Seinfeld at 30 – The show about nothing that… | Little White Lies

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Sein­feld at 30 – The show about noth­ing that changed everything

04 Jul 2019

Words by Darren Richman

Four people, two men and two women, posing for a group photograph in a dimly lit interior setting. The men are wearing casual attire, one in a red shirt and the other in a lighter coloured shirt. The women are wearing light-coloured clothing. The composition appears to be informal and casual.
Four people, two men and two women, posing for a group photograph in a dimly lit interior setting. The men are wearing casual attire, one in a red shirt and the other in a lighter coloured shirt. The women are wearing light-coloured clothing. The composition appears to be informal and casual.
How Jer­ry Sein­feld and Lar­ry David, two stand-up come­di­ans with con­trast­ing world­views, made the most influ­en­tial sit­com of the 90s.

One night in Novem­ber, 1988, Jer­ry Sein­feld and Lar­ry David popped into a Kore­an Deli in New York for some snacks and came out with an idea. Sein­feld was the more suc­cess­ful of the two come­di­ans, an obser­va­tion­al grand­mas­ter who worked clean and had become a reg­u­lar fix­ture on the nation’s talk shows. David was the acer­bic comedian’s come­di­an, fond of refer­ring to the audi­ence as you peo­ple” and noto­ri­ous for the time he walked on stage, assessed the crowd and said for­get it” before storm­ing off.

Like Lennon and McCart­ney, the pair seemed unlike­ly bed­fel­lows, but the com­bi­na­tion of dark­ness and light was the first of many hap­py acci­dents that would become a trade­mark of the Sein­feld story.

Sein­feld, who was by now becom­ing a house­hold name, was called in for a meet­ing with NBC. Decid­ing that a sit­com was the next log­i­cal step in his career, he quick­ly recruit­ed David for the sim­ple rea­son that he was the only com­ic he knew who had actu­al­ly writ­ten some­thing (an unpro­duced screen­play enti­tled Prog­no­sis Neg­a­tive’). As they walked around mock­ing any­thing and every­thing for sale in the gro­cery store, David turned to his friend and remarked, This is the kind of dis­cus­sion you don’t see on TV.’

In the 1980s, with the excep­tion of Taxi, Cheers and It’s Gar­ry Shandling’s Show, Amer­i­can TV com­e­dy was broad and tend­ed to favour didac­tic sto­ries in which ene­mies became friends by the end of the half hour. Sein­feld, which first aired on 5 July, 1989, had one over­ar­ch­ing mantra that per­fect­ly cap­tures the show’s weltan­schau­ung: No hug­ging, no learn­ing.’ Sein­feld once claimed that, Nine­ty per cent of the show comes from Lar­ry,” and David’s aim was to present a world as pet­ty and absurd as he saw it.

David was in his for­ties by the time of that meet­ing with NBC and felt he had noth­ing to lose. Few writ­ers have tak­en the idea of writ­ing what you know as far as the man who went on to cre­ate Curb your Enthu­si­asm. The pilot, known as The Sein­feld Chron­i­cles, saw Jer­ry Sein­feld play Jer­ry Sein­feld, a suc­cess­ful stand-up liv­ing in New York. His best friend, George Costan­za, was David’s on-screen avatar while his neigh­bour, Kramer, was mod­elled on Larry’s actu­al neigh­bour dur­ing his time liv­ing in New York City, Ken­ny Kramer.

The episode, which was co-writ­ten by David and Sein­feld, was despised by test audi­ences and crit­i­cised by one NBC exec­u­tive for being, Too New York, too Jew­ish.” The show about noth­ing may have gone on to change every­thing but at the time it left many peo­ple won­der­ing why they should care about a man doing his laun­dry. The result was the small­est order in the his­to­ry of Amer­i­can tele­vi­sion – a four episode first season.

David was relieved, feel­ing he hard­ly had any more ideas and there was no chance the show would be renewed giv­en the lack of faith shown by the net­work ear­ly on. When the showrun­ner received the call that the show was being picked up for a third sea­son, he sat on his bed and cried in the gen­uine belief that he’d already used up every last idea he could pos­si­bly have. There is some­thing beau­ti­ful about this tale of imposter syn­drome, not only that David would do some­thing as pro­found­ly un-Amer­i­can and un-show­biz as feel­ing such feel­ings but that he’d go so far as to admit it publicly.

A group of people seated at a table, some clapping, in a black and white photograph.

Those ear­ly episodes of Sein­feld have an almost the­atri­cal qual­i­ty, call­ing to mind the nat­u­ral­ism of David Mamet or Harold Pin­ter as well as the inde­pen­dent Amer­i­can cin­e­ma of the ear­ly 1990s. By the time of the sec­ond episode, The Stake Out’, Julia Louis-Drey­fus had replaced the wise­crack­ing wait­ress char­ac­ter played by Lee Gar­ling­ton. The lat­ter is very much the Pete Best of this par­tic­u­lar fab four; accounts dif­fer as to why she left the show but the best sto­ry is told by Jason Alexan­der, who claims he saw her rewrite sec­tions of the script and the look on Lar­ry David’s face was enough for him to be able to tell her days were numbered.

