marketing – Page 4 – The Magnificent 60s

Behind the Scenes: The Spies Who Came in from Television: “The Spy with My Face” (1965)/”To Trap a Spy” (1965)

MGM wasn’t the first studio to hit upon the idea of re-editing episodes of a television series into a movie for cinema release. Small-screen The Lone Ranger had spawned The Legend of the Lone Ranger (1952) and Disney had stitched together episodes from its Davy Crockett franchise to create Davy Crockett, King of the Wild Frontier (1955) and Davy Crockett and the River Pirates (1955). The Challenge for Rin Tin Tin (1957) derived from The Adventures of Rin Tin Tin, Frontier Rangers (1959) born out of Northwest Passage, the Texas John Slaughter series the basis for five movies shown between 1960 and 1962, Crimebusters (1962) originated from Cain’s Hundred and Lassie’s Great Adventure (1963) from five episodes of the eponymous series.

But all these movies had one major disadvantage. Like their source material, they appeared in black-and-white. The Disney pair mined some box office gold, but primarily as matinee material. The rest were fillers, scheduled for the bottom half of a double bill and aimed at suburban and small-town cinemas and drive-ins desperate for anything to fill out a program. And all were nothing cruder than editing two or more episodes together to make a feature film.

MGM took a different approach. Instead of merging two different episodes, albeit starring the same stars, the studio decided to take one episode and expand it, filling out the story with subplots and extra characters and spicing up proceedings with levels of sex and violence that would not be tolerated on mainstream television. As important, it would be shot in color to make it stand out from the television series being shown in black-and-white.

First picture in the trial scheme was To Trap a Spy (changed form the initial To Catch a Spy), an expanded version of the television pilot known as The Vulcan Affair, and as well as series leads Robert Vaughn (The Magnificent Seven, 1960) and David McCallum (The Great Escape, 1963) toplined future Bond femme fatale Luciana Paluzzi (Thunderball, 1965). A second movie was culled from The Double Affair which had been screened on November 17, 1964, with an European star with a considerable pedigree in Senta Berger (Major Dundee, 1965).

Since MGM had no idea whether the spy series, launched in the U.S. on NBC on 22 September 1964, would catch on abroad, where in any case stations paid comparatively little to screen top American shows, its initial idea was to release films only for the foreign market.

In fact, the studio didn’t wait to see if the BBC could make a hit out of the debuting The Man from U.N.C.L.E. series and shunted out To Trap a Spy before the series even screened in Britain. And lacking momentum from television, it went out as the support on the ABC circuit in Britain to The Americanization of Emily (1965) starring Julie Andrews and James Garner.

At that time, the ABC chain was not beholden to the double bill idea. In fact, more than half the annual weekly releases went out as solo affairs. A double bill was more likely to suggest that there were doubts over the pulling power of the main film. There was no way of judging the box office appeal of any film put out in the lower half of a double bill.

The odd thing was that if MGM had held off pressing the button on the circuit release, To Trap a Spy would have demonstrated box office success. At the same time as the double bill was simultaneously released at nationwide first run theaters, To Trap a Spy opened in London’s West End in May 1965 at the 529-seat Ritz and delivered the best business MGM had enjoyed there for two years. It returned to the 556-seat Studio One, also in the West end, in October that year as the top attraction in a double bill that included Glenn Ford-Henry Ford western The Rounders (1965) and in its fifth week took in an excellent $5,600 and a few weeks later shifted back to the Ritz.

Between released the first and second Uncle pictures, MGM had launched a major marketing campaign on the back of the launch of the series on BBC. One marketing gimmick, inviting the audience to write in for The Man from U.N.C.L.E. certificates, brought in over half a million applications. MGM splashed out $85,000 marketing The Spy with My Face (1965). Again, the movie went out in an ABC circuit release – in July 1965 – as part of a double bill, with Son of a Gunfighter (1965), but this time the Uncle film topped the bill. Launched in the West End at the much larger 1,330-seat Empire it took $22,000 in its opening week. Nationally, “it was far and away above average for a top-grossing picture in the UK.”

To Trap A Spy and The Spy with My Face each grossed $2 million in the UK market. By January 1996, a third Uncle film had launched in the British market, One Spy Too Many, based on the two-episode Alexander the Great Affair which had screened in America in September 1965. This time MGM held off from ABC circuit release until mid-February until One Spy Too Many had cleaned up in January in the West End, $25,000 at the Empire, helped along by a Xmas merchandizing bonanza that saw the country flooded with memorabilia, paperbacks, three singles and an album. It broke studio records in 91 of the 125 situations it first played.

The success of the first pair pointed up the potential U.S. box office from these featurized episodes and MGM put together the double bill The Spy with My Face/To Trap a Spy on the assumption that the films at the very least would pick up business outside first run venues where bigger-budgeted pictures dominated and provide respite for showcase (wide release) theaters, drive-ins and small cinemas suffering from product shortage. The bigger a hit a movie became, whether roadshow or not, the longer it took to move down the food chain.

MGM was also inspired by the merchandizing boom generated by the television. A toy gun was well on its way to notching up sales of two million, and there were in addition, games, puzzles, trading cards, costumes and masks and chewing gum.

The MGM was entering a very crowded espionage market. Not only had Thunderball taken the top off the box office with an explosive debut in Xmas 1965, but any new entrant into the field in 1966 would come up against such spy behemoths as Columbia’s Our Man Flint (1966) and The Silencers (1966) from Twentieth Century Fox as well as more offbeat spy numbers like Paramount’s The Spy Who Came in from the Cold (1965) and other pictures aiming for a slice of the cake like Where the Spies Are (1966) with David Niven and That Man in Istanbul (1965).

Variety magazine was sniffy about the double bill’s prospects – “for the least discriminating audiences” was its take on To Trap a Spy although Box Office deemed it “far better story-wise” than The Spy with My Face.

*Advert in “Variety” (May 27, 1964, p41) announcing the new series.*

The Spy with My Face/To Trap a Spy gained surprising traction in first run, even though MGM was demanding a 50 per cent share of the box office. In some cities it ran smack bang into the openings of one or other of the biggies while Thunderball played for months on end. Even so, the results were surprisingly good. Leading the single cinema first run bows was $24,000 – equivalent to $214,000 now – in Chicago (and a second week of $18,000). Boston audiences delivered $16,000 (plus $11,000 second week), Detroit $18,000 (and $12,000). It ran for three weeks in Washington D.C., Philadelphia and Providence and two weeks in St Louis, Buffalo, St Louis, San Francisco and Cleveland.

