Despite a heady concept and some excellent acting, Martin Ritt’s Five Branded Women (1960) – reviewed yesterday – was a flop on initial release. So television studios were not exactly lining up to provide it with its small screen premiere. In fact, the length between big screen release and small screen showing had been so truncated by that point (The Magnificent Seven, for example, out the same year was seen on television within two years of release) that it could have been shown on television any time from 1962 to 1966, and probably would have been had initial performance suggested there was a big audience awaiting its small screen premiere.
The other possibility for a flop was that between cinema release and television screening, the stars had gone on to better things so a small screen showing could be promoted off the back of a current big screen success or, better still, series of successes. But that wasn’t the case with Five Branded Women. Star Silvana Mangano had meant little to US moviegoers since Bitter Rice (1949). Jeanne Moreau’s sizzle at the arthouse box office had diminished and the limited success of Viva Maria (1965) was put down to the presence of her compatriot Brigitte Bardot. Vera Miles hadn’t appeared in a movie since The Man Who Shot Liberty Valance (1962). Barbara Bel Geddes was a long way from career revival in Dallas and all she had to show for the intervening years was a small part in By Love Possessed (1961) and a single episode in television. Italian Carla Gravina had no U.S. imprint at all. As a leading actor, Van Heflin was a busted flush.
So there was some consternation when Five Branded Women took ninth place in the television rankings for movies receiving their television premiere between 1966 and 1968. There was just no accounting for it. The same could be said for Your Cheatin’ Heart (1964) which was one place ahead of Five Branded Women. Star George Hamilton had not made it big, the film was an indifferent performer at the box office and its subject, Hank Williams, was long dead.
But television had a knack of providing unlikely redemption for movies that generally ended up on the wrong side of the box office. Cliff Robertson who headed the cast of PT 109 (1963) was still in the category of rising star with no breakout hits to suggest he was capable of rising to greater things. While 633 Squadron (1964) had done reasonable business, thriller Masquerade (1965) and war picture Up from the Beach (1965) had done so badly he was demoted to second billing in The Honey Pot (1967), incidentally another flop. He did achieve a breakthrough with Charly in 1968 but PT 109 was shown on television the year before. So how did that happen? You could maybe point to the continuing popularity of dead President John F. Kennedy, whose wartime heroism this movie recalled, but he had been dead when the movie first came out and that didn’t send it shooting to the top of the box office charts. On the television charts this came in one place behind Five Branded Women, although 633 Squadron could only manage a distant 92nd.
There were other surprises. Second Time Around (1961) placed 15th. But star Debbie Reynolds was still a genuine box office attraction after The Unsinkable Molly Brown (1964) and the unexpected success of The Singing Nun (1966).
Otherwise, the biggest hitters on television were Alfred Hitchcock, Elvis Presley and Doris Day. Hitchcock topped this particular chart with The Birds (1963), though presumably somewhat censored. His North by Northwest (1959) took 14th spot, Marnie (1964) placed 26th and Rear Window (1958) 39th.
Elvis Presley placed 11th with Roustabout (1964), 21st with Blue Hawaii (1961), 25th with Tickle Me (1965) and 41st with Fun in Acapulco (1963). Doris Day clocked in at 12th with That Touch of Mink (1962), 19th with Send Me No Flowers (1964), 23rd with The Thrill of It All (1963) and 35th with Move Over, Darling (1963).
Television had paid record sums to acquire the likes of Bridge on the River Kwai (1957) and The Robe (1963), taking second and sixth positions, respectively, and undoubtedly helped by the ongoing success of director David Lean (Doctor Zhivago, 1965) and Richard Burton (Who’s Afraid of Virginia Woolf, 1966).
Others in the top then were Cat on a Hot Tin Roof (1958), which had been successfully reissued in cinemas in a double bill with Butterfield 8 (1960), both headlining Elizabeth Taylor, to capitalize on her Oscar-winning turn in Who’s Afraid of Virginia Woolf. This came in third followed by The Great Escape (1964) and John Wayne as McLintock (1963) with Maureen O’Hara. Lilies of the Field (1963) was seventh.
The Made-for-TV films were beginning to make an impact. The Doomsday Flight (1966), released theatrically overseas, was 17th, one spot ahead of The Longest Hundred Miles (1967) with rising stars Doug McClure and Katharine Ross and seven ahead of Fame Is the Name of the Game (1967) with Tony Franciosa (Fathom, 1967) and Jill St John (Tony Rome, 1967).
Other notable small screen results were registered by Natalie Wood-Warren Beatty starrer Splendor in the Grass (1961) which took 12th spot, Shirley MacLaine and an all-star cast in What A Way To Go (1964) in 16th, Susan Hayward Oscar-winning weepie I Want To Live (1958) in 21st, and Henry Fonda and Maureen O’Hara in Spencer’s Mountain (1963) in 23rd.
SOURCE: “All Network Prime Time Features” (Seasons 1966-1967 and 1967-1968),” Variety, September 11, 1968, p47.
The Magnificent 60s 