Selling Sophia Loren – The Pressbook for “It Happened in Naples”

Unusually for a movie of this era, Paramount took one image of Clark Gable and Sophia Loren up close and personal and stuck to it. It was more normal for an marketing campaign to include half a dozen different adverts each with a separate strapline. Here, while the copy occasionally changed the central image remained the same.

Unusually, too, Paramount made a big play of getting critics on board prior to the film’s release. So it came garlanded with the imprimatur of the likes of television host Ed Sullivan, famed critic Louella Parsons and syndicated columnist Dorothy Kilgallen. Plus the studio had embarked on a major promotional campaign in the Sunday supplements of the biggest circulation newspapers in the U.S.

Overall, there was a broad sell. While Clark Gable and Sophia Loren – “two prime examples of cinematic sex appeal” – were of course key, the marketeers also promoted “sensational young Italian boy Marietto” (playing the orphaned Nando) and Carlino, the Neapolitan answer to Elvis Presley who was Loren’s guitar-playing accompanist. In appealing to “those who like poignant drama” it also set out to hook “those who like musicals” as well as moviegoers who “like being magic-carpeted away to far-away places.”  In other words, something for everyone.

Cartoon of Clark Gable and director Melville Shavelson consulting on set. Cartoons like this were occasionally part of a promotional push, giving newspapers something different to use, and they were seen as a classier promotional device than just stills or adverts.

But the write-ups and photography favor Loren, who displays her legs in a revealing costume, as well as her cleavage and a separate article extols her singing and dancing, the latter described as “her secret career passion.” Audiences were promised an “all-out rock-and-roller.” Loren, of course, had come into her own as a singer in Houseboat (1958), where she performed two songs, but declined offers of a recording career.

The Pressbook is somewhat short on the nuggets that usually accompany this kind of promotional material because the two stars were already so well known. About all potential moviegoers learned about Gable was that he was now such a devoted father he brought his family on location.

There’s certainly a curious piece called “It Hurt Gable More Than Sophia” which, on reading the text, turned out to be untrue. When Gable was called upon to throw Loren out of bed in one scene, he “put too much Gablesque gusto” into it, flipping her out onto the marble floor.  Loren was the one who suffered bruises on legs, hips and shoulders. And in true Hollywood fashion producer Jack Rose “rushed to her aid” but only after ensuring that her startled expression had been captured on camera.

Tie-ups were travel agencies. Italian restaurants and department stores featuring Italian imports were suggested to exhibitors as cost-free ways of encouraging local support. A soundtrack album featuring Loren’s voice was released as well as a paperback novelization targeted at book stores, drug stores, supermarkets and newsstands.

Taglines employed included “you, too, will say it’s wonderful;”  “you’ll loosen up and pleasure up on the isle of Capri;” and “you’ll want to be there when the fun starts.”

It Started in Naples (1960) ***

By this point in her career Sophia Loren was adopted by Hollywood primarily as a means of rejuvenating the romantic screen careers of much older male stars. John Wayne was over two decades her senior in Legend of the Lost (1957), Frank Sinatra and Gregory Peck nearly two decades older in The Pride and the Passion (1957, and Cary Grant a full three decades in Houseboat (1958). But where Grant was sprightly enough and with superb comic timing and Loren had the charm to make Houseboat work, the May-December notion lost much of its appeal when translated to her Italian homeland and an aging Clark Gable.

While engaging enough, the tale mostly relies on a stereotypical stuffy American’s encounters with a stereotypical down-to-earth Italian although Loren adds considerable zap with her singing-and-dancing numbers. Lawyer Michael Hamilton (Clark Gable), in Italy to settle his deceased brother’s affairs, discovers the dead man has left behind eight-year-old boy Nando (Marietto) being looked after in haphazard fashion and in impoverished circumstances in Capri by his aunt Lucia (Sophia Loren), a nightclub singer.  Determined to give the boy a proper American education, Hamilton engages in a tug-of-war with Lucia.

In truth, Lucia lacks maternal instincts, allowing the boy to stay up till one o’clock in the morning handing out nightclub flyers and not even knowing where the local school is. Hamilton is in turns appalled and attracted to Lucia, in some part pretending romantic interest to come to an out-of-court settlement. To complicate matters, Hamilton is due to get married back home.

