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.

The Third Secret (1964) ***

Non-exploitative films about the psychologically vulnerable were thin on the ground during the 1960s and although The Third Secret is a bit talky nonetheless it does explore issues normally dealt with in heavy-handed fashion. Catherine Whitset (Pamela Franklin) the young daughter of a famous psychiatrist convinces television journalist Alex Stedman (Stephen Boyd) to investigate her father’s supposed suicide. Whitset needs the murder verdict because otherwise she will lose her home (no insurance payout on suicide). Stedman, Whitset’s patient, wants a similar outcome because his world would be turned upside down if the psychiatrist had committed a deed which he appeared steadfastly opposed.

The main suspects are all patients of the dead doctor – judge (Jack Hawkins), gallery owner (Richard Attenborough) and secretary (Diane Cilento). Although all outwardly successful socially-functioning upstanding members of society each is mired in mental agony – anger management, sexual inadequacy, depression, low self-esteem among problems addressed – defenses against which are perilously thin. Under sustained pressure each of the individuals will crack to reveal the cowering creature underneath.

But are they the killer or just condemned to torment? With the one man who could keep them sane removed from their lives, who knows what carnage they can self-inflict. All, even Stedman – given to bouts of terrible rage and drunkenness – seem capable of murder and there is every likelihood (as any viewer will guess) that his investigation could lead back to himself.

Director Charles Crichton (The Lavender Hill Mob, 1951) might have been suffering from low self-esteem himself having been unceremoniously dumped from The Birdman of Alcatraz (1962) and certainly the atmosphere is one of severity, not just characters teetering on the brink, but the black-and-white photography rendering London a wasteland, the tide on the Thames always out so the shore is just mud. However, his compositions do have style. The title’s explanation by the way is that the first secret is what you keep from the public, the second is what you hide from yourself, but the third is the truth.

Boyd (Ben-Hur, 1959) and Franklin (The Innocents, 1961) appear often on the point of hysteria, the girl’s high-pitched voice set against his growling outbursts. Attenborough (fresh from the heroics of The Great Escape, 1963) plays against type as a hand-wringing wannabe artist stuck in a role he despises. Hawkins, too, more used to heroic roles, is convincing as a man trying to escape his past. The neurotic Cilento has the best scenes, touching in her efforts to cling to normality. Judi Dench makes her debut in a bit part. The investigation takes the form of character analysis rather than “where were you on the night of…” which gives the picture an unique flavor, but best to know that going in rather than complain about the slow pace. If the psychological does not keep you hooked, there are sufficient twists to keep you watching.

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