Elvis Presley – The Magnificent 60s

Despite a heady concept and some excellent acting, Martin Ritt’s Five Branded Women (1960) – reviewed yesterday – was a flop on initial release. So television studios were not exactly lining up to provide it with its small screen premiere. In fact, the length between big screen release and small screen showing had been so truncated by that point (The Magnificent Seven, for example, out the same year was seen on television within two years of release) that it could have been shown on television any time from 1962 to 1966, and probably would have been had initial performance suggested there was a big audience awaiting its small screen premiere.

The other possibility for a flop was that between cinema release and television screening, the stars had gone on to better things so a small screen showing could be promoted off the back of a current big screen success or, better still, series of successes. But that wasn’t the case with Five Branded Women. Star Silvana Mangano had meant little to US moviegoers since Bitter Rice (1949). Jeanne Moreau’s sizzle at the arthouse box office had diminished and the limited success of Viva Maria (1965) was put down to the presence of her compatriot Brigitte Bardot. Vera Miles hadn’t appeared in a movie since The Man Who Shot Liberty Valance (1962). Barbara Bel Geddes was a long way from career revival in Dallas and all she had to show for the intervening years was a small part in By Love Possessed (1961) and a single episode in television. Italian Carla Gravina had no U.S. imprint at all. As a leading actor, Van Heflin was a busted flush.

So there was some consternation when Five Branded Women took ninth place in the television rankings for movies receiving their television premiere between 1966 and 1968. There was just no accounting for it. The same could be said for Your Cheatin’ Heart (1964) which was one place ahead of Five Branded Women. Star George Hamilton had not made it big, the film was an indifferent performer at the box office and its subject, Hank Williams, was long dead.

But television had a knack of providing unlikely redemption for movies that generally ended up on the wrong side of the box office. Cliff Robertson who headed the cast of PT 109 (1963) was still in the category of rising star with no breakout hits to suggest he was capable of rising to greater things. While 633 Squadron (1964) had done reasonable business, thriller Masquerade (1965) and war picture Up from the Beach (1965) had done so badly he was demoted to second billing in The Honey Pot (1967), incidentally another flop. He did achieve a breakthrough with Charly in 1968 but PT 109 was shown on television the year before. So how did that happen? You could maybe point to the continuing popularity of dead President John F. Kennedy, whose wartime heroism this movie recalled, but he had been dead when the movie first came out and that didn’t send it shooting to the top of the box office charts. On the television charts this came in one place behind Five Branded Women, although 633 Squadron could only manage a distant 92^nd.

There were other surprises. Second Time Around (1961) placed 15^th. But star Debbie Reynolds was still a genuine box office attraction after The Unsinkable Molly Brown (1964) and the unexpected success of The Singing Nun (1966).

Otherwise, the biggest hitters on television were Alfred Hitchcock, Elvis Presley and Doris Day. Hitchcock topped this particular chart with The Birds (1963), though presumably somewhat censored. His North by Northwest (1959) took 14^th spot, Marnie (1964) placed 26^th and Rear Window (1958) 39^th.

Elvis Presley placed 11^th with Roustabout (1964), 21^st with Blue Hawaii (1961), 25^th with Tickle Me (1965) and 41^st with Fun in Acapulco (1963). Doris Day clocked in at 12^th with That Touch of Mink (1962), 19^th with Send Me No Flowers (1964), 23^rd with The Thrill of It All (1963) and 35^th with Move Over, Darling (1963).

Television had paid record sums to acquire the likes of Bridge on the River Kwai (1957) and The Robe (1963), taking second and sixth positions, respectively, and undoubtedly helped by the ongoing success of director David Lean (Doctor Zhivago, 1965) and Richard Burton (Who’s Afraid of Virginia Woolf, 1966).

Others in the top then were Cat on a Hot Tin Roof (1958), which had been successfully reissued in cinemas in a double bill with Butterfield 8 (1960), both headlining Elizabeth Taylor, to capitalize on her Oscar-winning turn in Who’s Afraid of Virginia Woolf. This came in third followed by The Great Escape (1964) and John Wayne as McLintock (1963) with Maureen O’Hara. Lilies of the Field (1963) was seventh.

The Made-for-TV films were beginning to make an impact. The Doomsday Flight (1966), released theatrically overseas, was 17^th, one spot ahead of The Longest Hundred Miles (1967) with rising stars Doug McClure and Katharine Ross and seven ahead of Fame Is the Name of the Game (1967) with Tony Franciosa (Fathom, 1967) and Jill St John (Tony Rome, 1967).

