We’ve all been there. You are scrolling through a movie website and you come across a new Audrey Hepburn picture called The Loudest Whisper (1961) and you get all excited and wonder how on earth you could have missed it. You check it out. Something about the other credits sounds familiar – directed by William Wyler, co-starring Shirley Maclaine. Wait a minute, isn’t that The Children’s Hour? Yep, you got it. Welcome to the title jungle, the constant changing of the names of movies from country to country.
You could see how this was necessary, possibly even essential, as different languages and cultures struggled to make sense of Hollywood titles. There could be other reasons. What actually does To Kill a Mockingbird (1962) mean and is it translatable into Greek or Italian? What happens if the publisher of the bestseller-cum-movie has already changed the title? Or if an American bestseller sank like a stone in other countries and the whimsical title means nothing to nobody.
But The Loudest Whisper was the British title for the William Wyler picture. And Britain, it turns out, was not shy about changing titles. Elia Kazan’s America, America (1964), a straightforward title you might think, suggesting longing, was changed into the incomprehensible The Anatolian Smile, assuming the ordinary public knew where (or what) Anatolia was. Burt Kennedy western Mail Order Bride (1964), an idea too obvious for the sensitive Brits, became the meaningless West of Montana.
Glenn Ford-Stella Stevens western comedy Advance to the Rear (1964), a simple joke in any language unless your mind ran in cruder directions, turned into Company of Cowards. Glenn Ford again, Experiment in Terror (1962) was translated for British audiences as The Grip of Fear. Rene Clement French thriller Joy House, perhaps suggestive of a house of ill-repute, with Alain Delon and Jane Fonda became the no-less risqué Love Cage. And any notions that The Stripper would prove impossible to resist for any red-blooded male were scuppered by renaming it Woman of Summer.
In any case, the Italians had already co-opted the whole stripping thing, Warner Brothers musical Gypsy (1962) was translated as The Woman Who Invented Striptease, which was actually what Gypsy Rose Lee was famed for even if Hollywood did not want to admit it upfront. In fact, the people in charge of foreign titling often came up with a better choice than the original. Two Seducers was the Italian title for Bedtime Story (1964) starring Marlon Brando and David as, guess what, rival seducers.
In case you had no idea what The Prize (1963) referred to, what could be better than renaming it, as in Italy, Intrigue in Stockholm or, in accepting some knowledge of the Nobel Prize, the Greek version No Laurels for Murderers, both revamped titles a bit more persuasive above a marquee than the bland original, especially if the Irving Wallace bestseller on which it was based had not been a success in the respective countries.
Cape Fear (1962) – based on a book with the straightforward title of The Executioner – was improved upon in several countries, all taking a similar approach to the problem. In Switzerland it was known as Bait for a Beast, in West Germany Decoy for a Beast, both of which actually touched more succinctly on the main plot than the Hollywood version. And some countries believed in saying it as they saw it, Irma La Douce (1963) shown in Greece as The Streetwalker.
Clearly, some Hollywood titles provoked much head-scratching as titling experts tried to work out if they had, perhaps, a hidden meaning. Frank Sinatra comedy Come Blow YourHorn (1963) was variously called I’ll Take Care of the Women (Italy), If My Sleeping Room Could Talk (West Germany), If My Bed Could Talk (Greece) and the more straightforward Bachelor’s Apartment (Israel).
Some titles came with inbuilt bafflement. Italy had an interesting take on MGM musical The Unsinkable Molly Brown (1964), tabbing it I Want To Be Loved in a Brass Bed. Move Over Darling (1963) emerged as One Too Many in Bed (West Germany) and Her Husband Is Mine (Greece) while another Doris Day vehicle Lover Come Back (1961) became A Pajama forTwo (Switzerland), and A Pair of Pajamas for Two (West Germany). But some essential facet of the character of Hud (1962) was captured in Wildest Among a Thousand (West Germany) and Wild as a Storm (Greece).
And back to that To Kill a Mockingbird problem. Italian audiences were treated to Darkness Beyond the Hedge and Greek moviegoers to Shadows and Silence. Incidentally, in Israel The Stripper was known as Lost Rose while Advance to the Rear in West Germany appeared as Heroes without Pants.
SOURCE: “How U.S. Titles Are Retitled in Foreign Lands,” Variety, May 12, 1965, p108 and examination of movies on Imdb.
