Selling Sex – The Pressbook for “A House Is Not a Home” (1964)

Selling sin had never been difficult in Hollywood, dating back to the Cecil B. DeMille silent epics and more recently when a series of films challenged the Production Code, the studio’s self-governing censorship system. In most films, however, sex had been a by-product of passion, a couple in love, or a glimpse of nudity. Nobody had ever attempted to foist onto the American public a picture about transactional sex, one that examined the basest elements of male desire.

If anyone could be relied upon to sell the unusual it was producer Joseph E. Levine, the master marketeer, who had spent millions to make millions with Hercules (1958) and more recently The Carpetbaggers (1964).  Only Levine had the audacity to market the picture as a “typical American success story” and present the Polly Adler, the New York madam at the center of the movie as “not a stereotype of a procurer” but as confidante of politicians and artists.

That at least was the upfront story, the version presented in the various articles peppering the Pressbook whose sole purpose was to win over the exhibitor. When it came to the public, the approach was a mixture of the imminently direct and the subtle.

In the straightforward department were a whole string of teasers under the headlines “She’s One of Polly’s Girls” featuring glamorous women in sexy outfits to soften up the potential moviegoer in advance. The women featured in virtually every advertisement to follow as “luscious playmates,” either taking center stage or in the background.

A graphic with an illustrated sexy women in little more than bra and panties sitting atop a house also appeared in several adverts. There were several ads along these lines and several different taglines.

“The story of a House of Pleasure…The woman who ran it…The beautiful girls who lived in it…The famous and the infamous who knocked lovingly on its door” set the tone.  Taking a similar approach was the tagline: “A motion picture for those who think they’ve seen everything and those who know they haven’t”  / “the body-and-soul shocker” / “Take a tour of New York’s most famous house! Meet the madam who ran it…the beautiful dolls who lived in it…the Johnnies whose ‘jack’ built it.” (“Jack” in this case meaning “money” in case your imagination runs to more lascivious ideas.)

Going down a more playful route, certainly subtle in comparison to the rest of the advertising, was a series of small ads that focused on aspects of an ordinary home – “the welcome mat is always out” / “the door is always open” – simple illustrations without sight of a sexy inmate.

Often promotional writers struggled to find enough interesting information to fill out a Pressbook but this was littered with fascinating snippets. Shelley Winters lived up to her reputation as a colorful actress by having thrown off the set a noted columnist, a photographer, a magazine writer and the film’s press officer – all in the one afternoon. Cesar Romero who plays gangster Lucky Luciano was born close to the gangster’s birthplace and had been gifted the underworld kingpin’s watch. Polly Adler, whose story the film tells, started writing her bestseller A House Is Not A Home as a thesis as part of a degree at UCLA and later took up painting.

Meri Welles, who essays suicide Lorraine, was actually in the property business, renting homes to movie stars like Rex Harrison. Broderick Crawford had previously won an Oscar as a crooked politician, similar to his role here, in All the King’s Men. Over 1,600 young hopefuls were auditioned over 18 days for the bit parts of Polly’s girls.

Leading the tie-ins was a new edition of the bestseller which had sold over 3 million copies. Brook Benton, then a top-selling pop star, had recorded the title theme by Burt Bacharach and Hal David which managed to avoid any mention of the type of house involved and there was always sheet music to add “promotional punch.” However, based on the notion of an ordinary house, exhibitors were encouraged to get in touch with household suppliers in order to run adverts along the lines of “a house is not a home without refrigerators” linked to the name of a local company.

However, the marketing team struggled somewhat to deliver the usual roster of gimmicks that could be applied by exhibitors, falling back on contests to complete a crossword and devise a limerick. Quite who dreamed up the idea of dressing up a promotional model in cap’n’gown and have her hand out diplomas inviting people to “meet the girls at Polly-Tech” was anybody’s guess and exhibitors might find it difficult to hire someone to parade the streets as a “walking book.”