There were one-week bookings at other major cities like Seattle, Pittsburgh, Minneapolis and Cincinnati. Except in Portland (“drab” first week and “dull” the second) and Seattle (“okay”) the box office verdict varied from “potent,” “virile” and “sock” to “nice,” “fine,” and “pleasant.” Box Office magazine reckoned that in Hartford the duo produced revenues over three times the average and in Memphis twice the average.

Following first run, it would go into wider breaks in these various cities. Some cities ignored first run and opted for a straight “showcase” (wide release) bow, New York leading the way with $104,000 – $928,000 equivalent today – from 25 cinemas, Kansas City bringing in $35,000 from 10 in week one and $25,000 from 10 in week two, and Baltimore good for $40,000 from 18. In new England cinemas and drive-ins united for a multiple run release hat “rang up some of the briskest business of the winter months despite the adverse weather conditions.” The only downside was the Pacific chain of drive-ins refusing to show the double bill on the grounds that previous experience of showing movies adapted from television series had “brought patron beefs” and that its own tests had not worked.

Even when The Man from U.N.C.L.E. series ended after three-and-a-half seasons, MGM continued bringing out movies, eventually totalling eight in all. The others were: One of Our Spies Is Missing (1966), The Spy in the Green Hat (1966), The Karate Killers (1967), The Helicopter Spies (1968) and How to Steal the World (1968).

Towards the end of the decade the Easy Rider (1969) phenomenon prompted a brief vogue for box office analysts to point to low-budget pictures generating the biggest profit. Nobody tended to include the first three Uncle films in this equation regardless of the fact that, costing an original $200,000 per episode plus extra for reshoots and editing, they were, on a profit-to-cost basis, extraordinarily successful, easily bringing home revenues in the region to 10-15 times their budgets.

SOURCES: Allen Eyles, ABC: The First Name in Entertainment (CTA, 1993), p123; “Another Uncle Sequel As O’Seas Theatrical,” Variety, September 23, 1964, p79; “Uncle Gets 3^rd Whirl As O’seas Feature,” Variety, January 27, 1965, p26; “International Soundtrack,” Variety, May 26, 1965, p26; “Toys from Uncle,” Variety, June 30, 1965, p42; “Uncle Stunt in London Is Metro Hit,” Variety, December 8, 1965, p23; “Metro Sees Uncle TV Stanzas As B.O. Kin to James Bond in Theaters,” Variety, February 2, 1966, p1; Review, Variety, February 16, 1966, p18; Review, Box Office, February 21, 1966, pB11; “Box Office Barometer,” Box Office, March 14, 1966, p22; “One Spy Looms MGM Leader in Britain,” Variety, March 20, 1966, p29; “Drive-Ins in New England Preparing To Solve Springtime Problems,” Box Office, March 21, 1966, pNE4; “Pacific Prefers Not To Follow Video,” Variety, April 20, 1966, p24; “Box Office Barometer,” Box Office, June 20, 1966, p14; “How Uncle in Great Britain Clicked Via Tie-Ups with Tele,” Variety, June 22, 1966, p17; “Uncle TV Conversions Boffo at B.O. Theatrically O’Seas,” Variety, March 20, 1968, p4; Box Office figures taken from the weekly edition of Variety in the “Picture Grosses” section on the following dates: in 1965 on November 10 and December 8, in 1966 from February 2 until June 1; and August 18, 1966.

Behind the Scenes: “Bunny Lake Is Missing” (1965)

Unusually for an Otto Preminger project, this took an unconscionably long time to get off the ground, given he had purchased rights to the bestseller by Evelyn Piper which had been published in 1957. The first problem was that no one could lick the screenplay. Getting first bite was Ira Levin (Rosemary’s Baby, 1967), followed by “wholesale doctoring” by Dalton Trumbo (Exodus, 1960) who delivered a “polished script.” But that failed to satisfy the director either and triggered further attempts by Charles Eastman (Little Fauss and Big Halsy, 1970) and Arthur Kopit (Oh Dad, Poor Dad, Mummy’s Hung You in the Closet and I’m Feeling So Sad, 1967). But nobody seemed able to come up with a satisfactory job. The book had been set in New York as had the various subsequent screenplays. The solution appeared to be to shift the location some 3,000 miles to London. Penelope Mortimer (The Pumpkin Eater, 1964) wrote a draft but ended up having a fight with Preminger and withdrew and the project was completed by her husband John Mortimer (John and Mary, 1969).

The Levin screenplay was dismissed as being too faithful to the book, the kidnapper in this instance turning out to be a former teacher who was childless and afflicted with “menopausal psychosis,” a character Preminger found weak and uninteresting. Trumbo changed the villain into a wealthy woman, not just childless but judged unfit to adopt, an approach the director deemed “very theatrical and wrong.” The Kopit and Eastman versions offered no better solution. “I almost gave up Bunny Lake,” admitted Preminger, “because while working in the script I realized that women would not like the film…because they are afraid of all situations in which a child is in danger.” After considering transplanting the story to Paris, Preminger finally settled on London, and hired the Mortimers whose villain brought the picture a 2new dimension.”

Until now, and in keeping with the original novel, Newhouse, while assisting in the investigation, had been a psychiatrist. In the hands of the Mortimers he now morphed into a police inspector. Wilson who had been Newhouse’s quite respectable friend turned into a drunken reprobate. At this point the heroine’s name remained Blanche as in the book. There was one other significant element that changed between the initial Mortimer script and the final shooting script: at the start of the film the Ann and Steven were shown reacting as if the child was there, whereas when the movie went before camera the question of the child’s existence remained in doubt. Penelope Mortimer dropped out when, summoned with her husband to Honolulu where Preminger was filming In Harm’s Way, she was roundly ignored.

Filming was originally scheduled to slip in between Anatomy of a Murder (1959) and Exodus (1960) with a budget set at $2 million. But something always seemed to get in the way. Occasionally it was a bigger project. After Columbia announced filming was scheduled for 1961, Bunny Lake was pushed back to spring 1962 to permit the filming of Advise and Consent (1961). Then The Cardinal (1962) took precedence but only to the extent of shifting the Bunny project till later that year. Then it was set to be completed by fall 1963. Further cause of delay was the decision to accommodate the pregnancy of that Lee Remick who had signed for the leading female role. But when she was ready to go, Preminger was not and she fell out of the equation.

