The Mary Kate and Ashley Olsen Empire

It may be difficult now to think of Mary Kate and Ashley Olsen as anything other than socialite bag ladies, but back in the 90s they were amongst the most successful young entrepreneurial stars on the scene. Don't let their current air of homelessness fool you: these girls have been building their multimillion dollar empire brick by straight-to-video brick since they were old enough to legally appear onscreen. Love them or hate them, they built themselves as an incredibly successful brand. Yes, they've stamped their name on everything from shampoo to training bras, but something's got to keep these girls in poorly fitting oversized sweaters.

When the girls debuted in TGIF's Full House as infants, a crafty lawyer saw great potential in capturing and packaging their essence. Their manager Robert Thorne created Dualstar Entertainment and in a then-shocking move named the girls (at seven years apiece) as executive producers. Moguls don't come much mini-er than that. While most of their peers were mastering the monkey bars at recess, the Olsens were already overseeing a fast-growing empire. Not too shabby.

Tween programming was still mostly an untapped well in the early 90s, with most media producers focusing on capturing the attention of either children or teens with no middle ground. The twins' manager saw an opportunity for some serious tween-tapped revenue and capitalized it by building the girls into a tightly managed, well-defined product that sold well with young girls and parents alike. While they may have shaken their once-wholesome all-American image, their fame is hinged on the fact that they turned selling out into a legitimate business prospect:


Full House

The twins got their start on Full House when they were only 9 months old, making them celebrities practically since birth. The girls were hired to play a single character, Michelle Tanner, to comply with time limitations of child labor laws. Initially, producers tried to hide the fact that Michelle was played by two different actresses. When Mary Kate and Ashley soon began developing a fan base, however, they quickly changed their tune. These girls had star quality from a young age, as you can see from the following interview with them. Warning: if you're sensitive to adorableness, you may want to skip this one.





To Grandmother's House We Go/Double, Double, Toil and Trouble/How the West was Fun

During their time on Full House, Mary Kate and Ashley expanded their young fan base by starring in a slew of children's made-for-TV movies. This cheesy fare went over well with young audiences and their overprotective parents, further skyrocketing the twins to atmospheric fame.





Our First Video

In 1993, the twin's manager saw great potential in the straight-to-video market, expanding the twins' brand to include children's videos with tie-in musical numbers. I watched this VHS so many times that the tape began to unravel, leaving me inconsolable. I just wanted to watch "I am the Cute One" and "Nobody Tells the President What to Do" on repeat approximately twenty thousand times. Is that so much to ask?

I'm not sure if the music industry would technically classify any of these songs as singles, but I do remember hearing "Brother for Sale" on the radio. Granted, it was a kid's station, but I was pretty convinced that these girls had a hit record on their hands.





The Adventures of Mary Kate and Ashley

Sometime around this era I distinctly remember receiving my Mary Kate and Ashley Olsen Fan Club Starter Kit in the mail, which was essentially a brochure for all of the overpriced things I could ever imagine begging for. Following Full House's cancellation, Dualstar expanded their straight-to-video enterprise with a series of MK&A adventure movies.

In these videos, the girls played kid detectives fully decked out in 40s-style detective gear. Everyone knows that's how real detectives go undetected: by dressing the part. By this point, the girls were pretty much unstoppable. The plots and acting were almost entirely inconsequential. It was shameless brand-building and we ate up every minute of it.




You're Invited....

The idea that Ashley and Mary Kate would even consider inviting me (me!) to their costume/dance/sleepover party was almost too exciting to bear. Okay, so everyone who could convince their parents to shell out the twenty bucks for the video was on the guest list too as far as Dualstar was concerned, but still.




It Takes Two

The Olsens made the leap to the big screen with 1995's It Takes Two. It was sort of a Parent Trap rip-off with a less substantiated premise, but it was a huge hit with kids. This was a simpler time, when Kirstie Alley was still of Hollywood proportions to play the female romantic lead and Steve Guttenberg was a household name. I was, per usual, surprised to learn that the movie holds a remarkably putrid 9% fresh rating on RottenTomatoes.com. For those of you slow on the math front that's 91% rotten. Yikes. As a kid, I was pretty certain this film was a masterpiece and was thus shocked at the Academy's blatant omission of the movie in its nominations. For shame.




