The Alamo – The Magnificent 60s

Behind the Scenes: “The Green Berets” (1968)

As if John Wayne hadn’t endured enough directing The Alamo (1960), he took on an even weightier task with this Vietnam War picture which, from the start, was likely to receive a critical roasting given the actor’s well-known stance on the conflict and his anti-Communist views that dated back to the McCarthy Era of the 1950s. Wayne had enjoyed a charmed life at the box office with three successive hit westerns, Henry Hathaway’s The Sons of Katie Elder (1965) with Dean Martin, Burt Kennedy’s The War Wagon (1967) co-starring Kirk Douglas, and best of all from a critical and commercial standpoint Howard Hawks El Dorado (1967) pairing Robert Mitchum. Outside of box office grosses, Wayne’s movies tended to be more profitable than his box office rivals because they were generally more inexpensive to make.

Columbia had been the first to recognize the potential of the book by Robin Moore and purchased the rights pre-publication in 1965 long before antipathy to the war reached its peak. A screenplay was commissioned from George Goodman who had served in the Special Forces the previous decade and was to to return to Vietnam on a research mission. But the studio couldn’t turn out a script that met the approval of the U.S. Army. Independent producer David Wolper (The Devil’s Brigade, 1968) was next to throw the dice but he couldn’t find the financing.

In 1966 Wayne took a trip to Vietnam and was impressed by what he saw. He bought the rights to the non-fiction book by Robin Moore (who also wrote The French Connection) for $35,000 plus a five per cent profit share. While the movie veered away in many places from the book, the honey trap and kidnapping of the general came from that source, although, ironically, that episode was entirely fictitious, originating in the mind of Robin Moore.

Universal originally agreed to back The Green Berets with filming scheduled for early 1967 but when it pulled out the project shifted to Warner Bros. And as if the director hadn’t learned his lesson from The Alamo, it was originally greenlit for a budget of $5.1 million, an amount that would prove signally inappropriate as the final count was $7 million. Wayne turned down the leading role in The Dirty Dozen (1967) to concentrate on this project. Wayne’s character was based on real-life Finnish Larry Thorne who had joined the Special Forces in Vietnam in 1963 and was reported missing in action in 1965 (his body was recovered four decades later).

As well as John Wayne, the movie was a platform for rising stars like Jim Hutton (Walk, Don’t Run, 1966), David Janssen (Warning Shot, 1967) and Luke Askew (Easy Rider, 1969) who replaced Bruce Dern. Howard Keel, who had appeared in The War Wagon, turned down a role.

Wayne holstered his normal $750,000 fee for acting plus $120,000 for directing. But it turned out The Alamo had taught him one important lesson – not to shoulder too much of the responsibility – and Ray Kellogg for the modest sum of $40,000 was brought in as co-director. It was produced by Wayne’s production company, Batjac, now run by his son Michael. But neither Wayne nor Kellogg proved up to the task and concerned the movie was falling behind schedule and over budget the studio drafted in veteran director Mervyn Leroy – current remuneration $200,000 plus a percentage – whose over 40 years in the business ranged from gangster machine-gun fest Little Caesar (1931) to his most recent offering the Hitchcock-lite Moment to Moment (1966).

But exactly what LeRoy contributed over the next six months was open to question. Some reports had him directing all the scenes involving the star; others took the view that primarily he played the role of consultant, on set to offer advice. Even with his presence, the movie came in 18 days over schedule – 25 per cent longer than planned. Unlike the later Apocalypse Now (1979), it didn’t go anywhere near South-East Asia so the location didn’t add any of Coppola’s lush atmosphere, though the almost constant rain in Georgia, while a bugbear for the actors, helped authenticity.

