Pressbook/Campaign Manual – The Magnificent 60s

Behind the Scenes: “Two Weeks in Another Town” (1962)

Until a technological invention first used in Once a Thief (1965) it was impossible to shoot “day for night” without it appearing very obvious. So when director Vincente Minnelli aimed for as much verisimilitude as possible for the Rome-set drama it meant half the shoot took place at night. “Minnelli could sleep easily during the day,” recalled star Kirk Douglas (The Arrangement, 1969), “sometimes till six o’clock in the evening, but I couldn’t so there were three unpleasant weeks of night shooting and not much sleep.”

But the movie suffered, Douglas later complained, by studio interference at the editing stage. When the movie fell foul of the Production Code, change of MGM management vetoed the more salacious aspects of the movie – the worst aspects of “La Dolce Vita” including a sequence in a nightclub where guests watched an unseen sexual act. Fifteen minutes were cut including a scene that showed Cyd Charisse’s character in a more sympathetic light. In an ironic reflection of the film’s narrative, Minnelli played no part in the editing, not due to production deadlines as in the movie, but out of choice.

The actual producer John Houseman – producer of Douglas starrers The Bad and the Beautiful (1952) and Lust for Life (1956) though later best known as an actor in Rollerball (1975) etc – backed out of any tussle with MGM head honcho Joseph Vogel. Douglas implored Vogel and editor Margaret Booth, to no avail. Consequently, in Douglas’s opinion, the film was “emasculated.” He argued MGM had turned an “adult” picture into a “family” film. Quite how this could be squared with marketing that promised a “shocking intimate view of Rome’s international film set” (see below) was not mentioned.

Following the commercial and artistic success of Spartacus (1960), Douglas was at the peak of his career, though his last three pictures had been flops. After nabbing an Oscar for Gigi (1959), Minnelli also enjoyed a career high, and although best known for musicals like Meet Me in St Louis (1944) and An American in Paris (1951) was equally adept at drama like The Bad and the Beautiful, Lust for Life (1956) and Some Came Running (1958). But he, too, was running empty, his last three serious films – Home from the Hill (1960), All the Fine Young Cannibals (1961) and big-budget roadshow The Four Horsemen of the Apocalypse (1962) coming up short at the box office.

Douglas earned $500,000 and a percentage of the profits (though none were forthcoming – it made a loss of $3 million) and top-billing. Although co-star Edward G. Robinson (Seven Thieves, 1960) appeared above the title, Douglas refused to accord female lead Cyd Charisse (Maroc 7, 1967), on one-tenth of his salary, that concession.

Douglas recalled that he build up his acting skills through wrestling. A college wrestling champ, he barnstormed across the country in a carnival, playing the cocky person reputedly from the audience who challenged the giant resident wrestler. “My job was to make the audience think he was going to murder me,” Douglas told the Pressbook/Campaign Manual. “And the way to do this was by expressions on my face. To yell out in pain would seem cowardly. But I learned a hundred and one ways of showing it through use of my eyes and the muscles in my face.”

The actor escaped serious injury when lightning, preceding one of the worst thunderstorms in a decade, struck a 200-year-old clock on the top of the church in Santa Maria Square. Four huge iron numerals were torn off and crashed to the ground, one grazing Douglas’s head.

In fact, the movie’s authenticity owed much to being filmed on the streets of Rome rather than reconstructed on the studio lot. In particular, scenes utilizing the Via Veneto, two long blocks of sidewalk cafes where the movie industry socialized, created a realistic atmosphere, especially when a hundred or so of the extra employed were actually people who would naturally populate the location. So, for example, when the script called for an opera star among the extras, casting director Guidarino Guidi used Bostonian Ann English, an opera singer studying in Rome. Among those sitting in the background at café tables were a promising young painter, a poet and a librettist.

George Hamilton (Act One, 1963), who had worked in Home from the Hill and just finished Light in the Piazza (1962) also shot in Rome, reckoned he couldn’t have been more miscast given his role called for a “funky James-Dean type.” He got the role through the influence of Betty Spiegel, wife of producer Sam, and her friend Denise Gigante, the director’s current girlfriend (later wife). Hamilton drove around in a red Ferrari costing $18,000 (ten times that at today’s prices) and, as he put it, “Italians knew how to worship” Hollywood stars.

Hamilton reckoned part of the problem of the film was that Minnelli was so “besotted with Denise that he had lost his vision.” Jumping to the defence of Cyd Charisse against a tirade from journalist Oriana Fallaci at the Venice Film Festival won Hamilton, unexpectedly, the cover of Paris-Match.

Daliah Lavi owed her career break to Douglas. As a nine-year-old in Hiffa, Israel, she struck up a friendship with the actor when he was filming The Juggler there in 1952. The actor and other stars attended her birthday party, Douglas presenting her with a ballet dress. Later a dancer and then an actress, this was her Hollywood debut. Erich von Stroheim Jr, making his movie acting debut, had his head shaved to make him appear more like his famed director father. Originally employed as an assistant director on the picture, Minnelli decided he would make a good Ravinski, the “fast-talking press agent.”

Chauvinism reared its ugly head, especially when women had to apologise for being on the receiving end. “What goes on in the minds of beautiful women when they get slapped for the cameras?” mused the editor of the Pressbook/Campaign Manual. Rossano Schiaffino’s response regarding being whacked on the behind by Douglas: “He hits hard so charmingly I didn’t mind standing up for a day of two.”

The actress proved tougher than many of her colleagues. She turned down the offer of a double for a scene in which she jumped into a lake. That might not have been such an undertaking had the sequence been shot in the hot Italian sunshine at the height of summer. But the MGM studio tank on Lot 3 was a different – and much colder – proposition. “She shrugged off her stunt with the remark that heated pools are unknown where she comes from.”

Irwin Shaw, author of the best-selling source novel, wasn’t too upset at the way the movie turned out. “An author who wants complete control of his work on the screen is in something of a cleft stick,” he observed. “He can either go into production himself, which is often neither possible nor desirable, or he can refuse to sell his work to the movies. Minor deviations in screen conception don’t send me reeling back a stricken man. I think I’m sufficiently realistic to know that even in the most enlightened films there must be some compromise if they are to be a success. What does matter very strongly to me is that the theme of the novel…should come over on the screen.”

