Love Story – The Magnificent 60s

In the 1960s the only way a movie could be guaranteed a long run at a city center cinema anywhere across the globe was if it fell into the roadshow category. Then the long run world was your oyster, runs of three months were standard, six months common, a year or more easily attainable. Outside of a handful of major cities of the size or prestige of New York and London, the same did not hold true of the general release. Most opened and closed in a city center theater within the week. A holdover extending a run to two weeks was rare and unless you were James Bond don’t think of a month.

That all changed in the 1970s, in part due to the gradual dearth of roadshows, in part due to the arrival of the duplex or triplex, in part due to the rise of the blockbuster and determination of studios to keep movies in the biggest and most expensive cinemas for longer to milk potential box office, and in part due to a sea change on the part of distributors. For my own entertainment I had, some time back, tracked on a weekly business all the cinemas in Glasgow so I can comment with some authority, using the many examples I had found, on the altered situation in the 1970s in that city, still, per capita, the biggest cinema-going city in Britain and, most likely, Europe.

The differences were not so obvious in the first two years of the new decade. Only seven movies in 1970 achieved runs of three weeks or more and the longest run – eight weeks – was for the roadshow Cromwell, the opening picture at the new Odeon 1. Next came a distinct outlier. Arthouse the Cosmo saw opportunity in the reissue double bill of The Graduate/The Thomas Crown Affair and held it over for seven weeks. Blockbuster Airport flew to six weeks at the Odeon 2. Butch Cassidy and the Sundance Kid ran for four weeks at, respectively, the ABC 1 and the La Scala. True Grit at the ABC1, Mash at the Odeon 2 and A Man Called Horse at the ABC1 held out for three weeks. (You’ll maybe note that the westerns were a bit late arriving in Glasgow given that in the U.S. they had been summer pictures in 1969. But distribution lags were still common in those days, little sign of global day-and-date.)

The next year saw a distinct improvement. Of the 12 movies I’ve noted, all ran for four weeks or more (rather than the three-week topline of 1969). One little film took the city by storm. Today, Love Story, without any notable stars, would be considered a sleeper hit. Such was its success Stateside that Paramount drove a hard bargain in Britain, demanding a bigger share of the spoils. So instead of landing at the ABC1 or ABC2, the normal home for the studio’s pictures, it went into the La Scala where it ran for an unprecedented 26 weeks.

One of the interesting aspects of concentrating on a particular city is that it reveals the individuality of its audience. Trends that are invariably deemed national tend in the U.K. to have a southern bias – Scotland, for example, accounts for less than 10 per cent of the British population. So, comparing the performance of pictures in Glasgow to the rest of the country throws up anomalies.

Glasgow’s next longest-runner – knocking up 10 weeks at the Odeon 2 plus three weeks at the smaller Odeon 3 – was bloody revisionist western Soldier Blue. Next came Barbra Streisand comedy The Owl and the Pussycat with seven weeks at Odeon 1. But that’s only if you’re sticking to the mainstream. Glasgow had also shown a predilection for the tawdry, not to say the exploitational. The Nun of Monza starring Anne Heywood and sex documentary Naughty also both managed seven weeks, the former at the Gaumont, the latter at the Odeon 3.

Sean Connery heist picture The Anderson Tapes snared five weeks at the Odeon 1. The La Scala held onto Woodstock for four weeks as did the ABC1 with Michael Caine thriller Get Carter, Dustin Hoffman as Little Big Man, another revisionist western, and Alistair MacLean’s Puppet on a Chain while at the Cosmo it was Tales of Beatrix Potter and The Anatomy of Love.

But it was the next year that brought the real explosion. You’ll remember it as the Year of The Godfather. But it didn’t have it all its own way in Glasgow. Though it ran for 14 weeks switching between the ABC1 and ABC2, that tally was matched by Clint Eastwood as Dirty Harry at the ABC1. Sean Connery’s return as James Bond in Diamonds Are Forever resulted in 11 weeks at the Odeon 1. The French Connection II logged six weeks at Odeon 2 while another sexploitation number I Am a Nymphomaniac did the same as Odeon 3. Barbra Streisand-Ryan O’Neal madcap comedy What’s Up, Doc? was good for five weeks at ABC1. Hitting the four week mark were Yul Brynner in western Catlow (in a double bill with The Jerusalem File) at Odeon 2 and Stanley Baker thriller Innocent Bystanders at Odeon 1. Glasgow audiences were less keen on Shaft and Straw Dogs, both just worth three weeks at the ABC1 and Odeon 2, respectively.

But by now the long run die had been well and truly cast. By 1973, movies were allowed to reach their full potential in Glasgow city center. There was a last hurrah for the roadshow when Norman Jewison’s musical Jesus Christ Superstar – without a marquee name in the cast -knocked up 17 weeks at the ABC2. But that only shaded Roger Moore’s first outing as James Bond in Live and Let Die with 16 weeks at Odeon 2. Another musical roadshow, The Great Waltz, headlined by unknowns, raced to 12 weeks at the ABC2.