At one point, fearful of his schedule becoming too crowded – filled with expensive projects like The Cardinal and In Harm’s Way (1965) – Preminger had tried to wriggle out of the directorial commitment, planning to limit his involvement to producing only, but studio Columbia would not accept this. Preminger was in considerable demand, like a major movie star contracted to deals with rival studios, in 1961 for three pictures with United Artists and four for Columbia and by 1965 adding into the mix a seven-picture deal with Paramount, and most of these big pictures, leaving little time for a relatively low-budget – by his standards – picture.

A good example of the British distribution system. The film opened at the Odeon Leicester Square and quickly went into general release, first in cinemas in North London and a week later the prints shifted to South London. In the West End, it ran solo, in the suburbs as a double bill.

Finally, Bunny Lake received the green light with filming beginning in London on April 9, 1965. Unusually, the movie was shot entirely on location, the director expressing a “yen for realistic on the spot” filming in a dozen places including a pub, the Cunard office and Scotland Yard. A school in Hampstead doubled for the nursery, the mews flat was found just behind Trafalgar Square. He was quick to point this was not a matter of economy. “What you save in studio (time) you spend in other ways. But I think it leads to more urgent film-making.” Somewhat surprisingly, he aimed to shoot in black-and-white, colour now being predominant except for low-budget movies and those wishing to take advantage of black-and-white world War Two newsreel footage as was the case with his previous picture In Harm’s Way.

Carolyn Lynley (The Pleasure Seekers, 1964) was given the lead with Keir Dullea (David and Lisa, 1962) in the pivotal role of her brother. Neither could be considered a big star although Lynley had the second female lead in The Cardinal and moved up the credit rankings to female lead in the low-budget Shock Treatment (1964). But she was such a hot prospect Preminger in 1965 signed her to a four-picture deal although this was not exclusive as she also had contracts with Twentieth Century Fox and Columbia. Dullea was potentially a better prospect, picking up some acting kudos for David and Lisa, the designated star of that picture and The Thin Red Line (1964) but only second lead for Mail Order Bride (1963) and the Italian-made The Naked Hours (1963).

Although some decades away from his Hollywood box office prime, the casting of Oscar-winner and five-time nominee Laurence Olivier (Spartacus, 1960) was something of a coup, although he was only hired because another actor proved too expensive. Other parts were filled by actors experienced in the Preminger school of film-making, Martita Hunt from The Fan (1949)- and Bonjour Tristesse (1958), Victor Maddern (Saint Joan, 1958) and David Oxley (Saint Joan and Bonjour Tristesse).

The first day’s shooting was in a television studio to capture the newsreader and pop group The Zombies which the content of the show shown in the pub on television. Contrary to depictions of Preminger as a martinet on set, he was keen in rehearsals to “put everyone at ease” although he emphasised the need for “slow, thoughtful diction.” The famous Preminger wrath came down heavily on personnel failing to carry out their job correctly. But he accepted Olivier’s decision to omit a particular phrase. He was specific about the look he wished to achieve, required high contrast black-and-white cinematography while nothing was to be done “to enhance Carol Lynley’s beauty: instead…to deepen her features, bring out her emotions.”

And he was determined to get what he wanted, 18 takes required to complete a lengthy tracking shot that flows Inspector Newhouse (Laurence Olivier) and Miss Smollett (Anna Massey) as they negotiate a passage through a group of noisy children in a classroom and then across a hall. Accepting Lynley’s difficulty in expressing the pain of losing a child, he instructed her to forget about subtext and play the moment. However, 14 takes of a scene between Lynley and Olivier was too much for the actress but she was comforted when Preminger told her the famous actor was the problem not her. But on another occasion, Preminger ended up giving her an almost line for line reading of how he wanted the scene played. The only way he got what he wanted was to reduce her to “sobbing uncontrollably” and then start the camera rolling.

Without question, Keir Dullea came off first. “He would humiliate you, he would scream at you…his dripping sarcasm was the worst of it,” recalled Dullea. “I was always very prepared in terms of knowing my lines…but the stress, there was some action where I was supposed to put a glass down or pick up a glass” that Dullea kept getting wrong. In face of what he deemed incompetence, Preminger accused him of being “an actor who can’t even remember a line and if heremembers a line he can’t remember an action…what, you can’t do these two things at the same time.” In the end Dullea faked a nervous breakdown and after than “he never screamed at me again.”

Olivier would occasionally coming to rescue, persuading the director to ease off and “stop screaming at the children.” Olivier found Preminger such a bully that it “almost put me off his Carmen Jones, which I found an inspired piece of work…It’s a miracle it came from such a heavy-handed egotist.” On the other hand Noel coward, who played the landlord Wilson, believed Preminger an excellent director.

Preminger spun his marketing on a similar gimmick to that utilised by Alfred Hitchcock for Psycho (1960) in preventing the public from entering once the movie had started. To make this more dramatic, he had clocks installed in the lobbies of theaters that counted down the length of the performance and a sign that stated “nobody admitted while the clock is ticking.” Preminger was credited with coming up with a longer tagline for the advertisements: “Not even Alfred Hitchcock will be admitted after the film has started.”

The only problem was Return from the Ashes, released at the same time, had adopted a similar marketing ruse, nobody admitted “after Fabi enters the bath.” Despite this, Preminger went hell-for-leather for this marketing trick, to the extent of adding a rider to exhibitor standard contracts to that effect, not a problem in more sophisticated cities where by now patrons had become accustomed to turning up for a picture’s announced start time but a problem in smaller towns and cities where the whole point of continuous programme (i.e. no break between one film and another) was that moviegoers could walk in whenever they liked.

The whole tone of the marketing did not meet the approval of two important segments of the greater movie community. The National Association of Theater Owners opined that the marketing campaign was weak and were astonished to learn that there was nothing Columbia could so about it – Preminger had advertising-publicity approval. Allowing that some of the advertising images for Preminger pictures, courtesy of designer Saul Bass – The Man with the Golden Arm (1953), Anatomy of a Murder, Exodus etc – were among the most famous in Hollywood history, it would appear Preminger knew what he was doing. But, in fact, although the Saul Bass credit sequence showing pieces of newspaper being torn away made sense in the framework of the picture, the idea was not so effective taken out of that context.

Not intentionally, perhaps, Preminger also riled the critics, deciding that to “preserve the secrecy of the surprise ending,” the movie would open without the normal advance screenings for reviewers. Such action was more likely to set alarm bells ringing, it being a standard assumption among critics that the only films that went down this route were stinkers. From a practical point-of-view it also ensured that marketing was undercut since the lack of timed reviews denied the picture an essential promotional tool.