Music trivia: Kirk Douglas was the first big Hollywood star to perform “The Twist” on screen and the song “Don’t Blame Me” was reprised from The Bad and the Beautiful, sung here sung by Leslie Uggams and in the older film by Peggy King.

French designer Pierre Balmain created the dresses, allowing a marketing campaign to be built around those stores which supplied his clothes. TWA, which flew directly to Rome, was suggested to cinema owners as an ideal tie-in. Not only did New American Library issue a new movie tie-in paperback/soft cover but cinemas were encouraged to build a campaign around a director, many of whose films would be well-known to audiences. The marketeers also had material to tie in with stores retailing music, women’s sportswear, menswear, men’s sweaters, beauty and hair styling.

The 16-page A3 Pressbook/Campaign Manual offered a selection of advertisements and taglines. The key advert tagline ran “Another town…another kind of love…one he couldn’t resist…the other he couldn’t escape.” But there were alternatives: “Only in Rome could this story be filmed/Every town has women like Carlotta and Veronica and the kind of man they both want!/From Irwin Shaw’s great best seller.”

Or you could opt for: “Irwin Shaw’s shocking intimate view of Rome’s international film set. The world only sees the glamor. This is the drama behind it!.” Or: “Only in Rome could this story happen. Only in Rome could this story be filmed!”

SOURCES: Kirk Douglas, The Ragman’s Son (Simon and Schuster paperback, 2010) p342-344; George Hamilton, Don’t Mind If I Do (JR Book hardback 2009)pp 155-159; Pressbook/ Campaign Manual, Two Weeks in Another Town (MGM).

Behind the Scenes: Selling Death – The Pressbook for “The Loved One” (1965)

Yep, you hand the promotional department the problem of selling a movie about undertakers and see what they come up with. The tagline “the motion picture with someone to offend everyone” is unlikely to attract the unwary and leaves you only with an audience that enjoys seeing sacred cows slaughtered, which might minimize appeal. Coupled with a montage of outlandish scenes and characters, the main advert had its work cut out to attract anyone.

Just as well, then, the marketing department had some apparent plums up its sleeve. Even more than weddings, funerals are associated with flowers. So, top of “the ticket-selling ideas” was suggesting to cinema owners either to stick a wreath at the front door or get a florist to spell out the title in a lobby display.

If that didn’t work, go for broke and stick a tombstone (easily constructed from plywood or papier mache, apparently) in the lobby. (The Fall of the House of Usher had gone one better, promising a free casket to anyone who dropped ad of fright.) Better still, lay down grass on the pavement outside to achieve a lawn effect.

And if that doesn’t get the media buzzing, why not just hire a hearse. That could sit outside the theater or tour the locality with banners slung along the sides. If the local newspaper was willing, you could arrange to have the print delivered by hearse, photographer on hand to record proceedings.

“Since The Loved One spoofs the undertaking business, most morticians aren’t too happy with the picture. This can be twisted to advantage to get you a newspaper story,” proclaims the Pressbook. Basically, the notion is that undertakers will respond to a reporter nosing around and that somehow that will permit mention in the resulting article of the movie. Another idea is to invite undertakers to the opening night on the assumption that no one will turn up and that somehow that, too, will make a newspaper story.

A simpler alternative was just to hire a model and have her parade around town dressed in white like a mortician and passing out flowers.

Just in case nobody had noted the off-beat nature of the picture, cinema managers were encouraged to browbeat local journalists into spelling this out and putting the movie into the same bracket as Dr Strangelove (1964), What’s New, Pussycat? (1965) and, of course, Tom Jones (1963).

Oddly enough, the movie received a favourable press – or at least a word or two which could be culled from reviews to make it appear so. Thus, one advert was able to rustle up quotes from the New York Times, Cue magazine, Herald Tribune, Holiday magazine, Life and Saturday Review.

Basically, there was as little meat on the advertising bones as in the genuine narrative to the picture itself. There was only one tagline and all the adverts, covering three-quarters of the 12-page A3 Pressbook, were variations on the one ad.

Outside of the cameo appearances, the male and female leads were relative newcomers, both starring in Quick, Before It Melts (1964). Courtesy of his long-running role on Broadway hit How to Succeed in Business Without Really Trying, Morse was marginally the bigger marquee name.

For a comedy, it was a potentially lethal role for Morse. “There was one scene in which a toy rocket blew up in my face and another in which I was dragged 40 feet by an automobile. I came close to being asphyxiated after doing a 60-minute stint in an air-tight embalming room.”

“Fate has been kind to me so far,” averred Comer. “But it didn’t all happen overnight, you know. Actually, I don’t think the quickie successes mean very much. You can be belle of the ball one day and a has-been the next.

“When I decided to go into this business, I made up my mind about one thing. I wouldn’t go into it unprepared. I got the groundwork in workshop plays at the Pasadena Playhouse and I concentrated on acting to the exclusion of everything else. I never even got to see what Hollywood actually looked like.”

After the success of Tom Jones, director Tony Richardson was given carte blanche. He filmed in 21 locations including the California freeway (as yet unopened), pet cemeteries and Beverly Hills mansions (the ground floor of Dohney marble chateau) and never in the studio. “I feel constricted working anywhere but in the real locales,” he told the Pressbook. “There are inconveniences in working outside a studio but I don’t mind them.”

His quest for realism extended to make-up. For example, he vetoed applying make-up to Jonathan Winters’ hand so that it matched his tanned face. Other attempts at verisimilitude saw lights taped to ceilings and sound equipment strapped to plumbing. Substitutes were found for equipment deemed too bulky or sensitive for location filming.

