Encyclopedia Of Pinball - Whiffle to Rocket 1930-1933 - Volume 1 (600DPI)

269 Pages·1996·390.3 MB·English

by  Richard M. Bueschel

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ENCYCLOPEDIA
OF
Volume l
By
Richard M. Bueschel

SHverball
Amusements
Volume
1
ENCYCLOPEDIA
OF ·
WHIFFLE to ROCKET 1930-1933
Volume l
Bv Richard M. Bueschel
The Origins of Pinball, Mechanical Marvels,
Pinball Potent Wars and Povouts.
"On a gloomy day in October of depression-clouded 1931 a
young businessman, always cheerfully wise-cracking on the
gloomiest day, after hours of good-natured but stubborn argument,
persuaded his senior associates in a small printing shop to join him
in a bold venture. As a result of their decision, a simple but fasci
nating, color-splashed pinball game was introduced to America
late in 1931. By the time 1932 dawned, under darker depression
clouds than ever, the rainbow bright game, BALLYHOO, was a
worldwide sensation."
-Editorial, 25th Anniversary Edition, BALLY-WHO,
Bally Manufacturing Company external house organ,
January 1957.
Cover: Bally 1932 BALLYHOO used with permission of Bally Manufacturing, courtesy of Russ Jensen.
Left: Starting in June 1931, the WHOOPEE GAME was aggressively advertised in Automatic Age magazine, becoming the cover story in September. The
issue is shown here on the WHOOPEE GAME playfield. -Nick Loos Collection
Dedicated to ...
the thousands of dedicated collectors and
plovers of pinball games throughout the world
who hod the patience to wait
for this series.
Published by
Silverball Amusements
Distributed by
The Pinball Resource
37 Velie Road
LaGrangeville, NY 12540-5512
Design & Production by
Eric D. Hatchell
Wordmarque Design Associates
12644 Chapel Road, Suite 204
Clifton, VA 22024
Copyright© 1996 by Richard M. Bueschel
All rights reserved by author. No part of this work may be reproduced or used in any form or by any means graphic,
electronic or mechanical, including photocopying or information storage and retrieval systems, without written
permission from the copyright holder.
First Edition November 1996
Bueschel, Richard M.
Encyclopedia of Pinball, Volume 1
Library of Congress Catalog Card Number 96-071081
ISilN 1-889933-01-5 (Volume 1)
ISBN 1-889933-00-7 (6 Volume Set)
Printed in the U.S.A.
ENCYCLOPEDIA
OF
WHIFFLE ROCKET
to
1930- 1933
Volume l The Origins of Pinball,
Mechanical Marvels,
Pinball Potent Wars
and Povouts.
Published bl,!
Silverball Amusements
Distributed bv
The Pinball Resource
37 Velie Road
Bv LaGrongeville, NY 12540-5512
Tel. [phone] (8 am to 11 pm)
Richard M.Bueschel
Fax [phone] (24 hours)
Foreword
How long does it take to write a book? If do the job. Yet the fact that I am doing it
you are talking about pinball games, or any has opened a door to shared knowledge,
of the coin-op, mechanical amusement and with many players and collectors, designers
technological advances of the late 19th and engineers, distributors and historians
Century through the 20th Century and sharing their knowledge and artifacts with
into the 21st Century, you should really ask me in a manner that moves these books
how long it takes to learn enough about along. That doesn't necessarily mean fast.
the subject to be able to write about it. This initial volume in the Encyclopedia of ·
That takes time for the very reason that Pinball was twelve years in research and
the excitement of invention and the intro incubation, and eight years in writing. The
duction of the resulting products took so first drafts were typed on an Olivetti
much concentrated time and effort to portable with a tiny Bodoni typeface,
achieve, the need, not to mention the surviving to be rewritten on an IBM
desire, to record the history of these events "bouncing ball" typewriter, moving into a
was all but ignored. Even the inventors of Dell computer network, and then unto my
these devices did little to preserve their Mac SE/30 (where I couldn't see the end of
memory in the fields they worked in my sentences on the 9-inch BW screen),
because the work never ended. There were finally making the technological leap to a
no clear starting and stopping points, and Mac Power PC in the Spring of 1995. The
as a result no one had or took the time to book needed that, because it finally zipped
stop and smell the roses. The next game along. I must frankly admit that without
was always going to be better than the last the advancing technology, particularly the
one, and had to be on the line in time and enhancement in working speed, it might
then off just as fast to make room for the never have been finished. As it is, as this
next one, and recorded history be damned. first volume in the Encyclopedia of Pinball
That makes a serious effort to recreate wraps up I can hardly wait to get rolling on
the past and compile a record of what volume 2. Truth be known, it's already
happened and when, including the games started and well underway.
that offered significant advancements in
the coin machine industry, an all but Richard M. Bueschel
impossible task. Even when industry and 414 N. Prospect Manor Avenue
distribution oldtimers are interviewed, and Mt. Prospect, IL 60056-2046
asked about important contributions to the 1-847/253-0791
pinball past, repeated expressions of FAX [phone]
surprise are often followed by the comment September 20, 1996
"I didn't know anybody cared."
