box office – Page 2 – The Magnificent 60s

Behind the Scenes: “One-Eyed Jacks” (1961)

A three-hour western epic directed by Stanley Kubrick (2001: A Space Odyssey, 1968), written by Sam Peckinpah (The Wild Bunch, 1969) and The Twilight Zone’s Rod Serling and starring Spencer Tracy (Judgement at Nuremberg, 1961) and Marlon Brando. What’s not to like? That all of these major players, with the exception of Brando, had nothing to do with the final product was par for the course for a movie that didn’t reach cinema screens until two years after shooting was completed.

Marlon Brando was riding high when the project was first mooted in 1956. The box office and critical sensation of the 1950s, four Oscar nominations in successive years, winner for On the Waterfront (1954), his price was rising by the minute. And he had ambitions to take control of his career, set up his own production shingle, a trend that was beginning to gather pace.

He established Pennebaker (named after his mother) Productions in 1957 with ex-marketeer Walter Seltzer, producer of 711 Ocean Drive (1950), and George Glass, a former partner in Stanley Kramer’s independent production company. Paramount agreed to back the company. A western, A Burst of Vermilion, was intended as the company’s first offering. Soon there were five movies on the schedule including The Authentic Death of Hendry Jones by Charles Neider.

Brando had paid $150,000 for the rights to the book and a script by Sam Peckinpah. The original title was changed to Guns Up. It was going to mark the debut of the new Pennebaker outfit ahead of other projected movies like Shake Hands with the Devil to star James Cagney and Anthony Perkins (he didn’t make it to the final cast), The Raging Man and Ride, Comancheros (no relation to The Comancheros, 1961) and C’Est La Vie to be filmed in Paris.

Paramount paid through the nose, committing to an unprecedented deal. The studio would fund the entire cost of Guns Up and as well as $150,000 upfront Brando would receive 100 per cent of the profits, Paramount relying on its 27% of the gross as a distribution fee to turn a profit. Stanley Kubrick, riding high after Paths of Glory (1957), was hired to direct. While the studio preferred Spencer Tracy as co-star, Brando wanted old buddy Karl Malden who had co-starred with Brando in A Streetcar Named Desire (1951) and On the Waterfront, winning an Oscar for the former and a nomination for the latter.

And in part to reflect the Asian community in Monterey, location of the main section of the film, he also wanted current squeeze France Nuyen (A Girl Named Tamiko, 1962) to play his lover in the film, but Kubrick was aghast and instead cast Mexican debutante Pina Pellicer (Rogelia, 1962). There were roles for Katy Jurado (Barabbas, 1962) and recognizable western types like Ben Johnson (The Undefeated, 1969), Slim Pickens (Firecreek, 1968) and Elisha Cook Jr (The Great Bank Robbery, 1969).

Shooting was set for June 1958, then it shifted to September and then November. To Brando’s shock, Kubrick pulled out two weeks before production was due to begin, citing pre-production on Lolita (which, ironically, didn’t go ahead for a couple of years). To salvage the situation, Brando decided to direct. He wasn’t the first actor to go down this route, especially if you count Charlie Chaplin, Buster Keaton and Orson Welles as actors first and foremost. Laurence Olivier helmed Henry V (1944) and three others, Jose Ferrer The Cockleshell Heroes (1955), hoofer Gene Kelly Singin’ in the Rain (1951) and Charles Laughton Night of the Hunter, 1955. So he was in good company.

Cameras turned on December 2, 1958. It was an auspicious era for westerns, a total of 41 had appeared that year. Although budgeted for three months, it took six months to shoot in locations like Sonora in Mexico and Monterey in California (where the film was set) as well as Pfeiffer Beach on the Big Sur and the Warner Ranch.

Although prior to shooting commencing the title had changed to One-Eyed Jacks, scoring and editing were well in hand and Paramount announced it as one of its 17 pictures set for 1959 release. In the end Shake Hands with the Devil beat it to the punch as Pennebaker’s initial release, in 1959. But it didn’t favor so well, skipping the more lucrative but riskier Broadway first run in favour of hitting the circuits.

Meanwhile, Brando was angling for a three-hour running time. The budget kept increasing. The original $2m budget had doubled. Eventually, Paramount acknowledged it had cost $5 million though other estimates put it closer to $6 million.

Part of the problem in readying it for release was Brando’s other commitments. He was still a working actor and could hardly resist the offer of a record-setting one million bucks to star in The Fugitive Kind (1960). Even so, the bigger problem was not time, but experience and a first-time director being unable to make up his mind, having shot a colossal amount of footage and having tremendous difficulty trimming it down to workable length. Paramount still had it on the release agenda in 1960. It was going to be a “special release,” which most people took, especially given the running time, to be roadshow.

But by December 1960, the studio had waited long enough and just before Xmas the studio took over the editing and after editing out around 40 minutes from Brando’s three hour cut, Paramount scheduled it for a world premiere in New York in March 20, 1961, in a kind of semi-roadshow – moviegoers could buy in advance but the tickets did not come with reserved seats, which was the whole point of roadshow. Nor were prices hiked, which was gave roadshow its prestige.

Already deemed “Brando’s Folly” and coming in the wake of The Alamo (1960), the John Wayne-directed epic which had flopped in roadshow, commercial hopes were not high. In part, because production had been so long ago it had skipped under the journalistic radar which was concentrating on skewering The Alamo and the equally troubled The Misfits (1961). So it didn’t come trailing disaster. Still, it seemed more likely, audiences would not take to the odd tale which didn’t fit so easily into the western genre. Plus Brando’s previous effort The Fugitive Kind had been his first outright flop.

Turned out, though, Brando still was a major attraction. It snaffled a “huge” $81,000 in its opener at the 4,820-seat Capitol in New York. There was a “smasheroo” $21,000 in Detroit, a “big” $14,000 in Buffalo, a “hotsy” $15,000 in Cincinnati. “Giant” was the preferred adjective, covering $60,000 in Chicago, $32,000 in Philadelphia and $15,000 in Boston.

Rentals (what studios make after cinemas have taken their share of the gross) amounted to a very decent $4.3 million, enough to rank seventeenth for the year. And whereas those figures were considered decent enough, it did “substantially better abroad.”

So, more than likely, against all the self-destructive odds, it earned a profit.

SOURCES: Stefan Kanfer, Somebody, The Reckless Life and Remarkable Career of Marlon Brando (Faber & Faber, 2008); “Glass, Seltzer in Brando Co Berths,” Variety, April 17, 1957, p22; “Chatter, Hollywood,” Variety, May 22, 1957, p62; “Marlon Brando Guns Up for Paramount,” Variety, April 30, 1958, p22; “Chatter, Paris,” Variety, July 30, 1958, p126; “Brando Gets 100% of Film Profit!”, Variety, August 6, 1958, p1; “Briefs from Lots,” Variety, September 24, 1958, p15; “Marlon Brando’s Own,” Variety, November 26, 1958, p5; “Shake Hands First with Circuits,” Variety, May 6, 1959, p4; “Brando’s Ugly American,” Variety, July 1, 1959, p3; “Par 17 Pix Set for Release,” Variety, July 15, 1959, p5; “Par Division Eyes Upcoming Product,” Variety, November 25, 1959, p22; “Doubt or Delay re Brando’s Jacks,” Variety, August 10, 1960, p3; “Brando Jacks Editing,” Variety, December 21, 1960, p7; Advert, Variety, January 6, 1960, p32; Box Office Figures, Variety, April 5-Jul 24, 1961; “Hoss Operas in O’Seas Gallop,” Variety, August 23, 1961, p16; “1961 Rentals and Potential,” Variety, January 10, 1962, p13.

Behind the Scenes: “The Chairman / The Most Dangerous Man in the World” (1969)

Had things run according to the original plan, we could have seen Frank Sinatra return to a Communist country for the first time since The Manchurian Candidate (1962). But if you had wanted to write a script about the guy who wrote The Chairman, you couldn’t have invented a more interesting character than Samuel Richard Solomonick. He was one of those guy who held every job under the sun before reinventing himself as an anticommunist going by the name of Jay Richard Kennedy and subsequently entering the fields of real estate, radio and brokerage, then landing a gig managing Harry Belafonte and writing the screenplay for I’ll Cry Tomorrow (1955).