Future Warner Bros boss John Calley, here working as co-producer, explained some of the problems encountered. “Normally, when a piece of equipment is to be used or something needs to be constructed in Hollywood, it is only a matter of dialling the proper studio telephone extension. But under the Richardson plan every bit of equipment, every prop, every item of construction had to be individually contracted. There is no question that this is the most difficult way to make a picture, but it is the only way Richardson will work.”

Behind the Scenes: Selling that Old-Time Religion – The Pressbook for “Elmer Gantry” (1960)

The one element that every movie requires – advance publicity – was denied Elmer Gantry. Shooting took place on a closed set with all visitors carefully screened. Only six actors were given access to a complete screenplay while a general synopsis was denied distributors and cinema owners.

Over 30 years after publication of the source novel by Sinclair Lewis, its contents were considered so volatile and contentious that, rather than be pre-judged by the industry on expectations of what the movie may contain, director Richard Brooks took to issuing baffling statements such as describing Elmer Gantry as “The All-American Boy.”

Even the 12-page A3 Pressbook/Campaign Book, the prime source of marketing contact between studio and theater owner, was niggardly in the extreme. Narrative detail was limited to “the story of a spellbinding evangelist” rather anything approaching a synopsis.

Stuck with how to woo an audience in advance, United Artists fell back on a teaser campaign comprising six separate ads. The sequence was as follows: “Elmer Gantry Is Coming!” / “Sinners! Elmer Gantry Is Coming!” / “Sinners! Elmer Gantry Is Coming! starring Burt Lancaster”/ “Sinners! Elmer Gantry Is Coming! Starring Jean Simmons” / “Sinners! Elmer Gantry Is Coming! starring Burt Lancaster and Jean Simmons”. The last advert was coupled with a quote from the New York Times with the final salvo the same ad repeated but with a different quote from the New York Post.

The New York campaign – in those days a movie might take a few months to spread out from initial opening locale to other cities allowing promotional ideas that worked in one area to be publicized – relied on the first two teasers. But they went out in saturation – in railroad stations, subways, buses and race tracks with additional displays on poles, stilts and drums.

The major print advertising onslaught was led by two bold large-sized adverts intended to run facing each other on the same page. “Bless Him! Tens of thousands of believers shouted his praises!” was accompanied by the iconic illustration, Bible in hand, of Burt Lancaster. “Damn Him! Three women damned his soul” showed Lancaster grappling with Jean Simmons with Shirley Jones and Patti Paige in the background in more revealing clothing. But these two elements could also be fitted into the one ad, as shown above.

There were nearly a dozen full-size advertisements with a range of taglines. In all Lancaster is shown in the same pose with the Bible while Simmons is presented clutching a Bible and gazing heavenward. Shirley Jones appears in even skimpier outfits.

As was standard at the time, taglines could stand on their own or mix and match. Snippets for other ads were edited from this main ad: “Nobel Prize Winner Sinclair Lewis’ Bold Novel Of Passion And Damnation Bursts Full-Life Across The Screen! If there was a dollar to be made – Gantry would make it…If there was a soul to save -Gantry would save it…”

“Sinner! Elmer Gantry Wants You!” ran another ad backed up by “Are you ready, sinner? He wants you to know all about heaven…but not about his whiskey and his women!” Other adverts were fashioned from taglines like: “You’re all sinners…you’ll all burn in Hell! Tell ‘em Gantry…save ‘em from sin…lead ‘em to salvation…tell ‘em about everything…but not about your whiskey and your women!” Or included: “From the book that shook a nation with its sledgehammer theme…from a Nobel Prize-winning author…comes the raging story of a man who used the Holy Bible and broke every rule in it!”

Rarely have so many exclamation marks been employed in so short a space, but equally, rarely has a marketing team encapsulated so vividly a movie with a difficult subject matter, all tease and no substance.

Out-with the usual marketing routes, the marketing team were able to take advantage of various ancillary promotional opportunities. Dell organized a massive paperback book tie-in in thousands of bookstores and newsstands, Burt Lancaster dominating the front cover with Simmons and Jones pictured on the back. Music retailers also played their part, United Artists Records launching the Andre Previn soundtrack album while Mercury released an album of revival tuness sung by Patti Paige, who made her movie debut in the film. With record sales exceeding 35 million, Paige’s host of fan clubs were a natural target for contact and if there was none in the local vicinity cinema managers were encouraged to start one by the simple device of setting up “a giant postcard in the lobby” and inviting fans to attach their signatures.

Department stores were called upon to run 1920s Fashion Shows.

Anniversaries, so important today, helped out. It was 30 years since Sinclair Lewis was awarded the Nobel Prize, the first American author so recognized, and 1960 was the 75^th anniversary of his birth. But the promoters also played upon the book’s initial controversy, hoping to re-ignite the debate as a promotional tool.

With the bulk of the Pressbook given over to advertising and promotional ideas, barely little more than a single page was devoted to the stars, but even then there was little of the usual soft-focus puff pieces. The kind of journalistic nuggets that might help an editor fill a vacant space were limited. All we learned of Burt Lancaster, who had worked with Richard Brooks before on Brute Force (1947), was that – as if this was a mark of respect – he agreed to read the screenplay twice. Of Jean Simmons it was pointed out she had played an evangelist in Guys and Dolls (1955) but the Pressbook erroneously states that she played a nun in Black Narcissus (1947); in fact, she was a beggar girl. Arthur Kennedy is mentioned in relation to his Oscar nominations.

Shirley Jones was the most likely to attract column inches as a result of explaining how she made the transition from more demure roles in Oklahoma (1955) and April Love (1957). “It feels just fine – now,” she told the Pressbook interviewer. “At first, well, I really don’t wear much except what you see. A slip, these shoes with the green frills, and slinky black silk wrap-around that’s transparent.

“Usually, I walk into a movie set wearing my bustle and petticoats and some of the boys turn round as I go by and say, ‘Hiya, Shirl.’ But when I walked in dressed like this the fellows all just turned round and didn’t say anything. They never turned round like that before. Well, not really. It did take some getting used to after provoking the big brother reactions for so long.

“But I guess every girl dreams of being a conversation stopper some day. This is my chance. Of course, I am embarrassed sometimes…or maybe it’s inhibited.”