There was a sense that the Odeon complex was playing it clever by booking the controversial Last Tango in Paris, headlining none other than Marlon Brando, huge again after The Godfather, in its smallest screen, the Odeon 3. The move paid off as the picture lasted 12 weeks.

Unsurprisingly, the first of the decade’s disaster pictures The Poseidon Adventure sailed along at the Odeon 2 for nine weeks. But few expected thriller Day of the Jackal, star Edward Fox hardly a marquee name, to run for equally as long at the ABC2.

Yet another roadshow, musical Lost Horizon, a remake of the non-musical original – with an all-star cast of Peter Finch, Liv Ullman, Michael York, George Kennedy and Olivia Hussey – held onto seven weeks at the Odeon 1. Stanley Kubrick’s controversial A Clockwork Orange (more than a year after its London launch) notched up six weeks at the ABC1 as did Clint Eastwood western High Plains Drifter. Sarah Miles as Lady Caroline Lamb went for six weeks at ABC2. Showing for four weeks were Lady Sings the Blues at the Coliseum, and reissues Cabaret and Mary Poppins at the Odeon 3 and Odeon 2, respectively.

Other reissues clocked up notable runs for oldies – three weeks apiece for Doctor Zhivago at the La Scala, The Ten Commandments at the Coliseum and the double bill of Soldier Blue/Carnal Knowledge at Odeon 3.

The movie tie-in was such an obvious synergy you had to wonder why it was not employed in more significant fashion prior to the 1960s. The reason was that movie-making and publishing were generally viewed as completely separate entities, only crossing over when books were sold to Hollywood. And up to the mid-1950s, Hollywood had a ton of other, better, more effective marketing tools at its behest. It was reckoned that by 1955 the industry was taking advantage of promotional plugs worth about $350 million a year (equivalent to $3.5 billion today).

In 1948, for example, Mr. Blandings Builds His Dream House had amassed an estimated $5 million merchandising pot (worth around $56 million today), so much so the booklet listing all the participants ran to a massive 72-pages. Anything that could be sold on the back of a picture – furnishing, clothes, vehicles – provided a mountain of free advertising by the simple device of enrolling manufacturers, suppliers and retailers in a marketing campaign. But by 1960, as television advertising more straightforwardly pitched such goods towards the general public, that well of merchandising dried up.

Film publicists casting about for new exploitation outlets latched onto paperbacks. At the start of the decade, the paperback industry was booming, shifting over 280 million copies a year. Dell, in particular, had come to realise the “remarkable sales impact of books which have tie-ins with a motion picture” and noted that “in most instances (paperback) book sales prior to the picture will be equaled following the release of the picture.” Publishing executive William C. Engel, pointing to the movie tie-in for Psycho, reprinted three times in two months, reckoned that a “big spectacular picture will stimulate sales of a paperback.” At that time Bantam was equally buoyant, with 32 books in the tie-in business on the basis that films increased sales by 50 per cent.

Many moviegoers will fondly remember the 1960s as the glory days of the movie tie in. Sometimes the first time a film fan would get a glimpse of a movie’s advertising campaign was when they picked up the book tie-in. In those days hardcover books were often very plain, little on offer but title and author. But paperback specialists like Dell, Avon, Pocket Books, New American Library, Bantam, Fawcett and Ballantine in the U.S. and Pan, Fontana and New English Library in Britain seemed to revel in glorious colorful titles and were positioned to take advantage of movie advertising campaigns.

*While waiting to make the movie, Columbia kept the novel in the bestseller lists by pumping funding into an advertising campaign for the book.*

Some studios like Columbia had begun to spend money promoting the books it had bought in order to keep the titles in the bestseller lists until it was time for the movie to appear – a technique later adopted by Paramount to turn Love Story (1970) into a bestseller in the first place.

At the start of the decade, virtually every Twentieth Century Fox release was linked with a paperback. United Artists, in 1961, could count on paperbacks to support ten of its releases – Judgement at Nuremberg, The Young Doctors, Paris Blues, Sergeants 3, Something Wild, Birdman of Alcatraz, The Miracle Worker, The Happy Thieves, What a Wonderful Life and Jessica.

It was an odd relationship in many respects. Studios paid publishers for the rights to film their novels then when the properties they had purchased were turned into films they then helped publishers achieve a bigger bounty, assisting them sell more books by furnishing movie artwork and stills for the covers. Yet there was benefit. Every copy printed was one more piece of advertising for the film, often in places where a studio would not normally advertise and serving as advance buzz.