By the time he ended up as an executive at Sinatra Enterprises he had a couple of ideas to sell. Forming Jade Productions in 1966 with director Richard Quine (How To Murder Your Wife, 1965), the pair hooked Sinatra’s interest in two projects, Follow the Runner (which would have co-starred Sammy Davis Jr) and The Chairman plus William Holden eyeing the lead in The Wordlings about the population explosion.

*That’s Gregory Peck trapped on the wrong side of the Russian border with Chinese soldiers closing in.*

Sinatra was known for falling out with directors, shunting Mark Robson off The Detective (1968), so whether Quine would have lasted the pace is anybody’s guess. After success with Tony Rome (1967), Twentieth Century Fox briefly toyed with the prospect of pairing Sinatra and new wife Mia Farrow in The Chairman. Originally scheduled to begin shooting on January 1967, that later shifted to early 1968. The notion that the movie also had parts for Spencer Tracy and Yul Brynner was one of those puff pieces that some journalists swallowed.

Despite some enticing projects – he was first name down to direct Catch 22, after Columbia had spent $150,000 buying the novel, and to helm the screen translation of Broadway hit The Owl and the Pussycat – Richard Quine’s career teetered after the flop of Hotel (1967). Making no headway with Sinatra he made instead another flop, Oh Dad Poor Dad (1967) and was effectively put on furlough for three years after failing to finance a movie to star Alex Guinness and Lee Radziwill.

Quine exited The Chairman in May 1967 when former PR bigwig Arthur P. Jacobs took over the production and with Sinatra in absentia turned to British director J. Lee Thompson who had helmed the producer’s debut picture What a Way to Go (1964). And that proved a lucky break for Thompson who had yet to match the success of The Guns of Navarone (1961).

After successive flops – Return from the Ashes (1965) and Eye of the Devil (1966) – Thompson had plenty projects on the boil including a musical remake of Alexander Korda’s The Private Life of Henry VIII (1933) with a score by Richard Rodgers and Peter Ustinov playing the lead. Also on his slate was High Citadel based on the Desmond Bagley bestseller; The Harp That Once for Columbia; an adaptation of James Clavell bestseller Tai Pan; a sequel to The Guns of Navarone called After Navarone that would reunite the director with star Gregory Peck and writer-producer Carl Foreman; and Planet of the Apes (1968) to which he and Jacobs held the rights.

While none of these projects – except Planet of the Apes and minus Thompson – came to fruition, the Navarone connection would lead to Mackenna’s Gold for Foreman. In the meantime he had helmed a modest drama, Before Winter Comes (1968) starring Broadway star Topol. When Arthur P. Jacobs greenlit The Chairman, he hired Thompson who looked no further than Peck, connection re-established via the Navarone sequel. They were a four-time pairing – Cape Fear (1962) and Mackenna’s Gold and The Guns of Navarone. Peck was a controversial choice from the Twentieth Century Fox perpsective given he had broken a contract with the studio in 1960 to star in Let’s Make Love. But Jacobs smoothed ruffled studio feathers and paid his star $500,000 plus a percentage. With Jacobs on hands-on duty with Planet of the Apes (1968) – Mort Abrahams oversaw the production of The Chairman and immediately engaged in a budget dispute with the director. Jacobs had initially stipulated $4 million, Thompson believed he required another million. They didn’t quite split the difference, Fox had the film come in at $4.9 million.

Thompson recognized the problems of the script, pointing out that “the hardest thing for Americans about the film’s concept is accepting that China has some competent scientists.” Rather ingenuously, he averred that the movie would have “no political overtones,” while Abrahams retorted that it might have “some political overtones.” It would been obvious to anyone that a picture featuring Mao was bound to have political repercussions, his Little Red Book a massive bestseller on the campus, an album cut of recitations from the book and Edward Albee in 1968 premiering a play called Quotations from Chairman Mao Tse-Tung.

Denied access to China, the production team spent four months “reading everything we could get our hands on.” At one point they considered dropping the scene featuring Chairman Mao and lengthening the sequence relating to Peck’s arrival in Hong Kong. In any case, different versions of the Hong Kong environs were shot, some with nude shots of girls in a house of pleasure.

The British Colonial Office in Hong Kong blocked filming there after fears of riots due to the production daring to portray Mao Tse-Tung on screen. Taiwan substituted for China although the locals there were also incensed, so much so they burned an effigy of Peck. Wales, funnily enough, was another location as was London University. Filming began on August 28 and finished on December 3.

Although it might appear that Ben Maddow (The Way West, 1967) wrote his script based on Jay Richard Kennedy’s novel, in fact the novel appeared after the screenplay with Kennedy writing the novelizaton, and it’s more likely that what Maddow adapted was the original Kennedy screenplay. Interestingly enough, around this time Maddow had first crack at the Edward Naughton western novel that became McCabe and Mrs Miller (1971).

It wasn’t the first time Variety got a prediction wrong: “powerful box office attaction” fell far short of the actual results. This proved an annus miserabilis for Gregory Peck. In fact, he had four films, not three, released in 1969. By release date The Stalking Moon technically belonged to the previous year, but it only played a handful of cinemas in 1968, its general release taking place in 1969.

Despite pocketing a total of over $2 million, Peck’s marquee value was in clear decline. Of the Peck quartet, Marooned did best, placing 33^rd on the annual box office chart, with $4.1 million. Mackenna’s Gold (31^st) took $3.1 million in rentals (the amount returned from the gross once a cinema has taken its cut), The Stalking Moon (38^th) on $2.6 million, and The Chairman (41^st) with $2.5 million.

SOURCES: Gary Fishgall, Gregory Peck (Scribners, 2002) p267; James Caplan, Sinatra: The Chairman, (Doubleday, 2015), p724; “7 from 7 Arts,” Variety, March 3, 1965, p4; “Richard Quine,” Variety, July 7, 1965, p20; “Return of Advances,” Variety, October 6, 1965, p7; “Form Jade Prods,” Variety, December 15, 1965, p4; “J Lee Thompson Nearly Finished on 13,” Variety, February 2, 1966, p28; “Catch As Catch 22 Can,” Variety, February 23, 1966, p4; “Rodgers and Hammerstein’s Musical Henry VIII,” Variety, Mar 16, 1966, p1; “Inside Stuff – Pictures,” Variety, March 30, 1966, p22; “Lee Thompson Busily Blueprints His Musical Version of Henry VIII,” Variety, April 27, 1966, p17; “Jay Kennedy Script,” Variety, July 6, 1966, p5; “After Navarone,” Variety, April 19, 1967, p14; “Scripting Red Chinese,” Variety, May 21, 1967, p4; “”Personality Chemistry,” Variety, May 24, 1967, p4; New York Soundtrack,” Variety, Sep 20, 1967, p27; “Pat Hall Noel to Col,” Variety, December 27, 1967, p5; “N.Y. Indie Label Grooves Chairman Mao’s Thoughts,” Variety, April 10, 1968, p56; “Man About Town,” Variety, July 17, 1968, p68; “Jas Clavell to Roll Siege,” Variety, August 21, 1968, p7; “Thompson Wraps Up,” Variety, August 28, 1968, p29; “New York Soundtrack,” Variety, October 23, 1968, p18; “British Bar Fox’s Chairman,” Variety, December 4, 1968, p17; Big Rental Films of 1969,” Variety, January 7, 1970, p15; “Big Rental Films of 1970,” Variety, January 6, 1971, p11.

Behind the Scenes: The Box Office Bump

Ancillary – the famed “long tail” – has all but disappeared. Used to be movie studios could count on up to 90 per cent of a picture’s overall earnings coming after it had completed its initial run in the cinemas. Until streaming cut off ancillary at the pass, that long tail consisted of an extraordinary number of revenue streams. Once a film was out of the cinemas, and assuming it wasn’t going to return in a steady reissue pattern like the James Bond or Disney movies or blockbusters such as Star Wars, its ancillary journey would begin with VHS/DVD (of which there were several sub-streams), then television (again, sub-divided into network, cable, syndication, and specialist operations like Turner) and then you could still be talking remake. Plus, you could bunch up an entire library of old pictures and sell them on again. The beauty of the system was that when movies hit whatever ancillary segment, there was rarely any such thing as an outright buy. Movies were leased. That meant every three or four years they could be sold all over again.

