Madge's tribute 'forced'

Reports about Madonna's big 50th birthday bash Saturday in London have focused on husband Guy Ritchie's emotional tributes to his wife and the reported megabucks he spent on her birthday jewels from Bulgari. Yet a source who was at the party added an interesting twist: ''I felt it was all a bit staged and somewhat forced.''

According to the insider, the celebration was ''without question, one beautiful party, and you could tell Madonna was truly touched by the comments made by Guy -- about her being at the top of her game, the best she's ever been and how proud he is to be her husband.''

But the source also said she got the sense Ritchie was ''sort of re-selling himself to Madonna ... trying to reinforce whatever patching up their relationship has gone through recently.''

After all, though strongly denied by all involved, those rumors of a Madonna hookup with Yankees slugger Alex Rodriguez still linger.

- That said, the source also stressed the entire group of friends and family members present ''had their heartstrings pulled as well ... in particular when [Madonna's daughter] Lourdes got up and sang 'Never Alone,' '' from ''Fame.''

''Everyone was saying, 'Look out! Just like Liza Minnelli following in [her mother] Judy Garland's footsteps -- don't be surprised if Lourdes does the same thing!' She has such amazing presence -- and what a voice! -- and she's only 11!''

TV TALK: Chicago native John Eisendrath, the writer and producer whose Hollywood successes include running such TV hits as ''Alias,'' now has been put completely in charge of NBC's new "My Own Worst Enemy'' -- starring Christian Slater in his first television series. Slater plays a man living a double life as an efficiency expert and as a secret agent.

BIG BOX OFFICE 'BUMPS': Given the unbelievable success of R.L. Stine's Goosebumps books -- selling second only to J.K. Rowling's Harry Potter series -- many in Hollywood are convinced Columbia Pictures' upcoming "Goosebumps" films will rival the boy wizard's flicks, once they are released in the next few years. Writers Larry Karaszewski and Scott Alexander are reportedly close to signing on as screenwriters for "Goosebumps" -- a project far different than some of their earlier films: ''The People vs. Larry Flynt,'' ''Ed Wood'' and ''Man on the Moon.''

STYLISH SET: It was wall-to-wall Chicago VIPs as Michelle Obama's favorite fashion designer, Maria Pinto, jam-packed the kickoff fete for Pinto's first retail boutique on North Jefferson. Benefitting the women's board of the Museum of Contemporary Art, the party snared 350 pretty people to support the designer who recently told me she already has ''an idea in mind'' for Obama's inaugural ball gown, should her husband win the presidency.

- DeKalb's own Cindy Crawford will be in Chicago Sept. 21 for a 12:30 to 1:30 p.m. appearance at the RoomPlace, 2575 N. Elston, launching her new Cindy Crawford Home furniture line.

SEEN ON THE SCENE: After Bill Murray jumped out of that airplane with the Golden Knights Friday, he headed back to the Eugenie Terrace building (where he was staying) and thrilled the guests at the residents' Air & Water Show-watching party by hanging out with the group, happily watching the rest of the show. ... Comedian Mo Rocca was in town, taping segments for ''1st Look Chicago,'' an upcoming entertainment and lifestyle show being produced here for NBC -- including a chat with Jerry Springer at the Art Institute, where they talked about the troubled painter Vincent van Gogh as if he were a ''sweeps-worthy'' guest on Springer's TV show. ... Ex-Chicago Bears cornerback Jerry Azumah was spotted sipping champagne Saturday night at Lumen.

OLYMPIC MOMENTS: Beijing stars Nastia Luikin and Shawn Johnson will perform along with Team USA during the 2008 Tour of Gymnastics Superstars at the Allstate Arena on Oct. 15 -- featuring other former and present Olympians Chellsie Memmel, Morgan and Paul Hamm, Shannon Miller and Blaine Wilson, and performances by popular recording artists Jordan Pruitt and KSM.

Photo: Anne-Christine Poujoulat, AFP ; Getty Images / Madonna and husband Guy Ritchie, pictured in May at Cannes, are haunted by rumors of her infidelity. ;