Sitting Bull and Buffalo Bill sell the drama in 1895.

The aura of the American West was created and commodified long before there was a Hollywood, as traveling stage shows brought an appealing version of gunslinging to the masses. From Rob Walker’s 2007 Sunday Times Magazine article about how Buffalo Bill Cody packaged himself for the millions:

“While still a scout for the United States Army, Cody managed to hire himself out as a sort of celebrity hunting guide for well-to-do visitors to the American West. In 1869, when he was about 25, he impressed a writer calling himself Ned Buntline, who began a series of dime novels starring Buffalo Bill. These inspired a play, with Cody himself in the lead role. For the next several years, Cody switched off between actual scouting work in campaigns against Plains Indians — and appearing in plays with names like Scouts of the Plains.

But the great branding event of his career came in 1876, in the wake of George Custer’s disastrous defeat by Sioux Indians at Little Big Horn. Weeks later, Cody’s regiment engaged in a battle against a group of Cheyenne Indians, and Cody — there’s some disagreement on this — apparently killed one, obtaining what he pronounced ‘the first scalp for Custer.’ That fall, Cody starred in the play based on the incident. And by 1883, he and a couple of key collaborators — notably Nate Salsbury, a manager with wonderful showbiz instincts — had invented a show that ‘provided the template . . . for the early film western,’ Joy S. Kasson argues in her 2000 book Buffalo Bill’s Wild West: Celebrity, Memory and Popular History. In the process, she writes, his Wild West ‘became America’s Wild West.’ Indeed, thanks to Salsbury, they actually copyrighted the phrase ‘Wild West’ (after a lengthy legal battle with rivals).

Live animals and blazing guns made the show more of a spectacle than a mere stage play. But a loose narrative and the vaguely educational content made it more respectable than a circus or a medicine show, and Salsbury kept gambling and drinking off the premises to attract the family demographic. At its height, the show included the sharpshooting of Annie Oakley, dramatic re-enactments of an Indian attack on the Deadwood stagecoach and a version of Little Big Horn. The organizers managed to include many actual Native Americans in the cast, including the Sioux chief Sitting Bull himself for part of its 1885 season.

Still, the authenticity was always balanced against affirmation: Cody’s arrival on the scene in the immediate aftermath of the re-enacted version of Little Big Horn converted a debacle into what felt like a victory. ‘It’s not really wild — that’s why it can be entertaining,’ Kasson, a professor of American studies at the University of North Carolina, Chapel Hill, told me. ‘That’s where it leads to Hollywood: the idea that you can give people the feeling of danger, but it’s got to be basically tame.’ In several tours of Europe, the general theme of civilization triumphing over savagery went over well. (Indeed, Kasson cites the historian Richard White’s point that the Wild West shows essentially recast encroaching settlers as victims.) By the time Frederick Jackson Turner momentously declared that ‘the frontier has gone’ at the Columbian Exposition in 1893, Buffalo Bill’s Wild West was in the midst of a monthslong stint right across the street; it was seen by an estimated six million people.”

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Edison captured the pageantry of the Buffalo Bill’s Wild West Show parade:

Another Buffalo Bill Cody post:

• Cody allegedly cuckolds a wealthy guy. (1898)