Paramount – The Magnificent 60s

Behind the Scenes: “Barbarella” (1968)

Two trends came together to create the ideal climate for the movie. The first was a fashion for filming comic books. By the mid-60s, Italy was at the forefront of this development thanks to the fumetti craze.

Mandrake, created in 1934 and first filmed in 1939, was being prepped by Duccio Tessari (My Son, the Hero, 1962). Though that stalled on the starting grid Dino De Laurentiis had bought the rights to Jean-Claude Forest’s Barbarella. He was also prepping Diabolik – at that point to be directed by Brit Seth Holt (Station Six Sahara, 1963) and fronted by Catherine Deneuve (Belle de Jour, 1967). Monica Vitti was being lined up to play Modesty Blaise (1966). For Barbarella De Laurentiis initially favored Franco Indovina (The Oldest Profession, 1967) in the director’s chair and Brigitte Bardot as the star.

The other element driving forth the venture was the involvement of Hollywood major Paramount in European production. Paramount had turned to Europe to “replenish its dwindled film vaults.” Formerly almost exclusively committed to U.S. production, by 1967 the studio was in the middle of a $60 million European spending spree, the cash spread over 30 movies made in the U.K. or mainland Europe where Italy took the lion’s share. Paramount struck a deal with De Laurentiis for Barbarella and Danger: Diabolik (1968) – eventually helmed by Mario Bava with John Philip Law and Marisa Mell – plus Arabella (1967) and Anzio (1968).

Paramount’s involvement should have excluded Vadim. He was persona non grata with the studio, having reneged on a previous three-picture deal, which he was paying off in $20,000 instalments. The budget of $3 million should have put the picture out his league. The Game Is Over had cost only $900,000 and none of his previous work suggested he might have the necessary skill to handle the special effects. And he was well known for declaring his opposition to studio interference.

But in terms of delivering sexy fare Vadim was in a class of his own. And God Created Women (1956) was the top-earning foreign picture in the U.S. He had made stars of Brigitte Bardot and Annette Stroyberg (Dangerous Liaisons, 1959) and he was in the process of turning the earnest Jane Fonda (In the Cool of the Day, 1963) into a sex symbol after plastering her nude body over billboards promoting La Ronde/ Circle of Love (1964) and stills from La Curee/The Game Is Over in Playboy.

Still, she was far from first choice. Following Bardot’s refusal, De Laurentiis approached Sophia Loren, but she was pregnant, and he did a screen test of Ira von Furstenberg (Matchless, 1967). Fonda was not as nailed-down a star as you might expect. Her affair with Vadim kept her out of the country, making the kind of picture that was generally perceived as salacious arthouse material and not likely to raise her marquee value in the U.S. Cat Ballou (1965), which should have propelled her to the very top, instead performed that trick for Lee Marvin after he won an Oscar for the dual role. After meaty roles in The Chase (1966) and Hurry Sundown (1967) and top-billed in comedy hit Barefoot in the Park (1967), she should have been able to write her own ticket. But she did demonstrate independence in choosing to align with Vadim for Barbarella and though it didn’t win her any acting accolades it smoothed the path towards They Shoot Horses, Don’t They (1969) and Klute (1971), for which she won the Oscar.

Vadim was smarting from damage done to his reputation by censors and the authorities. “I have become a black sheep for censors and I’m paying the penalty in everything I make. Anything I direct is automatically suspect. I believe I’m the only director who must get censor clearance before I can begin filming.” He wasn’t – technically, this applied to every director working Hollywood since all scripts had to be cleared in advance of filming by the Production Board. But in Italy even when films like The Circle of Love (1964) and The Game Is Over (1966) cleared censorship obstacles, the films were seized by the police and threats laid of obscenity charges.

However, he believed this time round he would be immune from threat since the film would contain “no reference whatsoever to moral concepts as we know them. We’re dealing with life in the year 40,000. It would be difficult in the realm of science fantasy for any censor to discover objectionable scenes.” Clearly, he assumed mere nudity would not raise eyebrows.

Vadim admitted, “When I made Barbarella, I found the most difficult thing was the detail.”