But we do.
Enough, in fact, to take the time to dig
into a clouded past. There are vintage
pinball players, collectors and historians,
with all of these disciplines overlapping. In
a way we are all pinball historians, eagerly
searching for more of the story, sharing
with others, and adding to our own knowl
edge in the process. The fact that I am the
writer of this pinball encyclopedia is as
much an accident of history as a dedica
tion, for there are many enthusiasts that
expressed a desire and are quite willing to
p.iv
Acknowledgements
When you're waiting for a book to come person can't do it alone, and if they tried leisure and checked and re-checked as the
out, any time involved seems too long. the resulting story would be sorely skewed. book progressed. It also meant that an
When you are writing a non-fiction book of It takes enthusiasts, historians, people unmatched collection of original 1930-
history you have a similar feeling. It's not so willing to contribute their time and knowl 1933 pinball flyers were available for review
much that you want the job done and edge, and a serious hunt for backgrounding and reproduction. There was no missed
behind you as much as your own anticipa material (with some lucky hits!) to even get media; the dream collection of background
tion of a good read to learn more about the started. It takes a lot of all of that, plus enor source material was available, and
subject, and wait for the next volumes to mous amounts of time, to get the job done. constantly used.
come if there are to be any. Writer, and The subject at hand has a lot to do with This information explosion was matched
reader; it's a shared experience. Except for the extension of cooperation and outside by a wealth of personal interviews, some so
one difference. The writer has to do the help, and with something as unique and unique and insightful that one cannot
research, organization and assembly work exciting as pinball there was no lack of imagine a history of pinball in the years
and put it all together, not to mention the contributors. At some points the help was a 1930-1933 without them. I was first turned
words involved. It makes the final result no deluge, and a lot of sorting needed to be on to the remarkable history of the game by
less interesting (quite often I will read a done. At other points little if any factual Harvey Carr, the 1925 founder and long
passage in one of my own books and marvel material was readily available, and that ago editor of Automatic Age, and later and
at its factual content as if I had nothing to made the research job all the tougher. That finally publisher of The Coin Machine
do with the product). It is almost like doing in itself is exciting, because then the ques Journal until its termination in 1962.
your income taxes. You have the full story tion hangs heavy: can this obtuse historical Harvey knew all the players, and talked
before you in boxes of notes and papers, but point about a game and its makers be about them as if they were right there in
you don't have the faintest idea of what you revealed? You stick with it until it is, and as the room. He gave me the names, and
owe, or what you will receive in a refund, a result no book of this nature can move often the addresses, of the people to talk to
until you get to the bottom line. faster than its slowest parts. fast, before they got away. He also made a
The Encyclopedia of Pinball, Volume 1, About·t hose parts. Many of them came statement that galvanized me: "Early in
is like that. As will be the Encyclopedia of from a wide variety of sources. The bedrock 1930 there appeared a new type, or a
Pinball, Volume 2 and beyond. The true came from the contemporary trade media. modernized version, of the bagatelle game.
story is in stacks of papers, trade publica But some interesting events took place The miracle of miracles, the penny, plunger
tions, photos, documents, almost illegible between my original pinball researches type, semi-automatic marble game
notes, industry personnel interviews and some years back that make this coverage appeared." Reporter and magazine
other source materials. All it takes is time even deeper than originally anticipated. publisher Bill Gersh, the "Walter Winchell
and inclination to put this pile of diverse Where my previous work often required of the coin machine business," the major
materials into a mental blender, set it on perusal of the media in libraries and on pinball columnist for The Billboard, Auto
high to mix it up, and pour out the story. microfilms, this Encyclopedia of Pinball matic Age and The Coin Machine Journal
This simile is closer to the truth than you came direct from hard copies of the leading throughout the beginnings and early
might imagine, for it is sometimes difficult trade publications. Your author has a history of the pinball industry, and a
to see the track of a story in the minutia of complete set of The Coin Machine Journal publisher in his own right with Cash Box
its research. Often it is only when tens, or from 1931 through 1962 and The Billboard and later The Marketplace, waxed eloquent
even hundreds, of small bits of information for the years of this volume in both hard about the early years and gave me more
are blended together that a major fact copies and microfilm. The Dr. Smith names to track down. Carr was a teetotaler,
reveals itself, and that process can be auction at Sotheby's in September 1994 but Gersh had a way with a martini or two
exciting. But that doesn't happen unless added a complete set of Automatic World or three or four that was a wonder to behold,
there is enough raw material to fill that published in Texas during the key creative likewise pouring out the history of the game
mental blender. And for me, that's where years of early pinball, and in partnership by people and machines. Harvey and Bill
the real excitement of putting together a with fellow coin machine historian Bill have since passed on, but not before they
book such as the Encyclopedia of Pinball Enes, possibly the only complete set passed their stories and pictures on to me.