Finally, the movie ended up in a war with the censors. Many states in the U.S. had their own censors. Columbia objected to having to wait on the say-so of a local censor – in this case Kansas – before being able to release a movie. And for any release to be delayed if there was any nit-picking by the censor, especially as this movie had an undercurrent of incest. So Columbia refused to conform and failed to submit Bunny Lake Is Missing to the Kansas censors. After being promptly banned for such arrogance, Columbia objected again and the case went to the Kansas State Supreme Court which judged that the censor was unconstitutional. That resulted in the censors losing their jobs when the board was abandoned and the movie entering release a good while after its initial opening dates.

Although it made no impact at the Oscars, Village Voice critic Andrew Sarris picked it as one the year’s ten best and it was nominated for cinematography and art direction at the Baftas. The film was a flop, failing to return even $1 million in rentals at the U.S. box office. In fact it probably made more when it was sold to ABC TV for around $800,000.

SOURCES: Chris Fujiwara, The World and Its Double, The Life and Work of Otto Preminger, p330-342; (Faber and Faber, 2008) “Trends,” Variety, January 14, 1959, p30; “Ira Levin Pacted by Preminger for Bunny,” Variety, September 2, 1959, p2; “Col Primed To Start ½ Dozen Prods,” Variety, April 5, 1961, p3; “Otto Preminger Views Film Festivals As Important Marketplaces,” Box Office, May 1, 1961, p11; “Trumbo May Script for UA,” Variety, May 31, 1961, p5; “Bunny Lake Delayed,” Variety, June 7, 1961, p18; “Preminger Postpones One,” Box Office, June 12, 1961, p13; “Otto Preminger to Film Cardinal for Col,” Box Office, August 7, 1961, -10; “Otto Preminger Is Guest of Soviet Film Makers,” Box Office , May 14, 1962, pE-4; “Two Writers Signed,” Box Office, August 6, 1962, pSW-3; “Preminger,” Variety, September 12, 1962, p15; “Preminger’s New Rap at Costly U.S. Distribution,” Variety, October 10, 1962, p7; “Preminger Gets Rights to Hurry Sundown,” Box Office, November 23, 1964, p9; “Prem’s Next in London,” Variety, January 13, 1965, p18; “Preminger Signs Actress for Four More Pictures,” Box Office, February 8, 1965, pW-3; “Advertisement,” Variety, April 7, 1965, p1; “Preminger-Paramount Pact Calls for 7 Films,” Box Office, April 26, 1965, p7; “100% Location for Bunny,” Variety, May 5, 1965, p29; “Not Even Hitch,” Variety, September 1, 1965, p4; “Preminger’s Nix on Pre-Opening Critics,” Variety, September 22, 1965, p16; “2 Pix Enforce Entrance Time on Ticket Buyers,” Variety, September 29, 1965, p5; “Time Rules Are Set for Bunny Shows,” Box Office, October 4, 1965, p13; “Preminger’s Promotional Prerogative,” Variety, October 27, 1965, p13; “Clock for Bunny Lake,” Box Office, November 8, 1965, p2; “Village Voice Vocal on Bests,” Variety, January 26, 1966, p4; “Col Kayos Kansas Censoring,” Variety, August 3, 1966, p5.

Selling James Bond: Part Two – Pressbook for “Thunderball” (1965)

Wooing the audience was no longer required after Goldfinger (1964) had broken the box office bank. Thunderball, claimed producers Cubby Broccoli and Harry Saltzman, was “the hottest merchandise campaign you have ever handled” as the first four pages of the Pressbook went to show. No longer was there a retailer free-for-all with companies which had nothing to do with endorsements jumping on the Bondwagon.

The potential for promotional tie-in was so high that retailers and manufacturers were willing to spend a fortune to become involved and, in so doing, provide a massive spread of free advertising. Colgate had an entire line of toiletries for men including after shave, shaving lotion, deodorant, and talcum powder, each item branded with the 007 logo with Colgate investing in a massive advertising campaign aimed not just as men but the women who buy for men.

Shoe-wear manufacturer Endicott Johnson set up a nationwide contest through the Montgomery Ward chain of stores. Customers were invited to participate in a free sweepstake and store managers were encouraged to become active in promoting Thunderball at sales points throughout their shops.

Toy manufactuer A.C. Gilbert had devised a James Bond 007 Road Race which would be promoted in the biggest marketing campaign in Sears Roebuck history to 60 million homes. The catalog would feature a five-page spread. “Beatles fans will be reached through a TV buy that Sears has made advertising the Road Race on ABC-TV’s Beatles Cartoon Show.” Adlers Slacks was the exclusive licensee for James Bond 007 Boys Slacks – with two hidden pockets. Revere Knitting Mills was promoting four sweaters “as worn by James Bond.”

Other licensed products included The Official James Bond Secret Agent 007 Shooting Attache Case, Harry Diamond sports shorts with the Bond logo, Allison tee-shirts and sweat shorts, bubble gum and trading cards from the Philadelphia Chewing Gum Corp, and a walkie-talkie set from Gabriel. In addition, Weldon was selling “007 Pyjamas – Go to Bed Dressed to Kill,” Voit manufactured underwater equipment, Spatz advertised its trenchcoats in Playboy, Trimount clothing range included items for men and boys, and Milton Bradley had four board games and six jigsaw puzzles.

So for the first time in history, exhibitors had to do nothing to attract customers, no zany attention-grabbing gimmicks required, because the massive cross-promotional campaign devised by the producers ensured that potential moviegoers could hardly go anywhere without coming across something alerting customers to the movie.

All this was in addition to the normal standard promotional tools such as original soundtrack album and paperback movie tie-in. Tom Jones had released a single and six other artists had brought out instrumental singles and albums. Trade magazine Cash Box noted that the Bond name signified “something big in the worlds of film and music…many labels have themed LPs after the valuable James Bond Agent 007 image.” Signet had brought out the movie tie-in paperback with artwork on front and back covers.

The bulk of the Pressbook was taken up with advertising and information about the licensed products leaving just three pages for the editorial section. By now of course Sean Connery was a big box office star so he received considerable coverage, explaining that he had been chosen for Dr No as a result of a London newspaper poll. There was space too for the movie’s playgirls – former Miss France Claudine Auger, villainess Luciana Paluzzi best known to American audiences through the Five Fingers television series, Molly Peters and a return for Martine Beswick who had appeared in From Russia with Love.