Selling Sherlock Holmes – The Pressbook for “A Study in Terror” (1965)

This is one of my favorite pressbooks because the marketing concept is so wacky and clearly an ill-advised attempt to cash in on the crime-busting efforts of television’s latest sensation Batman which had aired on the small screen in January 1966 and on the big screen in July of that year, a month before A Study in Terror found its way into U.S. theaters.

Rather than merely adapting the British exhibitors manual – the film had been released in Britain in October 1965 – Columbia, clearly deciding the movie was too old hat for American audiences, aimed to hijack some of the ideas currently being used for the Twentieth Century Fox television series/movie.

So potential moviegoers were treated to bizarre taglines such as “here comes the original camp-counsellor-in-a-cape” and “Flyaway Batman!” complete with the “Bam!” “Biff” and “Crunch” opticals that had become synonymous with the Batman television series. Not  content with that, the advertising team invoked Superman as well with a spoof tagline: “faster than a speeding computer…able to leap tall tales in a single stroke of genius.” A third  famous character was drawn into proceedings – “He’s James Bond in a cape.”

Also referenced was a famous movie campaign from two decades before. “Sherlock Holmes is Back and Jack the Ripper’s Got ‘Im” echoed the legendary tagline that welcomed Clark Gable back to the movies after his war stint “Gable’s Back and Garson’s Got Him.”

Interestingly, although exhibitors were supplied with a choice of several taglines, the core advertising image – a pistol-packing Holmes above a busty screaming victim – remained the same, contrary to the normal practice of devising a number of advertisements that allowed the exhibitor to choose the one most relevant to their customer base.

Outside of the spoof Batman ads, the campaign focused on the clash between the master sleuth and the villain. Other taglines spelled it out: “Sherlock Holmes takes on Jack the Ripper” / “Sherlock Holmes meets Jack the Ripper in a mad, mad thriller” / “Sherlock Holmes strikes back at the foulest fiend of them all, Jack the Ripper” and “The sleuth versus the slayer.”

Supplementary taglines were occasionally included: “girl after girl, he gives a new twist to the world’s oldest profession” / “the most savage killer of the century and the screen screams with suspense” / “the battle of wits is as terror sharp as the murder weapon.”

With copyline writers doing overtime, the Pressbook clocked up over 15 separate adverts. Pictorially, the emphasis appeared to be on cleavage and brutal murders of women.

With a virtual cast of unknowns, the Pressbook writers had to work hard to summon up interest in the principals. John Neville for example had been originally approached for a musical Baker Street and he fitted in shooting the film with his work in the theatre. Adrian Conan Doyle, son of the famed author, proclaimed that Donald Houston was “completely, utterly. right for the part.” The role of a disfigured girl was considered a “professional risk” for Adrienne Corri and Barbara Windsor announced she was going to turn brunette and concentrate on drama rather than comedy.

Another famous writing team was called into the promotional whirl, bestselling authors Ellery Queen writing the novelization of the screenplay.

On the basis that the detective was well-known, the marketeers felt safe enough exhorting exhibitors to persuade local libraries to hold a Sherlock Holmes Week and approaching bookstores to feature the other books in the series as well as the novelization. Another suggestion was a competition to name all ten stars who played the character. Sherlock Holmes fans were known as Baker Street Boys and “there may be a member or two in your community…who may prove tremendously helpful in radio/newspaper/television promotion.”

Another promotion focused on deerstalker hats and the hero’s interest in the violin and pipe-smoking lent themselves to tie-ups with retailers of such products.

Readers’ Choice – Behind the Scenes and Other Stuff Top 10

Regular readers will know that I don’t just write movie reviews but pick up on “Other Stuff” relating to the 1960s. This will take the form of articles about interesting aspects of the decade, book reviews and analyses of how particular movies were sold to the exhibitor via the studio’s Pressbooks / Campaign Manuals.

In addition, I have become especially interested in how works of fiction were adapted for the screen and these go out under the general heading of “Book into Film.” And, lastly, I have written a number of Behind The Scenes posts on the making of specific pictures.

