Howard Beale (Peter
Finch), the longtime anchor of the UBS Evening News, learns from news division
president Max Schumacher (William Holden) that he has just two more weeks on
the air because of declining ratings. The two old friends get roaring drunk and
lament the state of their industry. The following night, Beale announces on
live television that he will commit suicide on next Tuesday's broadcast. UBS
fires him after this incident, but Schumacher intervenes so that Beale can have
a dignified farewell. Beale promises he will apologize for his outburst, but
once on the air, he launches back into a rant claiming that life is
"bullshit". Beale's outburst causes the newscast's ratings to spike,
and much to Schumacher's dismay, the upper echelons of UBS decide to exploit
Beale's antics rather than pull him off the air. In one impassioned diatribe,
Beale galvanizes the nation, persuading his viewers to shout out of their
windows "I'm as mad as hell, and I'm not going to take this
anymore!".
Howard Beale (Peter
Finch) delivering his "mad as hell" speech
Diana Christensen
(Faye Dunaway) heads the network's programming department; seeking just one hit
show, she cuts a deal with a band of radical terrorists (a parody of the
Symbionese Liberation Army called the "Ecumenical Liberation Army")
for a new docudrama series called the Mao-Tse Tung Hour for the upcoming fall
season. When Beale's ratings seem to have topped out, Christensen approaches
Schumacher and offers to help him "develop" the news show. He says no
to the professional offer, but not to the personal one, and the two begin an
affair. When Schumacher decides to end the "Howard as Angry Man"
format, Christensen convinces her boss, Frank Hackett (Robert Duvall), to slot
the evening news show under the entertainment division so that she can develop
it. Hackett agrees, bullies the UBS executives to consent, and fires Schumacher
at the same time. Soon after, Beale is hosting a new program called The Howard
Beale Show, top-billed as "the mad prophet of the airwaves".
Ultimately, the show becomes the most highly rated program on television, and
Beale finds new celebrity preaching his angry message in front of a live studio
audience that, on cue, chants Beale's signature catchphrase en masse:
"We're as mad as hell, and we're not going to take this anymore." At
first, Max's and Diana's romance withers as the show flourishes, but in the
flush of high ratings, the two ultimately find their ways back together, and
Schumacher leaves his wife of over 25 years for Christensen. But Christensen's
fanatical devotion to her job and emotional emptiness ultimately drive Max back
to his wife, and he warns his former lover that she will self-destruct at the
pace she is running with her career. "You are television incarnate,
Diana," he tells her, "indifferent to suffering, insensitive to joy.
All of life is reduced to the common rubble of banality."
When Beale discovers
that CCA, the conglomerate that owns UBS, will be bought out by an even larger
Saudi Arabian conglomerate, he launches an on-screen tirade against the deal,
encouraging viewers to send telegrams to the White House telling them, "I
want the CCA deal stopped now!" This throws the top network brass into a
state of panic because the company's debt load has made merger essential for
survival. Hackett takes Beale to meet with CCA chairman Arthur Jensen (Ned
Beatty), who explicates his own "corporate cosmology" to the
attentive Beale. Jensen delivers a tirade of his own in an "appropriate
setting," the dramatically darkened CCA boardroom, that suggests to the
docile Beale that Jensen may himself be some higher power — describing the
interrelatedness of the participants in the international economy, and the
illusory nature of nationality distinctions. Jensen persuades Beale to abandon
the populist messages and preach his new "evangel". But television
audiences find his new sermons on the dehumanization of society to be
depressing, and ratings begin to slide, yet Jensen will not allow UBS
executives to fire Beale. Seeing its two-for-the-price-of-one value — solving
the Beale problem plus sparking a boost in season-opener ratings — Christensen,
Hackett, and the other executives decide to hire the Ecumenical Liberation Army
to assassinate Beale on the air, putting an end to The Howard Beale Show and
kicking off a second season of The Mao-Tse Tung Hour.
The film ends with
the narrator stating:
This was the story of Howard Beale, the first
known instance of a man who was killed because he had lousy ratings.