It was filmed instead on five acres of Government land around Fort Benning, Georgia, hence pine forests rather than tropical trees. President Lyndon B. Johnson and the Department of Defense offered full cooperation. But that was only after the producers complied with Army stipulations regarding the screenplay. James Lee Barratt’s script was altered to show the Vietnamese involved in defending the camp and the kidnapped was switched from being over the border. Also axed, though this time by the studio, was Wayne’s wish for a romantic element – the studio preferred more action. Sheree North (Madigan, 1968) was offered the role of Wayne’s wife but she also turned it down on political grounds. Vera Miles (The Hellfighters, 1968) was cast but she was edited out prior to release.

The Army provided UH-1 Huey helicopters, the Air Force chipped in with C-130 Hercules transports, A-1 Skyraiders and the AC-47 Puff the Magic Dragon gunship and also the airplane that utilized the skyhook system. Actors and extras were kitted out in the correct jungle fatigues and uniforms. Making a cameo appearance was Col Welch, commander of the Army Airborne School at Ft Benning. The sequence of soldiers doing drill was actually airborne recruits.

The attack on the camp is based on the Battle of Nam Dong in 1964 when the defenders saw off a much bigger enemy unit.

This set was built on a hill inside Fort Benning. The authentic detail included barbed wire trenches and punji sticks plus the use of mortar fire. While the camp was destroyed during filming the other villages were later used for training exercises. .

The pressure told on the Duke physically – he lost 15lb. But the oppressive heat and weather of that location – it was mostly shot in summer 1967 – was nothing compared to the reviews. It was slated by the critics with Wayne’s age for an active commander called into question, never mind the parachuting, the gung-ho heroics and the dalliance in an upmarket nightclub.

“In terms of Wayne’s directorial career,” wrote his biographer Scott Eyman, “The Alamo has many defenders, The Green Berets has none.” That assessment, of course, would be to ignore the moviegoers around the world who bought tickets and put the picture into reasonable profit.

Wayne was clear in his own mind about the kind of movie – “about good against bad” – he was making and accommodated neither gray areas nor took note of current attitudes to the war as exemplified by nationwide demonstrations. Co-stars David Janssen, Jim Hutton and George Takei were opposed to the war. Takei, a regular on the Star Trek series, missed a third of the episodes on the second season; his lines were written to suit the character of Chekov, who went on to have a bigger role in the television series. Composer Elmer Bernstein turned down the gig as it went against his political beliefs. “The Ballad of the Green Berets,” heard over the opening credits was not composed for the film, having been released two years earlier.

Most critics hated it – “Truly monstrous ineptitude” (New York Times); “cliché-ridden throwback” (Hollywood Reporter); “immoral” (Glamour). Even those reviews that were mixed still came down hard: “rip-roaring Vietnam battle story…but certainly not an intellectual piece” (Motion Picture Exhibitor). Not that Wayne was too concerned. At the more vital place of judgement – the box office – it took in $9.5 million in rentals (what’s returned to the studios once cinemas have taken their cut) – $8.7 million on original release and a bit more in reissue – in the U.S. alone plus a good chunk overseas.

It was virtually impossible to examine a movie like this without taking a political stance. Other movies covering the same topic were allowed greater latitude regarding authenticity, audiences and critics like appearing to accept that creating watchable drama often took precedence over the facts. Both The Deer Hunter (1978) and Apocalypse Now, considered the best of this sub-genre, clearly ventured away from strict reality. With over half a century distancing the contemporary viewer from those inflammatory times, it’s worth noting that it still divides critics. Or, rather, critics and the general public take opposing views.

Although Rotten Tomatoes deems it “an exciting war film”, the critics voting on that platform gave it a lowly 23 per cent favourable report compared to a generally positive 61 per cent from the ordinary viewer. That contrasts, for example, with a more even split for the likes of Exodus (1960) – 63 per cent from critics and 69 per cent from audiences. However, The Green Berets attracts twice as much interest, collaring 9,000 votes compared to just 4,300 for Exodus.

After this, Wayne’s fee went up to a flat million bucks a picture. “He wasn’t a guarantee of success,” explained his son Michael, “he was a guarantee against failure.” At this point in his career, he was gold-plated. Where other stars in his commercial league suffered the occasional box office lapse – Paul Newman’s career in the 1960s, for example, was riddled with flops like The Secret War of Harry Frigg (1968) – he did not. Especially with a global following, his pictures never lost money.