When Billy Wilder’s Sabrina (1954) was reissued in 1963 the star attraction was undoubtedly Audrey Hepburn, hot after Breakfast at Tiffany’s (1961) and Charade (1963), rather than William Holden, tumbling down the box office charts, or Humphrey Bogart, six years deceased. When the film was reissued two years later on the back of an even hotter Hepburn after My Fair Lady (1964), Bogart was assuredly the star. What happened in between was one of the oddest twists in motion picture history and one that would turn the actor into the biggest revival star of the 1960s.
But if you were to select the Bogart picture most likely to reignite public interest in the star, it would not be John Huston’s Beat the Devil (1953), a flop on initial release and by 1965 for legal reasons never shown on television. But in one of those quirks of programming the old Bogart found a new lease of life. Opening in spring 1964 at the 250-seat Avenue Cinema in New York it racked up $7,000 – equivalent to $65,000 today, totting up $30,000 ($279,000 equivalent) in a six-week run – phenomenal amounts for such a small venue. It shifted over to the 55th St Playhouse where it remained for another four weeks. The Art Cinema chain picked it up for wider release, sending it out in its thirty-six houses with, once again, outstanding results ($7,000 in one week in Boston, $5,000 in Washington). In Philadelphia it ran simultaneously in two houses.
In 1965 Dominant Films, part of United Artists, reissued a package of nineteen Bogart oldies, available on a rental rather than fixed price basis, and bookings were conditional on cinemas undertaking a two-week engagement, one film for the whole fortnight or the entire supply over the period, or any kind of program arrangement in between. There was no shortage of takers, especially after it became known that the 8th St Playhouse in New York, generally a second-run arthouse, and the 495-seat Carnegie in Chicago had each seen receipts hit the $10,000 ($93,000 equivalent) mark. The former double-billed fourteen pictures from the selection available, switching programs every two days.
Demand for the program was so high, prints were rationed. In the next fourteen cinemas on the release schedule, venues were allocated a maximum of six movies over the two-week period, sometimes limited to just two. When it became obvious that this gold mine was being given away too cheaply, a new strategy emerged: weekly double bills. In what amounted to a Humphrey Bogart greatest hits package the Carnegie in Chicago cleared nearly $15,000 ($139,000 equivalent) over three consecutive weeks with the following programs: The Petrified Forest (1936)/Key Largo (1948), Treasure of the Sierra Madre (1948)/Casablanca (1942), and The Maltese Falcon (1941)/High Sierra (1951).
These grosses were even more astonishing in light of the fact that nearly all his seventy-five pictures were available on television, free of charge, on constant rerun, demand highest in the late-late slot. In 1966, United Artists Associates, a division of UA TV, referred to its portfolio of forty-five Warner Brothers features as “the most significant phenomenon of this era of entertainment history” It was estimated that screenings of his movies totalled two hundred per year.
Although there had been sporadic screenings of golden oldies in the U.S., exhibitors did not appear to share the same penchant for classics. Certainly, the U.S. lagged behind Europe in that respect. Wuthering Heights (1939), a huge rerun favourite in Europe, in 1963 in Paris attracted 30,000 admissions in three days in a trio of cinemas. In February 1963 half the cinemas in the French capital were given over to classics.
The most successful classics operator in the U.S. was MGM which in the early 1960s set up the Perpetual Program Plan. Investing in new prints of MGM oldies and a distinct marketing plan, the studio offered a package on an innovative basis. Rather than tying cinemas down to one-week or two-week contracts, as would be standard for arthouses, and therefore limiting potential bookings over fears that audience demand would peter out after a few days, MGM had hit on the idea of showing the films once a week on the same day of the week – Wednesday the most popular – for a season of six-eight weeks. Patrons could book a “season ticket” to see all the films. This approach made it far more appealing to the ordinary cinema, rather than the arthouse specialist, since a special showing could lift the midweek quiet period.
The first offerings from the Perpetual Program Plan were “Golden Operettas” – Rose Marie (1936), The Merry Widow (1934), The Great Waltz (1938), Sweethearts (1938), The Chocolate Soldier (1941) and The Student Prince (1954). The package played in over 3,500 cinemas. Expecting little more than $60 for their Wednesday income, cinemas found themselves taking in $300-$900 a night. The Chocolate Soldier could bring in as much as $2,200 a night, The Student Prince $1,500. MGM followed up with a program of films based on famous books such as Little Women (1949) and a third package revolved around musicals like Singing’ in the Rain (1952) and The Bandwagon (1953).
