rentals – The Magnificent 60s

Information about how films performed outside the United States in the 1960s was incredibly difficult to obtain. Foreign or worldwide grosses were not reported in any consistent fashion – if at all – during that decade. Even the box office I’ve been able to report on previously, i.e. United Artists, just listed foreign as one all-encompassing entity, not breaking it down by country. So, when the opportunity does arise, it’s fascinating to observe how audiences in different countries react to what comes down the line.

Probably it will come as no surprise to discover that the top film of the 1960s in Australia was The Sound of Music. The musical brought in $4.4 million in rentals (the amount returned to studios once cinemas have taken their cut of the gross). It was the number one film, by a considerable margin, in the United States as well. Astonishingly, given the population differential (12.5 million Aussie inhabitants by 1970 vs 203 million in the US) the rentals were, proportionately, on a par, the movie hauling in $72 million in rentals on home territory.

Second place in Australia went to David Lean blockbuster Doctor Zhivago (#3 in the U.S.) with $2.6 million followed by My Fair Lady (#7 Stateside) on $2 million, in both instances, pro rata, bettering their U.S. box office.

The biggest surprise of the decade was the performance of Those Magnificent Men in Their Flying Machines (#39 Stateside) which rocked up in fourth place with $1.7 million. You could probably say the same for the next picture on the list, Lee Marvin-Clint-Eastwood-Jean Seberg musical Paint Your Wagon, which struggled at the US box office. Australia rentals hooked $1.44 million.

Australians proved largely impervious to the flood of westerns that had struck pay dirt at the U.S box office. Big Stateside hitters like How the West Was Won (#12), True Grit (#47), Cat Ballou (#62), The Professionals (#69), The Alamo (#73) and Shenandoah (#77) don’t feature on this list. The exception was Butch Cassidy and the Sundance Kid (#28) which raced to $1.31 million and placed seventh Down Under.

Whether humor would travel was difficult to predict. As well as Those Magnificent Men, comedies ranking better in Australia than in the U.S. were: It’s A Mad, Mad, Mad, Mad World (#18 Stateside) which took sixth spot here on $1.3 million; Tom Jones (#23) 10^th here with $1.06 million; The Great Race (#54) 16^th here on $884,000; and Irma La Douce (#43) 20^th here with $832,000.

But The Graduate, the second-best performing movie in the U.S., failed to emulate that success, coming in 12^th here with $1.02 million. Likewise, comedies that were massive in the U.S. made less of an impact, neither The Odd Couple (#14 Stateside) nor The Love Bug (#22^nd) making this list.

Aussies were as appreciative as U.S. audiences of Sidney Poitier’s breakthrough duo Guess Who’s Coming to Dinner (#10) whose $1.08 million secured ninth position here and To Sir, With Love (#19) which took 11^th spot on $1.05 million.

There was comparatively less interest in the spy genre that swamped American cinemas during the decade. James Bond was not the bonanza it was Stateside. Thunderball, ranked 8^th in the U.S., Goldfinger ranked 11^th, and You Only Live Twice ranked 20^th were, 21^st , 22^nd and 30th, respectively here, and not commanding, proportionately, anything like similar rentals.

With $1 million in the kitty, Oliver! outranked both West Side Story ($902,000) and Camelot ($833,000) whereas in the U.S. the situation had been reversed. Here, respectively, they snapped up 13^th, 15^th and 19^th spots whereas in America it had gone 55^th, 17^th and 45^th.

Three outliers which had not made the U.S. Top 100 performed far better in Australia: Battle of Britain with $776,000 tallied up 23^rd spot, Born Free with $721,000 homed in on 26^th spot and The Great Escape shot up $543,000 for 32^nd. Some other movies in the American Top 100 did considerably better in Australia. Lawrence of Arabia (#28) tracked to 8^th spot in Australia with $1.1 million. Chitty Chitty Bang Bang and Hatari!, joint 92^nd in the U.S rankings, topped out at 29^th and 33^rd, respectively, in the Aussie version.

Controversy didn’t fly so well. Of pictures that fell into that category, the best results came from Midnight Cowboy. It was ranked 52^nd in the U.S. rentals race but clocked up $846,000 in Australia to land 18^th place. Conversely, The Dirty Dozen, 16^th in the U.S., only managed 28^th. But other movies laden with sex, drugs, profanity or violence proved to have less appeal. Bonnie and Clyde (#13 Stateside), Valley of the Dolls (#14), The Carpetbaggers (#26), Rosemary’s Baby (#28), Planet of the Apes (#28) and Who’s Afraid of Virginia Woolf (#37) failed to make the cut.

SOURCES: “All-Time Aussie Rental Champs,” Variety, May 5, 1982, p54; Brian Hannan, The Magnificent 60s, The 100 Most Popular Films of a Revolutionary Decade (McFarland, 2022).

The only thing Hollywood liked better than whooping with delight over a hit was crowing with delight over a flop. In the 1960s you couldn’t move for hindsight. And far from it being the end of the decade that Hollywood was kicked in the financial teeth, mostly from over-investment in musicals, there was also a sea of red ink at the start.

Comparing budget with rentals returned to the studios (i.e. their share of the takings once cinemas had taken their cut of the box office gross) produced a league table that nobody wanted to scale.

