Showbiz Analysis with Cassandra Peterson aka Elvira, Mistress of The Dark

For the last few years, I have made it my Halloween habit to catch up with Elvira, Mistress of the Dark. The cult vixen who found everlasting ghoulish fame in 1981 as the host of an L.A. television station’s B-rated horror film show, is, of course, a Halloween favorite. But Cassandra Peterson, the force behind the horror queen and her empire, has proven that, for Elvira, Halloween is 365 days a year. The brilliant business woman and mastermind behind everything from Elvira slot machines to vampiress-inspired music recently joined me for my podcast Whine At 9 to share Elvira’s October adventures and a behind-the-scenes’ glimpse of the Elvira phenomenon.

As a psychologist and entertainment analyst, I was fascinated to learn the back story of the Queen of Halloween. While many of the details might surprise the public, upon closer examination, the success of Elvira and Cassandra Peterson is quite understandable. Peterson’s formula for career longevity might not have been consciously mapped out (in fact, she was shocked when Elvira gained rapid national notoriety), but her combination of creativity, brand awareness, tireless work ethic, and cognitive flexibility seems to have created a winning ticket.

Having grown up working in a costume shop, Peterson was skilled at making great choices and loved playing dress up. Little did she know that at the age of 30, she would seal a deal that would result in her forever being linked to a vampy black number with a plunging neckline. Peterson once joked with me that the costume may be a winner, but it’s no easy feat donning the dress decade after decade. So I wasn’t shocked when a friend said she used to see the actress in her yoga class. Working out is a full-time job for the woman whose brand is tied to a teeny, tiny waist. Confessed Peterson last year, “I say to people all the time, ‘Why didn’t I design it wearing a muumuu and flip-flops?’” While that sounds like a dream costume to me, I somehow doubt that would have had the staying power of that long black dress.

Peterson’s ability to laugh at herself may come naturally, but her background in improv helped her become a master at rapid shifts, thinking on her feet, and creating major laughs. As a member of the famous improv troupe The Groundlings (alums from her era include Phil Hartman, Jon Lovitz, Paul Reubens), Peterson learned how to read an audience. She also walked away with an understanding of the nuances of character creation and the importance of not taking yourself too seriously. Notes Peterson, “If I had not had The Groundling training, I have no doubt I wouldn’t be Elvira today. Elvira, this character, is all about me improvising, and being in front of people, and acting goofy.”

Elvira’s trademark tongue-in-cheek risqué humor definitely has a Groundling feel to it. Her style is something that continues to resonate with fans, and it’s something she tops every year. This month, in addition to starring in her new Knott’s Berry Farm circus-themed show “Elvira’s Big Top” where she performs twice nightly, she’s rocking a new single on Jack White’s Third Man Records’ label, and hosting a Hulu Halloween film fest (13 Nights of Elvira) that channels the Elvira of the ’80s with a little more leeway for risqué humor.

But all along, it seems that Peterson has been skilled at surrounding herself with creative people who share her mission of securing and expanding her brand. And so, less than 15 hours after she steps off the stage at Knott’s Berry Farm, Elvira will be signing autographs at Stan Lee’s Comikaze 2014. As fans line up for an opportunity to meet the Queen of Halloween, they will also be brushing elbows with one of the forces behind the event. That’s because the woman underneath the heavy eyeliner and long black wig is a Comikaze co-investor and partner of comic book legend Stan Lee. Of course she is. And that doesn’t surprise me one bit.

Listen to Nancy’s interview with Cassandra Peterson here, on iTunes, or Stitcher Radio.

Nancy Berk, Ph.D. is a clinical psychologist, author, comic and entertainment analyst. The host of the showbiz podcast Whine At 9, Nancy digs a little deeper as she chats with fascinating celebrities and industry insiders. Her book College Bound and Gagged: How to Help Your Kid Get into a Great College Without Losing Your Savings, Your Relationship, or Your Mind can be seen in the feature film Admission starring Tina Fey and Paul Rudd.