This proved the impossible sell. And Judy Garland was no help. The star was well past her best and if she wasn’t singing it was difficult to attract audience interest. So beyond her name above the title, United Artists did very ittle to use her presence as a distinct marketing tool.
Just like I Thank a Fool the previous year, the subject matter of A Child is Waiting did not lend itself to cross promotion. That did not prevent marketeers doing their level best. However, it was a rather bold suggestion to assume banks would be a natural port of call even under the guise that every child was waiting for their parents to start a savings account to see them through college.
The title seemed to incite temporary madness in the marketing department. How about this for a tie-in approach to a toy department? “A child is waiting for the most exciting game ever devised – Monopoly.”
Groups most likely to respond were identified as psychiatrists, teachers and PTA members but cinemas were warned to avoid giving the “impression that the film is a clinical or documentary one.”
By far the easiest avenue for promotion was a book tie-in. Popular Library had issued a paperback novelization by Abby Mann of his original screenplay with stars Burt Lancaster and Judy Garland on the cover and at the very least that would receive window displays in bookstores and on the carousels of drugstores.
Also limited were the number of taglines on a poster. In those days a movie could be advertised with as many as a dozen different taglines appealing to different market sectors. United Artists stuck to three main taglines with two subsidiary ones. Sometimes both subsidiaries were on the same poster, other times only one.
“Burt Lancaster and Judy Garland ignite a motion picture that gives so much…goes so far…looks so deep into the feelings of man and woman.” This alternated with “Burt Lancaster and Judy Garland take an untouched theme – and make it touching and unforgettable” and “Only Burt Lancaster and Judy Garland could take this untold story…and make your heart tell it over and over again.”
The subsidiary taglines ran to: “If this were flesh of your flesh – would you hold it close…Protect it…Love it…Or would you turn your back and run” and “A child can be so many things, warmth…love…laughter…and sometimes a child can be heartbreak!”
Mainly what marketeers were asking of Lancaster and Garland was a miracle, as if their names alone could drag audiences into theaters.
Even though the Pressbook was relatively small – eight pages A3 – two-thirds of the space was allocated to repeating the adverts, just in different sizes.
The section normally aimed at getting editors to carry snippets of news about the movie provided scant material. There was little to catch the journalistic eye, nothing new about either of the stars, just a rehash of careers. Usually, cinema managers would scour this section looking for a titbit to offer to a reporter, an unusual hobby, something odd that occurred during filming, details about the location or an element that went wrong during shooting.
If you were relying on this Pressbook to fuel demand from exhibitors, you would be sorely disappointed.
The Magnificent 60s 