Two of a Kind

You know what's a really good idea? Naming the main characters in the show after the actors but mysteriously changing their last name. Now that's good writing. The short-lived Two of a Kind premiered on TGIF in 1998, featuring Mary Kate and Ashley Olsen as Mary Kate and Ashley Burke. See? Brilliant. The show's ratings were a serious disappointment, leading to its cancellation after one season. Remarkably, though, during that time they managed to release 39 (!) book adaptations of the show. That's just impressive.




Billboard Dad/Switching Goals/Passport to Paris/Our List are Sealed/There Aren't Enough Front Slashes in the World to Complete this Insanely Extensive List of Straight-to-Video Movies

Ashley and Mary Kate cemented their status as tween icons with their incredibly successful straight-to-video offerings. They always played a different set of twins, but each set seemed to suffer from Wakefield syndrome: that is to say, one was a Jessica and the other an Elizabeth. I guess it's pretty much inevitable. I mean, how could there be any twins out there with something in common? No, polar opposites are really the only available permutation.



While Mary Kate and Ashley have moved on to pursue separate and more grown-up ventures, their empire remains intact. Dualstar even represented those twins from The Suite Life of Zack and Cody for awhile, proving that the company has some strangely sustainable twin business out there. The Olsens may not be the squeaky-clean tween idols of days past, but many of their fans remain fiercely loyal. These girls were workhorses from ages 0-18, so it's pretty fair to let them off the hook now with full-time gigs as essentially mannequins for enormous sunglasses and tattered scarves. They've earned it.

90s Swing Music Revival

It's truly a sight to behold when the mainstream kids manage to wrangle something cool and underground from those pesky elitist hipsters. Those young people associated with esoteric trends and super-secret clandestine interests are always up there on their high horses, explaining that yes, they knew about it before it was cool. Those of us in general mainstream society don't have to apologize when we succeed in wrestling something fun from the white-fingered death grip of our too-cool neighbors. If anything, we should classify it as a rousing victory.

Such was the case with the swing revival of the late 90s. Swing enthusiasts abounded in hipster culture long before it made its way into the conventional current and they'll never let us forget it. We all know it's the job of the dominant popular culture to take whatever is up and coming on the cool front, toss it around a room of middle-aged white guys in suits for a few hours, and present us a repackaged profit-driven consumer-hungry version of it. For the non-hipsters among us, we were more than happy to jump on the bandwagon. If we could manage to Lindy Hop on, well, then all the better.

There were many forces at play pushing the swing revival to the forefront of pop culture, but luckily for you I'm neither motivated nor educated enough to care to describe them in accurate detail. Instead, please enjoy this watered-down version of the events complete with video accompaniment.

The mainstream revitalization of swing tied in with period movies showcasing upbeat and fast-paced swing numbers. I guess plain ol' non-hipster America wasn't quite ready for an onslaught of modernized swing-dancing lifestyle cues, so we settled for seeing some peppy song-and-dance numbers in films set in the past where swing belonged. In A League of their Own, the girls go out for a night on the town and show off their incredibly well-choreographed and dubiously spontaneous moves.


A League of their Own (1992)


A year later, Swing Kids unleashed the goods on the underground swing music and dance way of life. Okay, so the film was set in World War II-era Germany, but we still were able to translate their off-the-beaten path experience to our own lives. At the very least it's nearly impossible to watch this movie without having some flicker of desire to learn the Lindy Hop. It's pretty much inevitable.


Swing Kids (1993)


Swing in mainstream media quickly progressed from showcasing the dance moves of the past to incorporating them into movies set in the present day. Admittedly some of these movies featured Jim Carrey with a pliable green face and a yellow zoot suit and were thus perhaps not particularly grounded in reality, but they did feature some fun swing scenes.


Royal Crown Revue in The Mask (1994)


Subtlety waning, Miramax released the aptly titled Swingers in 1996. I haven't seen Couples Retreat but based on hearsay I'm going to go out on a limb and say Vince Vaughn and John Favreau have downslid pretty damn far since their Swingers days. In Vaughn's case, it appears he may have slid directly into a vat of cheeseburgers and milkshakes. Regardless, my love for these too was generally unshakable since Vince Vaughn coined "Vegas, Baby!" In a particularly memorable scene, Favreau and Heather Graham swing dance their way through a hole-in-the-wall club. Maxim named this one of the ten most uncomfortable movie dance scenes ever, but I beg to differ.