It soon became apparent that publishers could target potential moviegoers in ways that were too difficult or too expensive for studios. Publishing designers did not need to employ their skills to come up with original covers, they simply took the movie advertising artwork and stills for front and back cover. Occasionally, they would run a photo spread inside. They might even run movie credits alongside the title page. If the sight of a movie advert on the cover of a paperback encouraged the public to consider going to the movie, then the reverse was equally true, movie advertising resulted in increased book sales. Studios used a diverse range of paperback publishers, going where they were likely to get the best promotional deal.

By the mid-1960s every studio was knee-deep in movie tie-ins.

In 1965 Dell had 47 titles sold to studios either for imminent or future production. The Collector, Genghis Khan and Lord Jim were slated for Columbia, there was Harlow for Embassy and The Sound of Music (based on the Von Trapp Family book) for Twentieth Century Fox. How to Murder Your Wife and The Knack were being filmed by United Artists, The Amorous Adventures of Moll Flanders by Paramount, Assault on a Queen and The Bride Wore Black set for Seven Arts, and The Cincinnati Kid and The Loved One lined up for MGM.

That same year MGM promoted ten movie tie-ins. Operation Crossbow, The Yellow Rolls Royce, The Sandpiper, She, Joy in the Morning, Once a Thief, Lady L and Doctor Zhivago were placed with publishers other than Dell who handled, as noted above, The Loved One and The Cincinnati Kid. In 1966 Paramount had nine deals with different paperback houses to promote Is Paris Burning?, Oh, Dad, Poor Dad, Seconds, Hurry Sundown, Funeral in Berlin, The Swinger, Alfie, El Dorado and Warning Shot. Disney, which had long been the master of merchandising, contracted with Scholastic Publishing to target schools and libraries.

Studios occasionally ran their own bookstore promotions. This one, in 1968, simply announced that Universal had acquired “Airport,” “Topaz”, “Red Sky at Morning” – all later filmed – and “Vanished” which was not. Most interesting of all, these books were hardcover not paperback,
*so this fell very much into the long-range marketing department.*

By the end of the decade publishers were desperate to jump on the movie tie-in bandwagon. In 1968 Twentieth Century Fox had pacts with a dozen different publishers covering 19 pictures including Bandolero!, Star!, The Devil’s Bride, Planet of the Apes, The Boston Strangler and The Sweet Ride. Dr Dolittle came out in 26 different editions through various publishers. The following year MGM pitched in with a half a dozen movie tie-ins including The Appointment and Goodbye, Mr. Chips, already having taken advantage of readership interest in Alistair Maclean hits Where Eagles Dare and Ice Station Zebra, the reissued Gone with the Wind and Ben-Hur, and The Shoes of the Fisherman and 2001: A Space Odyssey.

In 1969, the National Association of Theater Owners (NATO) tied in with National Library Week. Under the cross-promotional tagline “Read These Important Books – See These Important Films,” libraries across the country promoted a variety of current pictures sourced from novels including True Grit, Belle de Jour, Goodbye, Columbus, John and Mary and Topaz. In return NATO distributed posters advertising the library involvement via 5,000 theaters.

The same year Bantam Books ran a trailer in 100 cinemas for its own “film festival tie-in” of eight books – Goodbye, Mr. Chips, John and Mary, Bob & Carol & Ted & Alice, Hail, Hero!, Marooned, Topaz, A Dream of Kings and Women in Love.

Although it is often considered that the movie tie-in business began in the 1970s when books spawned mega-hits like Love Story, The Godfather and Jaws, these pictures were in reality only benefitting from the heavy lifting put in during the previous decade.

SOURCES: “Paperback-Film Tandems Zowie,” Variety, February 3, 1960, p5; “Columbia’s Book Bally Budget,” Variety, September 21, 1960, p24; William C. Engel, “Big Stake in Publishing’s 280,000,000 Annual Sale,” Variety, January 4, 1961, p25; “To Issue Paperback Books on 10 United Artists Films,” Box Office, August 28, 1961, p9; “Big Hike in Film Tie-Ins Noted by Bantam Books,” Box Office, November 27, 1961, pA3; “Commercial Tie-Ups Back After Slump,” Variety, December 27, 1961, p7; “Dell Paperback Tie-Ins,” Variety, January 13, 1965, p22; “Ten Books in Paperback Promote MGM Releases,” Box Office, May 31, 1965, pE-4; “Paperback Books Arranged for 9 Paramount Films,” Box Office, August 15, 1966, pE5; “Scholastic To Publish Disney Properties,” Box Office, May 2, 1966, pA1; “12 Publishers Print Books on 20^th-Fox Productions,” Box Office, February 26, 1968, pA1; “Paperback Book Tie-Ups for 12 MGM Pictures,” Box Office, March 31, 1969, pA1; “Tenth Year for Tie-Up with Library Week,” Box Office, May 5, 1969, p6; “Bantam Books Plans Film Fest Tie-In,” Box Office, November 10, 1969, p10.

Tag: Love Story

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