The forerunner of ancillary was network television. Television had begun mopping up old movies by the bucketload in the 1950s, and in such quantities that the attraction of old movies on the small screen prevented audiences seeking out new movies on the big screen and in part accounted for the steady decline of the moviegoing habit. By the 1960s, networks were beginning to fork out big bucks for individual pictures – Cleopatra (1963) going for several million.

By the 1970s, the income from a television showing of a movie could exceed what it had made at the cinema. For United Artists, in the period 1970-1972 (this covers the dates films were made not when released), television sales, calculated on an overall annual basis, brought in at least an extra 24 per cent on top of revenue from cinema release. That figure came from 1970, but in 1971 that shot up to 38 per cent and the following year dipped slightly to 37 per cent. And that was just for the United States. Although other countries tended to pay a lot less for movies, they still paid something and in total might bring in half as much again.

The ancillary gold mine had started to pay off big time. In the 1960s, the amounts networks ponied up for television rights depended very much on initial box office, the assumption being there was some obvious correlation between the numbers who would go to see a particular movie at the cinema and the size of the subsequent television audience. And while it was true the biggest cinematic blockbusters tended to attract the biggest television audiences, it was soon equally clear that television audiences were as segmented as much as cinema ones and therefore the amounts paid by networks for individual movies began to show sharp divergence.

There was no doubting that James Bond ruled the television roost as far as UA was concerned in 1970-1972. Diamonds Are Forever and Live and Let Die, regardless of U.S. box office – the former earning $20 million in rentals (the studio’s share of the box office), the latter $16.2 million – were each sold to American television for the same, princely, sum of $5.2 million, by far and away the most any movie pulled in.

Not far behind was Fiddler on the Roof which netted $5.12 million. But here’s the kicker – the musical earned more than both Bonds put together, a colossal $37 million in rentals. but in terms of attracting a television audience was considered a weaker proposition than both. But musicals were believed to be somehting of a golden goose for television, otherwise how to acocunt for Tom Sawyer which cost networks $2.76 million. Comparatively speaking, that made no logical sense because it had only taken in $5 million in rentals. But family-friendly fare was so rare it had networks duking it out for the rights. A third musical Man of La Mancha went to television for $1.7 million having racked up just$3.7 million at the cinema.

Conversely, networks weren’t remotely interested in films with a sex theme, no matter how well they had done at the box office. Last Tango in Paris had harnessed a colossal $16 million in rentals but was worth only $120,000 (yes, that’s right, $120,000) to any television station willing to show it (heavily cut of course). It didn’t even matter if you took a comedic approach to sex. Woody Allen’s Everything You Wanted To Know About Sex hauled in $8.2 million at the cinema but only $130,000 from television. But maybe Woody Allen was the problem. Bananas, with a highly-profitable $3.3 million at the box office, could only manage less than half a million from television, the comedian perhaps considered an acquired taste which not enough of the public had acquired.

But television, rather than being viewed as the perennial enemy, was often seen as salvation for under-performing movies, maybe not recouping the entire negative costs but going some way to stem the flow of red ink. And perhaps the more interesting statistics relate to those pictures which earned more from television than they did in their entire U.S. cinema run.

Michael Winner espionage thriller Scorpio headlined by Burt Lancaster and Alain Delon notched up $1.35 million at the cinema but $1.56 million from television. Similarly, Robert Altman’s critically-acclaimed The Long Goodbye with Elliott Gould as the iconic private eye picked up a mere $1 million at the U.S. cinema compared to $1.51 million from a network. Another private eye caper, Hickey and Boggs, teaming Robert Culp (who also directed) and Bill Cosby from a Walter Hill script, had snapped up just $900,000 from cinemas but $1.2 million from television. Cops and Robbers hoisted $1.32 million in small screen larceny as against $1.2 million elsewhere.

Westerns The Magnificent Seven Ride, the fourth in the series, and Ted Kotcheff’s Billy Two Hats starring Gregory Peck and with a script from Scotsman Alan Sharp, both did better financially from television than cinema. The former’s small screen take was $1.16 million compared to $750,000 from the cinema, the latter $1.15 million compared to $440,000. But for The Hunting Party with a top-line cast of Gene Hackman, Candice Bergen and Oliver Reed it went the other way, the $460,000 from television going hardly any way to offset the paltry $800,000 from cinemas.

It’s possible that star power, and weighted towards veterans, counted more in television. As well as Scorpio, Lancaster westerns Valdez Is Coming and Lawman tucked away $1.47 million and $1.5 million, respectively, from their television outings.

SOURCE: “Results of Distribution of Released Pictures (by production year),” MCHC 82, Box 1, Folder 8, The United Artists Archive, University of Wisconsin.

Behind the Scenes: Biggest Films in Australia 1960-1969

Information about how films performed outside the United States in the 1960s was incredibly difficult to obtain. Foreign or worldwide grosses were not reported in any consistent fashion – if at all – during that decade. Even the box office I’ve been able to report on previously, i.e. United Artists, just listed foreign as one all-encompassing entity, not breaking it down by country. So, when the opportunity does arise, it’s fascinating to observe how audiences in different countries react to what comes down the line.

Probably it will come as no surprise to discover that the top film of the 1960s in Australia was The Sound of Music. The musical brought in $4.4 million in rentals (the amount returned to studios once cinemas have taken their cut of the gross). It was the number one film, by a considerable margin, in the United States as well. Astonishingly, given the population differential (12.5 million Aussie inhabitants by 1970 vs 203 million in the US) the rentals were, proportionately, on a par, the movie hauling in $72 million in rentals on home territory.

Second place in Australia went to David Lean blockbuster Doctor Zhivago (#3 in the U.S.) with $2.6 million followed by My Fair Lady (#7 Stateside) on $2 million, in both instances, pro rata, bettering their U.S. box office.

The biggest surprise of the decade was the performance of Those Magnificent Men in Their Flying Machines (#39 Stateside) which rocked up in fourth place with $1.7 million. You could probably say the same for the next picture on the list, Lee Marvin-Clint-Eastwood-Jean Seberg musical Paint Your Wagon, which struggled at the US box office. Australia rentals hooked $1.44 million.

Australians proved largely impervious to the flood of westerns that had struck pay dirt at the U.S box office. Big Stateside hitters like How the West Was Won (#12), True Grit (#47), Cat Ballou (#62), The Professionals (#69), The Alamo (#73) and Shenandoah (#77) don’t feature on this list. The exception was Butch Cassidy and the Sundance Kid (#28) which raced to $1.31 million and placed seventh Down Under.

Whether humor would travel was difficult to predict. As well as Those Magnificent Men, comedies ranking better in Australia than in the U.S. were: It’s A Mad, Mad, Mad, Mad World (#18 Stateside) which took sixth spot here on $1.3 million; Tom Jones (#23) 10^th here with $1.06 million; The Great Race (#54) 16^th here on $884,000; and Irma La Douce (#43) 20^th here with $832,000.

But The Graduate, the second-best performing movie in the U.S., failed to emulate that success, coming in 12^th here with $1.02 million. Likewise, comedies that were massive in the U.S. made less of an impact, neither The Odd Couple (#14 Stateside) nor The Love Bug (#22^nd) making this list.

Aussies were as appreciative as U.S. audiences of Sidney Poitier’s breakthrough duo Guess Who’s Coming to Dinner (#10) whose $1.08 million secured ninth position here and To Sir, With Love (#19) which took 11^th spot on $1.05 million.

There was comparatively less interest in the spy genre that swamped American cinemas during the decade. James Bond was not the bonanza it was Stateside. Thunderball, ranked 8^th in the U.S., Goldfinger ranked 11^th, and You Only Live Twice ranked 20^th were, 21^st , 22^nd and 30th, respectively here, and not commanding, proportionately, anything like similar rentals.