The Humphrey Bogart concept was a considerable step up from this once-a-week program. The Bogart craze reached its commercial height in 1967. But there was one Bogart picture that audiences had been denied a showing for a decade. The African Queen (1952) had been made by British company Romulus and distributors had been put off taking up an option to show it due to a technical issue with the color prints. The impetus for its revival was the tenth anniversary of Bogart’s death, an event that stimulated an avalanche of newspaper articles and books. Producer Sam Spiegel sold reissue rights for The African Queen to Trans-Lux, a small arthouse chain in expansion mode planning to move into distribution. When the Los Angeles Times held a poll to identify the oldie most moviegoers wanted to see, The African Queen topped the poll. The buzz surrounding Guess Who’s Coming to Dinner (1967) created massive interest in the picture’s co-star Katharine Hepburn.
It was no surprise that The African Queen launched – in November 1967 – at a New York arthouse, the 600-seat Trans-Lux East, but the box office blew the industry away. An opening week of close on $20,000 ($186,000 equivalent) put the oldie into the cinema’s all-time top ten. What was astonishing was that it received as many bookings outside the expected release route of arthouses and the college circuit and was taken up by local theaters all over the country, shown in four houses in San Mateo, for example. It formed double and triple bills with other Bogart films, as well as The Quiet Man (1952) and topped bills that included films like Waterhole 3 (1967). After the first flush of first run and nabes, it turned up as support to contemporary pictures like Dark of the Sun (1968) and underwent another revival in 1969 before being sold to television in 1970.
SOURCE: Brian Hannan, Coming Back To A Theater Near You; A History of Hollywood Reissues, 1914-2014 (McFarland, 2016) p127-133, 198-206.
This film had everything. The cast was pure A-list: Oscar winner Audrey Hepburn (Breakfast at Tiffany’s, 1961) and Oscar nominee Albert Finney (Tom Jones, 1963). The direction was in the capable hands of Stanley Donen (Arabesque, 1966), working with Hepburn again after the huge success of thriller Charade (1963). The witty sophisticated script about the marriage between ambitious architect Mark Wallace (Albert Finney) and teacher wife Joanna (Audrey Hepburn) unravelling over a period of a dozen years had been written by Frederic Raphael, who had won the Oscar for his previous picture, Darling (1965). Composer Henry Mancini was not only responsible for Breakfast at Tiffany’s – for which he collected a brace of Oscars – but also Charade and Arabesque. And the setting was France at its most fabulous.
So what went wrong? You could start with the flashbacks. The movie zips in and out of about half a dozen different time periods and it’s hard to keep up. We go from the meet-cute to a road trip on their own and another with some irritating American friends to Finney being unfaithful on his own and then Hepburn caught out in a clandestine relationship and finally the couple making a stab at resolving their relationship. I may have got mixed up with what happened when, it was that kind of picture.
A linear narrative might have helped, but not much, because their relationship jars from the start. Mark is such a boor you wonder what the attraction is. His idea of turning on the charm is a Humphrey Bogart imitation. There are some decent lines and some awful ones, but the dialogue too often comes across as epigrammatic instead of the words just flowing. It might have worked as a drama delineating the breakdown of a marriage and it might have worked as a comedy treating marriage as an absurdity but the comedy-drama mix fails to gel.
It’s certainly odd to see a sophisticated writer relying for laughs on runaway cars that catch fire and burn out a building or the annoying whiny daughter of American couple Howard (William Daniels) and Cathy (Eleanor Bron) and a running joke about Mark always losing his passport.
And that’s shame because it starts out on the right foot. The meet-cute is well-done and for a while it looks as though Joanna’s friend Jackie (Jacqueline Bisset) will hook Mark until chicken pox intervenes. But the non-linear flashbacks ensure that beyond Mark overworking we are never sure what caused the marriage breakdown. The result is almost a highlights or lowlights reel. And the section involving Howard and Cathy is overlong. I kept on waiting for the film to settle down but it never did, just whizzed backwards or forwards as if another glimpse of their life would do the trick, and somehow make the whole coalesce. And compared to the full-throttle marital collapse of Who’s Afraid of Virginia Woolf (1966) this was lightweight stuff, skirting round too many fundamental issues.
It’s worth remembering that in movie terms Finney was inexperienced, just three starring roles and two cameos to his name, so the emotional burden falls to Hepburn. Finney is dour throughout while Hepburn captures far more of the changes their life involves. Where he seems at times only too happy to be shot of his wife, she feels more deeply the loss of what they once had as the lightness she displays early on gives way to brooding.