Brooks rewrote the script eight times before “he felt he had captured the essence” of Gantry. Most of the scenes were filmed on sound stages or adapted from an assortment of 1920s vintage streets from the backlots of other studios. The tabernacle was constructed out of an ice skating rink on a beach pier in Santa Monica.

Art director Edward Carerre spent $6,500 erecting and furnishing a genuine evangelist tent rented from Canvas Specialty. It was slightly trimmed to fit onto two combined sound stages on the Columbia lot. A total of 400 benches each measuring eight- or ten-feet were constructed by studio carpenters to provide seating for 1,000 – the tent accommodated another 2,000 standing. The stage required 500lb of imported sawdust and banners 30ft long were specially made to incorporate Biblical quotations. Where most movies required a maximum of 15-20 sets, Elmer Gantry boasted 62.

The climactic scene, conflagration in a tent, took five days to film. Soaking the set in kerosene would not supply the instant flash of flame the director demanded. So, instead, he turned to old film footage, including some frames from It Happened One Night (1934). “We’re burning film to make film,” quipped Brooks.

Selling Boris Karloff, Or At Least Trying To: Pressbook for “The Sorcerers” (1967)

Exhibitors measured a movie’s commercial potential in large part by the size and shape of the Pressbook. There was a correlation between a studio’s marketing budget and box office expectation.

This was the era of the 16-page A3 (twice size of a sheet of A4 paper) Pressbook/Campaign Manual that would contain what a cinema manager required to make the most of the picture through newspaper exploitation. This included snippets that would be passed on as nuggets for the editor of the entertainment section – incidents that occurred on set, details of location, hitherto unknown facts about the stars, interesting quotes – and for the newspaper’s non-editorial section that came in the form of a series of different advertisements, six or seven not unusual.

These adverts were core to what you might see in your local newspaper. The cinema manager simply cut out the preferred size of advert – they were offered a huge range of sizes that often took up to half the Pressbook – and handed that in to the newspaper which duly, with cinema name attached, used it to make up the printed ad.

The point of the A3 Pressbook was to accommodate ads that size (11.7 x 16.5 inches / 297 x 420mm) and encourage the cinema manager to consider paying for such a hefty space in a newspaper. Beginning with the giant size indicated studio confidence, which, it hoped, the cinema manager would match. Of course, should he or she not, then there was a wealth of smaller-sized ads – which might themselves start at roughly A4 (8.3 x 11.7 inches / 210 x 297mm) that the cinema manager might feel more appropriate to the picture house’s marketing budget.

The various ads accommodated a number of different taglines and images, so that a cinema manager could choose the best one for targeting their specific audience – most commonly, for example. an action picture might be sold on the love interest.

The Sorcerers was released in the U.S. by Allied Artists. Once a big name, producing Friendly Persuasion in 1956, it had now fallen on harder times and largely reverting to its Monogram origins except for a financial boost from the unexpected success of the French-made A Man and a Woman (1966). Whatever imapct that had on Allied’s coffers did not translate into expenditure on the Pressbook for The Sorcerers. Cinema mangers would not have been filled with any great confidence. In size and in the advertisement material it did not shout box office winner.

*This is an ad from the British campaign which showed more originality than in the U.S.*

The Pressbook was 8-pages A4, of which more than half was advertisements, one full-page A4. But there was only, effectively, one ad, though presented over five pages in twelve different sizes, from the aforementioned A4 down to what would be little more than a slug, one inch running the width of one newspaper column (about two inches).

Boris Karloff’s brooding features, intercut with a man knifing a woman, dominate the advert. There is a tagline: “He turns them on…he turns them off…to live…love…die or KILL!” At the foot of the ad is a montage of young things, dancing, kissing, a girl in backless dress the height of the titillation portrayed. The rest of the near-dozen adverts are all exactly the same, with, as the adverts grow smaller, bits of the main ad dropped out.

The problem with marketing any film starring Boris Karloff was the actor himself. Although a legendary name in movies thanks to Frankenstein, that career-making role had been three decades before and anyone who had seen it in the 1960s had done so on television where it was shorn of a lot of its power. Karloff had only intermittently popped up in horror movies during the 1960s, most recently in Die, Monster, Die (1965).

*Director Michael reeves (left) with Tony Tenser of Tigon and Karloff.*

Karloff was not, to put it mildly, a major marquee attraction. And part of the reason was his determination not to be typecast. So, in the 1940s and 1950s he was more likely to be seen on stage, in Arsenic and Old Lace or The Lark, for example, or on television. He only made eight movies during the 1950s.

There had been some kind of horror comeback in 1963 with The Raven, The Terror, Black Sabbath and The Comedy of Terrors, but since then movie appearances had been sparse. And, of course, for an actor of his age, there was nothing new to say, although perhaps just to remind people that he had been born William Henry Pratt in England.

None of the other performers were remotely well-known. Ian Ogilvy had supporting roles in She Beast (1966) and Stranger in the House / Cop-Out (1967). Elizabeth Ercy had small parts in Doctor in Clover / Carnaby M.D. (1966) and Fathom (1967). Each was given an one-eighth page biography. Despite directing She Beast, Michael Reeves wasn’t mentioned at all.

*The company you keep. Tigon’s line-up for 1967.*

So you get the distinct impression from the Pressbook that it’s Karloff or nothing and since the actor, as noted, was hardly a major player, nobody was going to much trouble to sell the picture.

The Pressbooks I’ve presented in previous features in the Blog have all had considerably more going for them, but this was the downside of the movie business. When there wasn’t much to sell, the distributor wasn’t going to waste his money trying to achieve the impossible.

The Pressbook, printed in 1967, did not appear to achieve any success. The movie did not win a single first run or showcase booking in any of the major cities whose box office was reported by Variety magazine. However, in July 1968, the film was awarded the Grand Prix at the Trieste Sci Fi Festival, with Elizabeth Ercy named Best Actress. That did not appear to brighten the movie’s prospects.