With $1 million in the kitty, Oliver! outranked both West Side Story ($902,000) and Camelot ($833,000) whereas in the U.S. the situation had been reversed. Here, respectively, they snapped up 13^th, 15^th and 19^th spots whereas in America it had gone 55^th, 17^th and 45^th.

Three outliers which had not made the U.S. Top 100 performed far better in Australia: Battle of Britain with $776,000 tallied up 23^rd spot, Born Free with $721,000 homed in on 26^th spot and The Great Escape shot up $543,000 for 32^nd. Some other movies in the American Top 100 did considerably better in Australia. Lawrence of Arabia (#28) tracked to 8^th spot in Australia with $1.1 million. Chitty Chitty Bang Bang and Hatari!, joint 92^nd in the U.S rankings, topped out at 29^th and 33^rd, respectively, in the Aussie version.

Controversy didn’t fly so well. Of pictures that fell into that category, the best results came from Midnight Cowboy. It was ranked 52^nd in the U.S. rentals race but clocked up $846,000 in Australia to land 18^th place. Conversely, The Dirty Dozen, 16^th in the U.S., only managed 28^th. But other movies laden with sex, drugs, profanity or violence proved to have less appeal. Bonnie and Clyde (#13 Stateside), Valley of the Dolls (#14), The Carpetbaggers (#26), Rosemary’s Baby (#28), Planet of the Apes (#28) and Who’s Afraid of Virginia Woolf (#37) failed to make the cut.

SOURCES: “All-Time Aussie Rental Champs,” Variety, May 5, 1982, p54; Brian Hannan, The Magnificent 60s, The 100 Most Popular Films of a Revolutionary Decade (McFarland, 2022).

Behind the Scenes: “The Wicker Man” (1973) at the Box Office

Cult films don’t come any bigger than The Wicker Man (1973). Regarded as a box office flop in Britain at the time of initial release, it struggled to gain any traction in the U.S., only managing a truncated release there towards the end of the decade. However, closer examination of the box office reveals a different story and suggests both that distributor British Lion was rather harsh in declaring it a box office disaster and that more careful handling on the delayed U.S. release could have produced better results.

In the U.K., it was denied a stand-alone release and went out as the second feature to the critically acclaimed and commercially successful Don’t Look Now (1973) directed with some style by Nicolas Roeg and starring Donald Sutherland and Julie Christie, and which has, assuredly, stood the test of time. Several weeks after Don’t Look Now launched as a solo feature on October 1973 at the prestigious Odeon Leicester Square in London’s West End it shifted in December to the less prestigious Metropole where it was coupled with The Wicker Man.

It’s my considered opinion that the reason the double bill managed such a long run – around five months – in the West End, moving between various cinemas, was, in substantial part, due to The Wicker Man. It had been released with virtually no fanfare and relied on word-of-mouth to attract an audience and I think it was the beginnings of that cult recognition that resulted in the double bill playing as long.

Given Don’t Look Now was a verified box office hit as a solo feature, it made little sense to couple it with an unfavored second feature since at this point the double bill was losing ground at cinemas. A single bill meant more performances, especially on the vital weekends, and therefore the potential for greater box office.

One of the elements that backed the notion that The Wicker Man was more important to the double bill than the distributors cared to acknowledge was that the fall-off week-by-week was minimal. The double bill played on in London’s West End long after it had completed a circuit run on the Odeon chain, suggesting that its attraction was perhaps due to the unexpected pulling power of The Wicker Man.

In its accounts, British Lion wrote off a $470,000 loss against The Wicker Man. But that seems like an accounting trick. The distributor had a choice in how it allocated the box office. A supporting feature could expect to receive little more than a flat fee as its share of the box office if it was deemed a B-feature. A genuine double bill – and bear in mind that horror maestro Christopher Lee was a box office attraction in Britain – would split the proceeds. That British Lion opted to treat it as a second feature, allowing it to maneuver the box office against the picture. Otherwise, given its low budget, it would certainly have turned a profit. The loss seems even more baffling when you take into account that it was sold to 17 countries.

In any case, since nobody else has tracked The Wicker Man’s actual performance in the UK and the U.S., I thought it might be interesting to do so.

UK (LONDON WEST END) BOX OFFICE 1973-1974

Don’t Look Now/The Wicker Man

Metropole (1,394 seats)

December 19 1973: – $5,300 (Variety deemed this “anaemic”)

December 26 1973: – $4,700

January 2 1974: – $4,900

January 9 1974: – $13,200

January 16 1974: – $9,700 (“very good”)

January 23 1974: – $8,700 (“fine”)

January 30 1974: – $7,700

Odeon Kensington (1,883 seats)

January 16 1974: – $16,800 (“boff”)

January 23 1974: – $13,700 (“robust”)

January 30 1974: – $10,900 (“fancy”)

February 6 1974: – $10,800

February 13 1974: – $9,300 (“stylish”)

February 20 1974: – $6,100

Odeon Haymarket (600 seats)

February 20 1974: – $6,000

February 27 1974: – $8,300

March 6 1974: – $7,700

March 13 1974: – $6,800

March 20 1974: – $7,400

March 27 1974: – $7,100

April 3 1974: – $6,900

April 10, 1974: – $5,700

Cincenta 3 (150 seats)

April 24 1974: – $2,600 (“nice”)

Cinecenta 2 (150 seats)

May 1 1974: – $2,700

It was pretty much unheard of in London’s West for a programme to move around five cinemas, and, with the exception of Cinecenta, running for so long at each venue with a low drop-off week-by-week (steeper falls would have seen runs more speedily terminated). And when it came to the U.S. release, half a decade later, as you can see, much to everyone’s surprise, The Wicker Man on its own delivered both some notable opening figures and lengthy runs.

US BOX OFFICE 1977-1981

The Wicker Man only

Although being rated “R” by the U.S. censor in April 1974 and being reviewed by Variety in May 15 1974, The Wicker Man failed to gain any release in the U.S. even though one-time partner Don’t Look Now was widely distributed. The Wicker Man received a promotional fillip after winning top prize at the Fantastic Festival in 1974 but it wasn’t enough to boost its Stateside distribution prospects. Both National General and New World had considered taking it on but ultimately passed. It ended up at Warner Brothers which stuck it in the vault after a disastrous test at drive-ins in Atlanta and San Diego.

Box Office magazine gave it a favourable review in 1978, calling it a “lost horror classic” and noting that director Robin Hardy had made “an impressive debut.” The version its reviewer saw was cut from the original 102 minutes to 87 minutes. But the version seen by The Hollywood Reporter in 1979 was the restored version and its reviewer reckoned that the “dark intagibles” of its mangled release made it ideal fodder for a “cult audience.” By now PR had kicked in and it received the accolade of a front-page story in The Hollywood Reporter, calling it “reborn” and making play of the problems encountered along the way.

But apart from the Minneapolis misadventure in 1977, it wasn’t until 1979 that it made any release headway. Most of the bookings were in arthouse cinemas. But what is noticeable is length of runs and comparatively small week-by-week drop-offs.