Hepburn as fashion icon gets in the way of the picture and while some of the outfits she wears, not to mention the sunglasses, would not have been carried off by anyone else they are almost a sideshow and add little to the thrust of the film.
If you pay attention you can catch a glimpse, not just of Jacqueline Bissett (Bullitt, 1969) but Romanian star Nadia Gray (The Naked Runner, 1967), Judy Cornwell (The Wild Racers, 1968) in her debut and Olga Georges-Picot (Farewell, Friend, 1968). In more substantial parts are William Daniels (The Graduate, 1968), English comedienne Eleanor Bron (Help!, 1965) woefully miscast as an American, and Claude Dauphin (Grand Prix, 1966).
Hepburn’s million-dollar fee helped put the picture’s budget over $5 million, but it only brought in $3 million in U.S. rentals, although the Hepburn name may have nudged it towards the break-even point worldwide.
For a start the book – a novella really, scarcely topping the 100-page mark – by Truman Capote was set during the Second World War. And the book’s narrator Paul (George Peppard in the film) is more of an observer in the vein of in Nick Carraway in The Great Gatsby and as such is not privy to every action of Holly Golightly (Audrey Hepburn) rather than, say, the redoubtable Dr Watson who, as confidante of Sherlock Holmes, can faithfully record his every action.
So the first task set screenwriter George Axelrod was to update the picture to the contemporary era of the early 1960s. Fashion-wise, this proves a tremendous boon, allowing the director the give Holly her iconic look. And it does permit more leeway with acceptable sexual mores. However, while in both book and film Paul is an aspiring writer, in the book he is initially unpublished, while in the film he has had a book of short stories published, but is living as a gigolo. In the book he is an innocent 19-year-old, mouth clearly agape at Holly’s shenanigans, while in the film he is clearly more mature.
Since Hollywood is intent on providing a happy ending, it was essential for the screenplay to make Paul an acceptable suitor rather than a young swain largely in awe of the captivating Holly.
Axelrod did not have to do much to capture the book’s Holly. In fact, he appropriated wholesale chunks of dialogue. Capote had done such a wonderful job of describing her unique personality that it made a lot of sense to retain her vocabulary and diction.
Axelrod turns Paul into a more dramatic figure, such that he is able to both challenge himself and Holly, emerge from his own self-destructive trap, and develop his own narrative arc, and play a more significant role in Holly’s life, so that the romantic possibilities, which appear distant in the book, can be more easily realized.
The input of other characters is enlarged or diminished. The Japanese neighbor Mr Yunioshi (Mickey Rooney), who only appears at the beginning of the book, is called into more extensive comedic duties by the screenwriter. Mag Wildwood (Dorothy Witney), only seen in passing in the film, has a more significant role in the book, becoming for a time Holly’s flatmate and rival in love. There is no room in the film for Madame Spanella, held responsible in the book for informing the police about Holly’s arrangement with the gangster. For structural reasons, Axelrod is also able to dispense with bar owner Mr Bell, a pivotal character at the book’s opening.
Otherwise, the book acts as a pretty useful treatment, from which the screenwriter need only occasionally depart. Sometimes this is for clarification. In the film Holly insists her marriage to Doc was annulled whereas in the book this is far from clear, leaving her open to charges of bigamy. Axelrod turns into dialogue some of Paul’s observations and turns some dialogue into scenes. In addition, in the book Holly becomes pregnant by her Brazilian lover, thus expecting marriage to automatically follow.
The couple do steal masks from a dime store, but do not visit Tiffany’s together to have the cheap ring inscribed, but the scene has its origins elsewhere in the book. Nor does Paul in the book introduce Holly to the public library and though he finds evidence of her mugging up on South America it is only in the film that that becomes a scene.
The book avoids the happy ending Hollywood was so desperate to reach. Holly goes off on her own. The cat is chucked out of the cab and although a remorseful Holly immediately chases after it, she is too late.
The notion that a creature as wild and individual as Holly Golightly would submit to marriage to an impoverished writer seems a fantasy too far. Unhappy endings were not unknown in Hollywood, look at Casablanca, but for whatever reason Paramount or Blake Edwards dictated otherwise.
Reassessment sixty years on – and on the big screen, too – presents a darker picture bursting to escape the confines of Hollywood gloss. Holly Golightly (Audrey Hepburn) is one of the most iconic characters ever to hit the screen. Her little black dress, hats, English drawl and elongated cigarette holder often get in the way of accepting the character within, the former hillbilly wild child who refuses to be owned or caged, her demand for independence constrained by her desire to marry into wealth for the supposed freedom that will bring, contradictory demands which clearly place a strain on her mental health.