But in 1969, it turned up at the bottom of two horror triple bills. In Boston in first run at the Center it grossed $7,000 (Variety, February 19, 1969, p8) supporting Island of the Doomed (1967) and Castle of Evil (1966). In Los Angeles in a Karloff triple, it was topped in the billing by The Comedy of Terrors and The Raven, earning a decent $110,000 from 12 houses. (Variety, April 30, 1969, p8), it was top-billed in first run in Chicago taking in a “neat” $5,500 at the Monroe (Variety, October 15, 1969, p8).

But it’s possible these few bookings and doubtless others on the drive-in circuits and in smaller towns might still have helped turn a profit on the picture since it only cost $210,000 to make in the first place.

Selling Steve McQueen – Pressbook for “Nevada Smith” (1966)

Truth never stopped producer Joe Levine. Not finding in the film the requisite image to encapsulate the struggle of Nevada Smith he just invented one. The iconic poster of Steve McQueen with rifle over his shoulders did not appear in the movie. Yes, in the early part of the picture Nevada Smith trekked through the wasteland. But that was minus any weapon, unless you count the broken pistol he had found under a wrecked wagon. Naturally enough, if he did have a rifle at that point, presumably Levine surmised, that’s exactly how he would have carried it.

Levine was an unusual character even by Hollywood standards. He was pretty much the first to invent the metaverse, the extended world within which a main character revolved, having sourced Nevada Smith from the Harold Robbins bestseller The Carpetbaggers which he had turned into a blockbusting film in 1964, and by dint of picking up the story of Nevada Smith at an earlier age than in the movie created a “prologue,” better known these days as a prequel or an origin story. Better still, it was two pictures for the price of one book.

Of course, it wasn’t Levine’s idea to make a prequel, or at least that’s how the publicists spun it. “It doesn’t happen very often,” begins the Pressbook, “but it happens, a character in a motion picture intrigues the fancy of fans to such an extent that they write the producer and beg more of him. Instead of wanting to know more about this fascinating character, the public wrote in asking how this intriguing character got that way.”

Levine took quite a different approach to marketing a movie than other producers. He tended to concentrate on one central image, creating a single core advertisement rather than, as other studios did, churning out a host of different adverts to meet the various perceived needs of exhibitors. And he also liked to fix subsidiary characters in the audience’s mind by providing nuggets of information about their personalities in the poster.

Assuming McQueen was such a big star, exhibitors didn’t need any more juicy nuggets, so the first two editorial pages of the Pressbook concentrate on everything but McQueen. And given that the star’s production company, Solar, was involved in the making, it seems McQueen was exactly of the same opinion. The biggest plug went to Henry Hathaway (The Sons of Katie Elder, 1965), “one of Hollywood’s most celebrated directors,” credited with inventing the action picture three decades before with Lives of the Bengal Lancers. But “action was never permitted to get in the way of the story which, Hathaway always insisted, was of prime interest.”

Five-time Oscar nominee Arthur Kennedy, rather than the second-billed Oscar-winner Karl Malden, came next in the promotion stakes. Kennedy epitomized the importance of a stage training for actors, borne out by the fact that, except for McQueen, all the main players received their training in the theatre. Brian Keith, however, addressed the downside of being in a long-running play. “It means you’re tied down,” he complained, “nothing to do every afternoon, can’t go anywhere or do anything, you have to keep yourself fresh for the evening.”

The Pressbook was surprisingly short on the kind of journalistic snippets that an exhibitor might feed to a local newspaper. That Suzanne Pleshette had a pathological terror of snakes, that Pat Hingle had nearly died after falling down an elevator shaft, and that Hathaway had given Karl Malden his big break were the closest the Pressbook came to anything that might interest a newspaperman.

The iconic image of McQueen shouldering the rifle was mostly used on its own in teaser adverts. For the main advert, that was placed centrally above a montage of scenes from the picture and at the foot came the one-liners about the other characters. Tom Fitch (Karl Malden) was described as “he treated Nevada like a kid – then spent a lifetime regretting it” (not true as it happens). Jonas Cord (Brian Keith) – “he taught Nevada how to kill – then got out of the way.” Bowdre (Arthur Kennedy) – “the bravest man in the world with a gun – and a coward when he faces one” (not true either). Pilar (Suzanne Pleshette) – “she found Nevada in jail and he loved his way out.”

While the main advert, outside of the teasers, was the only advert, there were more taglines. And quite wordy at that. “Some call him savage – and some called him saint…some felt his hate – and one found his love…some had to run – and three had to die…and there never was another like Nevada Smith.” (Incidentally, he had two lovers, not one.) A second tagline ran: “From the California gold fields to the Louisiana bayous, he drank and killed and loved and never forgot, how to hate!” There was a third, briefer, tagline – “Now a name…soon a legend” and that sometimes prefixed the other taglines.

In terms of tie-ins, there was little. Possibly The Carpetbaggers had already done the work for Levine. The novel had been the biggest-selling fiction since the turn of the decade, around six million copies printed, so it was the ultimate “pre-sell” with a movie tie-in edition, front and back covers bearing testament to Nevada Smith. Pocket Books was one of the biggest publishers in the country and there were over 20,000 outlets for paperbacks including book stores, drug stores, and newsstands. Window banners, rack cards, counter displays and dump displays meant pedestrians would be passing an artillery of promotion every day.

Selling James Bond: Part Two – Pressbook for “Thunderball” (1965)

Wooing the audience was no longer required after Goldfinger (1964) had broken the box office bank. Thunderball, claimed producers Cubby Broccoli and Harry Saltzman, was “the hottest merchandise campaign you have ever handled” as the first four pages of the Pressbook went to show. No longer was there a retailer free-for-all with companies which had nothing to do with endorsements jumping on the Bondwagon.

The potential for promotional tie-in was so high that retailers and manufacturers were willing to spend a fortune to become involved and, in so doing, provide a massive spread of free advertising. Colgate had an entire line of toiletries for men including after shave, shaving lotion, deodorant, and talcum powder, each item branded with the 007 logo with Colgate investing in a massive advertising campaign aimed not just as men but the women who buy for men.