Minneapolis: World (461 seats)

October 5 1977: – $2,000 (“poor”)

San Francisco: Lumiere (300 seats)

January 24, 1979: – $19,000 “boffo”

January 31, 1979: – $15,500

February 7 1979: – $13,000

February 14 1979: – $11,000

February 21 1979: – $10,600

February 28 1979: – $7,000

March 7 1979: – $5,700

March 14 1979: – Not known

March 21 1979: – $5,900

Los Angeles: Los Feliz Westland 1 (763 seats)

March 21 1979: – $19,500

March 28 1979: – $13,500

April 4 1979: – $11,000 (“not bad”)

April 11 1979: – $9,500 (“tidy”)

April 18 1979: – $4,000

April 25 1979: – $4,000

May 2 1979: – $3,100

Los Angeles: showcase release in four other theaters

March 21 1979: – $26,000

March 28 1979: – $18,000 (“pretty”)

Seattle: Crest (700 seats)

April 4 1979: – $7,100

April 11 1979: – $6,700

April 18 1979: – $6,300

April 25 1979: – $4,700

May 2 1979: – $3,300

New York: Paramount (533 seats)

April 2 1980: – $21,000

April 9 1980: – $9,000 (transit strike ruined second and subsequent weeks)

April 16 1980: – $4,400

April 23 1980: – $4,000

Boston: Orson Welles II ( 200 seats)

April 23 1980: – $15,000 (“house record”)

April 30 1980: – $14,000 (“lusty”)

May 7 1980: – $8,800

May 14 1980: – $8,700

May 21 1980: – $7,600

May 28 1980: – $6,200

June 4 1980: – $4,200

June 11 1980: – $5,200

June 18 1980: – $3,200

June 25 1980: – $3,300

Washington: Cerberus II (150 seats)

December 3 1980: – $7,500

December 10 1980: – $5,500

Kansas City: Fine Arts (560 seats)

January 21 1981:– $3,200

Kansas City: Watts Mill (250 seats)

February 11 198l: – $2,500

Miami: showcase release in four cinemas

April 1 1981: – $3,700 (“remote”)

Cleveland:

April 1981: shown as part of the Cleveland International Film Festival

Pittsburgh: Arcade (775 seats)

May 20 1981: – $5,000 (“stout”)

According to an advert in Box Office magazine placed by distributor Abraxas in October 1979, The Wicker Man had already grossed $500,000 on the U.S. west coast. counting it the 1980 and 1981 releases, more than likley it passed the $1 million gross. Whether any of these receipts found their way to British Lion is questionable, so the U.S. box office would have done little to remove the idea it was a flop, but, in fact, counting all the results together, it must have done enough overall to turn a healthy profit.

I should point out that the dates above refer simply to the dates when the box office was reported in “Variety” magazine and not to the actual date when the film was shown. Typically, “Variety” would report box office in the week after a film was shown but this could still be up to 14-17 days after. The actual week 1 / week 2 / week 3 stuff is completley accurate even if the dates might appear misleading.

NOTE/PLEA/WHATEVER: Collecting these figures took a huge amount of work so if you want to pass on this information to others, please acknowledge the source.

SOURCES: Variety, dates as shown; “Coming Releases,” Box Office, September 30, 1974, pA6; Review, Box Office, January 9, 1978, pA9; “Wicker Man Reborn Thanks to Persistent Young Distribs,” The Hollywood Reporter, February 15, 1979, p3; Review, The Hollywood Reporter, February 20, 1979, p3; Advert, Box Office, October 1979, 1979, p16; “Wicker Man Gets Proper Release After 6 Years,” The Hollywood Reporter, April 3, 1980, p1; “Strike Dents N.Y. Box Office,” Box Office, April 14, 1980, p7.

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Behind the Scenes: The 20th Century Fox Box Office, Part One – U.S. Rentals

While I was aware that Hollywood had faced financial catastrophe at the beginning and end of the 1960s, I wasn’t so familiar with just how hard it proved for the studios to actually make a buck. If hadn’t been for the bounty of The Sound of Music (1965) and to a lesser extent Butch Cassidy and the Sundance Kid (1969), a studio as big as Twentieth Century Fox would have posted an overall loss for the decade.

Sure, audiences were in decline and production stultified but there was a fair chance those obstacles could have been overcome through the combination of roadshow, the reinvigoration of the dormant spy genre via James Bond and his imitators, the onset of more liberal material – i.e. sex and violence – thanks to changes to the Production Code and the decade-end “youthquake.”

From 1960-1969, according to the Aubrey Solomon digest of releases, which was my main source for this article, Twentieth Century Fox invested $434 million in 107 movies at an average cost of $4 million. Overall rentals – the amount returned to studios once cinemas had taken their cut of the gross – amounted to $478 million. A total profit of $44 million for the decade was probably, given the various crises, not a bad return. But once you removed The Sound of Music’s $83 million rentals bonanza from the equation, the result was less convincing.

Break-even might have appeared a good result given the doomsayers predicting complete collapse but it says a lot for the vagaries of the business that only 42 pictures – about 40 per cent of the movies greenlit – generated a profit. You will be familiar with the big loss-makers of course: Cleopatra (1963) $16 million in the red on initial U.S. release (though most of that clawed back from overseas rentals, reissue and television sale), calamitous musical Doctor Dolittle (1967 – only $6 million in domestic rentals) and Star! (1968 – only $4 million).

You might wonder what possessed the studio to invest $7.87 million in George Cukor’s Justine (1969). When original director Joseph Strick threw in the towel you might have imagined the studio would do the same given the stars – Dirk Bogarde, Anouk Aimee and Michael York – were hardly standout box office figures. Loss on the U.S. rentals was $5.67 million. Staircase (1969) at least had a stellar cast – Richard Burton fresh from worldwide hit Where Eagles Dare (1968) and Rex Harrison whose Oscar-winning success in My Fair Lady (1964) appeared to grant him box office immunity. But U.S. audiences only returned $1.85 million in rentals from a budget of $6.37 million.

*Iconic fashion accessories sported by Audrey Hepburn couldn’t save*
*“Two for the Road”*

Another star-laden vehicle – the Paris-set caper picture How To Steal a Million (1966) teaming Audrey Hepburn (My Fair Lady) and Peter O’Toole (Becket, 1964) – came unstuck, losing $2.08 million on a budget of $6.48 million. Hepburn was at fault again the following year, losing, oddly enough, exactly the same amount for Two for the Road with Albert Finney (Tom Jones, 1963) directed by Stanley Donen (Charade, 1963) out of a budget of $5.48 million.

Other casualties were: William Holden in The Lion (1962, $3 million loss), biopic Tender Is the Night (1962 – $2.65 million), George C. Scott as The Flim-Flam Man / One Born Every Minute (1967, also $2.65 million), Nine Hours to Rama (1963, $2.61 million), Doris Day spy comedy Caprice (1966, $2.59 million), Gregory Peck in Cold War thriller The Chairman / The Most Dangerous Man in the World (1969, $2.41 million), James Stewart in desert drama The Flight of the Phoenix (1965 – $2.33 million) and James Coburn and Lee Remick in Hard Contract (1969 – $2.32 million).

Even John Wayne stiffed. Civil War western The Undefeated (1969), on a budget of $7.1 million only brought in $4.5 million in rentals. Charlton Heston/Rex Harrison roadshow The Agony and the Ecstasy (1965), on a similar budget, lost more – $3.17 million. Michael Caine/Anthony Quinn drama The Magus (1968) barely brought in $1 million from a $3.77 million budget.

Unexpected winners included Valley of the Dolls (1967 – $15.31 million profit), Planet of the Apes (1968 – $9.2 million), Those Magnificent Men in Their Flying Machines (1965 – $7.5 million), The Boston Strangler (1968 – $3.9 million), Our Man Flint (1966 – $3.87 million) – though only $1.2 million in the black for sequel In Like Flint (1967) – and The Blue Max (1966 – $3.4 million).

Frank Sinatra proved a safe bet. The Detective (1968) turned a profit at the U.S. ticket wickets of just over £2 million and Von Ryan’s Express (1965) just under that figure although Tony Rome (1967) registered a small loss. Raquel Welch just about squeaked home – $1 million profit for Bandolero (1968), $380,000 profit for Fantastic Voyage (1966) balanced out by $420,000 loss for 100 Rifles (1969).

Of course, there was always the possibility that foreign revenues would save the day. And although occasionally the likes of United Artists’ The Magnificent Seven (1960) on initial release had earned considerably more in the overseas market than in the U.S., that was, unfortunately, rarely the case. There was no guarantee that certain genres – comedies, musicals – would travel. Hollywood studios generally received a smaller percentage from movies released abroad while facing increases in distribution costs.

Overseas business was viewed as icing on the cake rather than an essential element of the box office. There was also the problem that foreign cinema owners could check out U.S. box office figures in advance – unlike now there was no instant global release system – and should a movie falter on its U.S. debut would assume they were going to be renting a flop, therefore reduce marketing back-up and renegotiate terms.

