You’ve got a new Paul Newman picture to sell to the exhibitors responsible for booking the picture into theaters – or not. So, do you mention the fact that he has been nominated for the Best Actor Oscar three times in the last five years? Nope, that gets discounted because that was serious Paul Newman, heavy dramas, weighty themes. This is new-look Newman – a thriller in the vein of North by Northwest. The movie is set against the background of the Nobel Prize, the most important award scheme in the world, so surely promotion could focus on that. Well, no, actually that’s kind of weighty as well.
Nope, your best bet, according to the marketing team putting together the Pressbook (Exhibitor’s Campaign Manual) for The Prize is – wait for it – nudity and food. The first promotional page of the manual hits you with a couple of great ideas based on the fact that in the movie Paul Newman ends up in a nudist colony with only a towel to protect his dignity. “Announce that the first fifty women at your theater opening day will receive a costume just like the one worn by Paul Newman in the film” – in other words a towel. And if that doesn’t work “install a peek-a-boo box in which theater patrons can see the famous nude scene.” After all, continues the manual in confident tone, you are sitting on “the controversy of the century.”
Next big idea – “pre-sell The Prize with gourmet foods from Sweden.” Apparently, a heavy focus on food promotion had worked wonders for previous MGM pictures The VIPs (1963) and The Wheeler Dealers (1963) and neither of these pictures could call upon the actual menu served at the actual Nobel Banquet for 800 people at the Stockholm City Hall. The Pressbook gives menu ideas for exhibitors to pass on to local newspapers including such delicacies as “Supreme de Poulet Farci a la Royal” which is basically chicken stuffed with goose liver, cognac and madeira. Alternatively, housewives could be tempted into making “Charlotte a la Royal” which consists of pineapple sorbet, curacao parfait, almond pastries filled with Grand Marnier, almond meringue and candied grapes.
Luckily, there were more mundane marketing ideas more likely to appeal to the theater manager who believed the name of Paul Newman should be all he or she needed to sell the picture. MGM had cut a single of Jerry Goldsmith’s theme for the picture – four singles actually by four different artists – and that was guaranteed airplay in over 500 radio stations, the tune was also included in a composite album of movie themes.
It was only the last two pages of the 16-page glossy A3 Pressbook that carried any information on the film itself and the stars. German Elke Sommer making her Hollywood debut was given as big a push as Newman himself. She had taken the alternative route into acting of winning a dancing contest (according to MGM’s press office – a beauty contest according to Imdb) that led to a small part in an Italian picture.
The pressbook erroneously stated her second picture was directed by Vittorio De Sica, whereas he was merely the star and Sommer merely a supporting actress. By the time she came to make The Prize, she was a veteran with 25 pictures in the can. Sommer’s wardrobe as worn in the picture might also generate tie-ups with sweater shops, beauty salons and lingerie retailers. An idea for a lobby stunt was to stick an enlarged photo of Sommer on the wall and give a prize for the best sketch by a local artist.
Needless to say, neither director Mark Robson nor screenwriter Ernest Lehman merited a mention in the Pressbook.