Shoe-wear manufacturer Endicott Johnson set up a nationwide contest through the Montgomery Ward chain of stores. Customers were invited to participate in a free sweepstake and store managers were encouraged to become active in promoting Thunderball at sales points throughout their shops.

Toy manufactuer A.C. Gilbert had devised a James Bond 007 Road Race which would be promoted in the biggest marketing campaign in Sears Roebuck history to 60 million homes. The catalog would feature a five-page spread. “Beatles fans will be reached through a TV buy that Sears has made advertising the Road Race on ABC-TV’s Beatles Cartoon Show.” Adlers Slacks was the exclusive licensee for James Bond 007 Boys Slacks – with two hidden pockets. Revere Knitting Mills was promoting four sweaters “as worn by James Bond.”

Other licensed products included The Official James Bond Secret Agent 007 Shooting Attache Case, Harry Diamond sports shorts with the Bond logo, Allison tee-shirts and sweat shorts, bubble gum and trading cards from the Philadelphia Chewing Gum Corp, and a walkie-talkie set from Gabriel. In addition, Weldon was selling “007 Pyjamas – Go to Bed Dressed to Kill,” Voit manufactured underwater equipment, Spatz advertised its trenchcoats in Playboy, Trimount clothing range included items for men and boys, and Milton Bradley had four board games and six jigsaw puzzles.

So for the first time in history, exhibitors had to do nothing to attract customers, no zany attention-grabbing gimmicks required, because the massive cross-promotional campaign devised by the producers ensured that potential moviegoers could hardly go anywhere without coming across something alerting customers to the movie.

All this was in addition to the normal standard promotional tools such as original soundtrack album and paperback movie tie-in. Tom Jones had released a single and six other artists had brought out instrumental singles and albums. Trade magazine Cash Box noted that the Bond name signified “something big in the worlds of film and music…many labels have themed LPs after the valuable James Bond Agent 007 image.” Signet had brought out the movie tie-in paperback with artwork on front and back covers.

The bulk of the Pressbook was taken up with advertising and information about the licensed products leaving just three pages for the editorial section. By now of course Sean Connery was a big box office star so he received considerable coverage, explaining that he had been chosen for Dr No as a result of a London newspaper poll. There was space too for the movie’s playgirls – former Miss France Claudine Auger, villainess Luciana Paluzzi best known to American audiences through the Five Fingers television series, Molly Peters and a return for Martine Beswick who had appeared in From Russia with Love.

Not surprisingly, the Aston Martin DB5, which had caused a sensation in Goldfinger, also returned. The customised version cost $45,000 (worth $400,000 today), compared to the usual price of $13,000, and came complete with twin Browning machine guns, tire slashers, revolving number plates, radar screen, ejector seat, and retractable bullet proof shields.

Selling the Obvious: Pressbook for “Kisses for My President” (1964)

Fred MacMurray doesn’t actually wear a woman’s hat in this picture, he just imagines himself wearing one. But that image was all it took for the marketeers to do it to death. Warner Brothers clearly believed the picture was going to be a winner and produced a whopping 32-page A3 Pressbook (double the normal size) in a bid to persuade exhibitors of its potential. That included a blockbusting two dozen adverts. Although in the 1960s as this series on Pressbooks has shown, movies were not sold just on the basis of one core image, but even so a limit was generally called when the number of options reached eight or nine.

On top of that, the Pressbook writers provided interesting copy for editors who might file a snipper or two around the movie’s launch. Arlene Dahl, for instance, contended that a large proportion of the most prominent women in history – Salome, Cleopatra, Elizabeth I – had, like her, red hair. Writing a syndicated beauty column, Dahl also offered advice on wearing perfume.

Eli Wallach put forward a convincing argument for remaining a supporting actor. “Get your name above the title,” he opined, “and if you make a hit you have to play the same thing over and over – the actor gets sick of the monotony and sooner or later so does the public.” Polly Bergen, who based her screen wardrobe on Jackie Kennedy, argued that ordinary women were well turned out in America whereas abroad that was the preserve of the wealthy. Starting out in Wisconsin Fred MacMurray scraped paint off cars for $20 a week.

To get exhibitors in the mood to sell a political comedy, the Pressbook offered eight “punchy and funny” spoof campaign posters, suggesting they be positioned in door panels or along one wall in a straight line and on a voting booth in the lobby. Expanding on the concept in their local area, exhibitors were encourage to recruit an important woman “holding some office” who could be corralled into acting as a “president” embarking on an imitation tour backed up by supporters carrying placards.

Silent screen star Carmel Myers, who manufactured a fragrance line for men, was enrolled by Warner Brothers for a nationwide tour in part talking about the subject that is key to the movie’s subplot – “can a beautiful and glamorous woman be a successful business executive?” A high-flying vamp of the silent era, Myers starred in Ben-Hur: A Tale of the Christ (1925) and later had her own short-lived television series before entering the beauty business.

Except twice, each of the other myriad adverts stuck with a photo of MacMurray wearing a hat. The taglines, running on the theme of what happened to the female President’s male consort, varied only slightly. “When a woman becomes President, what happens when her poor husband becomes First Lady?” / “President arrives in New York today, leaves First Lady home with knitting”/ “Women rise, men revolt, everybody cheer”

Inevitably, advertising focused on politics. “Republicans and Democrats agree this is the funniest picture you’ll ever see” / “First male First Lady takes Washington by storm” / “Is America prepared for the first woman president and her First Lady?

Some taglines took a different approach. “This year a woman will be elected President of U.S….and a man will be elected to the Comedy Hall of Fame” /”Vote the sdtraight ticket (the movie ticket, we mean” / “When you cast your next vote for President, be sure to do it at (this) theatre” / My father is the hostess with the moistest.”

Selling James Bond – Pressbook for “From Russia with Love” (1963)

United Artists had two concepts in mind when it came to marketing the second in the James Bond series From Russia with Love (1963). The first, and quite audacious notion, was to tell anyone who hadn’t seen Dr No (1962) much they had missed. Producers Cubby Broccoli and Harry Saltzman reckoned 69 million moviegoers across the world had seen Dr No, but America only accounted for a small fraction of that total. So their mission was to ensure that American audiences did not miss out again on the “throbbing world of hot-blooded excitement.”

