Benny Hits The Jackpot (Press, 18 March 1980)

On 18 March 1980, it was reported that a two-man team from Thames Television achieved significant success in the United States, securing sales agreements worth over three and a half million dollars for 100 half-hour comedy shows. This deal, attributed largely to the iconic Benny Hill, marked the biggest British comedic invasion of American television, surpassing past efforts from notable figures like Tony Hancock and Morecambe and Wise. Thames Television expected total sales to reach five million dollars as more American stations signed up. Benny Hill became a cult figure in the U.S. after his show, comprised of reedited material from a decade of his work on British television, aired twice-daily across the country. The Americans, less familiar with Hill's distinctive brand of bawdy humour, were captivated by his curiously risqué routines, leading to soaring ratings and a shift in critical opinion. Critics, who previously dismissed Hill’s style, began to embrace him, with some acknowledging the humour in his controversial content. Realising the commercial potential of Hill’s newfound fame, Thames Television promptly capitalised on his success. Hill, now in his early fifties, had spent 40 years honing his craft as a performer, yet remained modest about his American acclaim, which he described as "nice" but cumbersome, especially when it came to managing fan mail. Hill underscored his lack of interest in wealth, proudly describing a practical lifestyle devoid of luxury. The article further explored Hill's personal life, noting his cluttered flat, a stark contrast to his celebrity status. Despite his marketing success, Hill limited his performance commitments to four shows annually for Thames and was developing a film set in the South of France. He also toyed with the idea of a new comedy show featuring attractive women, whimsically naming it "Hill's Angels." While Hill occasionally faced criticism for his cheeky humour, he maintained that his style adhered to certain boundaries, often reflecting on the nature of his jokes and the audience's role in interpreting them. He was keenly aware of the need for well-structured comedic sketches, spending considerable time rehearsing to ensure effectiveness. The scope of his work extended beyond television, as Hill engaged in international touring and remained passionate about hobbies like boxing. Although enjoying fame, he cherished his privacy and often donned disguises when needed. Benny Hill's comedy, described as "greedy, vulnerable, vulgar, and invigorating," had garnered a significant following not only in the UK but also across various countries, including France and Australia. With enough financial stability, Hill expressed reluctance to settle into a long-term series in America, valuing freedom over a potentially restrictive situation. In summary, Benny Hill’s unconventional brand of humour, coupled with Thames Television’s strategic marketing, not only catapulted him to cult status in the United States but also paved the way for unprecedented financial success in British comedic exports.

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