here was a time Hollywood was the most influential city in America, out-ranking even Washington DC (politics) and New York (finance). It was essentially building the American brand as the world at large was being bombarded with everything American. Countries that had never heard of Eisenhower, Nixon or FDR knew about Marilyn Monroe, Clark Gable, Liz Taylor and their commercial counterparts – Coke, Wrigley, Ford, Budwiser. Hollywood was in an overdrive between the two World Wars: 1920-38 and after World War II, 1950-70s.

In the 1950s, American influence in Pakistan was unmistakable. I used to live in Mauripur (1955-1958) and on Queens Road (now renamed Moulvi M Tameez Uddin Khan Road). There was an announcement by the YMCA about a Red Indian chief, Tom Two Arrows, was visiting for a two-night event. All the youngsters in Karachi went there. Next came the Harlem Globetrotters. It was all about the American brand.

Top cinemas in Pakistani cities screened Hollywood films three times a day: afternoon (matinee), evening and late night. When Bhawani Junction was being filmed in Lahore, the city was in the Hollywood limelight. Ava Gardner and Stewart Granger, already well-known, become immediate celebrities in Pakistan. However, they never disclosed their real names, giving only their studio names. The bar at Faletti’s Hotel, Lahore, used to run out of beer. Special requests were then sent to Mr Bhandara in Rawalpindi to help out.

Hollywood’s big studios were the original spin factories. These included the MGM, Paramount and the 20th Century Fox. They were past masters at churning out fake narratives. The stars were given ‘sellable’ names: Tony Curtis, Liz Taylor, Dorris Day, Marlene Dietrich and Greta Garbo. Since most of the stars lived rouged social lives, the studios had huge PR departments to manage reputational risk and damage control. Mae West, a famous Hollywood actress from the 1940s, was reported to have said: “It’s not the men in my life that count; it’s the life in my men.”

One of the great stars of Hollywood was Marlon Brando. He shot to fame in 1952 with the film On The Waterfront. The Last Tango in Paris, Final Glory and The Godfather were his masterpieces.

Zsa Zsa Gabor was famous for the quote: “I am a homebuilder; after every divorce, I take over the home.” Errol Flynn was a dashing, swash-buckling hero. He was also a convict and a conman. His 1952 autobiography, My Wicked, Wicked Ways, became an instant bestseller. I was too young then, but went on to read it later.

Marlon Brando shot to fame in 1952 with the film On The Waterfront. The Last Tango in Paris, Final Glory and The Godfather were his masterpieces. Brando would make sure that the rising stars paid him due homage. James Dean (Giant, etc) was his partner for many years. Dean died very young leaving behind a cult following. Steve McQueen was also a “live-in” with Brando. Rock Hudson, the ultimate hunk, remained a male symbol for 25 years.

In the early 1960s, Karachi’s favourite singer was Connie Francis. Lipstick on your collar, Where the boys are and Stupid cupid were his famous songs. The most famous dance in a Hollywood movie was in the film Picnic when William Holden and Kim Novak did the impromptu steps together. Then John Travolta took over. Many Jewish men were among those driving the Paramount, 20^th Century Fox, Warner Brothers, Universal and the MGM. The Jewish visibility was deliberately diluted later to contain backlash.

When Prince Ali Khan married Rita Heyworth, the Pakistani brand become prominent. His name was up there with the likes off Valentino.

Alas, Hollywood has lost much of its its luster and glamour. Political correctness has taken over. The casting couch is mothballed. Movie towns and movie stars are built on scandals, mysteries and the unknown. The scene has now shifted to Bollywood. The Khans are still doing us proud. Time to inject a little adrenaline in Lollywood as well.

The writer is a former executive director of the Management  Association of Pakistan