To target that marketplace, the adverts were more like a relaunch, not a sequel, and the taglines began with “Meet James Bond, Secret Agent 007.” And then, “For those unlucky few who missed Dr No…You are unprepared for the sophisticated mayhem and polished lovemaking. The James Bond bug has not bitten you. But take heart! There is still time to jump on the Bond bandwagon with the second James Bond adventure From Russia with Love. See it and we guarantee – you will be hooked for good.” The final exhortation: “Don’t you think it’s time you met secret agent 007?”

But of course James Bond already had some kind of fan club in the States. “James Bond Is Back!” screamed the alternative advertisements. For both, however, the emphasis was on the new. “His incredible new women! His new incredible enemies! His new incredible adventures!”

“Target: the unkillable James Bond 007. Blast him! Seduce him! Bomb him! Strangle him!” The tone of the adverts suggested something entirely new. While heroes in thrillers could expect to face danger at every turn, and while a romance might sweeten the pot, there would not be a selection of alluring scantily-attired women. “For those who saw Dr No, consider yourself fortunate. Now you are prepared for the further fantastic adventures of that master of intrigue and women, secret agent 007 James Bond, join him in his new thriller From Russia with Love.”

To whet the appetite of local newspapermen there was a host of snippets. Oxford University had organized an 007 Society whose members included three lords and the heir to one of the the country’s largest department stores. While James Bond never uses a Windsor knot in his ties, Sean Connery does. Ian Fleming’s Bond novels had sold 30 million copies including six million of From Russia with Love. Four Istanbul mosques featured in the new film as well as an underground cistern a millennium old.

Beauty queens were always a good bet for coverage – Miss Universe runner-up Daniela Bianchi won the role of James Bond’s girlfriend after a screen test and former Miss Israel Aliza Gur and former Miss Jamaica Martine Beswick played the fighting gypsy girls. Lotte Lenya was married to Kurt Weill who, with Berthold Brecht, wrote The Threepenny Opera. Sean Connery was fitted out by his own Savile Row tailor Anthony Sinclair and during filming got through ten customized shirts, eight suits, two top coats and a dress suit.

Highly sought-after these days in the memorabilia market are the door panels – measuring 20 inches x 60 inches – which exhibitors would stick to lobby doors but which could also be utilized as displays in stores. Signet brought out a movie tie-in paperback which came with its own promotional material. As there were already other books in the series, booksellers would be inclined to set up a Bond display. As well as the John Barry original soundtrack album, other artists recording material from the film included Matt Monro, Jackie Gleason, Kenny Ball, Al Caiola and Si Zetner, all creating promotional tools.

“Bondmanship” was the overall name given to lifestyle items worn by Bond or which he might wear so tie-ups with fashion stores and retailers were encouraged “no direct endorsement is necessary.” So, for example, restaurants were encouraged to offer “ a menu good enough for James Bond.” It didn’t matter that Bond did not wear a manufacturer’s shoes, ties or suits in the film, just that he might wear them if they were of sufficient quality.

The marketeers came up with a simple stunt: send a set of keys to a newspaper, turn up the next day with a dispatch box handcuffed to your wrist, open it and find inside various promotional items. Or the keys don’t open the case and you need to send for a locksmith. Either way it was important to have a photographer to hand.

Selling The Rat Pack: Pressbook for “Robin and the 7 Hoods” (1965)

Warner Brothers pushed the boat out for Robin and the 7 Hoods with this lavish Pressbook. Apart from roadshows, most pressbooks of the era were around 16-pages A3. But this stretched to 28 pages with a tremendous range of advertisements, taglines and tie-ups plus, easier to accommodate from the exhibitor’s perspective, a healthy number of relatively straightforward marketing suggestions. On top of that, always a great incentive for cinema managers to rack their brains for good promotional ideas, the studio was offering seven cash prizes worth a total of $1,500 – about $14,000 today – for the best individual campaigns as well as a “special bonus prize” of the golf clubs used by Frank Sinatra, Dean Martin, Sammy Davis Jr. and Bing Crosby for the most original stunt.

With Pressbooks popping through a cinema manager’s door at the rate of one or two or three a week – dependent on how often a picture house changed its program – this one would certainly have made an impact, not so much from its size, but its commitment to the exhibitor. Most Pressbooks began either with information on the stars and the filming or with the advertisements and there was a sense of exhibitors being called upon to fit in with a pre-conceived campaign. Warner Brothers was not the first studio to go down the prize-giving route as a means of attracting attention, but in making the competition the first item on the promotional agenda – two of the first four pages were devoted to it – it certainly ensured it was high priority.

Following the competition came four pages of suggestions for gimmicks, stunts and tie-ins. WB had already tied-up with the The Antique Automobile Club of America and its members were being encouraged to lend out their vehicles to any movie theater planning a stunt. Exhibitors were told that car owners were “pleased to show them off.” There were over 100 chapters/branches of the Club so no shortage of eager participants. A parade of old-time cars in the town or a rally outside the cinema or even a race was guaranteed to attract publicity.

The Roaring 20s was another concept easily adopted – flapper fashions, the Charleston being performed outside the theatre or a dance competition, or girls dressed up in the outfits of the day strolling around town “carrying phonographs and camp stools; at busy intersections they can sit down and play one of the Robin tunes.” Reward posters could be put up for famous gangsters of the speakeasy period, with photographs of the film’s characters included. A jazz parade was another possibility complete with straw hats and blazers. Setting up a gambling den was another suggestion using “actual gambling equipment captured by the police.”

And all this was before exhibitors could let fly with ideas based on the archery motif since “the words Robin Hood and archery and practically interchangeable.” Archery contests could be staged in a sports store, park, shopping mall or in front of the cinema. Robin Hood hats made of simulated felt with a feather sticking out – or bullet-riddled – were available at a low cost and ideal for giving away to children and to be worn by ushers and other staff as well as employees in other organisations participating in any promotion. Or just handed out to a local restaurant.