SOURCES: Michael Munn, John Wayne, The Man Behind the Myth, Robson, 2004; Scott Eyman, John Wayne, The Life and Legend, Simon and Schuster, 2014; Brian Hannan, The Magnificent 60s, The 100 Top Films at the Box Office, McFarland, 2023; Robin Moore, Introduction, The Green Berets, 1999 edition, Skyhorse Publishing; Laurence H. Suid, Guts and Glory, University of Lexington Press, 2002; The Making of The Green Berets, 2020; Review, Hollywood Reporter, June 17, 1968; Review, Motion Picture Exhibitor, June 19, 1968; Renata Adler, “The Absolute End of the ‘Romance of War’”, New York Times, June 30, 1968; Glamour, October 1968; “Big Rental Pictures of 1968,” Variety, January 8, 1969.

Behind the Scenes: “Bandolero” (1968)

A western dream team. Beginning with Winchester ’73 (1950) James Stewart had revived his career post-World War Two with a string of tough westerns and had made seven movies in the genre in the 1960s including The Man Who Shot Liberty Valance (1962) and Shenandoah (1965). Starting with Rio Bravo (1959) Dean Martin had made six including The Sons of Katie Elder (1965). Genre debutante Raquel Welch had hit the box office running with One Million Years B.C. (1966) and Fantastic Voyage (1966). Following McLintock (1963) and Shenandoah, director Andrew V. McLaglen was considered one of the hottest western directors around.

Legendary Twentieth Century Fox producer Darryl F. Zanuck put together the cast and director as a “package” before calling in screenwriter James Lee Barrett (Shenandoah) to shape an idea by producer Stan Hough. McLaglen explained: “It was a Zanuck thing from the beginning.” He was working on another picture when he took a call from Zanuck. “I got a six-page outline for a western,” said Zanuck, “and I figure you ought to direct it. James Lee Barrett out to write it and Jimmy Stewart, Dean Martin and Raquel Welch ought to be in it. Nobody else. That’s the combination I want.” McLaglen took Hough’s six-page outline to Barrett who wrote it based on the actors involved.

Originally entitled Mace after the James Stewart character, the movie quickly became Bandolero!, the exclamation mark possibly to differentiate it from the 1924 Spanish picture of the same name which had been made for Metro-Goldwyn (as the studio was then known).

Despite the success of the Matt Helm spy pictures and a number of decent westerns, Dean Martin ceded top billing to James Stewart (had they shared the billing, Martin would have come first in the traditional alphabetical order).

Marc Eliot, one of Stewart’s biographers, arrived at a more unlikely scenario for the movie being greenlit, concluding that because Martin and Stewart had got on so well when the latter appeared on the former’s television show they decided to make a picture together. Given the show was taped in summer 1967 and the movie went into production a few months later it left an improbable amount of time for the picture to be set up.

Director Andrew V. McLaglen would be reunited with two of his favorite movie characters – screenwriter James Lee Barrett and James Stewart, both key to Shenandoah. The actor had been the driving force behind McLaglen’s recruitment for that Civil War picture. “I just loved working with him,” said the director, “it got to the point where any time he did a movie he wanted me to direct it.” He viewed Barrett as “one of the best dialog writers I’ve ever known in movies.”

Although theoretically, the movie was set up as a package, with stars and director in place, Dean Martin remained a doubt since he was already committed to a film with Columbia that might clash. And Stewart might easily have dropped out if producer Frank McCarthy’s plans for Patton, with Burt Lancaster in the title role and Stewart as General Omar Bradley, had come to early fruition.

Raquel Welch was on a publicity high, featured on 400 magazine covers, generating such industry buzz that she had been named “International Star of the Year 1967” by U.S. cinema owners, her growing screen popularity ranking her eleventh in Box Office magazine’s female “All-American Favorites of 1968.” Dean Martin, incidentally, came ninth on the corresponding male chart, two places above Clint Eastwood, Paul Newman topping the poll.