Attracted by the “wild humor and impossible exaggeration” of the original material, he “wanted to make something beautiful out of eroticism” and intended to film it as if “a reporter doing newsreel…as though I had just arrived on a strange planet.” And had a camera on his shoulder. He viewed the character as a “lovely average girl” though not so average in that she possessed “a lovely body.”

Fonda was determined to keep her character “innocent,” rejecting the idea of playing her as a vamp, “her sexuality was not measured by the rules of our society,” and neither “promiscuous” or “sexually liberated.” Vadim interpreted her role somewhat differently, viewing it through the prism of a “shameless exploitation of her sexuality.”

With multiple writers on the project, the question of who wrote what has been open to argument. Impressed by their work on Danger: Diabolik – which employed a total of eight screenwriters – De Laurentiis parachuted in British pair Tudor Gates and Brian Degas. Original writer Terry Southern (Candy, 1968) claimed responsibility for the opening striptease and the doll robots. Uncredited screenwriter Charles B. Griffiths (The Wild Angels, 1966) came up with the notion of the millennia of peace, Barbarella’s clumsiness and the suicide room. Even co-star David Hemmings got in on the act, claiming he inspired the nonsense Fonda spouted during their sex scene.

Southern suggested Anita Pallenberg for the role of the Black Queen after encountering her while working with The Rolling Stones – her voice was dubbed by plummy English actress Joan Greenwood. Jane Fonda brought John Philip Law into the equation after working with him on Hurry Sundown (1967).

The director employed some sleight-of-hand. Just like the later Ridley Scott on Alien, he didn’t inform his actors in advance what was about to happen in some critical scene, such as those involving the Excessive Pleasure Machine. Vadim wanted a natural response from Fonda and Milo O’Shea so omitted to tell them “what a big explosion there would be. When the machine blew up, flames and smoke were everywhere, and sparks were running up and down the wires.” Fonda was “frightened to death” and O’Shea was convinced he “was being electrocuted.

And Vadim summoned his inner Hitchcock for the scene when Fonda was attacked by the hummingbirds (actually, substitute wrens and lovebirds). Not getting the effect he wanted, Vadim used a powerful fan to blow the flock onto the actress whose outfit was peppered with birdseed. There was an unexpected two-week hiatus between filming the bird attack and the striptease. Fonda contracted a fever, forcing the movie to shut down halfway through its 12-week schedule. On her return, Vadim filmed the striptease to be shown over the credits which was intended to “camouflage censorable flesh.” The set for the strip was upside down, Fonda performing on a pane of glass facing a camera in the ceiling.

The sensational aspects of the movie had attracted exceptional media interest. Over 200 journalists visited the set including representatives from Vogue, Playboy, Time, Life, McCall’s, Seventeen, Paris Match and UPI and AP. Paramount kept the pot boiling with some advertisements that were exceptionally full-on for the times: “It’s the year 40,000 A.D. A scantily-clad space adventuress battles 2,000 hummingbirds who rip off her clothes, two dozen shark-toothed dolls who rip off her clothes, 100 purple rabbits who don’t rip off her clothes and an army of leather giants who attempt to whip her to death. In between she makes love a lot.”

By the time the movie appeared, Paramount had invested in another development. It was the first studio to set up a marketing department, not just a catch-all under which promotional and advertising efforts were undertaken, but a unit that took a systematic, research-based, approach to release strategy. As a result Barbarella was one of the first movies to achieve a global simultaneous release, the bulk of movies taking a step-by-step approach, U.S. first and then major countries overseas, following a pattern that could take up to 18 months to complete.

According to research undertaken by the marketing department it was “judged as a picture which would have a sensational first few weeks everywhere it played because of the impact of the subject matter, star (Jane Fonda) and promotional pizzazz. But research indicated word-of-mouth might be poor. The decision was made to open the picture everywhere at once – and that meant worldwide since there was fear that any ‘bad word’ on such a highly-touted pic could spread from country to country. Here, too, the prognosis proved letter-perfect. As any exhibitor will confirm, Barbarella was the film this fall which started out great then dropped off. In view of this Paramount is thought to have maximized its gross via the global saturation playoff pursued.”