So given I have been highlighting those movies that were the most highly regarded either by myself or my readers during the year, I thought it only fair to include some mention of the “Other Stuff.”

So these are my Top Ten posts of “Other Stuff”- as measured by reader response – during my inaugural year as a movie blogger. It’s worth pointing out that had the “Other Stuff” been included in the same chart as the Top 30 Readers’ pictures, five would have made the Top 20.

  1. “Box Office Poison 1960s Style” highlighted the stars whose attraction was beginning to fade.
  2. The Gladiators vs Spartacus was a two-volume book that I reviewed about the ill-fated production launched by Yul Brynner against the Kirk Douglas production of Spartacus (1960).
  3. Behind the Scenes of “Genghis Khan” (1965) related the battle to bring this Omar Sharif vehicle to the screen
  4. Behind the Scenes of The Night They Raided Minskys (1968) produced a surprising amount of interest given the film, directed by William Fredkin and starring Britt Ekland, was a notorious flop.
  5. The Pressbook for “The Dark of the Sun” / “The Mercenaries” (1968) identified the efforts of the MGM marketing wizards to sell the Rod Taylor-Jim Brown action picture to the wider public.
  6. Behind the Scenes of “The Guns of Navarone” (1961) was based on my own successful book The Making of The Guns of Navarone which had been reissued with additional text and illustrations to celebrate the film’s 60th anniversary.
  7. Behind the Scenes of “The Girl on a Motorcycle” tracked how director Jack Cardiff beat the censor and cajoled a decent performance from Marianne Faithful even though it was yanked form U.S. release.
  8. Book into Film – “The Venetian Affair” explained how screenwriter E. Jack Neumann took the bare bones of the Helen MacInnes thriller and turned it into an excellent vehicle for Robert Vaughn trying to escape his The Man from Uncle television persona.
  9. Selling “Doctor Zhivago” (1965) examined the media campaign run by MGM for the London launch of the David Lean blockbuster.
  10. Book into Film – “A Cold Wind in August” demonstrated how screenwriter John Hayes toned down the sexy novel by Burton Wohl to escape the wrath of the censor while turning it into a touching vehicle for Lola Albright.

“MeToo” Warning – The Pressbook for “Claudelle Inglish” (1961)

Unusually timely in today’s MeToo era, the 10-page A3-size Pressbook had a warning for young actresses 60 years ago about the sex predators operating in Hollywood. On the subject of “coping with an amorous male,” star Diane McBain commented: “The first months in Hollywood are likely to be dreadfully discouraging to any girl trying to gain a foothold as an actress. She needs an older person in whom she can confide.” In other words, get yourself a chaperone to fend off the men.

This was somewhat at odds with the tone of the film itself, which suggested that Claudelle Inglish was a male magnet.

The marketing team took the easy way out in selling this picture. Sleaze was the hook with  copy lines and images as the big come-on. Pick of the copy lines: “When she was seventeen there wasn’t a man she’d let near her…When she was eighteen there wasn’t one she’d keep away.”  More in keeping with the actual film was: “She liked boys looking at her…and thinking…and then she’d take her delicious kind of revenge on them all!”

The promotional people did not have much else in the way of ideas, beyond a glamor portrait of star Diane McBain as a means of stimulating a newspaper poll under the title “The Screen’s Most Beautiful Woman?” Another idea was a contest to list movie titles comprising a female name such as Mildred Pierce, Gigi etc. Probably the most original notion was a tie-up with a shoe store since the film’s main character had a predilection for red shoes.

Otherwise the emphasis was on the provocative. Exhibitors were encouraged to use a sidewalk stencil of the “voluptuous young girl”  or arrange a lobby display of all the gifts Claudelle had received from her suitors. Slightly more complicated was getting restaurants involved in a contest where the letters of the character’s name could be used to part-spell out the titles of Erskine Caldwell books.

Author Erskine Caldwell, the all-time best-selling writer in America at that point with  41 million copies in print, was another big selling point. He had also authored other steamy yarns like God’s Little Acre and Tobacco Road and another 36 books besides so his novels were likely to command prime space in a bookstore. Signet had printed a movie tie-in edition that would go on sale in 100,000 outlets.