At times it is more travelog than romantic comedy, with streets packed for fiestas and cafes full well into the night, a speedboat ride round the glorious bay, another expedition under the majestic caves, a cable car trip up the cliffs to view spectacular scenery, and the local population enjoying their version of la dolce vita. But the piece de resistance is Lucia’s performance in the nightclub, ravishing figure accompanied by more than passable voice as she knocks out “Tu vuo fa L’Americano” (which you might remember from the jazz club scene in The Talented Mr Ripley, 1999). She has a zest that her suitor cannot match but which is of course immensely appealing.

Lucia is torn between giving the boy a better start in life, already insisting for example that he speak English, and holding on to him while street urchin Nando is intent on acting as matchmaker.  Most of the humor is somewhat heavy-handed except for a few exceptional lines – complaining that he cannot sleep for the noise outside, Hamilton asks a waiter how these people ever sleep only to receive the immortal reply: “together.”

Gable lacks the double-take that served Cary Grant so well and instead of looking perplexed and captivated mostly looks grumpy. But this is still Gable and the camera still loves him even if he has added a few pounds. He was by now a bigger global star than in the Hollywood Golden Era thanks in part to regular reissues of Gone with the Wind (1939) but mostly to a wider range of roles and he was earning far more than at MGM, in the John Wayne/William Holden league of remuneration. Loren was the leading Italian female star, well ahead in Hollywood eyes of competitors Claudia Cardinale and Gina Lollobrigida, and had the skill, despite whatever age difference was foisted upon her, of making believable any unlikely romance. Here, zest and cunning see her through. Vittorio De Sica (The Angel Wore Red, 1960) has a scene-stealing role as an Italian lawyer with an eye for the ladies.

Director Melville Shavelson (Cast a Giant Shadow,1966)  thought he had cracked the problems of the older man-younger girl romance having shepherded Houseboat to box office glory . While this picture doesn’t come unstuck it is nowhere near Houseboat. This turned out to be Gable’s penultimate film, not quite the fitting reminder of a glorious career, and he died shortly after its release. While Loren trod water with this picture she was closing in on a career breakthrough with her Oscar-winning Two Women (1960).

Heller in Pink Tights (1960) ****

Sophia Loren is enjoying a swansong with the Netflix feature The Life Ahead (2020), which may well net here another Oscar nomination to add to two wins for Two Women (1960) and an Honorary Award in 1991 and a previous nomination for Marriage Italian-Style (1964). She has dined at the Hollywood high table for over 60 years since taking America by storm in 1957 in a three-film blast comprising Boy on a Dolphin with Alan Ladd, The Pride and the Passion with Cary Grant and Frank Sinatra and Legend of the Lost with John Wayne. She was one of the greatest leading ladies of the second half of the twentieth century, combining style with ability. If you want an idea of how mesmerising she was in her pomp, check out this little number – Heller in Pink Tights.

Taken on its own merits, George Cukor’s western is a highly enjoyable romp. Hardly your first choice for the genre, Cukor ignores the tenets laid down by John Ford and Howard Hawks and the film is all the better for it. Although there are stagecoach chases, gunfighters and Native Americans, don’t expect upstanding citizens rescuing good folk.

Instead of stunning vistas Cukor chooses to spend his budget on lavish costumes and sets. You can see he knows how to use a colour palette, and there is red or a tinge of it in every scene (to the extent of rather a lot of red-haired folk), and although this might not be your bag – and you may not even notice it – it is what makes a Cukor production so lush. The film might start with comedic overtones but by the end you realise it is serious after all.

Sophia Loren is the coquettish leading lady and Anthony Quinn the actor-manager of a theatrical company managing to stay one step ahead of its creditors, in the main thanks to Loren’s capacity for spending money she doesn’t have. Of course, once a gunfighter (Steve Forrest) wins Loren in a poker game, things go askew.  Quinn had never convinced me as a romantic lead, but here there is genuine charisma between the two stars.

Loren is at her most alluring, in dazzling outfits and occasionally in costumes as skin-tight as censors would allow in those days, but with a tendency to use beauty as a means to an end, with the conviction that a smile (or occasionally more) will see her out of any scrape. There is no doubt she is totally beguiling. But that is not enough for Quinn, as she is inclined to include him in her list of dupes.

While primarily a love story crossed with a tale of theatrical woes set against the backdrop of a western, when it comes to dealing with the tropes of the genre Cukor blows it out of the water.  We open with a stagecoach chase but our heroes are only racing away from debt until they reach the safety of a state line. We have a gunfighter, but instead of a shoot-out being built up, minutes ticking by as tension rises, Cukor’s gunman just shoots people in sudden matter-of-fact fashion.