George Kennedy (Cool Hand Luke, 1967) had small parts in Shenandoah and The Sons of Katie Elder before graduating to second male lead in McLaglen’s previous western The Ballad of Josie (1967). McLaglen, you might like to know, was highly regarded by the trade as “more concerned with entertaining the public than making intellectual and emotional demands on the audience.” Just after the movie’s launch the director signed a two-picture deal with Fox, The Undefeated (1969) next on his dance card.

One of the few studios to persist with a talent school – Welch claimed as the most recent high-flying graduate – Fox gave current student Clint Ritchie a role in Bandolero!, others in the Class of 1968 including Jacqueline Bisset (The Sweet Ride, 1968) and Linda Harrison (Planet of the Apes, 1968). Relative newcomer Andrew Prine had acted with Martin in Texas Across the River (1966) and enjoyed a supporting role in McLaglen war picture The Devil’s Brigade (1968).

As well as genre newcomers Welch and Ritchie, the cast included western character actors like Will Geer (Winchester ’73), Don “Red” Barry (The Adventures of Red Ryder, 1940) and Harry Carey Jr. who had appeared in three previous McLaglen westerns. Even current “Tarzan,” Jock Mahoney, who played Maria’s husband, had a string of B-westerns in his portfolio. Possibly as important was the presence of James Stewart’s horse Pie, his onscreen companion for two decades.

Shooting began in Paige, Arizona, on October 2, 1967, before shifting two weeks later to Brackettville and the Shaban ranch where The Alamo (1960) was filmed. Parts of the San Antonio de Bexar set were revamped as the Texan town of Val Verde where the hanging in the film took place, while The Alamo doubled as the Mexican village of Sabinas which provided the action for the climax. Seven buildings were added to the San Antonio set including the jail, while a curio shop was transformed into a bank, a gift shop became a hotel and, conversely, an old hotel was turned into a general store. Thirty-five thousand traditionally-cast adobe bricks were made on site to create the dozen buildings required for Sabinas plus the locale’s arch, fountain, wells and wall.

Other locations included Arizona, Utah and Texas with interiors filmed at the Fox studios. The shootout between the posse and the outlaws was filmed near Turkey Mountain in Texas. The Rio Grande was forded at Devil’s River but Mace crossed the river at Pinto Creek. Glen Canyon National Recreation Area was utilized for the bandit attack and, naturally enough, for sequences requiring canyons. Other scenes were shot at Lee’s Ferry in Arizona, Balanced Rocks, and Big Water in Utah. But the first time we view Sabinas is an effects shot.

You do wonder why this film entered the studio books as costing $5 million. None of the principals were in the million-dollar salary range and the cost of 40 days shooting at the Shaban ranch was put at $25,000 a day.

The principals eventually enjoyed on-set camaraderie. Initially, Welch was too serious for the others, bombarding the director and more experienced actors with questions about her character’s motivation and psychology. “I wouldn’t say creativity was the primary concern on that picture,” commented the actress. “Barrett was there mainly because everybody said nobody could write dialog for Jimmy like he could. As far as other things in the script were concerned, they weren’t really supposed to be questioned.

“And with McLaglen it was all by the book. McLaglen created a very constrained atmosphere. It was an inoffensive nine-to-five project with a lot of very senior people, the old John Ford gang. Very cliquish. Except for Jimmy who’d always kind of throw out little things. I felt pretty lonely the whole shoot.”

To “loosen her up,” the two stars invited her out to dinner and “got her good and drunk.” Remembers McLaglen, “Dean and Jimmy and I would take Raquel Welch to dinner and we’d kid around with her.” Quite whether that was sufficient to rid Welch of her feelings of alienation was never established. However, she did register that she was surrounded by talent. Stewart “could cry on cue. No mess, no fuss. Just like that you could see tears in his eyes.