comes from. Like blended whiskey, the (missing a few issues in the pre-pinball All of that was more than enough to get
product comes out better for the mix. period and in the later years) of Automatic my juices flowing, so I started out on the
It is the ingredients of that rich mix that Age 1925-1946. This meant that the ads, great search for survivors and their stories.
I would like to acknowledge here. One articles and trade gossip could be read at It began with the remarkable set of inter-
p.v
Encyclopedia of Pinball, Volume 1
views conducted with Robert E. Froom of of his sons as well as Mary Ann's adored ration, my advertising client at the time I
Youngstown, Ohio, in the early 1980s. Bob grandmother. The Moloney story was first interviewed him in 1968. He gave me
became a good friend, and his virtual total greatly enhanced by a series of interviews an understanding of the beginnings of the
recall of the development of the Automatic with the equally charming Eddie Ginsburg, Rock-Ola Manufacturing Company, soon
Industries WHIFFLE pinball games by his of Glencoe, Illinois, a pioneer pinball to be Corporation, the game of JIG SAW,
father in 1930 and 1931, plus his distributor who was close to all of the and the man Dave Rockola so well liked by
photographs and complete documental manufacturers and personalities through his the people who worked in the other offices
records, allow us to look through the Atlas Novelty Company. Eddie was known in his building, that I knew right then and
window of time to follow the invention and to his compatriots as "Beautiful Eddie" and there that I had to do a book about the
development of this seminal game. We lost was there from the very beginning of the history of pinball. A book! Who knew
Bob a year or so ago, and he will be sorely industry, and even briefly made games. where that thought would lead.
missed for his knowledge and enthusiasm This volume also makes great use of But a book needs research and pictures,
for this project. He was also an Air Force interviews with men who started out as too. That was a separate and concurrent
war hero, flying "The Hump" supply route workers in the industry, and rose to posi search. I can't begin to count the antique
between India and China during WWII, to tions of great importance. Bob Breither was shops, shows, malls, old factory buildings,
keep China in the war. Insight into the the third factory employee hired by Bally to libraries, junk shops, family papers, and
next round of pinball development in produce their first game BALLYHOO. He even alley pickings, that led to my collec
Chicago was provided by an equally enthu rose to be manager of their Vending Divi tion of pinball ephemera. The contacts
siastic and eager Jack Chizewer who sion, later became an ace salesmen for number in the thousands. My wife was a
wanted his father's story told. Although of Seeburg and a number of slot machine saint to put up with it, and allow me to
an advanced age, David C. Rockola was manufacturers, and only recently retired spend real money for what appeared to be
very enthused about the project in the from the business with a mind as sharp as ratty old papers and photos. But little by
years before his death, with a series of inter the day he began. His co-worker, and a not little the bits shaped into bites, ultimately
views with the author over a period of a much later employee hired to assemble to be transferred to bytes and this story. I
dozen years providing the inside story of BALLYHOO, Billy De Seim, rose to the must bestow thanks on some of my major
the JIG SAW and WORLD'S SERIES rank of one of the hottest sales managers in sources of pinball paper and photos, people
games. Rockola stated he told no one else the business, working at Exhibit Supply, who either gave me the pieces, or sold
because some of the incidents were embar United and finally at Williams where I first them to me at advantageous prices, because
rassing, or he didn't want others to know interviewed him in 1973. We remained in they knew the items would end up in a
how some of the decisions were made at the contact until his death in the mid-1980s. book, and they liked that thought. My big
time. Conversely, he was delighted to have Stan Levin, close to the Gottlieb family "finders" over the years are Larry Lubliner,
the story become a part of history. by marriage, and close to many in the a man with a good eye and who knows my
The contributions of Dave Gottlieb were industry, provided great insights. And "Mr. kind of stuff; Joe Loccisano, a professional
thoroughly defined and elaborated by the Pinball," Paul C. Calamari, formerly of "picker" out of Lancaster, PA, who is fabu
personal family collection of data, artifacts Bally, who started there on the BUMPER lous; Ira Warren, who made a monster