Not surprisingly, the Aston Martin DB5, which had caused a sensation in Goldfinger, also returned. The customised version cost $45,000 (worth $400,000 today), compared to the usual price of $13,000, and came complete with twin Browning machine guns, tire slashers, revolving number plates, radar screen, ejector seat, and retractable bullet proof shields.

Selling the Obvious: Pressbook for “Kisses for My President” (1964)

Fred MacMurray doesn’t actually wear a woman’s hat in this picture, he just imagines himself wearing one. But that image was all it took for the marketeers to do it to death. Warner Brothers clearly believed the picture was going to be a winner and produced a whopping 32-page A3 Pressbook (double the normal size) in a bid to persuade exhibitors of its potential. That included a blockbusting two dozen adverts. Although in the 1960s as this series on Pressbooks has shown, movies were not sold just on the basis of one core image, but even so a limit was generally called when the number of options reached eight or nine.

On top of that, the Pressbook writers provided interesting copy for editors who might file a snipper or two around the movie’s launch. Arlene Dahl, for instance, contended that a large proportion of the most prominent women in history – Salome, Cleopatra, Elizabeth I – had, like her, red hair. Writing a syndicated beauty column, Dahl also offered advice on wearing perfume.

Eli Wallach put forward a convincing argument for remaining a supporting actor. “Get your name above the title,” he opined, “and if you make a hit you have to play the same thing over and over – the actor gets sick of the monotony and sooner or later so does the public.” Polly Bergen, who based her screen wardrobe on Jackie Kennedy, argued that ordinary women were well turned out in America whereas abroad that was the preserve of the wealthy. Starting out in Wisconsin Fred MacMurray scraped paint off cars for $20 a week.

To get exhibitors in the mood to sell a political comedy, the Pressbook offered eight “punchy and funny” spoof campaign posters, suggesting they be positioned in door panels or along one wall in a straight line and on a voting booth in the lobby. Expanding on the concept in their local area, exhibitors were encourage to recruit an important woman “holding some office” who could be corralled into acting as a “president” embarking on an imitation tour backed up by supporters carrying placards.

Silent screen star Carmel Myers, who manufactured a fragrance line for men, was enrolled by Warner Brothers for a nationwide tour in part talking about the subject that is key to the movie’s subplot – “can a beautiful and glamorous woman be a successful business executive?” A high-flying vamp of the silent era, Myers starred in Ben-Hur: A Tale of the Christ (1925) and later had her own short-lived television series before entering the beauty business.

Except twice, each of the other myriad adverts stuck with a photo of MacMurray wearing a hat. The taglines, running on the theme of what happened to the female President’s male consort, varied only slightly. “When a woman becomes President, what happens when her poor husband becomes First Lady?” / “President arrives in New York today, leaves First Lady home with knitting”/ “Women rise, men revolt, everybody cheer”

Inevitably, advertising focused on politics. “Republicans and Democrats agree this is the funniest picture you’ll ever see” / “First male First Lady takes Washington by storm” / “Is America prepared for the first woman president and her First Lady?

Some taglines took a different approach. “This year a woman will be elected President of U.S….and a man will be elected to the Comedy Hall of Fame” /”Vote the sdtraight ticket (the movie ticket, we mean” / “When you cast your next vote for President, be sure to do it at (this) theatre” / My father is the hostess with the moistest.”

Selling The Rat Pack: Pressbook for “Robin and the 7 Hoods” (1964)

Warner Brothers pushed the boat out for Robin and the 7 Hoods with this lavish Pressbook. Apart from roadshows, most pressbooks of the era were around 16-pages A3. But this stretched to 28 pages with a tremendous range of advertisements, taglines and tie-ups plus, easier to accommodate from the exhibitor’s perspective, a healthy number of relatively straightforward marketing suggestions. On top of that, always a great incentive for cinema managers to rack their brains for good promotional ideas, the studio was offering seven cash prizes worth a total of $1,500 – about $14,000 today – for the best individual campaigns as well as a “special bonus prize” of the golf clubs used by Frank Sinatra, Dean Martin, Sammy Davis Jr. and Bing Crosby for the most original stunt.

With Pressbooks popping through a cinema manager’s door at the rate of one or two or three a week – dependent on how often a picture house changed its program – this one would certainly have made an impact, not so much from its size, but its commitment to the exhibitor. Most Pressbooks began either with information on the stars and the filming or with the advertisements and there was a sense of exhibitors being called upon to fit in with a pre-conceived campaign. Warner Brothers was not the first studio to go down the prize-giving route as a means of attracting attention, but in making the competition the first item on the promotional agenda – two of the first four pages were devoted to it – it certainly ensured it was high priority.

Following the competition came four pages of suggestions for gimmicks, stunts and tie-ins. WB had already tied-up with the The Antique Automobile Club of America and its members were being encouraged to lend out their vehicles to any movie theater planning a stunt. Exhibitors were told that car owners were “pleased to show them off.” There were over 100 chapters/branches of the Club so no shortage of eager participants. A parade of old-time cars in the town or a rally outside the cinema or even a race was guaranteed to attract publicity.

The Roaring 20s was another concept easily adopted – flapper fashions, the Charleston being performed outside the theatre or a dance competition, or girls dressed up in the outfits of the day strolling around town “carrying phonographs and camp stools; at busy intersections they can sit down and play one of the Robin tunes.” Reward posters could be put up for famous gangsters of the speakeasy period, with photographs of the film’s characters included. A jazz parade was another possibility complete with straw hats and blazers. Setting up a gambling den was another suggestion using “actual gambling equipment captured by the police.”

And all this was before exhibitors could let fly with ideas based on the archery motif since “the words Robin Hood and archery and practically interchangeable.” Archery contests could be staged in a sports store, park, shopping mall or in front of the cinema. Robin Hood hats made of simulated felt with a feather sticking out – or bullet-riddled – were available at a low cost and ideal for giving away to children and to be worn by ushers and other staff as well as employees in other organisations participating in any promotion. Or just handed out to a local restaurant.

On top of that, since this Rat Pack picture was actually a denoted musical in which all the principals sang, there was the best tie-in of all – an original soundtrack album, an easy marketing tool for record shops. WB had also arranged for a book tie-in with Pocket Books, novelization written by Jack Pearl and stocked in 120,000 outlets. The record, promised WB, would be “on every radio station night and day.” Even though Sinatra was no longer a top recording artist – “My Kind of Town” did not break the Cashbox Top 100 singles chart – his voice and that of his co-stars were exactly the kind of easy listening that appeared to radio addicts fed up with the British Beatle invasion.

