[Note: Originally posted at the old Whig Hill on August 24, 2005. I have made some minor textual editing for clarity.]
Bright Leaves is typical Ross McElwee: droll narrator, charming serendipity, interviews with utterly unselfconscious bystanders, and above all, a meandering story bouncing between an ostensible endeavor and McElwee’s personal life.
McElwee’s exploration of his family’s connection to North Carolina
’s tobacco industry is grounded in two assertions. The first is a McElwee family history that maintains great grandfather John Harvey McElwee originated the renowned Bull Durham brand smoking tobacco only to have it stolen by James Buchannan Duke and his ruthless lawyers, paving the way for a grand legacy for the Dukes and a footnote for the great grandfather. (Well put, here.) Secondly, McElwee decided that a 1950 Hollywood
melodrama, Bright Leaf, was the story of his ancestor’s tangle with Duke.
The second assertion is easily refuted, but not before serving its purpose as a means of whimsy asides (interviews with Patricia Neal, for instance.) Bright Leaf, the movie or the novel it was based on, is decidedly not about McElwee’s great grandfather and he abandons the notion as easily as he apparently adopted it.
The first assertion is used to great effect as McElwee compares the towering spires and regal crypt of Duke Chapel to John Harvey’s humble and askew headstone; the Duke legacy in Durham to forgotten and rundown McElwee landmarks in Statesville. This provides the film and its central character the appealing aura of a star-crossed underdog. (Measured as a success by the number of questioners at the screening who inquired with dark glee about the university’s reaction, as if Buck Duke's lawyers still lurked.)
At a screening with McElwee at the Carolina Theater, I asked my own question after the film: “were you able to check the veracity of the relationship between your great grandfather and the Dukes?” McElwee (rightly) lept on my bad word choice and answered with protestations about the meaning of veracity and the value of historical truth--and really, who can honestly tell what really happened.
In fact, the travails of the elder McElwee are easily uncovered. In 1864 John Ruffin Green purchased a small tobacco factory from Robert Morris and partners. A glorified shed, actually, in the skanky hamlet Durham
. Morris had produced Best Flavored Spanish Smoking Tobacco, a name Green changed to Genuine Durham Smoking Tobacco, a brand of (pipe) smoking tobacco notable for using the locally grown bright leaf tobacco. Green attached a bull’s head to the brand as a logo. After the Civil War, the new product, known eventually as Bull Durham, but still marketed as Genuine Durham Smoking Tobacco, began to gain a national reputation, and the ailing Green sold his company to William T. Blackwell, James Day, and Julian Carr in 1869. Blackwell and Carr dramatically grew the brand and were rewarded by long sojourns in various state and federal courts defending their patent against pretenders.
Dozens of hopeful tobacco merchants had begun to market bright leaf smoking tobacco across North Carolina
and Virginia
with such copy-cat names as: Durham Smoking Tobacco, Best Spanish Flavored Durham Smoking Tobacco, Original Durham Tobacco, and countless others containing either the words, genuine, original, and Durham
. Among Blackwell and Carr’s most persistent competitors was John Harvey McElwee of Statesville
, who, in 1877 began marketing a brand called Genuine Antebellum Smoking Tobacco, with a view of a bull for a logo. Only ten years of contentious litigation compelled McElwee to cease and desist.
The genius of the early Durham
tobacco manufacturers and their imitators was the use of a bright leaf tobacco in their product. Genuine Durham Smoking Tobacco was the first, but W.T. Blackwell’s Bull Durham succeeded so magnificently because Julian Carr pushed so much money into innovative national advertising campaigns. Carr is responsible for building Durham as a national tobacco manufacturing center, and for bringing electricity, cotton mills, banking, and (in part) Trinity college to the town. But what is missing?
The Dukes.
In 1867 Washington Duke moved his sons and business into town and struggled alongside a dozen other manufacturing upstarts to make a name for his brands, Duke of Durham and Pro Bono Publico. In the 1870s, Washington
--McElwee never really distinguishes between Washington and son James--and his contemporaries all ran distant seconds to the powerful Bull Durham brand. The Dukes eventually succeeded, by leasing and improving the Bonsack rolling machine, a device to mass produce cigarettes. On the path to magnate, James Duke did many things, but he never battled John Harvey McElwee and not until late in his tobacco career (1897) did his monopoly acquire the Bull Durham brand.
This criticism is not historical nit-picking--though it may seem because this film is more about McElwee’s father and his son and the familial and community necessity of accepting the consequences of giving cigarettes to the world. John Harvey McElwee and Washington/James Duke never had anything to do with each other and in over ten years of filming this documentary, I can’t possibly imagine that Ross McElwee did not find this out. But he went with it. In all productions, whether a book, an exhibit, Hollywood
blockbuster, or humble documentary, the author makes choices to shape the story. I am a historian who will tell you up front that my exhibits and publications are crafted using carefully selected evidence and elements to convey the most accurate story the way I see it. Perhaps McElwee sat down and imagined a film comparing John Harvey’s legacy to Julian Carr’s--no named university, no globe-spanning tobacco trust, no cathedrals, no crypts--and chose to maintain the foggy family memory in service to theatrical drama.