In terms of star push, the Pressbook concentrated on Diane McBain, promoted as a newcomer, despite having already appeared in Ice Palace (1960) and Parrish (1961) and with an ongoing role in television series Surfside 6 (1960-1962). Exhibitors were informed that McBain had “soared to stardom in little more than a year.” But also that her legs had given her a “big lift up the ladder of stardom” with several scenes revealing those attributes. McBain was only 20 at the time of the film’s release, born in 1941 in Cleveland, Ohio, but already earning money as a model at college. A Warner Brothers talent scout had spotted her on a modelling assignment which led to a role as the grand-daughter of Richard Burton in Ice Palace.

At the other end of the fame ladder, five-time Oscar nominee Arthur Kennedy appeared content to acknowledge that he was “rarely recognized in public” and if so was usually mistaken for someone else. Constance Ford, who played his wife in the picture, had already been paired with the actor three times, previously, twice on stage – Death of a Salesman and See the Jaguar – and in A Summer Place (1959).

There is a sad postscript to this which was pointed out to me by one of my readers. Sexual assault on women is not restricted to the movie industry. In 1982, Diane McBain was raped and attacked in her garage on Christmas Day after she had returned from a party. The culprits were never found. And although she began a second career as a rape victim counselor, she told the Los Angeles Times eight years later: “The shock of what happened caused loss of memory, inability to concentrate and I’m still startled out of all proportion.” (Gerald Peary, “In Search of…Diane McBain,” LA Times, May 27, 1990, 23).

Selling “Doctor Zhivago”

Yesterday was the 55th anniversary of the launch of the European premiere of Doctor Zhivago (1965) in London and would you believe it the English weather came to the promotional aid of the David Lean epic with an unseasonal snow shower as fur-clad models took to the streets on a sleigh. As was common in the 1960s, there was no such thing as a global release date. The film had been launched in the U.S. in December 1965 but only a couple of countries since then, the main drawback being the lack of available prestigious cinemas for a big budget roadshow. The delay was also caused by hope of major success at the Oscars – given Lean’s two previous films had won Best Picture – held in March.

Doctor Zhivago launched at the 1,330-seat Empire, Leicester Square, in the heart of the capital’s West End in the presence of Princess Margaret and with the director and five stars in attendance.  The first public demonstration of colour television in Europe was a feature of the launch, a large screen set up in the theater foyer to relay the arrival of royalty and celebrities to the audience already seated in the cinema.

Typical advert with booking form.

MGM had pulled out all the publicity stops, the massive advertising campaign beginning on February 1, twelve weeks prior to the opening, with the switching-on of a 40ft by 20ft electric sign in Piccadilly Circus. That triggered an advertising campaign in the press about two weeks later announcing the premiere. That served only to stoke up interest, another two weeks elapsing before tickets went on sale. Advertisements ran virtually non-stop in national daily newspapers and London evening papers as well as entertainment and film magazines.

Roadshows benefitted from press advertising more than normal pictures. The bulk of the adverts for Doctor Zhivago carried a booking form so money started rolling in to the cinema long before the first screening. Selling tickets in this way was also a bulwark against sudden changes in weather – torrential rain or glorious sunshine as equally likely to deter moviegoers – whereas if you had already booked your ticket well in advance it did not matter whether you turned up or not, and most people would attend even in sweltering heat rather than forego their ticket.

MGM also undertook the biggest advertising campaign in its history in Britain. Unlike today, when there is one universal advertisement, in those days a film might have half a dozen different pieces of artwork. Doctor Zhivago boasted fifteen. Four weeks ahead of the opening 8,000 double-crown posters were plastered over the city. One-third of the entire London bus fleet carrying such artwork, while 50 Underground stations had 48-sheets (three times the size of the normal posters) on train platforms. In addition, closer to the launch, double quads were posted in a thousand locations. A special mobile box office toured the city advertising the film and selling tickets.