The Cherry-Poppin' Daddies in Swingers (1996):



Many of these musicians' records hit the top of the charts by the late 90s, with audiences feeling the revival of the big band vibe. The Brian Setzer Orchestra enjoyed a heyday of popularity at this time with their cover of Louis Prima's "Jump, Jive, and Wail", giving us a music video that made us all want to sign up for swing dance classes. The combination of the retro feel and more modern arrangement lent a unique sense of timelessness to the track. It really is an incredibly catchy tune.


The Brian Setzer Orchestra

Brian Setzer Orchestra
Uploaded by Roselyne14. - Music videos, artist interviews, concerts and more.

It didn't hurt that the then-current Gap khaki campaign chose "Jump, Jive, and Wail" to feature in their "Khaki Swings" ad. If we didn't think something was mainstream already, we had the Gap to come and shove it in our faces. Watching these attractive multicultural young people was among the straws that broke the proverbial camel's back in the transformation of swing from an underground movement to widely accessible phenomenon. If you could swing in khakis, it's safe to say it wasn't really all that hipster anymore.


Gap Commercial "Jump, Jive, and Wail"



For the full post on 90s Gap commercials, click here


In 1999, swing made yet another appearance in the movies in Blast from the Past. Fraser's character had grown up virtually suspended in time in a fallout shelter, so obviously he's incredibly adept at swing dancing. That's what we do in fallout shelters, people. Study the art of dance. Everyone knows that.


Big Bad Voodoo Daddy in Blast from the Past (1999):

Shall We Dance? - Funny home videos are a click away

Though the trend sustained itself a couple of years into the new millennium, it then faded away just as quickly as it had arrived. Unfortunately for the rest of us, that means we've got to move onto the next hipster genre to steal. What do you think? Should we go with ironic mustaches or inserting the word "postmodern" casually into everyday conversation? It's your call.

Married With Children

Sitting around today watching the entire cannon of Modern Family available to date on Hulu, I got to thinking about Ed O'Neill playing the patriarch of a dysfunctional family. I know, I know, it's sort of a stretch, but I'm almost certain I've seen this before. The patriarch part, that is.*

It just goes to show that Ed O'Neill was wasting his time playing all those hard-nosed detectives and policemen in the interim period. He was pretty much meant to be play this cliche of a former football-playing clueless bumbling dad. It's not typecasting, it's just logical selection.

Married with Children was one of those quintessential 90s shows that effectively captured the cynical sense of humor of a coming-of-age Generation X. The show focused on the Bundy family, a sort of white-trash take on the family situation comedies that flooded the airwaves in the 80s. Indeed, the show's working title while in production was Not the Cosbys. The Bundys truly were a form of anti-Cosby, a screwball comedy with a husband and wife team cut in the classic disparaging style of The Honeymooners.

While there was the occasional moment of heartwarming awwness, generally the show had a sort of hard cynical shell with which it reflected the negative side of family life. In a time when all family shows were happy family shows, Married with Children stood in stark contrast for its controversial humor. Because, you know, anything that doesn't reflect alleged good family values is immediately deemed subversive by middle America. Conservative family values-spouting critics with too much spare time needed to spout something, so a TV show featuring a humorously misanthropic title family seemed as good a target as any.


The tasteless humor and vulgar subject matter divided audiences, with some crying out against the lack of TV-grade perfection in the Bundy family and others laughing at the show's non-glossy take on the grittier side of family living. Like Al Bundy says, "When one of us is embarrassed, the others feel better about ourselves." As long as the Bundys were out there week after week humiliating themselves and bringing shame to their family names, the rest of us could seek comfort in the fact that at least our own families weren't that bad. It may not have been an outright victory, but instead a sort of consolation prize. Married with Children gave us the emotional equivalent of a lifetime's supply of Campbell's tomato soup. We may not win family of the year, but at least we've got something.

