Max Baer Jr.

Max Baer (left), Nancy Kulp and Sharon Tate in The Beverly Hillbillies (1965)

In 1962, Baer was cast in the role of the naive but well-meaning Jethro Bodine, Jed Clampett's nephew.

He continued to take other parts during the nine-year run of The Beverly Hillbilles and appeared on the television programs Vacation Playhouse and Love, American Style, as well as in the western A Time for Killing.[4]

Following the cancellation of The Beverly Hillbillies in 1971, Baer made numerous guest appearances on television, but he found his TV acting career hampered by typecasting. He concentrated on feature motion pictures, especially behind the camera, writing, producing, and directing. Baer wrote and produced the drama Macon County Line (1974),[4] in which he played Deputy Reed Morgan, the highest-grossing movie per dollar invested at the time. Made for US$110,000, it earned almost US$25 million at the box office, a record that lasted until The Blair Witch Project superseded it in 1999. Baer also wrote, produced, and directed the drama The Wild McCullochs (1975), and played the role of Culver Robinson.

Baer subsequently developed the idea of using the title of a popular song as a movie title, acquiring the rights to Bobbie Gentry's hit song and producing the 1976 film Ode to Billy Joe, which he also directed. Made for US$1.1 million, the film grossed $27 million at the box office, and earned over US$2.65 million outside the US, US$4.75 million from television, and US$2.5 million from video. The film starred Robby Benson and Glynnis O'Connor.

Since the success of Ode to Billy Joe, the motion picture industry has produced more than 100 song-title movies. Baer pursued the rights to the hit song "Like a Virgin", recorded by the singer Madonna in 1984. When ABC tried to prevent him from making the film, he sued and won a judgment of more than US$2 million.

He directed the 1979 comedy Hometown U.S.A. before retiring to his home at Lake Tahoe, Nevada. He continues to make occasional guest appearances on television.

Baer has said that playing Jethro Bodine undermined his acting career. When Paul Henning asked him to reprise the role for the 1981 television movie Return of the Beverly Hillbillies, he declined. Yet when the feature film The Beverly Hillbillies was made 12 years later, reports cited Baer's dissatisfaction that only Ebsen was asked to do a cameo. He appeared in the 1993 television special The Legend of the Beverly Hillbillies, reprising his role as Jethro. By 2004, Baer had recognized the marketability of The Beverly Hillbillies and appeared with actress Donna Douglas at the annual TV Land Awards.

In 1985, Baer began investigating the gambling industry. He noted that tourists paid a US$5 to US$6 admission to tour the "Ponderosa Ranch", which was the location for filming some episodes of TV's Bonanza. There was nothing to see but a working cattle ranch, but people enjoyed it because of the Bonanza connection. Baer decided that tourists would also pay for something dealing with The Beverly Hillbillies. He began using his Jethro Bodine role as a marketing opportunity toward the gambling and hotel industry. Baer obtained the sublicensing rights, including food and beverage rights, to The Beverly Hillbillies from CBS in 1991. His business partner estimates the cost of obtaining the rights and developing the ideas has been US$1 million. Sixty-five Beverly Hillbillies slot machines were built in 1999 and placed in 10 casinos.[5]

In late 2003, Baer attempted the redevelopment of a former Walmart location in Carson City into a Beverly Hillbillies-themed hotel and casino, but was unsuccessful due to building code conflicts and other developers on the neighboring properties. On May 4, 2007, he announced the sale of the property and the purchase of another parcel just outside Carson City, in neighboring Douglas County, where he expected less resistance to his plans. Baer purchased a 2.5-acre (10,000 m²) parcel in north Douglas County for US$1.2 million, and would purchase an additional 20 acres (81,000 m²) once he obtained the required zoning variances. The plans were for a 40,000-square-foot (3,700 m²) gambling area with 800 slot machines and 16 tables, flanked by various eateries including "Jethro's All You Ken Et Buffet." The project would feature a showroom, cinema complex and a 240-room, five-story hotel.[6]

Plans for Baer's casino included a 200-foot-tall (61 m) mock oil derrick spouting a 20- to 30-foot (9.1 m) flame.

As of July 2012, development of Jethro's Casino had been suspended. Ongoing litigation involving Max Baer Jr, the developer and Douglas County has delayed the development of the project indefinitely.[7]

In 2014, Baer sued CBS after claiming a secret deal with a Des Moines based Jethro's BBQ was interfering with his opportunity to cash in on his role from the iconic television show. The lawsuit claims that Baer negotiated a deal with CBS for the rights to use the fictional character and other motifs from the show to create a chain of restaurants, hotels and casinos.