Although only hinted at then, and more obvious now, she is willing to sell her body in a bid to save her soul. Paul Varjak (George Peppard), a gigolo, being kept, in some style I should add with a walk-in wardrobe full of suits, by wealthy married Emily (Patricia Neal), is her male equivalent, a published author whose promise does not pay the bills. The constructs both have created to hide from the realities of life are soon exposed.
There is much to adore here, not least Golightly’s ravishing outfits, her kookiness and endearing haplessness faced with an ordinary chore such as cooking. the central section, where the couple try to buy something at Tiffanys on a budget of $10, introduce Holly to the New York public library and boost items from a dime store, fits neatly into the rom-com tradition.
Golightly’s income, which she can scarcely manage given her extravagant fashion expenditure, depends on a weekly $100 for delivering coded messages to gangster Sally in Sing Sing prison, and taking $50 for powder room expenses from every male who takes her out to dinner, not to mention the various sundries for which her wide range of companions will foot the bill.
Her sophisticated veneer fails to convince those whom she most needs to convince. Agent O.J. Berman (Martin Balsam) recognizes her as a phoney while potential marriage targets like Rusty Trawler (Stanley Adams) and Jose (Jose da Silva Pereira) either look elsewhere or fear the danger of association.
The appearance of former husband Doc (Buddy Ebsen) casts light on a grim past, married at fourteen, expected to look after an existing family and her brother, and underscores the legend of her transformation. But the “mean reds” from which she suffers seem like ongoing depression, as life stubbornly refuses to conform to her dreams. Her inability to adopt to normality is dressed up as an early form of feminism, independence at its core, at a time when the vast bulk of women were dependent on men for financial and emotional security. Her strategy to gain such independence is dependent on duping independent unsuitable men into funding her lifestyle.
Of course, you could not get away in those days with a film that concentrated on the coarser elements of her existence and few moviegoers would queue up for such a cinematic experience so it is a tribute to the skill of director Blake Edwards (Operation Petticoat, 1959), at that time primarily known for comedy, to find a way into the Truman Capote bestseller, adapted for the screen by George Axelrod (The Seven Year Itch, 1955), that does not compromise the material just to impose Hollywood confection. In other hands, the darker aspects of her relationships might have been completely extinguished in the pursuit of a fabulous character who wears fabulous clothes.
Audrey Hepburn is sensational in the role, truly captivating, endearing and fragile in equal measure, an extrovert suffering from self-doubt, but with manipulation a specialty, her inspired quirks lighting up the screen as much as the Givenchy little black dress. It’s her pivotal role of the decade, her characters thereafter splitting into the two sides of her Golightly persona, kooks with a bent for fashion, or conflicted women dealing with inner turmoil.
It’s a shame to say that, in making his movie debut, George Peppard probably pulled off his best-ever performance, before he succumbed to the surliness that often appeared core to his later acting. And there were some fine cameos. Buddy Ebsen revived his career and went on to become a television icon in The Beverley Hillbillies. The same held true for Patricia Neal in her first film in four years, paving the way for an Oscar-winning turn in Hud (1963). Martin Balsam (Psycho, 1960) produced another memorable character while John McGiver (Midnight Cowboy, 1969) possibly stole the show among the supporting cast with his turn as the Tiffany’s salesman.
On the downside, however, was the racist slant. Never mind that Mickey Rooney was a terrible choice to play a Japanese neighbor, his performance was an insult to the Japanese, the worst kind of stereotype.
The other plus of course was the theme song, “Moon River,” by Henry Mancini and Johnny Mercer, which has become a classic, and in the film representing the wistful yearning elements of her character.
CATCH IT ON THE BIG SCREEN: This is a restoration of the classic. The Showcase chain is showing it all this week in various cinemas throughout the United Kingdom (I caught it last week at my local Showcase). It is also showing in Barcelona on July 26; Amsterdam on July 31-August 3; Stockholm on August 5; and Gent, Belgium, on August 6.
A company called Park Circus – which has offices in London, Paris, Los Angeles and Glasgow – has the rights to the reissue and if you want to find out if the picture will be showing in your neck of the woods at a later date you can contact them on email@example.com
The new documentary on Audrey Hepburn – the Queen of Chic – and my reference to the making of the Valley of the Dolls in “My Books of the Year” blog made me wonder just how important fashion had become to movie marketing in the 1960s. So I did some digging. And found that the this particular decade had indeed been a golden age for Hollywood fashion.