Alexan­der, Louis-Drey­fus and Michael Richards more than made up for Seinfeld’s own lack of expe­ri­ence in front of the cam­era. From the off, the fact that the cre­ators didn’t real­ly know what they were doing proved entire­ly ben­e­fi­cial; the lack of a writ­ers’ room meant that scripts weren’t gagged up by com­mit­tee and, more often than not, had an idio­syn­crat­ic feel that sup­ports the the­o­ry that the spe­cif­ic is uni­ver­sal. The more the show homed in on the minu­ti­ae of every­day life, the more it found fans all over the globe. The first three sea­sons almost stand alone with plots rarely over­lap­ping and episodes play­ing out like minia­ture plays. There is plen­ty of space for digres­sions and the influ­ence of the dia­logue can be detect­ed in films of the era like Reser­voir Dogs and Swingers.

Sea­sons four to six rep­re­sent the gold­en age, the era when Sein­feld became a cul­tur­al phe­nom­e­non, its phras­es entered the lex­i­con and the cast and crew no longer had to wor­ry about over­tak­ing Jake and the Fat­man in the rat­ings. Many of the show’s most cel­e­brat­ed episodes aired dur­ing these years, not least The Con­test’, an entire half hour devot­ed to onanism with­out any­one actu­al­ly utter­ing the word mas­tur­ba­tion’. Neces­si­ty is the moth­er of inven­tion and by that stage David was a mas­ter at get­ting con­tentious mate­r­i­al past the cen­sors. He won an Emmy for his work on the episode and mem­o­rably opened his accep­tance speech with the words, This is all well and good… but I’m still bald.” He was still bald in 2009 when TV Guide named The Con­test’ the best ever episode of television.

The final three sea­sons of Sein­feld saw the show embrace its inner Kramer and become broad­er and more car­toon­ish, a far cry from the ini­tial mis­sion state­ment. David left at the end of the sev­enth series and sea­sons eight and nine in par­tic­u­lar, while fun­ny, feel almost unrecog­nis­able from the ear­ly days. The co-cre­ator returned to pen the finale, a scathing and polar­is­ing dou­ble episode that con­clud­ed with the pro­tag­o­nists behind bars. Sev­en­ty-six mil­lion peo­ple tuned in to watch that farewell, a fig­ure that will sure­ly nev­er be emu­lat­ed giv­en how dra­mat­i­cal­ly our view­ing habits have changed since.

Men in a TV studio, black and white image showing camera equipment and crew members standing around.

Sein­feld pop­u­larised con­cepts like dou­ble dip­ping, shrink­age and close talk­ers. The intri­cate plot­ting was unpar­al­leled and the act­ing flaw­less. Roseanne Barr once com­plained, They think they’re doing Beck­ett instead of a sit­com,” with­out real­is­ing this is no bad thing. In 1998, in an inter­view to pro­mote Sour Grapes, his debut fea­ture film, David said: With­out Sein­feld, would there be a Friends? Would that show have ever been done with­out Sein­feld? That for­mat, what they’re doing? No.”

The irony is that Friends gave birth to a num­ber of shows viewed as Friends clones when in fact Sein­feld was the ori­gin of it all. Friends sim­ply cast more attrac­tive actors and rein­sert­ed the hug­ging and learn­ing. Ricky Ger­vais and Stephen Mer­chant have made no secret of the influ­ence Sein­feld had on their own epochal sit­com, The Office. That in turn inspired an entire gen­er­a­tion of British come­dies as well as an Amer­i­can remake that led to a surge in tele­vi­sion mock­u­men­taries includ­ing Parks and Recre­ation, Mod­ern Fam­i­ly and, most recent­ly, What We Do in the Shadows.

In a sense, all of this can be seen as hap­pen­ing by chance. NBC didn’t call Sein­feld in for a meet­ing because they thought he’d rede­fine the sit­com and he didn’t ask his friend for help because he thought David would change the game. Nei­ther man watched much tele­vi­sion so they were hard­ly aware of the lev­el of inno­va­tion involved in Sein­feld. All Sein­feld and David real­ly want­ed to do was to put real life on screen in a way that made them laugh.

The media land­scape has changed beyond all recog­ni­tion since the inaus­pi­cious debut of Sein­feld 30 years ago. In an appear­ance togeth­er on Sat­ur­day Night Live in 2015, Sein­feld and David reflect­ed on all this with the for­mer com­ing to the con­clu­sion, It’s like we had the last two tick­ets before Dis­ney­land burned down.” No show in 2019 would be giv­en the kind of time Sein­feld was allowed to build an audi­ence and yet patience paid off with the show not reach­ing its cre­ative peak until the fourth season.

The lega­cy of Sein­feld is not sim­ply in the shows it inspired, it’s in any cre­ative type who’s ever fought for cre­ative free­dom and won. David wasn’t inter­est­ed in mak­ing his char­ac­ters like­able; his only con­cern was that they were fun­ny. Exec­u­tives were adamant George and Jer­ry should be polar oppo­sites but the co-cre­ator coun­tered by ask­ing why they’d be friends.

Sein­feld deserves the last word. At one point in the series, Jer­ry is com­plain­ing about peo­ple who board planes with noth­ing to read and Elaine com­ments, I will nev­er under­stand peo­ple.” Jer­ry replies, They’re the worst.” They are, but occa­sion­al­ly they’re capa­ble of cre­at­ing art as per­fect as Seinfeld.

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