There was a curious dichotomy at the heart of promotional efforts for this picture. On the one hand, theater managers were encouraged to make contact with those affected by divorce, on the other to make a great play of weddings and marriage.
So theater managers were told to contact groups such as Parents without Partners, Children of Divorce, Divorce Reform Groups, Alimony Payers and Family Counsellors. Divorce Parties and Divorce Breakfasts were suggested as other sources of publicity. Free screenings were aimed at couples who could prove they were divorced – presumably, that is, if they could still stand the sight of each other.
“Wedding rings can make a very positive contribution” to a promotional campaign was the other side of efforts to sell the movie. That meant possibly offering a wedding ring as a prize in a competition for divorced couples planning to re-marry…”re-marriage might take place at your theater…but it is not mandatory.” Free tickets could be given to jewelers to hand out to anyone buying an engagement or wedding ring. Another idea was a newspaper article on what divorced women did with their wedding rings after they had split from their partner.
Dick Van Dyke had been named “Screen Father of the Year” by the National Father’s Day committee and he had made a national tour in support of the picture meeting the media in New York, Chicago, Miami, Atlanta, New Orleans. Oklahoma City, Rochester, Washington, Syracuse, Boston and Philadelphia so journalists in those localities were already primed to support the efforts of cinemas. In Dallas, he was met by 1,000 people and later presented with a plaque from the Domestic Relations Court because “the ideals of the film serve as a deterrent to divorce.”
Unusually, the fashion boost this time focused on the male. Jason Robards had turned himself into a male model for Ratner California Clothes with advertisements appearing in Gentlemen’s Quarterly. Equally unusual was a suggestion to tie up with a local hypnotist – a scene in the picture involves Pat Collins’ nightclub act.
Van Johnson played a used car dealer in the film so they were also targeted for joint promotions or car parades. Bowling alleys, too, since that form of leisure activity featured in the film. On a more straightforward note Popular Library had produced a novelization and United Artists the original soundtrack album by Dave Grusin.
2 thoughts on “Selling Dick Van Dyke – The Pressbook for “Divorce American Style””
I love the inclusiveness of this taglane ‘anyone that’s married, or been married, or planning to’ ; Well, if they can get that group ie everyone, to see a Dick Van Dyke film, they’ll be on a hefty chuck of change!
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I thought that was as all-inclusive marketing as you can get. The film was almost a continuous argument for not getting divorced.