In the U.S. Paramount ordered a record number of trailers and space age fashion shows, like one at Alexanders Department Store in New York, were the order of the day. In Britain, there was a phenomenal ad spend (the second-highest ever), Mary Quant boots, tie-ins with shoe stores, and both a hardback and paperback book.

But Barbarella proved to be a slow-burn at the box office. Initially, it was deemed to have ranked a lowly 46^th in the annual U.S. rentals chart with just $2.5 million in the kitty, falling far short of Paramount’s box office smashes that year – The Odd Couple (ranked fifth) with $18.5 million in rentals and Rosemary’s Baby (ranked seventh) on $12.3 million. But, in fact, it more than doubled its rentals the following year and ended up with a highly-respectable $5.5 million at the U.S. box office. (And I hereby apologize to anyone whom I challenged on these figures).

The global release paid off. It ranked eighth in France, seventh in Switzerland, third in Britain, 14^th in Hong Kong and a big hit in Italy. However, the content denied it a sale to U.S. television. The movie was reissued in 1977 in the wake of Star Wars, and took a “handsome” $175,000 gross from 65 houses in New York. It was revived again after Flash Gordon (1980) and the following year when Paramount entered the laserdisk business among the first 30 oldies released it was the only one from the 1960s.

A sequel’s been on the cards since the film opened. Possibly rather tongue-in-cheek and with an element of the risqué sauce of the times, Paramount’s Robert Evans planned to trigger a second episode called Barbarella Goes Down, the title apparently relating to underwater adventures. Terry Southern was asked to write a sequel in 1990 while in the aftermath of Sin City (2005) director Robert Rodriguez came close to an $80 million version and Nicolas Winding Refn toyed with a television series. As of now, Sydney Sweeney (Anyone But You, 2023) appears most likely to hit the sequel button.

SOURCES: Patrick McGilligan, Backstory 3: Interviews with Screenwriters of the 60s, (University of California Press, 1997); Lisa Parks, “Bringing Barbarella Down to Earth”. In Radner, Hilary; Luckett, Moya (eds.). Swinging Single: Representing Sexuality in the 1960s, (University of Minnesota Press, 1999); Gail Gerber,and Gail Lisanti, Gail (2014). Trippin’ with Terry Southern: What I Think I Remember. McFarland, 2014); Roberto Curti, Diabolika: Supercriminals, Superheroes and the Comic Book Universe in Italian Cinema (Midnight Marquee Press, 2016); .Brian Hannan, Coming Back to a Theater Near You, A History of Hollywood Reissues 1914-2014 (McFarland 2016) p252; “Comic Strip Character Film Trend,” Variety, June 9, 1965, p23; “Vadim’s Autonomous Views,” Variety, August 24, 1966, p2; Gerald Jonas, “Here’s What Happened to Baby Jane,” New York Times, January 22, 1967; “Paramount Getting 6 Pix from Italy in Bid to Build Prod,” Variety, February 1, 1967, p16; “Par O’Seas Hatch By Dozen,” Variety, April 26, 1967, p5; “Italo Film Boom,” Variety, June 7, 1967, p20; “Barbarella Laid Low By Jane Fonda Virus,” Variety, August 16, 1967, p2; “I’ve Been A Black Sheep To Censor,” Variety, July 19, 1967, p22; Marika Aba, “What Kind of Supergirl Will Jane Fonda Be as Barbarella?” Los Angeles Times, September 10, 1967; Roger Ebert, “Interview with Jane Fonda,” October 15, 1967; “Paramount Stressing Sex and Visual Fantasy,” Variety, October 18, 1967, p26; “Space Age Fashion Show,” Box Office, September 2, 1968, pA2; “Record Teaser Trailer,” Box Office, September 9, 1968, p13; “Eyebrows Up – Here’s Barbarella,” Kine Weekly, October 19, 1968, p23; “Big Box Office Winners of 1968,” Kine Weekly, December 14, 1968, p6; “What Makes a Director?”, Variety, January 8, 1969, p26; “Big Rental Films of 1968,” Variety, January 8, 1969, p15; “Swiss B.O. Race,” Variety, January 15, 1969, p41; “Shaws Dominate HK,” Variety, January 15, 1969, p41 “Par Puts the Science into Sell,” Variety, February 5, 1969, p33; “Int’l Filmgoing Tastes Tres Complex,” Variety, February 5, 1969, p35; “CBS Bid for Baby Doll,” Variety, October 29, 1970, p78; “All-Time Film Rentals,” Variety, January 7, 1970, p27; “New York Showcases,” Variety, November 2, 1977, p8; “Paramount’s Home Video to Market Viddisks,” Variety, April 29, 1981, p54.

