Marketing: Black Stamps

You might be tempted to fork out for the range of James Bond Commemorative Stamps being brought out to celebrate No Time to Die when it eventually sees the light of day on movie screens.

But stamps either as collector’s items or for trading purposes have been around since the silent era.  A line of movie commemorative stamps issued in America in 1944 sold 1.1 million first day covers, the second highest-ever at the time, and in the late 1950s Movie Stamps Inc set up a business that worked in the same way as the Green Stamps given away in supermarkets and gas stations. In this system, if you collected enough you won a gift, usually, in regards to the movie business, a couple of free tickets.

So Columbia Pictures looking for a way to sell its Hammer double bill The Gorgon (1964) with Christopher Lee and Peter Cushing and The Curse of the Mummy’s Tomb (1964) starring the lesser-known Terence Morgan revived the idea.

Horror specialist Hammer was one of the British film studios going through a production boom – over 100 movies were being made in that country in that year – with The Secret of Blood Island (1965) in the works for Universal and She for MGM. But horror was still a difficult sell and Hammer had ignored the advice of Variety that The Gorgon would work best if teamed with “a lively comedy.”

American International had expanded the horror market away from the Frankenstein/Dracula axis by exploiting the Edgar Allan Poe back catalog and William Castle had achieved some success in modern tales of terror such as Dementia 13 (1963) and The Night Stalker (1964). But Castle could call upon the likes of Barbara Stanwyck and Robert Taylor, players with substantial marquee status despite their lately diminished careers, for radio and television interviews.

For Hammer the obvious exploitation options were limited to a spread in the quarterly Castle of Frankenstein magazine which could be purchased for 35 cents at newsstands.

So the marketing honchos dusted off the old movie stamps idea. In some advertisements, the studio offered free stamps to the first 10,000 ticket-buyers but in the advertisement shown above they appeared to be given away free to everyone. The faces of the various monsters and characters featured in both films were imprinted on the stamps. However, on the debit side, there was no sign of any redemption for the collected cards. You couldn’t, should you be so inclined, collect ten and get a guest ticket in return. You could probably trade them and build up a collection. I’m not sure they did much for the movie judging by the box office accounts that exist but if anyone remembers seeing them or collecting them let me know.

Sources: “Film Industry New 3c Stamps Sets Record,” Variety, Nov 15, 1944, 1; “Tease-In Kids with Movie Star Stamps,” Variety, Aug 21, 1957, 20; “Premium Stamp Set Up,” Variety, Aug 20, 1958, 7; Review of The Gorgon, Variety, Aug 26, 1964, 6;  advert, Box Office, Nov 16, 1964, 2; “Film Plugs and Pluggers,” Variety, December 30, 1964, 21; Mark Thomas McGee, Beyond Ballyhoo: Motion Picture Promotion and Gimmicks, p125-131.