The advertising campaign was fairly straightforward consisting of as many of the stars as could be crammed onto a poster – usually the main four plus either Barbara Rush or Peter Falk, occasionally all six. The tagline went hip: “Like we’ve taken the Robin Hood legend and changed the bows and arrows to machine guns…! Like with songs yet!…Like Wild.” The last word might be changed to “Wow.” An alternate tagline along similar lines went: “In Merrie Olde Chicago, in the days when King Al ruled the land…” And “Gather round all ye swingers and hear this…we’re doing the Robin Hood legend in Chicago’s wildest era…with songs yet!” A final version ran: “Warner Bros right merrily presents the wild idea of doing the Robin Hood legend in Chicago’s wildest era.”

With the box office and recording firepower of Sinatra, Martin, Davis and Crosby and the range of promotional ideas, there was little need to jazz up the Pressbook with journalistic nuggets, but WB did not stint on this count. The appearance of Edward G. Robinson in the genre and studio where he made his name three decades before in the like of Little Caesar was too good an opportunity to miss – more so when the wardrobe department discovered his suit size had not changed. Other cinematic stalwarts from the early gangster picture days included Allen Jenkins and Jack La Rue, now a restaurant owner and making his first WB movie in 23 years.

Elegance was a keynote for Barbara rush’s femme fatale. Designer Don Feld created a range of dinner gowns, coats and negligees which served almost as a disguise for the hard-as-nails operator. Commented Rush, “I am as tough as daddy and just as blood-thirsty. But I play it sweet throughout and never become hard or evil. The role has more substance when you realize this sweet girl has the ruthlessness of a cobra.” Pool hustler Harold ‘Red’ Baker was hired to teach Dean Martin how to perform like a champion player and also set up the shots for the game between Sinatra and Martin. Baker. But the editorial section ran for only two pages, which was a mighty small proportion of the overall Pressbook.

Selling the Exotic – Pressbook for “24 Hours to Kill” (1965)

No matter how small a picture, its budget had to stretch to a Pressbook. Even if the movie would end up on the bottom half of a double bill or a drive-in programmer and did not have much to shout about, it still needed a Pressbook. Low-budget films meant low-budget advertising campaigns unless your name was Joe Levine who often spent far more promoting films than he did making them.

The Pressbook was essential because it was the source of the movie’s adverts that could appear in a newspaper – these came in a variety of sizes so an exhibitor could remove the one most relevant and take it down to their local newspaper to make up the display advertisement. In the pre-digital era, it was a crude as that, adverts were effectively cut and pasted.

While some Pressbooks could run to 16, 20 or 24 A3 pages in full color, the most basic requirement would be four pages, enough to show the ads and get the basic message across. This was of the basic variety. In this case, ads took up the first two-and-a-half pages, leaving a half-page to list the credits and explain the plot. The final page contained information about the stars..

Perhaps as revenge for producer Harry Alan Towers not coughing up enough money for a decent Pressbook, his name was left off it. Instead, filing his slot was Oliver A. Unger, more famous as a pioneer of syndicated television, importer of foreign films and producer of The Pawnbroker (1964). In reality, he was an executive producer, in those days that function being fulfilled by someone who either invested in the picture upfront or once filming was complete bought territorial rights.

Artwork was minimal, one main advertisement, one alternative. But more or less the same taglines appear in both. Hoping to hook in the audiences was the notion of “perfumed harem…in mysterious Beirut…where every hour can be your wildest.. and your last.”

Usually films like these boasting a flotilla of European beauties devoted some space to explaining their origins and puffing up their potential. Not so here. Space is just too tight. The only actors covered are Lex Barker, Mickey Rooney and Walter Szelak. Strangely, no mention is made of Barker’s socko career as a German western hero – the notion that Europeans could make westerns remained absurd at this point (A Fistful of Dollars would take three years following completion to reach U.S. screens).

According to the Pressbook, Barker more or less jumped straight from Tarzan to this kind of thriller. Though he had been out of the loin-cloth for more than a decade (Tarzan and the She-Devil, 1953, his final appearance), the 40 pictures he had made since then (including La Dolce Vita, 1960) did not merit a sentence. The Pressbook did carry a quotable quote from Barker explaining his reasons for quitting jungle life: “It made me feel like a male Bardot because I was always parading around almost nude.” This was the type of quote that only made sense until you realised that Bardot did not become a star till three years after he quit playing Tarzan. Still, who was going to argue?

A strict regimen of physical exercise allowed him to keep in the shape necessary for the film which required him to “run for his life, rescue a pretty hostess from kidnap by helicopter and fight off thug after thug.”

Mickey Rooney gets a better write-up, especially for making the rare jump from successful child star to accepted by audiences for his adult roles. Though the writer of the Pressbook never appeared to actually go the movies. Spot the mistake in this sentence: “Last seen in runaway box office hit It’s A Mad, Mad, Mad, Mad, World Rooney now appears for producer Oliver A. Under in a drama equally as challenging.” That the first film was actually a comedy and not a drama never seemed to sink in.

The usual promotional material – suggestions for marketing, maybe a record of the soundtrack available, perhaps a theme song to target radio stations, various stunts – was non-existent even though the movie leant itself to a tie-in with an airline or a travel company especially as the National Lebanese Tourist Council had gone out of its way to accommodate the production.

Selling Oscar Winners – Pressbook for “The Slender Thread” (1965)

Just how do you sell a movie about a suicide to an audience for whom such a subject is still taboo? The answer is – you don’t. Instead, you fall back on your stars – and the fact that they are both Oscar winners.

We are pretty used these days to advertising campaigns, especially trailers, focusing on Academy Award recognition – The House of Gucci (2021), for example, boasting umpteen winners and nominees – but it was far rarer in the 1960s when exhibitors expected Pressbooks to provide them with sufficient marketing information to lure in the customers. Oscar success might have been mentioned in passing, forming part of a participant’s biography, but it would not be the entire focal point of the campaign.

The 16-page A3 Pressbook for The Slender Thread does nothing but. There was, of course, a link between the two stars in that Anne Bancroft recipient of the Best Actress Oscar for The Miracle Worker in 1962 had the following year presented Sidney Poitier with his Best Actor gong for Lilies of the Field (1963).