Although actresses had set fashion trends before – Lana Turner’s turtleneck sweater as evening wear, for example, Marlene Dietrich in pants, Carole Lombard’s shirts and Greta Garbo’s pillbox hat while Warner Brother’s star Kay Francis was often in reviews referred to as a clothes-horse – fashion had not previously been given the hard sell. Throughout the 1960s, that was remedied.
The new attitude to fashion as a marketing tool was instigated after a piece of market research. In 1960 United States market research company Sindlinger carried out consumer investigation on behalf of Universal that came to the conclusion that women made up 58 per cent of the audience going to see seven of the top ten pictures. In consequence, the studio decided to target the female audience with a marketing approach that would specifically appeal to that gender, namely fashion. First picture to benefit from this change of direction was Doris Day vehicle Midnight Lace (1960). Universal was a step ahead of the rest but Paramount was soon leading the field thanks to the impact on female fashion made by Audrey Hepburn in Breakfast at Tiffany’s (1961).
In 1962 Paramount celebrated the fact that Edith Head was the industry’s only full-time contracted designer by hosting a fashion show on the penthouse set of the studio’s Come Blow Your Horn (1963) starring Frank Sinatra. The event was called “Edith Head’s Penthouse Party.” Being showcased were costumes from eleven of the designer’s current or forthcoming movies. The cheapest outfit on show cost just $2.89 (worn by Patricia Neal in Hud – known at the time as Hud Bannon) while the most expensive (for Jill St John in Come Blow Your Horn) set the studio back $3,700. In total the studio spent $420,000 on costumes for the movies.
As well as the two films mentioned above, other pictures in the Edith Head portfolio given a marketing push because of her fashion input included Elvis Presley vehicle Girls! Girls! Girls! (1962) co-starring Stella Stevens, comedy Papa’s Delicate Condition (1963) with Jackie Gleason and Glynis Johns, comedy Who’s Got the Action (1962) headlining Dean Martin and Lana Turner, and France Nuyen as A Girl Called Tamiko (1962). Also involved were Jerry Lewis numbers It’s Only Money (1962) and The Nutty Professor (1963), John Wayne adventure Donovan’s Reef (1963), Paul Newman-Joanne Woodward romantic comedy Samantha (later renamed A New Kind of Love, 1963) and Debbie Reynolds in My Six Loves (1963).
The outfits were modelled by some of the film’s stars including St John, Stevens, Nuyen, Barbara Rush and Phyllis Maguire (also from Come Blow Your Horn), Myoshi Umieti and Martha Hyer (also from A Girl Called Tamiko) and Elizabeth Allen (Donovan’s Reef). Also on hand were four Japanese models and a quartet of actresses making the transition from modelling – Patricia Olsen who had a small part in Samantha, Pat Jones, Mary Morlas and Olavee Parsons. John Wayne, David Janssen (My Six Loves) and Cesar Romero (Donovan’s Reef) also put in an appearance but drew the line at modeling.
However, the big commercial push for Hollywood fashions came from My Fair Lady (1964). The impact of the Hepburn look in Breakfast at Tiffany’s was accidental, rather than deliberate. But from the outset the bulk of the promotional activity for the Lerner and Loewe musical was based around the costumes designed by Cecil Beaton. Whether or not the public could afford such flamboyant outfits was not uppermost in the minds of fashion editors – what Hepburn wore was just so stunning and converted into fabulous editorial spreads, especially for the magazines and newspaper supplements which by this time were mainlining on color, that it created a tsunami of marketing material.
In 1967 costumes hit a commercial peak with a record $12 million budget in total allocated to wardrobes. A total of $8 million was spent on just 15 movies. Easily topping the list was musical Camelot (1967) at $2.25 million while Doctor Dolittle (1967) racked up $1 million, Star! (1968) $750,000 and Funny Girl (1968) $500,000. Three hundred fashion editors attended a fashion show at the Plaza Hotel in New York for a first glimpse of the clothes worn in Funny Girl.
One year earlier Universal had pushed the boat out marketing-wise for the outfits designed by Yves St Laurent for Jean Seberg in Moment to Moment (1966). That same year Warner Bros had focused on fashion for its promotion of the fashion-conscious Kaleidoscope (1966). Stars Warren Beatty and Susannah York might as well have been fashion models given the range of outfits they wore and the movie’s Pressbook claimed the clothes specially created for the picture were on the biggest selling-points for a movie in years especially as most “in” stores “know about the kicky, eye-arresting swingy ‘mod’ fashion clothes which are all the rage.”