Other notable small screen results were registered by Natalie Wood-Warren Beatty starrer Splendor in the Grass (1961) which took 12^th spot, Shirley MacLaine and an all-star cast in What A Way To Go (1964) in 16th, Susan Hayward Oscar-winning weepie I Want To Live (1958) in 21^st, and Henry Fonda and Maureen O’Hara in Spencer’s Mountain (1963) in 23^rd.

SOURCE: “All Network Prime Time Features” (Seasons 1966-1967 and 1967-1968),” Variety, September 11, 1968, p47.

Screen chemistry, a great racing sequence and some good songs set alight this typical Presley vehicle. Unlike previous recording giants Frank Sinatra and Bing Crosby, Elvis Presley had not made much attempt to be anything other than himself on screen, nor elevated his status by taking on adaptations of hit Broadway shows, so his movies tended to need a certain extra something to set them apart, if only from his other pictures – he was churning them out at the rate of three or four a year. The certain something, a whole bag of je ne sais quoi, came in the shape of Ann-Margret.

Garage mechanic Lucky (Elvis Presley), a racing driver wannabe, gets the hots for Rusty (Ann-Margret) after he tunes up her car. Chasing her to Las Vegas where she is a swimming instructor rather than a hot-shot performer, he takes a job as a hotel waiter. He has a rival, both in driving and romance, in Count Emo Mancini (Cesare Danova). Initially, Rusty brushes Lucky and even when they get closer she fears getting too close since the consequences of falling in love with a man who chases danger are obvious.

There’s no danger of a picture like this straying from the most obvious path and helping fill in the screen time are nods to tourism, excerpts from Vegas shows, some water ski-ing and a helicopter ride over the Boulder Dam (Rusty supplying an earnest educational lecture). There is some lackluster comedy and not much in the way of subplot.

The race is well done for the times (i.e. pre-Grand Prix, 1966) with plenty of crashes, and it looks realistic enough although probably the cars were speeded up in the cameras.

But the pairing is dynamite. Rusty, all sizzle, smoky eyes and pout, dances Presley off the screen. She has the curves and she has the moves. Not a great deal of acting is required by either – they were in the early throes of an affair – but Rusty, a homely girl after all, keeps her sexuality in check long enough to hook her suitor.

The title song – shot in one take – is a winner but what lingers in the memory is the dazzling choreography (involving multiple camera) for Lucky’s dance numbers. And Lucky dancing. Only so many ways to say that that woman can shake her booty, but she shakes it in so many different ways the outcome is sensational.

But in the end just as dancing in an Ann-Margret picture was never enough to hit the box office heights so singing, except in his first screen forays, was not enough to create the longest queues for a Presley picture. Although previous Presley movies had featured the likes of Ursula Andress (Fun in Acapulco, 1963) and Stella Stevens (Girls! Girls! Girls!, 1963) none had the impact of Ann-Margret.

Perhaps fearful that audiences might respond more to his co-star, Ann-Margret’s musical contribution was limited. The pair performed a duet on one number, “The Lady Loves Me” – two other duets were recorded but dropped from the film – and she contributed two solo songs. By comparison, Presley was accorded eight solos. The theory being, I suppose, that audiences had come to hear Presley sing. And that might have been correct, in theory, but once the public saw Ann-Margret on screen they would surely have been calling for more.

It was both the shortest film of Presley’s career and the highest grossing. While Ann-Margret was entitled to have her name above the title – not equal billing as some would have it since his name came first (equal would have put them in alphabetical order) – some cinemas took matters into their own hands and on the marquees, over which studios could exert no contractual control, put Ann-Margret’s name first.

Perhaps more interesting was the question of career development. Presley kept on doing the same old stuff until Charro (1969) by which point it was too late to save his career. Within a year, however, she was moving on to more serious roles such as Once a Thief (1965) and The Cincinnati Kid (1965).

Taking the helm was veteran George Sidney who had directed Ann-Margret in Bye Bye Birdie (1962) and was also responsible for Pal Joey (1957), Show Boat (1951) and Anchors Aweigh (1945). He could have done this kind of picture in his sleep, so all credit to him that he brought it to such life.

Tag: Elvis Presley

Behind the Scenes: From Big Screen Failure to Small Screen Redemption

Viva Las Vegas (1964) / Love in Las Vegas ***