A special “Background to Doctor Zhivago Exhibition” was set up in the Garringes department store opposite Victoria Station, one of the capital’s biggest travel hubs, by the Historical Research Unit and including many costumes from the production. Tie-ins were far more numerous than for the New York launch. Mansfield Fashion launched a range of popular-priced clothing based on the film promoted by a sleigh-ride through London with a bevy of models against the unexpected background of snow on April 14. A more upmarket manufacturer Sidney Massin was promoting a more expensive fur coat.

Among the other fashion tie-ins were: a white coat of Kalgan lamb with a Mongolian lamb collar from Swears and Wells, long black wool coat with white fox fur hood and collar from Femina Furs, fur hats for men and women from Edmund Mann, evening dresses from Berkertex and fur-lined fabrics from Clarewood Fashions. Hardy Amies designed male fur coats for Hepworths department stores and range of gloves for either sex for Dent Allcroft. Worldwide the Zhivago look had been reflected in collections designed by St Laurent, Dior, Cardin, Chanel and Rabanne.

Unseasonal snow in London in mid-April helped the fashion launch.

Outside of fashion, there was a tie-up with Cossack Vodka. There was also a Cossack hair cream while Waddingtons produced a jigsaw puzzle. As well as hardback and paperback editions of the famous Boris Pasternak novel, there was also a hardback of the Robert Bolt Oscar-winning screenplay.  The music also provided promotional crossover, the theme tune and original soundtrack already big hits. BBC2 aired a documentary on the filming of the movie and the stars and director appeared on numerous television and radio talk shows.

BBC News, Pathe newsreel cameras and CBS America all covered the premiere. Stars in attendance were Geraldine Chaplin, Julie Christie, Siobhan McKenna, Ralph Richardson and Rita Tushingham as well as Lean, Bolt and producer Carlo Ponti.

Although the movie failed to win any of the main Oscars, it still took home six: screenplay (Robert Bolt), color cinematography (Freddie Young), color art direction (John Box, Terence Marsh and Dario Simoni), set decoration (also Box, Marsh and Simoni), color costume design (Phyllis Dalton) and music score (Maurice Jarre). MGM promoted these accomplishments in its advertising and revamped its pressbook. And the studio was also able to take advantage of the fact that Julie Christie had been named Best Actress at that year’s Oscars for Darling (1965). Noted the new-look Pressbook: “probably no other motion picture actress has achieved the meteoric success and worldwide fame accorded Julie Christie.”

The Pressbook mainlined on awards of one kind or another. As well as Oscars, the Russian epic had picked up five Golden Globes included Best Dramatic Picture, Best Director and Best Dramatic Actor (Omar Sharif). It was named best film by the New York Daily News and was named one of the year’s top ten by the National Board of Review, and received awards from magazines as diverse as Seventeen, Parents and Scholastic.

Also contained in the Pressbook were snippets that might appeal to local journalists such as: six tons of nails were used in constructing the ten-acre set, Phyllis Dalton created 5,000 costumes and John Box 117 settings, rats in one scene were tested for infections, rumors of Omar Sharif shaving off his normal curly hair were false, movie livestock was donated to a local church at the end of filming.

Separately, a 32-page “Fact Booklet” was compiled for  journalists.

As ever, exhibitors were bombarded with promotional ideas by MGM publicists via the Pressbook. One idea was to ask female members of the audience whether they preferred Omar Sharif clean shaven or with a moustache with the intention of interesting the local women’s editor in the results of the informal survey. Cinema owners were encouraged to send bottles of vodka to entertainment editors with a message in Russian. Empty shop windows were often available “for the asking” from rental specialists and could be used for advertising. Since Zhivago has a son in the film, one aspect encouraged was a “father and son” competition and of course it was a no-brainer to dress doormen and ushers as Cossacks.

MGM had also made special efforts to promote the movie to younger audiences and combined that with marketing the music. More than million copies of the soundtrack album had been sold and “Somewhere My Love,” a single by Teddy Randazzo incorporating lyrics to “Lara’s Theme,” had also caught fire. The combination of records and sheet music plus general publicity material could encourage record store window displays.