Candice Bergen, a former model, caused a sensation in Paris – where she was shooting Vivre pour Vivre (1967) with Yves Montand – when she participated in the Dior show. Her unexpected appearance as well as the clothes she wore received huge publicity. Also in 1967, MGM took out a full-page advertisement in Variety to, among other things, proclaim the impact of Doctor Zhivago on female fashion – “the world is wearing the Zhivago look.”
Expenditure was not an issue. A red velvet cloak worn by Kim Novak in The Legend of Lylah Clare (1968) cost an eye-popping $35,000 while Samantha Eggar’s fourteen costumes in Doctor Dolittle each cost between $7,000 and $14,000. The price of Vanessa Redgrave’s wedding dress in Camelot was $12,000. Five gowns at a total of $17,000 made for Judy Garland for Valley of the Dolls (1967) were discarded when the actress was sacked and they did not fit replacement Susan Hayward.
But it wasn’t just female fashions that benefitted from movie spinoffs. Male fashions seen in Bonnie and Clyde (1967) were adapted for commercial retail use by Geoffrey Beane and Donald Brooks, who were so convinced (mistakenly) that the movie would be a hit straight off the bat that the clothes appeared on racks long before the movie was released and the pair had to wait until the next year before demand for the movie turned into interest in its fashion.
In fact, men had always been a part of fashion marketing for the movies. Even a film as male-oriented and action-filled as The Guns of Navarone (1961) was given a fashion slant as a means of attracting a female audience – as I discovered when writing a book on the making of the film. “Navarone Blue” – was officially adapted by the British Colour Council while “Navarone Gold” was developed for the Colour Association of the United States. Both dyes were marketed to the manufacturers of automobiles, interior design and fabrics such as bedspreads. Grecian fashion was sold in 50 department stores including Macy’s. And it was written into the contracts of all the female stars that they wear clothes of either colour at premieres.
Lee Marvin had become an unlikely fashion icon and to take advantage of this new status MGM set up “coast-to-coast” promotions for Point Blank (1967). Highlander Clothes developed a fashion line as a marketing tie-up with over 60 stores from all over the country participating. Alcatraz – where part of the movie was filmed – was the location for a fashion shoot that went out in a three-page layout to the 20 million readers of Life magazine under the heading “Well-Dressed Moll Styles in Alcatraz.”
At the end of the decade another male-oriented picture, Downhill Racer (1969), was sold via a fashion marketing campaign. Steve McQueen, the epitome of cool, became a hook for fashion marketing, especially after The Thomas Crown Affair (1968) while Eli Wallach was an unlikely male model in upmarket male magazines. Earlier, for another male-dominated story, Seven Days in May (1964), director John Frankenheimer had been pictured wearing a Cardinal custom-made suit in an ad in Gentleman’s Quarterly. More in keeping with old-fashioned publicity gimmickry, for that film Paramount had also hired designer Mollie Parnis to create a suit for women that could be worn seven different ways on seven different days.
SOURCES: “Women Biggest Picture-Goers, So U Laces Midnight Campaign with Fashions,” Variety, Sep 7, 1960, 16 ; “Fashion Omnibus On 11 Features, By Edith Head,” Variety, Oct 31, 1962, 18; “H’wood Fashions Boom Year,” Oct 4, 1967, 5 ; “Paris Fashions – 1967,” Variety, Feb 15, 1967, 2; advertisement, Doctor Zhivago, Variety, Jan 4, 1967, 37.; Pressbook, Kaleidoscope; Pressbook, Point Blank; Pressbook, Seven Days in May; Brian Hannan, The Making of the Guns of Navarone (Baroliant, 2013) p153-154; Brian Hannan, Coming Back to a Theater near You (McFarland 2016) p186.
A new documentary on Hollywood icon Audrey Hepburn – Audrey: More Than an Icon – provides the perfect excuse to look back at some of her work. I have already reviewed her performance in an untypical role in John Huston western The Unforgiven (1960) in which she played “a skittish teenager on the brink of adulthood, on a spectrum between gauche and vivacious.” Perhaps more typical of her appeal is romantic comedy How to Steal a Million in which she once again tops the chic league.
This is her third go-round with director William Wyler after similar romantic shenanigans in Roman Holiday (1953) and the more serious The Children’s Hour (1961) and the French capital had previously provided the backdrop to Paris When It Sizzles (1964). Hepburn plays the daughter of a wealthy art forger who hires burglar Peter O’Toole to recover a fake sculpture which her father has donated to a museum unaware that its insurance package calls for a forensic examination.
