Dr No (1962) had only enjoyed moderate success in the United States so it was far from given that Ursula Andress meant much to American audiences. The first Bond outing had finished 43rd in the annual box office rankings and Andress had not exactly swept Elvis Presley off his feet in her only Hollywood offering so far, Fun in Acapulco. However, she was the immediate beneficiary of one of the most extraordinary pieces of luck to fall to a barely-known star.
The gargantuan success of Goldfinger (1964) had sent studio United Artists back to the vaults to resurrect the first two films in the Bond series and put them out in a double bill – the first of many such Bond pairings – in April 1965, a couple of months before She hit the big screen in the U.S. Dr No/From Russia with Love was a record-breaking sensation, attracting three times the numbers that had attended the first release of Dr No. So outstanding a performer was the double bill that it hit number five on the annual box office chart. So by the time She was launched Ursula Andress’s iconic bikini-clad entrance in Dr No was fresh in audience memories.
MGM, the U.S. distributor of the Hammer picture, had wisely not counted on the unexpected resurrection of Dr No and had a stack of other promotional wheezes up its sleeve. The 12-page A3 Pressbook kicked off with a “phone stunt” whereby exhibitors would set up a message on a telephone line purportedly from “She-Who-Must-Be-Obeyed.” The statuesque figure of Ursula Andress in figure-clinging costume was a natural for a standee in a cinema lobby as was the setting up of an artificial flame.
There were any number of ideas for competitions held in conjunction with a radio station or local newspaper: famous women who had ended up as film titles – Cleopatra and so on; famous female rulers; or a list of “love goddesses” to whose ranks it was decreed Andress deserved a place – in posters MGM had no hesitation is calling the actress “the most beautiful woman in the world.”
Journalists were to be hooked into running editorial pieces by a variety of interesting facts that could be cobbled together for an interesting article. The luxurious furs used to decorate the queen’s inner sanctum had been insured for $300,000. Andress had worn a total of nine gowns, designed by Cal Tomms, but none weighed more than a few pounds, the gossamer-like material both free-flowing and clinging to her natural assets. The crown weighed 3lb, a heavy object to carry around on your head for a week, as Andress had. Her cloak contained 3,000 feathers. No doubles were used for the duel between John Richardson and Christopher Lee, both being accomplished swordsmen.
There were human interest items as well. Both Andress and Richardson had previously signed contracts with major studios without ever being given any roles. Andress, shy in real life, had learned to claim to be someone lese when approached by fans. Filming Dr No, she was grateful it was shot in Jamaica: “I didn’t want anyone to see what a fool I might be making of myself,” she said.
However, she was certainly self-assured in general. Interviewed exclusively for the Pressbook, she said, “Beauty gets you everywhere. It is a gate opener. It takes a long time to discover a good mind, but a beautiful woman attracts attention right away. Only stupid people think that a woman who is attractive must be silly.”
She added: “I will give you a list of the qualities that are most important for a woman – emotional range, beauty, intelligence, education and talent. Emotions are the most important, the ability to feel and love. Beauty next, and intelligence after that. Education is less important than intelligence because if you have the latter you’ll acquire education.
“I have never made a study of acting,” she explained. “I just do it if and when I feel like it. I have no desire to work on the stage and what I do in front of the camera is instinctive and spontaneous. My best takes are the first. Repetition distracts from the quality of my performance. Ayesha in She was a difficult part because this mysterious queen is 2,000 years old and I had to be very stylized.”
Andress was central to the advertising campaign and although there were a number of different adverts, the actress featured in all, the only difference being her position on the poster, left, right or central. “She had waited 2,000 years waiting for her lover to be reborn – the lover she had slain by her own hand.” To whet audience appetite, a variety of scenes were included at the foot of some posters.
To grab the attention of the exhibitor, and ensure full cooperation in selling the picture, MGM was offering a treasure chest of rewards for the best local campaign – a total of $10,000 in prize money. To gain additional publicity there was a single record and, more important, a new tie-in edition of the famed novel by H. Rider Haggard, which had already sold 20 million copies in America.
4 thoughts on “Selling Ursula Andress – The Pressbook for “She” (1965)”
Interesting bits and pieces of info on Dr. No and advertising promotions on She. Remembered on screening of Goldfinger, moviegoers were thronging smaller cinemas for reruns of Dr. No which was overlooked on initial release earlier.
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One of the most famous reissues of all time and it became one of the hallmarks of the Bond films that any time a new film came out it was either preceded or followed by a double bill of the previous pictures. That later became a triple bill and then a quadruple bill.
I already get enough messages on my phone from ‘she who must be obeyed’ but I guess that’s what happens when you get married..
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Am sure there are pluses.
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