On top of that, since this Rat Pack picture was actually a denoted musical in which all the principals sang, there was the best tie-in of all – an original soundtrack album, an easy marketing tool for record shops. WB had also arranged for a book tie-in with Pocket Books, novelization written by Jack Pearl and stocked in 120,000 outlets. The record, promised WB, would be “on every radio station night and day.” Even though Sinatra was no longer a top recording artist – “My Kind of Town” did not break the Cashbox Top 100 singles chart – his voice and that of his co-stars were exactly the kind of easy listening that appeared to radio addicts fed up with the British Beatle invasion.

The advertising campaign was fairly straightforward consisting of as many of the stars as could be crammed onto a poster – usually the main four plus either Barbara Rush or Peter Falk, occasionally all six. The tagline went hip: “Like we’ve taken the Robin Hood legend and changed the bows and arrows to machine guns…! Like with songs yet!…Like Wild.” The last word might be changed to “Wow.” An alternate tagline along similar lines went: “In Merrie Olde Chicago, in the days when King Al ruled the land…” And “Gather round all ye swingers and hear this…we’re doing the Robin Hood legend in Chicago’s wildest era…with songs yet!” A final version ran: “Warner Bros right merrily presents the wild idea of doing the Robin Hood legend in Chicago’s wildest era.”

With the box office and recording firepower of Sinatra, Martin, Davis and Crosby and the range of promotional ideas, there was little need to jazz up the Pressbook with journalistic nuggets, but WB did not stint on this count. The appearance of Edward G. Robinson in the genre and studio where he made his name three decades before in the like of Little Caesar was too good an opportunity to miss – more so when the wardrobe department discovered his suit size had not changed. Other cinematic stalwarts from the early gangster picture days included Allen Jenkins and Jack La Rue, now a restaurant owner and making his first WB movie in 23 years.

Elegance was a keynote for Barbara rush’s femme fatale. Designer Don Feld created a range of dinner gowns, coats and negligees which served almost as a disguise for the hard-as-nails operator. Commented Rush, “I am as tough as daddy and just as blood-thirsty. But I play it sweet throughout and never become hard or evil. The role has more substance when you realize this sweet girl has the ruthlessness of a cobra.” Pool hustler Harold ‘Red’ Baker was hired to teach Dean Martin how to perform like a champion player and also set up the shots for the game between Sinatra and Martin. Baker. But the editorial section ran for only two pages, which was a mighty small proportion of the overall Pressbook.

Selling the Exotic – Pressbook for “24 Hours to Kill” (1965)

No matter how small a picture, its budget had to stretch to a Pressbook. Even if the movie would end up on the bottom half of a double bill or a drive-in programmer and did not have much to shout about, it still needed a Pressbook. Low-budget films meant low-budget advertising campaigns unless your name was Joe Levine who often spent far more promoting films than he did making them.

The Pressbook was essential because it was the source of the movie’s adverts that could appear in a newspaper – these came in a variety of sizes so an exhibitor could remove the one most relevant and take it down to their local newspaper to make up the display advertisement. In the pre-digital era, it was a crude as that, adverts were effectively cut and pasted.

While some Pressbooks could run to 16, 20 or 24 A3 pages in full color, the most basic requirement would be four pages, enough to show the ads and get the basic message across. This was of the basic variety. In this case, ads took up the first two-and-a-half pages, leaving a half-page to list the credits and explain the plot. The final page contained information about the stars..

Perhaps as revenge for producer Harry Alan Towers not coughing up enough money for a decent Pressbook, his name was left off it. Instead, filing his slot was Oliver A. Unger, more famous as a pioneer of syndicated television, importer of foreign films and producer of The Pawnbroker (1964). In reality, he was an executive producer, in those days that function being fulfilled by someone who either invested in the picture upfront or once filming was complete bought territorial rights.

Artwork was minimal, one main advertisement, one alternative. But more or less the same taglines appear in both. Hoping to hook in the audiences was the notion of “perfumed harem…in mysterious Beirut…where every hour can be your wildest.. and your last.”

Usually films like these boasting a flotilla of European beauties devoted some space to explaining their origins and puffing up their potential. Not so here. Space is just too tight. The only actors covered are Lex Barker, Mickey Rooney and Walter Szelak. Strangely, no mention is made of Barker’s socko career as a German western hero – the notion that Europeans could make westerns remained absurd at this point (A Fistful of Dollars would take three years following completion to reach U.S. screens).

According to the Pressbook, Barker more or less jumped straight from Tarzan to this kind of thriller. Though he had been out of the loin-cloth for more than a decade (Tarzan and the She-Devil, 1953, his final appearance), the 40 pictures he had made since then (including La Dolce Vita, 1960) did not merit a sentence. The Pressbook did carry a quotable quote from Barker explaining his reasons for quitting jungle life: “It made me feel like a male Bardot because I was always parading around almost nude.” This was the type of quote that only made sense until you realised that Bardot did not become a star till three years after he quit playing Tarzan. Still, who was going to argue?

A strict regimen of physical exercise allowed him to keep in the shape necessary for the film which required him to “run for his life, rescue a pretty hostess from kidnap by helicopter and fight off thug after thug.”

Mickey Rooney gets a better write-up, especially for making the rare jump from successful child star to accepted by audiences for his adult roles. Though the writer of the Pressbook never appeared to actually go the movies. Spot the mistake in this sentence: “Last seen in runaway box office hit It’s A Mad, Mad, Mad, Mad, World Rooney now appears for producer Oliver A. Under in a drama equally as challenging.” That the first film was actually a comedy and not a drama never seemed to sink in.

The usual promotional material – suggestions for marketing, maybe a record of the soundtrack available, perhaps a theme song to target radio stations, various stunts – was non-existent even though the movie leant itself to a tie-in with an airline or a travel company especially as the National Lebanese Tourist Council had gone out of its way to accommodate the production.