One of the taglines I most remember is “one man…two women…and a nation ablaze.” But it was certainly not one of the initial official taglines when the movie was originally launched. Many of the British posters had no tagline at all beyond perhaps “the entertainment event of the year.” The post-Oscar Pressbook went with either “A love caught in the fire of revolution…Turbulent were the times and fiery was the love story of Zhivago, his wife…and the passionate, tender Lara”  or “The story of Zhivago – a man torn between his love for his wife and the passionate and tender Lara…told against the flaming background of revolution.”

SOURCES: Supplement to Kine Weekly, May 5, 1966; MGM Pressbook.

Pressbook: Sing, Jimmy, Sing – Shenandoah (1965)

Pressbooks (also known as Campaign Manuals) were notorious for coming up with all sorts of insane and inane devices in an attempt to entice the moviegoer. The extremely handsome 20-page A3 pressbook for Andrew V. McLaglen’s Civil War western Shenandoah (1965) was no different in that respect – “racetrack in your area – hold a Shenandoah handicap.”  Or how about this classic: “In Shenandoah the war stops for a cow that wanders between the fighting…a local dairy might be interested: Everything Stops While The Public Drinks Our Milk etc.”

Luckily, the marketeers had some better ideas, mostly based on the traditional folk song of the title which has a hymnal quality. So star James Stewart was roped in to cut a record, released on the Decca label, with special lyrics of that famous song.  For a start the idea of Stewart singing was a clever stunt in itself, but the main aim was not to garner some newspaper coverage but to attract the attention of radio stations and use the record’s cover as a means of encouraging music stores to set up window displays.

And never mind Stewart’s contribution to the canon of singers of the song, the marketing team identified more than 30 other versions of the song by the likes of Harry Belafonte (four versions), Jimmie Rodgers (three) and Guy Lombardo and instrumentals by British jazzman Acker Bilk of “Strangers on the Shore” fame and guitarist Duane Eddy. Decca was putting further promotional push behind an album entitled “The Blue and the Grey, Songs of the American Civil War.”

Theater managers were urged to suggest to radio stations they group some of these tunes together “for an interesting period of broadcast listening, perhaps in a musical segment of Civil War songs or a radio contest to identify the vocalist.”

In addition, the marketing team sought coverage in the television pages of newspapers since many of the supporting cast were small screen regulars – Doug McClure star of The Virginian, Glenn Corbett star of Route 66 and James McMullen a regular on Ben Casey – and newcomer Katharine Ross had been featured in a few shows. “You should take advantage of this away-from-the-amusement-section opportunity to pick up extra publicity space directed to the TV page reader!”  

Of course, the main purpose of a Pressbook was to provide the theater owner with the actual advertisements for the movie. He or she would cut these out and drop them off at the local newspaper which would use them to make up the ads that ran in the newspaper. These came in a variety of sizes from small single column black-and-white efforts to larger five-column full-color ads.

And they also came with an avalanche of taglines (note the varying use of capital letters) and images. The key tagline was “Two Mighty Armies Trampled Its Valley…A Fighting Family Challenged Them Both.”

Or you might have come across these alternatives –“Like giants they stood in the path of two might armies…and with their fighting spirit challenged them both” or “James Stewart, A Giant Of A Man Who Fought For Shenandoah” and “When History Called for Men and Women Larger than Life…Charlie Anderson and his proud family answered the challenge – with courage mightier than guns – and with love that no cannot could ever shatter.”

And there were more: “They reached for their rifles in the name of love…not hate…to challenge two mighty armies” down to the simpler “Shakes The Screen Like Cannon Thunder” and “Where A Mighty Adventure Was Born.”  You might be led to believe from this fusillade of taglines that the marketing department could not make up its minds about which tagline was best and just chucked them all at the theater manager, leaving them to choose.

But that was not the case. The reason behind the disparate taglines was precisely to provide choice, to allow the theater manager to decide how best to market the picture to suit the audience he or she knew best.