and photographs of the entire tenure of D. assembly line and became the manager of "find" years ago when he got the files and
Gottlieb & Company from the late 1920s the Pinball Division years later, was a foun old game flyers of the Queen City Novelty
through the 1970s and beyond by the tain of information, some of which you will Company in Cumberland, MD, going back
generous assistance of Alvin Gottlieb and his read here, with much more coming up from to 1930, and spun off the pinball material
son Michael. The Gottlieb archives are a this remarkable source. to me; followed by Alan Sax who saw to it I
repository of material about the history of Then there was that great source of got the rest of it; premier paper and game
pinball and the personalities involved knowledge provided by a meeting platform, ephemera collector the late Fred Fried, who
unmatched anywhere, and were liberally and the Pinball EXPOs run by Rob Berk and moved most of his pinball paper my way;
constantly consulted in writing the first Mike Pacak since 1984. It was there that I followed by Bob Levy, who saw to it I got
volume of the Encyclopedia of Pinball as had the opportunity to mingle with the what I needed from his acquisition of some
they will be for all future volumes, including pinball greats of the past, present and obvi of the other papers from Fried; the families
period photography. Other insightful inter ously the future as well as the game histo of game makers and designers I tracked
views include lengthy discussions with Alvin rians of the present. Among the industry down, and finally that great stand up guy
Gottlieb about his father, and his own deep greats attending the EXPO sessions are Bill Enes, who made sure that he and I got
involvement in the industry. Harvey Heiss, the long time game designer the Automatic Age collection at the
The same level of backgrounding was for Genco, and his "protege" Steve Kordek, Sotheby Auction by suggesting that we go
achieved for Ray Moloney and the history now the senior designer of the industry and 50/50 and "Just get it!"
of Bally pinball with a fortuitous and still working in it at Williams. May he Other paper finds and holdings include
delightful evening spent with the Donald endure forever. Both are storehouses of the original game and game feature patents,
Moloney family set up by the charming knowledge of the past of the game. found by a six year search of each and every
Mary Ann Moloney, an advertising agency I should also thank the late and long Patent Gazette pinball picture and descrip
co-worker, with the marvelous presence of gone E. William Morton, Chicago branch tion for the years of this volume, followed
Carmelia Moloney, Ray's first wife, mother manager of the Cummins-Chicago Corpo- by getting copies; the Articles of Incorpora-
p.vi
Acknowledgements
tion for every pinball company that had Dode!, Sam Harvey, Gordon A. Hasse, Jr.,
"Inc." in its name, and some that didn't; Russ Jensen, Jon Norris and Steve Young. About This
and the enthusiastic finds of hundreds of Additional thanks go to those who have
research librarians across the country that done something special for the pinball Series
answered my query letters with informa historians and game collectors. Their efforts
tion. Thank you all. provided material for the book, and also This is the first volume in a projected
This assemblage of original reproduction paved the way toward a willing market for 6-volume series covering the history of
material and support backgrounding in the the completed work. Thanks to Jim Tolbert pinball machines from their beginnings as
editorial and historical portion of this book for his pioneer publication Far Amusement bagatelle games in the 18th Century
was also enhanced by loaned and provided Only and Steve Young and Gordon Hasse, leading to the development of covered
items from Guido J. Delsignore, Ace Feack, Jr. for their highly informative but short playfields and coin control in the 1880s,
the aforementioned Fred Fried, Alvin C. lived Pinball Collector's Quarterly. Special through the Golden Ages of pinball in the
Gottlieb and Don Moloney, Howard thanks to Wayne Morgan of Toronto, 1930s, 1950s and '60s, its booms in the '70s
Norfolk, Hal O'Rourke, Richard W. Wiley, Canada, who has tirelessly worked to estab and '80s, and into the year 2000, with a
Jr. and Anne D. Williams, the author of lish pinball as a unique 20th century art detailed review of their technical develop
Jigsaw Puzzles, An Illustrated History and form, and has encouraged Canadian ment leading to the powerful multi-media
Price Guide. Attribution has been given to museums and popular culture groups to entertainment machines of the present era.