Compared to such sophisticated classics as Rififi (1955), Topkapi (1964) and Gambit (1966) the theft is decidedly low-rent involving magnets, pieces of string and a boomerang. But the larceny is merely a “macguffin,” a way of bringing together two apparently disparate personalities and acclaimed stars to see if they strike sparks off each other. And they most certainly do but the romance is delightful rather than passionate.
Of course, it’s also a vehicle for the best clothes-horse in Hollywood. While some actresses might occasionally stir up a fashion bonanza (Faye Dunaway in Bonnie and Clyde, for example), Hepburn’s audiences for virtually every film (The Unforgiven a notable exception) expected their heroine attired in ultra-vogue outfits. De Givenchy, given carte blanche to design her wardrobe, begins as he means to go on and she first appears in a white hat that looks more like a helmet and wearing white sunglasses. Her clothes include a pink coat and a woollen skirt suit dress and at one point she resembles a cat burglar with a black lace eye mask and black Chantilly lace dress. As distinctive was her new short hairstyle created by Alexandre de Paris. Cartier supplied drop earrings and a watch. Her tiny red car was an Autobianchi Bianchina special Cabriolet.
As much as with his charisma, O’Toole was a fashion match. He looked as if he could have equally stepped from the pages of Vogue and drove a divine Jaguar. He appeared as rich as she. He could have been a languid playboy, but imminently more resourceful. But since the story is about committing a crime and not about the indulgent rich, their good looks and fancy dressing are just the backdrop to an endearing romance. Although there are few laugh-out-loud moments, the script by Harry Kurnitz (Witness for the Prosecution, 1957) remains sharp and since Hepburn’s first responsibility is to keep her father out of jail there is no thunderclap of love. An Eli Wallach, shorn of his normal rough edges, has a supporting role as an ardent suitor, Hugh Griffith with eyebrows that seemed poised on the point of take-off is the errant father while French stars Charles Boyer and Fernand Gravey put in an appearance.
Largely ignored at the time and since due to similarities to The Searchers (and not to be confused with Clint Eastwood’s Unforgiven) this is worth a second look because it actually bears few similarities to The Searchers.
The overriding thrust (or threat) of the tale is, yes, forcible repatriation but this is a long way from John Wayne’s obsessive twenty-year hunt to kill an innocent girl. While it does ask questions about race and race hatred, it is as much an involving portrait of frontier life – breaking-in horses, cows on the roofs of houses, meals with friends – and a natural cycle of life, young girls bewailing their marital prospects, young men adrift in the wilderness agog at the prospect of visiting a town to see a saloon girl.
Audrey Hepburn plays a foundling, rumored of Native American blood, but brought up under the matriarchal gaze of Lillian Gish and fraternal protection of Burt Lancaster. But she doesn’t “play” a foundling, and certainly not someone unsure of her place in the world. She plays a skittish teenager on the brink of adulthood, on a spectrum between gauche and vivacious, who can’t make up her mind between a young suitor or an Native American horse expert and her suppressed feelings towards Lancaster. She is as apt to leap on an unsaddled horse as jump fully clothed into a river.
Lancaster has a more considered role than usual, a calming influence, sometimes an intermediary, sometimes taking control. Though some characters’ reactions to Native Americans are stereotypical, Huston does not go down that line. Following the truism that action reveals character, there is a wonderful scene breaking in the horses: while white men struggle, being thrown off or otherwise injured, the Indian simply talks gently to the horse and climbs on board and rides it, revealing that Lancaster, who hired him, saw natural dexterity beyond the stereotype.
What caught my eye most was Huston’s fluidity with the camera. In many scenes, something interesting is developing in the background, in others characters move into frame or their reaction is momentarily captured as the camera busies itself on a more central activity. There are virtually no cutaways to subsidiary characters as you would find in Ford or Hawks. When an unarmed Lancaster confronts a small group of Native Americans at his ranch the camera tracks him as he goes out and then tracks him as he comes back, tension mounting as we wait for the Native Americans over his shoulder to possibly take action.
The thoughtful and even-handed manner in which Huston handles the material is a bridge to his more mature later works. My only gripe was Lillian Gish’s very white face, as if she had never strayed from her silent film origins or never spent a minute in the sun. Otherwise, this is absorbing and rewarding stuff, and quite unlike anything else from the period.