ellery Queen was a completely new character. So the first stricture would be, keep Ellery pretty much the way he is — single white New York male.  My second idea would be to fix Ellery Queen very firmly in the historical past. I think the 1930s would be most appropriate, but there are problems with this — I understand that Acorn have research that suggests that the period has to be “within living memory”, which is why so many 1920s/1930s brands have been updated to the 1950s and 1960s for recent television production.  If I couldn’t manage the 1930s, I’d fix him in the 1950s and do the rebranding as a period piece, just a different period. And the third stricture is that since Ellery Queen is now really associated principally with the publication of mystery short stories, that’s what I’d be building on. Sure, I’d like some novels. But I think it would be better for the brand to revive by using the short story form, if print is required.

And, of course, this is not my business, in the most literal sense. Don’t get me wrong, I love Ellery Queen and respect the EQ cousins’ great achievements with the character. I don’t want to see the brand die, but I also cannot see that it’s possible to keep the brand alive and preserve it in amber as a Golden Age relic. I have no idea why the current EQ heirs are not licensing continuation material; it’s almost too late, if it isn’t actually past the sell-by date, so perhaps they merely feel that it’s appropriate to let the brand die, out of respect for its former achievements. That’s fair and reasonable, as long as the heirs don’t need the money. If they do want to continue the brand, they have to get busy quickly.

What do you think? Is it time for Ellery Queen to sink into the dust of history, or would you like to see something happen to revive the character and the brand?