Best of all, Cukor extracts tremendous comedy from the overbearing actors, each convinced of their own genius, and the petty jealousies and intrigue that are endemic in such a troupe. An everyday story of show-folk contains as much incipient drama as the more angst-ridden A Star Is Born (1954), his previous venture into this arena. From the guy who gave us The Philadelphia Story (1940) with all its sophisticated comedy, it’s quite astonishing that Cukor extracts so much from a picture where the laughs, mostly from throwaway lines, are derived from less substantial material.

Quinn (his third film in a row with Cukor) has never been better, no Oscar-bait this time round, just a genuine guy, pride always to the forefront, king of his domain inside his tiny theatrical kingdom, out of his depth in the big wide world, and unable to contain the “heller.” I won’t spoil it for you but there are two wonderful character-driven twists that set the world to rights.

There is a tremendous supporting cast with former silent film star Ramon Novarro (Ben-Hur: A Tale of the Christ, 1925) as a duplicitous businessman, former child star Margaret O’Brien, another star from a previous era in Edmund Lowe (Cukor’s Dinner at Eight, 1933), and Eileen Eckhart. Dudley Nichols (Stagecoach, 1939) and Walter Bernstein, who wrote a previous Loren romance That Kind of Women (1959) and had a hand in The Magnificent Seven (1960), do an excellent job of adapting the Louis L’Amour source novel Heller with a Gun, especially considering that contained an entirely different story.

Fall of the Roman Empire (1964) ****

There could not be a more contemporary picture. As an examination of the problems of assimilating different cultures it is hard to beat. As an assessment of the difficulties of the transition of power it is faultless.

In Gladiator Ridley Scott, taking a few liberties with the known facts, re-imagined the circumstances discussed here of the death of Emperor Marcus Aurelius and the ascension to power of his son Commodus. Along the way, Scott stole a few of Anthony Mann’s visual ideas, snow falling on the battlefield, for example, and at the end the phalanx of guards, shields up, blocking in Commodus and the dethroned military chieftain (Stephen Boyd here, Russell Crowe in Gladiator) for their gladiatorial climax.

British advertisement for the film about to go on general release after a spell in the more expensive West End. The “normal prices” slogan was very commonly found on movies as they headed towards the more normal kind of cinema. in addition, by the time it was rest go into wider release the critics had delivered their verdicts and these could be tagged onto any advertising.

The title does not refer to an invasion of Rome by vast armies of barbarians but the internal corruption which signals the end of the empire. Audiences, taught Latin and Roman history as a matter of course at school around the time the film was released, would be more familiar with the subject matter, but hardly prepared for the spectacle.

Every extra in the known world must have been employed for several scenes, cities bursting with inhabitants, armies sprawling over vast tracts of land. One standout is the extraordinary chariot clash between the two protagonists, not in the confines of an amphitheatre a la Ben Hur, but on wild terrain, along narrow cliff roads, wheels tipping over the edge, down ravines and forest. The other is the soundless gladiatorial fight, not a whisper of music until there is a victor.

And there should be mention of the torture of James Mason, very well done. There is political intrigue, quite a clever way of poisoning an enemy, and plenty argument over the issue of accommodating different cultures, traditional punishment versus the novel notion of extending the hand of friendship and granting automatic citizenship.

The relatively short-lived “Show Time” fan magazine was launched in Britain as Odeon’s answer to the highly successful “ABC Film Review.” Both magazines were only sold inside cinemas but it was common for cinemagoers to purchase copies without necessarily going into to see a picture. This magazine ceased publication by the end of the decade. This was the launch issue in Janaury 1964.

Loyalty is also tested – is treason a form of loyalty? And how much does loyalty depend solely on payment? Proof is given of how integrating cultures can work, an idea that seems alien to Romans accustomed to beating subjects into submission. In some respects the drama takes second place to the discussion.

Christopher Plummer is the deranged Commodus who embraces and disdains in turn his friend Livius (Stephen Boyd). Sophia Loren, as Commodus’ sister (no incestuous suggestions here), is in love with Boyd and though married off to Armenian king Omar Sharif she manages to spend little time with her husband.

If approached as a political film rather than a traditional epic it has a lot to offer. If you want just battles and thwarted romance then a lot less. The mixture of both strikes a good balance. While there are arguments that it is too long, it could actually do with another twenty minutes or so to iron out narrative inconsistencies.