Atop the pillar of shame, sitting on a monumental $18.1 million loss (reached by comparing budget to U.S. rentals – see Note below) was the last of the Samuel Bronston epics, The Fall of the Roman Empire (1964), directed by Anthony Mann and starring Alec Guinness, Sophia Loren and Stephen Boyd.

You won’t be surprised to find Cleopatra (1963), driven to publicity heights by the ruckus over the adulterous affair of stars Elizabeth Taylor and Richard Burton, in second place. If it hadn’t cost so much – $44 million – it might have easily turned a profit since box office rentals were a massive $26 million. But you can’t deny the arithmetic that meant this showed an $18 million shortfall, and therefore on paper a staggering flop.

Not far behind was Doctor Dolittle (1967), one of the biggest musical fiascos in an era of musical disasters. Although Oscar-winning Rex Harrison was the star, audiences couldn’t be persuaded it was anything more than a glorified Disney-style picture for children, and it lost $15.8 million.

The Greatest Story Ever Told (1965) should have been the greatest box office story ever told had director George managed to inject a bit more humanity into the sanctimonious retelling. Without a box office miracle this came in short by $13.1 million.

And no prizes for guessing that Mutiny on the Bounty (1962), with Marlon Brando stranded on an island by Trevor Howard, found income did not go far enough to offset cost. It underperformed to the tune of $12.6 million..

Star! (1968) must have seemed like a safe bet given Julie Andrews’ last three musicals had turned hefty profits. But it was so off the pace that it fell $10.8 million shy of break-even.

Bond producer Harry Saltzman was astonished, not to say humiliated, to discover there was such little appetite Stateside for an all-star version of how The Battle of Britain (1969) was won. Hadn’t every Hollywood movie insisted that war pictures only succeeded with a prominent Yank in the cast? One of the biggest hits of the year in Britain, it would still have to go some to overcome a $10 million discrepancy.

The problem with Hollywood was it was greenlighting projects that had to do phenomenal business just to reach a profit. And although Barbra Streisand’s debut Funny Girl (1968) had struck box office and critical gold, even she could not save Hello, Dolly! when it racked up such high costs. The downside was $8.8 million.

The unlikely casting of three non-singers – Lee Marvin, Clint Eastwood and Jean Seberg – in the principal roles of Paint Your Wagon (1969) seemed an act of incalculable hubris, but surprisingly, the musical did better than expected, not enough to turn the corner into profit, but losses limited to $5.5 million in the U.S. part of the course.

In tenth place was a second Samuel Bronston miscalculation, 55 Days at Peking (1963). Why would American audiences be interested in an obscure war in China even if Charlton Heston took top-billing? Such disinterest ensured it fell $5 million short of the target.

Overruns on John Wayne’s pet project The Alamo (1960) meant he ended up in debt. His fans were disinclined to line up for a roadshow, which put the dampers on the launch. Hollywood was stunned that a John Wayne movie lost money – $4.1 million – it was such a career rarity.

Another Bond alumni Albert Broccoli took the financial tumble this time when Dick Van Dyke failed to work his Mary Poppins magic in another musical aimed more at children than adults, Chitty, Chitty, Bang, Bang (1968).

Three other pictures ended up in the red as the result of over-expenditure. The Bible (1966) missed break-even by $3 million, Spartacus (1961) by $1.7 million, and another musical, Camelot (1967) starring non-singer Richard Harris and Vanessa Redgrave by $1 million.

But if Hollywood thought it had weathered the worst of the financial storm it was in for a shock the following year when top-heavy star vehicles hit the skits. Waterloo with Rod Steiger and Christopher Plummer lost $23.6 million, The Molly Maguires with Sean Connery and Richard Harris $9.9 million and The Only Game in Town toplining Elizabeth Taylor and Warren Beatty $8.5 million

NOTE: It’s entirely possible that once you calculated a movie’s long tail all these films turned profit. The foreign performance of films on initial release often out-grossed their domestic revenues, especially if roadshown in Europe. Revenue from half a century’s worth of countless television sales in countless countries followed by satellite, VHS, DVD, satellite, syndication, Blu-Ray and streaming had the potential to turn any loss into profit.

But there was a proviso. Generally, what a television station paid for a movie depended on its initial gross, box office seen to be indicative of public demand – and of advertising interest . The leasing of Cleopatra first time round to U.S. television, for example, added an extra $3 million to the coffers but that small screen executives were willing to pay such a record sum was driven by the vast numbers that had seen it at the cinema. And, to a large extent, future response to these movies still appeared to depend of how well they had done or how well they were known – a long-term version of word-of-mouth – at the time of their initial release..

On initial global release Cleopatra probably closed the gap between profit and loss but I doubt that would be the case for The Fall of the Roman Empire or The Greatest Story Ever Told or Doctor Dolittle or Mutiny on the Bounty. While The Battle of Britain was a huge success in Britain and in countries belonging to the British Commonwealth, I doubt it went into the black. But something like Spartacus or Camelot or The Alamo or Paint Your Wagon, which ran for a year in roadshow in London, most certainly turned a profit on overall worldwide receipts.

SOURCE: “Big-Buck Scorecard 1956-1987,” Variety, January 20, 1088, p64, 66.

Tag: rentals

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