Behind the Scenes: “Circus World / The Magnificent Showman” (1964)

For John Wayne it was the best of deals and the worst of deals. He had signed a six-picture seven-year contract with Paramount. On the plus side the studio paid the entire amount upfront, wiping out the accumulated debts from the debacle of The Alamo (1960). On the debit side, he received only $500,000 per picture, well below his standard price of $750,000. In fact, Paramount could recoup some of its expense by hiring him out at his previous going rate.

Wayne was coming off hits McLintock (1963), Hatari! (1962) and How the West Was Won (1962) but other movies The Man Who Shot Liberty Valance (1962) and Donovan’s Reef (1963) – the first in the multi-picture deal – had punctured a hole in his supposed box office supremacy. But for maverick producer Samuel Bronston (El Cid, 1961), getting his hands on a star of the magnitude of Wayne was a coup. Originally entitled Those Were the Days, the title switched to the more appealing Circus World.

Bronston was a new-style producer. Apart from a $2.5 million injection by Paramount he financed his pictures by country-by-country advances, and backed by DuPont, hardly the first big company to be seduced by the prospect of becoming a big Hollywood player. Distributors who advanced money in this fashion made hay if the film hit the bull’s eye, but if it flopped they didn’t get their money back. And a flop made it more difficult for an independent producer to raise the dough for his next picture. So Wayne’s involvement was viewed as a guarantee.

Nicholas Ray (King of Kings, 1961) was initially hired to direct followed by Frank Capra (It’s a Wonderful Life, 1946), also made a Bronston partner, who tried to sabotage the script, planning only to shoot the sections he had rewritten. Bernard Gordon (55 Days at Peking, 1963) was credited with the original idea, but when Wayne came on board he brought with him James Edward Grant (The Commancheros, 1961).

Grant was only tempted by the promise of a three-picture deal. The tussle ended with Capra evicted at a cost of $150,000 and Henry Hathaway (North to Alaska, 1960) at the helm. Hathaway instigated a week of rewrites with Ben Hecht (Spellbound, 1945) before settling down to more serious work with Grant.

Initial casting envisaged Rod Taylor (Dark of the Sun, 1968) in the role of Wayne’s partner and would-be lover of Cardinale, but he took the job without reading the script and on realizing it was little more than male romantic lead he bowed out. David Niven (55 Days at Peking, 1963) was initially signed as Wayne’s old buddy Cap but he, too, quit over the script. (Wayne and Taylor got on very well and should have teamed up for The War Wagon, 1967, until Kirk Douglas muscled his way in, later doing so for The Train Robbers, 1973. )

Their replacements John Smith (who had made his debut in Wayne picture The High and the Mighty, 1954) and the veteran Lloyd Nolan were hardly in the same box office league, but shaved cash off the budget.

A bigger concern than hiring a supporting cast was the circus. Bronston recruited famed European outfit Althoff Circus, whose 400 performers ensured the ringside element was authentic. For further realism Bronston added Bob Dover from Ringling Bros. There was no need for specialist horses, Bronston already having 125 trained from The Fall of the Roman Empire to pull circus wagons and for bareback riders.

The entire circus had to be transported by rail on 51 freight cars through the Brenner Pass to Germany and via Switzerland and France to Spain, halting at the Spanish border to unload the whole shebang onto a different train because the gauges didn’t match.

For the picture’s most spectacular scene, the capsizing of the ship transporting the circus, Bronston bought the 250ft long S.S. Cabo Huertas which was heading for the breaker’s yard. Repainted, decorated with circus posters and renamed S.S. Circus Maximus it was all set for a sinking overseen by special effects expert Alex Weldon (El Cid, 1961).