Even the intro gave us a tongue-in-cheek approach to the family sitcom, contrasting the sunny Sinatra tune "Love and Marriage" against the mundane images of our tasteless starring family:



Al Bundy (O'Neill), our (sort of) hero, was the family's mediocre breadwinner. Now awashed-up middle aged guy, Al had once been a talented high school football player with a bright future until he knocked up his then-girlfriend, now-wife Peggy. With dreams of college athletic scholarships dashed, Al settles for marrying Peggy and taking an unexceptional job as a shoe salesman at the mall. Al is nothing if not the picture of mediocrity, driving a crappy car, working a thankless and mindless job, and taking joy in bowling and watching TV in lieu of spending quality time with his family.

Al's wife Peggy (Katey Sagal) is an indifferent and inattentive woman who delights in outspending her husband's meager earnings and refusing to cook, claiming a fire allergy. Her daily quota of bonbons could support a chocolate-hungry small Caribbean nation, though she somehow manages to maintain her svelte figure. She's a vision in painted-on spandex pants, a fire engine-red bouffant hairstyle, and sky-high heels.

With parents like these, it's easy to see how these kids didn't grow up to be personified beacons of moral light. Their blonde bimbo daughter Kelly (Christina Applegate) is a dim-witted and ignorant teenager known for her promiscuity and complete lack of understanding of everything. Her brother, Bud, is slightly better off intellectually though he is not known for his luck with the ladies. He's something of a leader for a band of merry misfits.

Their neighbors weren't much better. In early seasons, the lived beside Marcy (Amanda Bearse) and Steve Rhoades (David Harrisson), a somewhat more upwardly mobile couple who both work as bankers. Marcy and Al became rivals, with the former delighting in the latter's misery at every turn. Unsurprisingly, she was Peggy's best pal. Harrison left the show to pursue his stage career was replaced with Marcy's second husband, Jefferson D'arcy (Ted McGinley) a slacker bartender whom she married unknowingly while drunk. See, it's just one big happy family after another.

The show was extremely popular, though it was often plagued by public controversy. A few episodes in particular fell under attack by angry viewers:

A Period Piece (AKA The Camping Trip):

Conveniently available in condensed minisode format for your viewing pleasure, here is the short version of the episode:



The Bundys go camping with their neighbors the Rhoades during which all of the females have their periods simultaneously. The references to menstruation were more than enough to push some critics over the edge, complaining over the show's lack of taste and non family friendly content. Hey, no one said your kids needed to watch it. Anyway, I watched it, and I turned out okay. Well, anyway, I watched it.

Her Cups Runneth Over

This episode also caught a lot of flack for questionable taste and subject matter. The episode centered on Peggy's disappointment that her favorite bra has been discontinued on her birthday. Al sets out to an obscure and risque lingerie shop to retrieve a new one and encounters a number of inappropriate intimate items.



Terry Rakolta, a suburban Detroit mother who caught her children enjoying (gasp!) this particular episode, made a major to-do over the show's theme and content. She took to national TV, imposing her whiny prudish schoolmarm views on the rest of us. Rakolta explained, ""I picked on Married...With Children because they are so consistently offensive. They exploit women, they stereotype poor people, they're anti-family. And every week that I've watched them, they're worse and worse. I think this is really outrageous. It's sending the wrong messages to the American family." Well, obviously. That's what makes a satire. It takes the messages and skews them. Someone get this woman a sense of humor.

I'll See You in Court



This episode never aired on Fox, proving too contentious for network TV. It was eventually released in the Season Three DVDs, but it's commonly known by fans as the "lost episode". Following the Rakolta crusade, Fox was especially cautious in its proceedings with Married with Children. "I'll See You in Court" followed Al and Peg as they escaped to an inn to reinvigorate their love life, only to find their neighbor's and their own sexual escapades being recorded on video by the sleazy motel. It sounds pretty tame right now, but in the wake of Terry Rakolta's tirade, it seemed better to be safe than sorry.



Despite our fair nation's uptight segment's penchant for engaging in the rectal conveyance of steel rods the show ran for an impressive 11 seasons, proving at least some of us still had a sense of humor. They told people it wasn't the Cosbys and people were angry that it wasn't the Cosbys. Go figure.





*Let it be known that Modern Family is totally new and awesome and not a rehashing of Married with Children. That is all.