Pressbooks/Marketing Manuals were intended as guides for the better promotion of a picture. At best, they were viewed as suggestive, devised in the spirit of cooperation. Paramount took a different perspective for One-Eyed Jacks. It laid down the law. This was “do as you’re told” under a new guise.
In the first place, it was an uncommonly sumptuous Pressbook, the distinctive cover printed on thick paper. It was larger, too, than the standard A2.
But at the heart of the marketing was almost a command for cinemas to follow a stringent campaign of advertisements running for seven days prior to showing the picture. This was contained in an immeasurably large section, a double fold-out running to 46 inches wide by 19 inches high. In other words so huge it could not help but catch the eye.
Unusually, the campaign was a before-and-after promotion. Of the seven days delineated, five were in advance of opening, the final two post-opening. Cinemas could choose between four sizes of campaign. Size was measured in “lines” – the unit of measurement rather than inches employed by newspapers. The more lines, the bigger the advert. Thus, Campaign AA was intended to run for 2,700-2,800 lines with the biggest advert reserved for opening day. Campaign 1 was set for 1,900-2,100 lines; Campaign 2 for 800-900 lines; and Campaign 3 for 550-650 lines. The last two campaigns were limited to three days.
The tagline for the opening Advert ran: “The motion picture that starts its own tradition of greatness” with the subsidiary “Marlon Brando’s most brilliant performance as Johnny Rio, the wildest one-eyed jack ever flung into the game of life. Here is love and courage, sin and violence – in one of the most explosively dramatic excitement in screen history!” In the AA campaign this was twice as wide (14 inches) as it was high.
The Second Day’s advert was much smaller – 9.5 inches wide and 4.5 inches high – and while keeping the main tagline dispensed entirely with the subsidiary.
Day Three was the opposite – the biggest advert yet – at 36 inches wide by 9 inches high. There was a new tagline: “A new experience in excitement…A new height in greatness!” and the subsidiary was just the first sentence of the original.
Day Four was bigger again – 40 inches wide by 8 inches high. The same tagline and subsidiary as Day Three with the addition of: “In vengeance he taught the enemy’s daughter the ways of love. Now the dawn would come up like gunfire.”
Opening Day (Day Five) was the biggest of them all – 57 inches wide by 9.5 inches high. Same tagline and subsidiary as Day Four but with a different addition: “His enemy’s daughter clinging to him in the night…this was just the beginning of his vengeance.”
Day Six (First Day After Opening) was remarkably small – 4 inches by 2 inches – literally just a reminder and carrying only the main tagline. The Final Day was 11 inches by 5.5 inches and with the same tagline.
Anticipating success, the marketeers had supplied adverts that announced “Held over for a 2nd big week.”
Whether cinemas signed up for such a promotional exercise they could be in no doubt about the studio’s commitment. Claiming it was the most publicized picture in recent history, Paramount pointed to articles in Life, Look, Coronet, Argosy, McCalls, Newsweek, Pageant, Glamour, Seventeen, Mademoiselle, American Weekly, Parade, Woman’s Day, This Week and the New York Times Magazine.
Music was a better cross-promotion prospect than anything else with both a soundtrack album and a single on the market. In addition, piano duo Ferrante and Teicher had recorded an instrumental. Two songs from the film were published in sheet music format.
Unusually, presumably assuming the movie had received all the editorial coverage it required – some or all of the articles run in the magazines mentioned would have been syndicated to local and national newspapers – the Pressbook was devoid of the usual run of star biography or journalistic snippets.
The Magnificent 60s 