all with their material, an instant recogni discuss and display the games. Each volume reproduces rare and unique
tion of appreciation, which is the way I like Credit is to be given to those that pinball flyers and brochures for its editorial
to see it in a book. followed, specifically Dennis Dode! for time period, a tabulation of all known
Special thanks to the pinball game starting The Pinball Trader and Jim Schel games made during that period, and
collectors around the world who provided berg for publishing the always interesting provides identification and pricing data for
me with pictures of their games to be The Pin Game Journal, with a very inside 100 different pinball machines covering
featured in the Encyclopedia of Pinball. look at the industry and its games. Final the period of their origins in the 1880s
They are, in alphabetical order, Paul publication thanks to Don Mueting and through the games active history up
Beichler, Rob Berk, Larry Bieza, Tim Brady, Rob Hawkins for their pioneer Pinball through the 1990s. A supplemental insert
Jack Browning, Rich and Lois Carroll, Bill Reference Guide and their much enhanced with each volume lists the current
Cowles, the late Elmer Cummings, Robert later publication, the 1992 Pinball Collec collectible values for these select games,
J. Dean, Alex C. Demetruk, Dennis Dode!, tors Resource. No serious pinball collector with the six volume set providing cumula
Greg Falletich, Barry Goldsmith, Alvin or historian could live without it. tive detailed coverage of well over 600
Gottlieb, Art Haber, Patrick Hamelet, Stan Thanks also to those who saw to it I different pinball games.
Harris, Frank Hartge, Russ Jensen, Bob didn't make a really dumb mistake by proof
The Encyclopedia of Pinball series consists of:
Klepner, Stan and Mike Levin, Larry reading my works and adding suggestions; Volume 1, WHIFFLE to ROCKET
Lubliner, Gary Moise, Stan Muraski, Dennis Dode! for checking on the bingo 1930-1933, the origins of Pinball, the
Howard Norfolk, Paul Olson, Stephen B. games, Gordon A. Hasse, Jr., for his insight "Depression Baby" boom, and Pinball
Penn, Hal O'Rourke, Jerry Sale, Alan Sax, into Gottlieb woodrails, Steve Kordek for enters popular culture with mechanical
Daine Smallwood, Ed Smith, Jay Stafford, his invaluable knowledge of Genco and marvels, patent wars and payouts.
George Stuper, Larry Sweeney, Gary Williams games, Tim Ferrante, and Mark Volume 2, CONTACT to BUMPER
Taplin, John Tilley, Eugene Torpey, James Weyna for his enthusiasm and knowledge 1934-1936. Ending the patent wars. Bells,
D. Vasey, Robert Vicic, Fred Wieser, Bill of the pre-flipper games of the 1930s. kickers, lights and buttons: Electricity
Whelan, Richard Wiley, David L. Wright Final thanks to Steve Young and Gordon comes to Pinball.
and Frank Zygmunt. Credit is given where Hasse and Silverball Amusements, and our Volume 3, SKIPPER to NUDGY
credit is due, right next to the pictures of common friend and fellow collector George 193 7 -194 7. The Big Four and the first
their games. Pins, who all saw to it that a means was Golden Age of Pinball. Pinball faces the
One of the great contributions to the art provided to provide an encouraging climate war years, and a questionable future.
of pinball collecting is the 100 Most and production source to get the Encyclo Volume 4, HUMPTY DUMPTY to
Collectible Pinball Games tabulation pedia of Pinball and its subsequent volumes DANCING DOLLS 1947-1961. Flip
contained in the collecting portion of the published in a quality format with color. pers and the re-invention of Pinball.
book. This was a labor of love by many. It Closing thanks to my ever watchful and Woodrails and Bingos: The second Golden
reflects the keen understanding and knowl encouraging proof reader, Gordon A. Age of Pinball.
edge of the experts including myself, John Hasse, Jr., who undertook the massive job Volume 5, VAGABOND to BLACK
Fetterman, Gordon A. Hasse, Jr., Robert L. of reading every word, editing and simpli KNIGHT 1962-1981. Gimmicks, gadgets,
Hawkins, Russ Jensen, Bill Triola and the fying some rough spots, adding para targets and reels: Pinball comes of age. Solid
attendees at the 11th annual Pinball EXPO graph breaks to make the copy flow, even state and the video game challenge.
on October 27, 1995. lt is an invaluable list challenging the words I made up. He Volume 6, BLACK HOLE and BEYOND
for any collector. made it a much more readable book 1982-2000. Pinball wizards and collectibility.
The accompanying price guide had than the raw papers from the printer The future of Pinball and the search for a
similar All Star help; Larry Bieza, Dennis would have indicated. Nice job, Gord. third Golden Age.
p.vii