SOURCE: Aubrey Solomon, Twentieth Century Fox, A Corporate and Financial History (The Scarecrow Press, 2002) pp 228-231, 252-256.

Behind the Scenes: Top of the Flops, United Artists 1965-1969, Global Box Office – Part Two

United Artists took an unholy bath on George Stevens’ all-star The Greatest Story Ever Told (1965), shouldering a colossal loss of $9.1 million in global rentals (not gross), one of the biggest financial disasters of the decade. In second place, by a long margin, was Blake Edwards’ anti-war comedy What Did You Do in the War, Daddy? (1966). The presence of James Coburn at a career-high thanks to the Flint spy pictures couldn’t prevent this ending up $2.75 million in the red.

Another all-star prestige war movie, though this time set in the Crimea, Tony Richardson’s The Charge of the Light Brigade (1968) ran it close, registering a deficit of $2.59 million. This was not the first time the studio’s faith in Richardson proved unfounded. He had lost $1.17 million on Sailor from Gibralter (1967) and another $1 million Mademoiselle (1966), both starring French actress Jeanne Moreau, cited in divorce proceedings brought by his wife Vanessa Redgrave.

History was also unkind to John Huston, coming unstuck with romp Sinful Davey (1969), also set in Britain, and starring newcomer John Hurt. With only $250,000 in rentals in the U.S. market it dropped a total of $2.4 million. Richard Lester was also well off the mark with anti-nuke comedy The Bedsitting Room (1969) which imploded to the tune of $1.42 million.

Although Dick Van Dyke justified his fee for the studio’s Chitty,Chitty Bang Bang, his marquee status proved decidedly unjustified in two other pictures. Some Kind of Nut (1969) lost $1.36 million while Fitzwilly (1967) was $312,000 short of break-even.

British star Michael Caine also fell into the questionable category. Billion Dollar Brain (1968), his third outing as spy Harry Palmer, proved a dud, $1.18 million down while Second World War picture Play Dirty (1968) lost out at the box office wickets to the tune of $350,000.

Others in the million-dollar-loser class were: The Honey Pot (1967) despite the presence of Rex Harrison and Cliff Robertson; Alan Arkin’s ill-fated attempt to emulate Peter Sellers as Inspector Clouseau (1968); Jules Dassin’s 10.30pm Summer (1966); and A Twist of Sand (1967) with Richard Johnson and Honor Blackman. And Peter Sellers himself misjudged the material for After the Fox (1966) for it came home $432,000 short of the target.

The Witches (1967) failed to coast home on the back of new sensation Clint Eastwood in the cast plus an all-star directing team including Vittorio De Sica, Luchino Visconti and Pier Paolo Pasolino and lost $880,000.

World War Two pictures proved too often problematic in registering global appeal. Michael Winner’s Hannibal Brooks (1969) starring Oliver Reed shed $650,000, John Guillermin’s The Bridge at Remagen (1969) was on the downside of $526,000, Richard Lester’s How I Won the War (1967) was $257,000 shy of budget and even low-budget numbers that were expected to at least break even failed to do so, The 1,000 Plane Raid (1969) missing out by $316,000 and Submarine X-1 starring James Caan by $156,000.

The notion that westerns had universal appeal turned out to be a dodgy proposition for some products. Whereas foreign made a distinctive impact in the box office for a film like Guns of the Magnificent Seven (1969) it did not always play out that way. Though John Sturges’ Hour of the Gun (1967) toplining James Garner and Jason Robards did better aboard than at home that still wasn’t enough to offset losses of $627,000. Overseas rentals matched domestic for Young Billy Young (1969) starring Robert Mitchum but that still kept it out in the cold with another half a million needed to get over the line.

You would think minimal budgets would be a guarantee against outright failure, but too often promise remained unfulfilled. Charlotte Rampling and Sam Waterston were touted as rising talents when cast in Three (1969). The budget was a miserly $355,000. Yet it still lost $305,000, generating rentals of just $25,000 both at home and abroad. Bryan Forbes’ The Whisperers (1967), with Edith Evans winning an Oscar nomination, lost $180,000 on a budget of just under $400,000. The Russian version of Hamlet (1966) dropped $55,000 on a $75,000 budget. Don’t Worry We’ll Think of a Title (1966) starring Morey Amsterdam only earned back $50,000 on its $181,000 cost.

Some movies came pretty close to break-even – another $16,000 would have seen Danger Route (1968) also with Richard Johnson reach the magic mark, American football drama Number One (1969) with Charlton Heston required another $40,000.

SOURCE: “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1965, 1966, 1967, 1968 and 1969,” United Artists Files, Wisconsin Center for Film and Theater Research, University of Wisconsin.

Behind the Scenes: “The Deadly Companions / Trigger Happy” (1961)

There was enough controversy surrounding the launch of this picture without even invoking the behavior of director Sam Peckinpah. For a start its production heralded a revolution in exhibition. Cinema owners were intent on breaking the industry’s one sacrosanct law.

Since 1948 and the Paramount Decree which forced studios to shed their cinemas, it had been forbidden for a studio to operate as an exibitor and vice-versa. But the financial tsumani that hit the business at the end of the 1950s resulted in a shortfall of new releases and left exhibitors scratching around for product.

Taking the view that the situation was so dire that studios could not resolve it and imagining that the government would not look unkindly on the idea, exhibitors set up a company called Motion Pictures Investment Inc. Initially, the outfit was not so confrontational. The plan was simply to repackage old movies and send them out as reissues. There was no law against that since the exhibitors were not acting as production companies.

It was ambitious scheme, calling in 1958 for $25 million to be raised to fund a whole stream of old movies, sending them into reissue achieving the double aim of filling release gaps and preventing them from falling into the maw of television – Twentieth Century Fox in the process of selling 50 pictures dating from 1950-1955 to television for $10 million.

The Actors’ Strike of 1960 halved production, making a dire situation intolerable. MPI bought the rights to Gary Cooper western Friendly Persuasion (1957) and put together a hefty marketing campaign to get that picture back on the market. Recognising that studios were likely to prevent their gems from being reissued when they could be sold so easily to television, MPI bit the bullet and moved into production. Pathe-America was the vehicle, “a production-distribution-exhibition project predicated on the theory that exhibitors can sense better than anybody what the pubic want on the screens.”

First film on the agenda – The Deadly Companions.

The driving force behind that picture was a female star intent on a bit of revolution of her own – Maureen O’Hara. The flame-haired actress – a star for over two decades, as comfortable in westerns like Rio Grande (1950) as dramas (The Quiet Man, 1952) and swashbucklers (The Spanish Main, 1945) had decided her career was in need of a rejig. Demand for her services was slowing down – only four movies in the second half of the 1950s compared to 14 in the first half.

In reality, her career was sinking fast and it felt like panic to imagine she could reconfigure herself at this late stage as a singer, signing a contract for an album first with RCA Victor in 1958 and then CBS in 1960 and starring in the Broadway musical Christine in 1960, a flop despite her “good singing voice and assured stage presence.”

But a bigger measure of her fall was that she ended up in television, spurred on initially by her brother, Charles B. Fitzsimons, who thought he could help better manage her career. Initially an actor, he had segued into production via independent producer Edward L. Alperson but without particular distinction.

They set up Tarafilm in 1958 with the aim of co-producing a series Women In the Case with CBS, profits to be evenly split. But that never surfaced and instead she was an actress for hire and at modest fees at that for, even for bigger stars, the small screen did not pay fees comparable with the movies. For the first time in her career a year passed without a single movie. In 1960 only television beckoned – Open Window, The Scarlet Pimpernel, Mrs Miniver and the DuPont Show of the Month. And there was something plaintive when O’Hara, who had espoused the freelance approach to her career, advised young stars to take a studio contracts if offered.

But Fitzsimons was feverishly working behind the scenes, trying to raise money for their Carousel movie production shingle, even going so far as applying to the U.S. Government’s Small Business Loan scheme. Without exhibitors determined to break the law, it’s doubtful they would have sourced the funding for The Deadly Companions. MPI put up nearly half the $390,000 budget for The Deadly Companions after Fitzsimons had commissioned a screenplay from novelist A.S. Fleischman.