“Two Academy Award winners giving the performances of their lives” is pretty much as far as the tagline writers went in providing exhibitors with something to sell. The subsidiary tagline “when a woman’s emotions sway on a slender thread expect anything” offer little in the way of explaining the film’s content. An image of a phone plays a prominent role in artwork but again without clarifying its purpose. In much smaller writing, at the end of another reference to the Oscars, is the mention of “a motion picture rarely, if ever, surpassed in suspense” but again minus clarification.

You might actually come away with the notion that the drama takes place on the high seas since a ship features in the advertising.

The only other assistance given exhibitors came in the form of reviews which make more mention of suspense. Cue magazine termed it “gripping, bristling tension and suspense all the way.” Kate Cameron in the Daily News concurred – “a high tension suspense film” as did Alton Cook of the World Telegram (“Tantalizing Tension! Nerve-Wracking Suspense!). Nobody mentioned what caused the tension and suspense.

The best bet for tie-ins came from record stores since record label Mercury has organised a “giant merchandising campaign” promoting the Quincy Jones soundtrack. The studio took the chance that exhibitors might take it into their own hands to organise some tie-ups with beauty salons, telephone companies and discotheques since these make an appearance in the picture.

Quite how 16 pages of the same repeated artwork was meant to inspire exhibitors into, first all, booking the picture, and then, consequently, selling it to moviegoers is never explained.

Selling Sharif – The Pressbook for “Mayerling” (1969)

MGM didn’t know how to sell this. So they came up with three different campaigns. The first was the classical illustration of stars Omar Sharif and Catherine Deneuve about to kiss. This image was used for the film’s launch in the U.K. and at the Radio City Music Hall in New York. The artwork could be augmented if need be by various scenes from the film. You would categorize this as the straightforward romantic sell. Sharif after all was the most famous romantic idol of the decade following the monumental success of Doctor Zhivago (1965).

But this was the more liberalized 1969 rather the restrained mid-decade so MGM offered exhibitors the opportunity to promote the picture as a more salacious number, not overdone sexually since that would defeat the purpose of achieving a rating designed to attract the widest possible adult audience, but nonetheless touching on enough of the risqué to satisfy modern cinemagoing taste.

Of the two alternatives, one was considerably more spicy than the other. Using the tagline “No one woman could satisfy him…until he fell in love” this presented Sharif as wanton playboy, wine glass in hand, cavorting with cleavage-ridden woman. The other approach, though technically more reserved, was as provocative since it highlighted Deneuve’s role as a high-class sex worker in Belle de Jour (1967), the sensational arthouse breakout. The connection would not be lost on the more sophisticated members of the audience.

Nor did the Pressbook avoid the more intimate elements of the drama and in fact the biggest article in the promotional material concerned the “emotional incest” between Sharif as the Crown Prince and his mother played by Ava Gardner – “the abnormally close relationship between the two was noted again and again in records of the era” – and in their first scene together “looked like lovers to the silver screen born.”

Historical films lent themselves to the kind of detail that journalists loved and the Pressbook for a movie set in a magnificent Vienna at the end of the nineteenth century capitalized on this. As you might expect, waltzes played a key role in the social life of high society. The Pressbook introduced newspaper editors to the concept of “left-waltzing,” a particularly energetic form of the dance performed on state occasions. This waltz had a “strict etiquette” in that it is “forbidden to reverse no matter how dizzy one gets,” explained director Terence Young. Auditioning for extras to participate was made simpler by eliminating anyone who collided with another dancer.

The Pressbook, unusually, also casts light on directorial technique, again in reference to a waltz. This is the one where Omar Sharif scandalizes the court by opening a ball by dancing with his mistress Catherine Deneuve. Young wanted to create the effect of the whirling couple revolving into a world of their own. To achieve this the stars had to “dance in a perfect circle, keeping a constant distance in the center of the ballroom floor from director of photography Henri Akedan and his revolving camera.”

Initially, Young resorted to “two elaborate and – as it proved – punishing devices since the dance had to be done over and over.” The first saw camera and stars balanced at opposite ends of a rotating “see-saw.” But this moved so fast Sharif lost his balance and Deneuve suffered from dizziness. Next, they were connected by a lasso but this metal contraption struck them so often in the hips it was abandoned. Finally, they reverted to the simplest of solutions, working round a circle chalked on the floor.

To ensure authenticity, Young was able to film at the Hapsburg Palace, the Karlschirche and the Schonbrunn Palace. However, such was the urge to preserve these antiquities, the stars were not permitted to sit on any of the chairs or even get anywhere close to them, so it was standing room only for days at a time. However, the Vienna Opera House of 1888 was reconstructed on Parisian sound stages.

The marketers were able to take advantage of the current fashion for the vintage look as pioneered by the likes of The Beatles. Under the heading “Groovy Gear,” the promotional gurus encouraged exhibitors to target the university crowd and metropolitan areas with a preponderance of young people who would appreciate the “freaky clothes” and “up-town hippy clothing” like the military garb, long topcoats, high boots and fur hats worn in the film. Even so, the Pressbook originators were remarkably unimaginative when it came to dreaming up stunts and promotional gimmicks. Their best suggestions were a Catherine Deneuve look-alike contest and a competition to list all Omar Sharif’s roles. Rather more ambitious was the idea of inviting high school pupils to write an essay on aspects of the period.

Selling Crime – “King of the Roaring 20s” (1961)

Gambling dominates the 12-page A3-sized Pressbook with the legend of the sinister yet charming Arnold taking pride of place in the editorial section rather than, as would be usual, the actors. So we are given the inside story of the famous betting coup with Sidereal at a New York race track, but fleshing out the man shown on screen, exhibitors also learned that Rothstein was known as the “banker of the underworld,” how he won $600,000 in a poker game and a masterpiece painted by Sir Joshua Reynolds.

Not touched upon in the picture, but included here, was that he owned an art gallery, chartered ocean liners to transport liquor from Europe, ran protection rackets in the garment industry, and was instrumental in creating what became known as “The Syndicate.” In short, the Pressbook set out to built Rothstein up as even more fabulous figure than shown in the film.

As with Jessica, and as pointed out in my report on that Pressbook, the producers took the unusual step of sticking with the one dominant image in the poster of David Janssen (as Rothstein) leaning over a poker table with fistfuls of cash in his hand and Dianne Foster (Rothstein’s wife) at his back– although it’s possible in this instance the single-image approach was to reduce costs since this was in fact a glorified B-picture. The rest of the poster is an amalgamation of various scenes – racehorses, showgirls, people dancing the Charleston, a drive-by shooting. In the absence of one big star billed above the title, a total of 10 actors have their names below or their faces running down the side, almost giving the impression that it is an all-star ensemble picture.