Three hundred tons of water were pumped into the half of the hold furthest away from the dock. The additional weight of 600 extras was enough to flip the ship on its side. Four 50-ton steam winches with steel cables kept the ship upright until it was time for action.

Female extras who were going to end up in the drink were fitted with corsets made of cork while the men wore cork belts hidden under their costumes. The Spanish Coast Guard cleared the harbor of debris and a local fleet of boats, just out of camera view, stood by for rescue. Seven divers patrolled the harbor bottom in case the cork failed to keep actors and extras afloat. Three sets of costumes were created for each participant so they would be kept dry as long as necessary.

Hathaway completed the scene without a single injury. He called it “the greatest job of its kind I have ever been involved in.” Bronston, who was as much a detail man as Cecil B. DeMille, ensured the band played instruments from the period

The picture went in front of the camera in September 1963 with Wayne due to end his commitment on December 18. But severe flooding in Spain knocked the movie off schedule and it went way over budget, running on until March 1964, the finishing touches added in London, the budget hitting $9 million.

Rita Hayworth, who hadn’t made a picture in two years, proved a handful, usually late on set, committing the cardinal sin of not learning her lines and, probably as worse, being rude to everyone

At just 135 minutes long, Circus World wasn’t originally envisaged as a roadshow until Cinerama put an estimated $2.5 million into the project, which defrayed the costs. By the time that partnership was announced, it was too late to shoot it in the Cinerama process. The 35mm Super Technirama footage was blown up to 70mm for showing in 60 U.S. theaters boasting the iconic Cinerama curved screens. Everything in Cinerama at that point was roadshow. And they had two more projects lined up with Bronston, Vittorio De Sica’s Paris 1900 and Jack Cardiff’s Brave New World, neither of which were made. Bronston also had another two movies in preparation with Paramount: The Nightrunners of Bengal to be directed by Richard Fleischer and Suez, neither made either.

Roadshow suited Paramount which had not used that method of premium release since The Ten Commandments (1956). In 1963 it had set up a roadshow department to handle the forthcoming Becket (1964) and The Fall of the Roman Empire, which were proper roadshow length of, respectively, nearly 150 minutes and over three hours. But, initially, Circus World did not fall into the roadshow category as far as Paramount was concerned. Only the arrival of Cinerama as an investor made it imperative.

To avoid a title clash with the ultra-successful It’s A Mad, Mad, Mad, Mad World (1963), British distributor Rank changed the title to The Magnificent Showman. That alteration did little to improve its box office, opening at London’s Coliseum for a “NSG” (not-so-good in Variety parlance) $11,200, not much more than The Fall of the Roman Empire in its 17^th week, How the West Was Won (90^th week) and Cleopatra (51^st). Nonetheless it ran there for seven months, followed by a mass general release in the U.K. with a record number of prints. In the U.S., on the eve of general release in April 1965, Paramount considered a title change to Wild Across the World and a switch of marketing emphasis to John Wayne and action.

Audiences didn’t bite, certainly not enough to recoup the budget, and far from enough to prevent Bronston’s operation sliding into liquidation.

SOURCES: Scott Eyman, John Wayne, The Life and Legend (Simon & Schuster, 2014) p379-385; Mel Martin, The Magnificent Showman (Bear Manor Media, 2007), p153-168; Sheldon Hall, Introduction to Circus World, Bradford Widescreen Festival, 2022; “Rank To distribute New Bronston Pic,” Variety, September 26, 1962, p15; “Althoff Circus Logistics for Bronston’s Film,” Variety, September 25, 1963, p4;“New Roadshow Dept at Paramount,” Variety, November 13, 1963, p3; “Bronston and Paramount in 4-Picture Deal,” Box Office, December 9, 1963, p7; “Circus World Filming in London,” Box Office, February 17, 1964, p14; “Bronston’s Circus Goes Cinerama,” Variety, February 19, 1964, p4; “Bronston-Cinerama Unite on 2 Films,” Box Office, February 24, 1964, p5; “Special Mass Release for Showman,” Kine Weekly, May 28, 1964, p3; “Paramount Retains Circus World Title,” February 24, 1965, p3.