Brian Keith was available because the television series The Westerner (1960) that had made him temporarily a star was cancelled after not even lasting a season. He came cheap – a steal even for a low-budget picture – at $30,000. Sam Peckinpah, who had originated The Westerner, was primarily a television writer and director thirsting for an opportunity to make his mark on the big screen. So, also out of work after The Westerner was canned, he came cheap too, earning half Keith’s salary.

Peckinpah later complained about script problems, but that was par for the course with the director; if a movie failed it was someone else’s fault. O’Hara, who had worked with the best including Hitchcock and Ford, and like most top stars knew a fair bit about how and where to point a camera, later complained that Peckinpah was out of his depth. But that, too, was par for the course. Her autobiography Tis Herself was almost a litany of complaints.

The problem for O’Hara was more financial. While Peckinpah was guaranteed payment, she was not. As producer, she would be working for a fraction of her normal fee of $150,000, expecting to make that back – and more – when the movie went into profit. There was no reason to assume it would not make a decent sum, low-budget westerns having a habit of making money.

The movie was filmed on location in Arizona. The picture’s Gila City, where the bank robbery took place, was based on the Tucson of a hundred years before. Seeking authenticity, the set was constructed following artist drawings culled from the early 1860s. Props were also authentic – the doctor’s chair was from the period, the surgical instruments remnants from the era and even the apothecary jars had come from an early pharmacist shop.

Extras were genuine cowboys or Native Americans. Apaches and Papagos were hired as Native Americans. At a casting call at the Ramada Inn, producer Fitzsimons found the genuine cowboy article in the in the lobby “their Stetsons stained by sweat and faded by the sun and most of them wore working jeans and multi-colored shirts that had been washed but not ironed…leathery-faced men…speaking in low voices of how bum the cattle business was from all this drought and how fine it was a man could pick up a few dollars riding with the movie company.” Even the cactus was authentic, the director favoring scenes which featured the giant Sauaro species.

The cave for one scene was also genuine, not a stage set, the result of an earthquake fault, 50-foot high and 40-foot across at the opening, spiralling hundreds of feet into the mountain. The roof, made up of boulders, was particularly precarious as any rumble could send it tumbling to the ground. Only essential crew were permitted for the scene which saw O’Hara firing a shotgun at an Apache. Fearing the sound of detonation might affect the roof, flash powder was used instead of cartridges.

Stunts involved included overturning a stagecoach and falling 35-feet. Stuntman Chuck Hayward nearly died during rehearsal when the horse bolted and the stagecoach struck a tree. He was married to Ellen Hayward, daughter of Joan Blondell and Dick Powell.

Perhaps the most immediately unusual aspect of the movie was the score. Among instruments used by composer Marlin Skiles were a toy trumpet, xylophone, vibraphone, kettle drum and cracked belt.

To help promote the picture the screenplay was novelized and went on to sell half a million copies, though it went out under the title Yellowleg and was not noticeably a movie tie-in.

The movie received good reviews. Box Office, which might be expected to back any exhibitor initiative, deemed it a “well above average western” with “superb performances” and “exacting direction.” Variety, which sided more with studios than exhibitors, nonetheless was mostly positive, except for “lapses and weaknesses” finding it “fairly engrossing” with O’Hara’s performance “one of her best for some time.”

As you might expect, exhibitors, too, got behind the picture. There was double “Gala World Premiere” in Tucson and Phoenix, on June 6 for the former the following night for the latter, attended by the stars. Surprisingly, given it was a target for saturation (i.e. multiple release region-by-region) and a low-budget number, it was shown in some major houses, in Detroit the 5,000-seater Fox, in Pittsburgh the 3,700-seater Stanley, a 3,600-seater in St Louis, in Buffalo the 3,000-eater Lafayette, in Cleveland the 2,739-seater Palace and in Seattle the 2,200-seater Music Hall. But bookings were scattered between June and September 1961.

But giving a movie a helping hand would not necessarily translate into decent box office. Takings were poor – the best result a “good” $15,000 in Detroit. Cleveland produced a “fair” $9,000, St Louis a “fair” $10,000, Pittsburgh a “drab” $8,500, Buffalo a “thin” $5,000 and there was but $2,500 in Seattle. No major first run theaters signed up in Los Angeles or Kansas City, in each location going out in small multiple release, edging a “dim” $8,5000 from three cinemas in the former and a “moderate” $15,000 from three in Kansas City. Nor did first run line up to host it in New York and by the time it reached Portland it was playing on the lower half of a double bill.

In an attempt to recover some of its $60,000 loss, MPI changed the title in 1962 to Trigger Happy, altered the poster to focus on action rather than sex, and programmed it in a double bill with its second production The Checkered Flag. That proved a failure and MPI was wound up.

Buoyed by the unexpected success of The Parent Trap (1961), O’Hara’s career recovered and she was paired with James Stewart in Mr Hobbs Takes a Vacation (1962) and reunited with John Wayne for McLintock (1963). Brian Keith never became a major star but still had a very decent career toplining smaller-budgeted films and in supporting roles. Charles B. Fitzsimons made a success of production, though mainly in television. We all know what happened to Sam Peckinpah.

SOURCES: Brian Hannan, Coming Back to a Theater Near You, A History of Hollywood Reissues 1914-2014 (McFarland, 2016) p117-120; Pressbook, The Deadly Companions; “Maureen O’Hara As Disker,” Variety, May 7, 1958, p59; “Maureen O’Hara Bagged for Series,” Variety, August 27, 1958, p27; “Christine Gives Columbia 3 On Showtime Shelf,” Variety, March 23, 1960, p45; Review, Christine, Variety, May 4, 1960, p56; “Longplay Shorts,” Variety, September 28, 1960, p58; “Family Classics,” Variety, November 2, 1960, p27; “MP Investment Trust Puts Coin into Pathe America Release,” Variety, January 25, 1961, p5; “Pathe America’s First Star: Maureen O’Hara,” Variety, November 9, 1960, p4; “Pathe Companions into Saturation Playoff,” Variety, June 7, 1961, p5; Review, Variety, June 10, 1961, p10; Review, Box Office, Jun 12, 1961, pA11; “Gala World Premiere for Deadly Companions,” Box Office, June 12, 1961, p10; “Don’t Do As I Do,” Variety, August 2, 1961, p4; “Fitzsimons Switches Pitch,” Variety, August 29, 1962, p16; “Motion Pic Investors Draws Criticism for Faltering Achievement,” Variety, December 12, 1962, p3; “Missouri-Made Feature in Second Round,” Variety, June 5, 1963, p18. Box office results: “Picture Grosses,” Variety – June 14 and 28, July 19, August 16 and 23, September 6, 13 and 20.

Behind the Scenes: When “Worldwide” Didn’t Exist – Global Box Office Part One

Box office fans, excited no doubt at how Avatar: The Way of Water (2022), is charging up the all-time charts, might be surprised to discover that the concept of “worldwide” box office figures didn’t exist in the 1960s. Although foreign markets had proved important to Hollywood since the 1940s, there was no accepted way of measuring their impact.

Box office results in certain countries – Italy, France, Brazil, Australia etc – were reported only on an occasional basis and were never considered front page news. Global box office figures were more likely to appear courtesy of one of the profit participants. Star William Holden’s share of Bridge on the River Kwai (1957) and producer Sam Spiegel’s earnings on Doctor Zhivago (1965), for example, were widely reported. Or a studio might want to defray rising investor discontent by pointing how well a Stateside flop such as The Magnificent Seven (1960) had performed overseas.

But these were one-offs and it was impossible to get a handle on the worldwide results for an entire year of Hollywood output. The kind of global box office reporting we take for granted did not appear until the 1990s and often even then, for many pictures, it was only as a year-end figure.

However, during my digging into hordes of records for my book The Making of “The Magnificent Seven” I came upon a tranche of reports on foreign box office figures relating to United Artists for the years 1965 to 1969. And they make for fascinating reading, not least to discover which Stateside hits did poorly abroad and, conversely, what flops in the domestic market made up for it in foreign countries.