After paying his dues in television with four years as Richard Diamond, Detective (1957-1960), David Janssen was a relative newcomer to a leading role although his performance in a second-billed role in war film Hell to Eternity (1960) had caused him to be touted as the new Clark Gable / Cary Grant. He was lucky that he had already been signed up for King of the Roaring 20s for his next picture after Here to Eternity was critical stinker and box office bomb Dondi (1961).

Other journalistic nuggets included that an Arab sheik once offered 100 camels for British star Diana Dors, Mickey Shaughnessey revealed as a Golden Gloves boxer, Dianne Foster previously taught modelling, and Keenan Wynn had a plate in his jaw. David Janssen’s sister Teri made her debut and their mother Berniece was an extra while Timmy Rooney, son of Mickey, was drafted in to play Johnny Burke as a youngster.

Not surprisingly several promotional ideas aimed at exhibitors revolved around gambling. One suggestion was to place a gambling wheel in the lobby with anyone landing on the numbers 7 or 11 winning a pair of guest tickets. Exhibitors were urged to get in touch with the local vice squad to see if they would donate confiscated gambling equipment for lobby display. Giving away cards that provided information on betting odds was another notion.

To get audiences into the mood of the era, cinema managers could run Charleston contests or a tie-in with a fashion store marketing clothes from the period or attire models as “flappers” to parade around town, especially in an open-top car from the era. More straightforward was a new movie tie-in paperback edition of The Big Bankroll, the book that inspired the picture, published by Cardinal.

Selling Angie Dickinson – “Jessica” (1962)

There was an age-old rule of thumb in Hollywood marketing. You can ignore iron-clad contracts as regards credits and billing if you have a sexy girl to promote. The top-billed Maurice Chevalier had been a major Hollywood star for nearly three decade from the likes of The Merry Widow (1934) to Gigi (1958) and twice Oscar-nominated. But you can scarcely see his face in any of the posters. He was passed over in favor of the glorious image of Angie Dickinson astride a Vespa scooter. And, unusually, for an industry that sold females in terms of facial features and bosom, Dickinson’s posterior was given as much prominence as the rest of her figure.

Bearing in mind the Vespa trick had already been used in more fashionable fashion by Audrey Hepburn in Roman Holiday, this was probably a more sensible approach. While there’s no doubt Dickinson was stylish nobody would ever beat Hepburn when it came to haute couture so there was no point trying, although it has to be said the sweater look was something of a throwback to the 1940s.

However, there were two other pieces of more stylish artwork as back-up for an exhibitor looking askance at the obvious and with more discerning patrons. While Mitchell Hooks was responsible for the main poster, also turning their hand to promotional material were director Jean Negulesco (whose effort is pictured at the top) and artist Bernard Buffet who both concentrated on face to the exclusion of figure. Negulesco had begun his career as an expressionist artist in the 1920s and the Pressbook marketeers took this idea further by claiming that “every frame of the film was composed with such care that the picture…can be said to be painted with a camera.”

Negulesco was a noted art collector and paintings by Bernard Buffet, also a French expressionist, adorned his walls. In 1955 Buffet was named the top post-war artist and his first retrospective at the age of just 30 was held three years later.

As readers of these occasional articles on Pressbooks will know, marketing a movie around one image was rare but the image of Jessica (Angie Dickinson) mounting a scooter was used exclusively in all posters even though the background and taglines might change. The background showed the locale, some subsidiary characters and dancing. You have to look close to catch a glimpse of top star Maurice Chevalier – he’s the guy in black toting a guitar.

The taglines centered on the mischievous Jessica causing marital mishap in sun-filled Italy. “Here comes trouble. The most delightful, delicious siren who ever scooted into town and put marriages on the skids!” was the main tagline. The rest were along similar lines. “She’s the most luscious forbidden fruit that ever dropped into the screen’s lap.” / “She lives it up saucily in Italy.” / “Meet the gal who took Italy by storm with a scooter, sweater and a smile.”

The more artistic posters by Negulesco and Buffet had different taglines: “Not in a month of Never on Sundays have you heard such wonderful songs” and “Jean Negulesco, who put Rome on the map with Three Coins in the Fountain, now works wonders on the shores of the blue Mediterranean in Jessica, a most mischievous girl.” The marketeers of course were taking some artistic license since Roman Holiday preceded Three Coins in the Fountain.

The Pressbook offered a couple of pages of nuggets for hungry newspaper editors with Chevalier at last getting some attention – the “crooning cleric” was described as “the perennially youthful Frenchman (who) had sung, danced and acted his way across the stages of the world enjoying the adulation of several different generations.” Chevalier was given tips on his guitar by a local singing cleric, apparently.

But there was little chance, even in print, of Chevalier stealing Dickinson’s thunder especially when particular reference was made to her nude swimming scene, for which she wore a skin-colored bikini to the disappointment of the hundreds of locals who climbed up a steep slope to the waterfall location.

Jean wasn’t the only artistic member of the Negulesco clan. His wife Dusty, also a painter, designed the wardrobe, wrote lyrics for the film’s songs and taught Dickinson how to ride a scooter. The movie was filmed on location in the village of Forza d’Agro on a clifftop 1,000 feet high. The shoot lasted 55 days with 2,600 people from the surrounding area employed as support staff or in bit parts and extras. The production spent about $113,000 (over $1 million at today’s prices) on accommodation and meals and purchased 8,300 gallons of fuel. Traditional Sicilian music was incorporated into the film.

Given Chevalier was singing it was inevitable and promotionally essential to put out a single, this was “Jessica” backed by “The Vespa Song.” There was also an original soundtrack album. Both were ideal material for local radio stations to play during the film’s launch.

A key element of the promotion was a tie-up with Vescony inc which distributed Vespa scooters in the U.S. There was a national competition and franchisees were ready to lend scooters to theaters for openings and special screenings or just to sit in the lobby attracting attention. A subplot involving gardening inspired marketeers to suggest exhibitors give away orchids to women named Jessica and had tied up with supplier Orchids of Hawaii. Other ideas included targeting local midwives – both male and female – and a “Jessica Jump” reflecting the film’s wedding scene. There was book tie-in based on the source novel The Midwife of Pont Clery by Flora Sandstrom published by Pocket books.

Bernard Buffet’s involvement was something of a coup and promised an opportunity to create a promotion appealing to art lovers. “Not since Toulouse-Lautrec made advertisements for nightclubs has an artist of this stature contributed to ads for popular entertainment.”