BREAKING: 'Hollywood Squares' host and Broadway star Peter Marshall dies at 98

Peter Marshall, the actor and singer turned game show host who played straight man to the stars for 16 years on “The Hollywood Squares, ” has died. He was 98.

He died Thursday of kidney failure at his home in the Encino neighborhood of Los Angeles, publicist Harlan Boll said. Marshall helped define the form of the smooth, professional, but never-too-serious modern game show host on more than 5,000 episodes of the series that ran on NBC from 1966 to 1981.

But he was often closer to a talk show host , and the tic-tac-toe game the contestants played, while real, was all an excuse for a good time. The questions Marshall posed to regulars like Paul Lynde, George Gobel and Joan Rivers were designed to be set-ups for joke answers before the real ones followed.

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“It was the easiest thing I’ve ever done in show business,” Marshall said in a 2010 interview for the Archive of American Television. “I walked in, said ‘Hello stars,’ I read questions and laughed. And it paid very well.”

“The Hollywood Squares” would become an American cultural institution and make Marshall a household name. It would win four Daytime Emmys for outstanding game show during his run and spawned dozens of international versions and several U.S. reboots. Not only was it a forum for such character actors as Charlie Weaver (the stage name of Cliff Arquette) and Wally Cox, but the show attracted a range of top stars as occasional guests, including Aretha Franklin, Mel Brooks, Carl Reiner, Ed Asner and Janet Leigh.

Marshall had a warm rapport with Weaver, Lynde and others, but said that Gobel, the wry comedian, actor and variety show host, held a special place, tweeting in 2021 that it’s “no secret he was my closest friend on Hollywood Squares and my absolute all-time favorite Square!”

Marshall had lived nearly an entire show business life before he took the “Squares” podium at age 40.