Volume of production at UA more than doubled over the period, from 17 pictures in 1965 to 38 in 1969, but the average budget came down from $3.68 million per movie to $2.14 million.

You won’t be surprised to learn that James Bond pretty much reigned supreme, taking three of the top four spots. But you might be taken aback to discover just how profitable this series was – over $100 million in rentals (the studio share of box office once cinemas have taken their cut) for three movies mentioned here – more than four times what they cost to make, and that would not take into account the colossal revenues accruing from merchandising.

The 1965-1969 worldwide winner by some margin was Thunderball (1965), clocking up $48 million in worldwide rentals. In second place was You Only Live Twice (1967) on $36 million. but the prospect of a cosy one-two-three was nipped in the bud by Oscar-winning Midnight Cowboy (1969) on $26 million with On her Majesty’s Secret Service (1969,) hampered by losing the services of Sean Connery, settling for fourth after pulling in $23 million.

Fifth spot went to big-budget roadshow Hawaii (1966) starring Julie Andrews and Max von Sydow which sank $18.8 million worldwide followed by Norman Jewison’s low-budget crime story In the Heat of the Night (1967) on $16 million helped by Sidney Poitier at a box office peak and Rod Steiger, courtesy of an Oscar, at a career one. Placing seventh was big-budget all-star British World War Two epic The Battle of Britain (1969) which soared, largely on foreign grosses, to $15.5 million. Next, on $14.8 million, came roadshow musical Chitty Chitty Bang Bang (1968) starring Dick Van Dyke.

Biggest surprise of the year was the performance of family melding comedy Yours, Mine and Ours (1968) with out-of-favor stars Lucille Ball and Henry Fonda which closed in on $13 million. Rounding out the Top Ten was George Stevens’ Biblical roadshow The Greatest Story Ever Told (1965). However, its global figures of $12.1 million were a disappointment given its budget topped $21.2 million.

Just behind, on $12 million worldwide, setting another comedic hot pace, was Clive Donner’s What’s New Pussycat (1965). Despite having no roadshow credentials it boasted an all-star cast consisting of Peter O’Toole, Peter Sellers, Woody Allen, Ursula Andress, Romy Scheider and Paula Prentiss. Comedy also accounted for twelfth – the unfancied, though timely, Norman Jewison effort The Russians Are Coming, The Russians Are Coming (1966) starring Alan Arkin and Eva Marie Saint which coasted in with $11.8 million.

Thirteenth was Steve McQueen-Faye Dunaway romantic thriller The Thomas Crown Affair (1968) directed with considerable elan also by Norman Jewison. That flew in with $11.25 million, a cool million ahead of the second picture, Help!, by British pop sensation The Beatles.

Fifteenth place went to the final picture in the Sergio Leone trilogy The Good, the Bad and the Ugly (1968) starring Clint Eastwood which crested $10.2 million. John Frankenheimer’s World War Two thriller The Train (1965) with Burt Lancaster trying to outfox Paul Schofield tracked $9.75 million. But, as if to emphasize Clint Eastwood’s growing box office power, his first American western Hang ‘Em High came next on $9 million worldwide.

Second World War mission picture The Devil’s Brigade (1968) starring William Holden and Cliff Robertson in a Dirty Dozen-style knock-off paraded $8.6 million for eighteenth position. Comedy filled out the final two places in the Top 20. Jack Lemmon scored a suprise hit in Richard Quine’s How To Murder Your Wife (1965). Co-starring Virna Lisi and Englishman Terry-Thomas it romped away with $8.4 million. Although The Graduate (1967) had been a massive global success, United Artists only held the rights to certain territories but that was enough to pull in $7.7 million worldwide.

There wasn’t actually an informal Top 20 reported by United Artists over this five-year period. I’ve concocted it out of the reports below.

SOURCE: “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1965;” “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1966;” “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1967;” “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1968;” “United Artists Corporation and Subsidiaries Motion Picture Negative Costs for Pictures Released in the Year Ended 1969,” United Artists Files, Wisconsin Center for Film and Theater Research, University of Wisconsin.

Cate Blanchett and The Shawshank Redemption

I assuming you know that the famed Stephen King novella on which the Tim Robbins/Morgan Freeman picture was based was originally entitled Rita Hayworth and the Shawshank Redemption, the poster of that movie goddess used in that version by the wannabe escapee to cover the hole he was making in his prison cell wall.

I’m making a connection to Cate Blanchett because The Shawshank Redemption (1994) was a critical success, seven Oscar nominations including Best Picture, but so conspicuously failed at the box office that it was scarcely shown abroad and only won an audience, and made more than its money back, on DVD and latterly became the poster boy for flops that somehow make a financial comeback.

Tar had all the critical support – with the exception of me, of course – that a movie could wish for and will at least pick up an Oscar nomination for Blanchett. But now that DVD is dead in the water, there’s virtually no chance of it making enough thereafter to cover the losses which are currently in the region of $30 million.

Movies used to have what was known as a “long tail,” meaning that initial box office was only one part of the equation. And a small part at that if the movie was a blockbuster. Reissue and sales to DVD, video rental, television, syndication, and early streaming services on a global scale sometimes amounted to as much as 90% of its overall earnings, especially bearing in mind that VHS/DVD in particular had various levels of revenue.

A big title might first be sold to video rental companies forking out $59.99 for the privilege and the bigger the title the more copies were purchased, so a blockbuster might easily have reaped $20-$30 million on that go-round. Then when it was released to the public, a big film would cost big money – $29.99 to $39.99 – and once that tier had done its job, the movie would be progressively sold in lower price brackets then repackaged again to supermarkets and bargain bins. More recently, the Director’s Cut, remastering and monetising anniversaries have added to that food chain.

Television went through several tiers as well. Studios never actually sold any movie to the small screen. They leased them. Usually for a period of time, say three years, and a limited number of screenings, often just two. And once that deal was done, they leased them again, and again and again. Until streaming killed off the majority of this market, movies made in the 1960s could have been leased a dozen times to television networks and even more in syndication. Cable would pay good money for a slice of that action.

Television famously put The Alamo (1960) and Cleopatra (1963) into the black and then the combination of TV, VHS/DVD, cable etc, made them substantial profits. And studios could always wrap them up as a library and sell them off to movie-hungry stations like TCM. Imax and 3D provided reissue opportunities at the start of this century, but these days a return to a movie theater would be a seriously limited proposition and open only to major successes like The Godfather (1972).

But, in terms of redemption-sized income, virtually all those avenues have disappeared. And critics don’t have the power to turn on the money taps. I’m sure Chantal Akerman’s Jeanne Dielman…(1975) which came out of nowhere, though probably the result of a social media coup, to top the once-in-a-decade Sight & Sound Critics Poll, will bring in extra bucks, no matter that it will scarcely register on streaming and DVD sales will be limited to the arthouse fraternity.

Alfred Hitchcock is often touted as the Comeback King when Vertigo (1958) climbed to the top of the Sight & Sound Poll after initially being largely discounted in that particular race. But in the first place, Hitchcock had already been a box office giant. A very small number of his pictures lost money on initial cinema release and his “critical redemption” if you like was anything but. He achieved Sight & Sound dominance because five of his greatest pictures had been kept from public view for over two decades. When they appeared, in one of the great reissue stories, the public flocked to see them on the big screen, and on subsequent DVD release so it was from there that a new wave of critics found the films contained far more art than previously ascertained.

So, back to Tar – and other box office duds like Corsage ($2.7 million worldwide) and Empire of Light ($3.2 million). Where does it go from here?

One option is tax write-off. The companies that invested in it in the first place might have done so to avoid handing over profits to the taxman. Conversely, they can use losses to offset a future tax demand.

But that’s hardly going to stimulate the movie-making market.

Studios used to test-market films but now production companies like these shovel their pictures into an endless maw of film festivals where their movies receive the kind of reception that fills them with glee but turns out to be the opposite of what the public – even the arthouse public – actually wants.