McLaglen equally enjoyed an esprit de corps with the male stars. “When I think of my time with Dean, there’s nothing but joy in my heart…without doubt the most conscientious actor I have ever worked with,” adding, “I think Jimmy had more fun on that location than he ever had.”

Texas was chosen for the June 1968 launch on the grounds that Shenandoah had done so well there. Instead of a city-by-city premiere lasting a week with many stars in attendance, the studio opted for a “new kind of premiere,” opening night at the Majestic in Dallas accompanied by a 30-minute live telecast broadcast to 23 Texas television stations. Also available was a 16mm featurette on Welch promising “an intimate look at a new star.” Welch contributed her vital statistics and preferences to a computer program that would help select the winner in a beauty contest to find the woman closest to the star in looks and personality.

Stewart, of the tub-thumping generation, believed stars should hit the publicity trail, public appearances adding 10 per cent to the gross, rather than insisting it was beneath their dignity or not worthy of their time. He claimed publicity tours were “good for the soul. Unless he has a real bitter selfish attitude (an actor) has to enjoy getting out to different parts of the country and meeting people.” Raquel Welch was one of the stars he chided for adopting the wrong attitude with autograph hunters.

Little of the weaponry seen on screen was from the period, the movie being set in 1867. And even the supposed Remington 1858 New Army revolver used by Martin, Kennedy and Welch, was improvised from another pistol. But Stewart used a genuine Single Action Army “artillery” revolver. There was some cheating going on, Martin firing a Winchester 1892 saddle ring carbine, and others using a Winchester model 1892 rifle and a Winchester Model 1873 carbine.

Despite claims by James Stewart biographer Gary Fishgall that the “film opened to near-instant obscurity” Bandolero! proved a solid box office success in the United States, where it was the top western for the year, finishing 18^th in the annual chart, collecting $5.5 million in rentals (not gross) and performing very well overseas. It was a signal year for westerns, though some languished. Hang ‘Em High was 20^th with $5 million, The Good, The Bad and the Ugly 24^th ($4.5 million), Five Card Stud 34^th ($3.5 million) and The Scalphunters 43^rd ($2.8 million). In the flop category were Will Penny in 54^th spot ($1.8 million), Villa Rides 75^th ($1.2 million), Firecreek 79^th ($1.2 million) and Shalako 85^th ($1.1m).

SOURCES: Gary Fishgall, Pieces of Time, The Life of James Stewart, (Scribner, 1997) p314; Marc Elliot, James Stewart, A Biography, (Aurum, 2007, paperback) p365; Howard Hughes, “Welch Out West Part 1,” Cinema Retro, Vol 11, Issue 31, 2015, p10-17; internet movie firemarms database; “Raquel Welch To Get Int’l Star Award,” Box Office, February 19, 1967, p4; “Mace Retitled Bandolero!,” Box Office, August 7, 1967, pE6; “Cast Patton and Bradley,” Variety, September 20, 1967, p13; “Bandolero! Moves to Texas Oct 16,” Box Office, October 16, 1967, pC1; “Filming of Bandolero! Ending at Bracketville,” Box Office, December 4, 1967, pSW1; “Fox On Texas Trail for Kickoffs,” Variety, May 15, 1968, p32; “James Stewart: Stars Should Tout Films in Television Age,” Variety, May 29, 1968, p19; “Now There’s A New Kind of Premiere,” advertisement, Variety, June 12, 1968, p17; “Bandolero! Dallas World Premiere Covered Live By 23 TV Stations,” Box Office, June 24, 1968, pSW1; “Fox’s Talent School,” Variety, June 26, 1968, p13; “20^th-Fox Signs McLaglen to Two-Picture Pact,” Box Office, August 26, 1968, pW1; “Big Rental Films of 1968,” Variety, January 8, 1969, p15.

The Charge of the Light Brigade (1968) ****

It’s worth remembering that Britain, led by roughly the same type of commander lampooned here, won the Crimean War and that initially this particular engagement, despite the deaths, was celebrated for its valour by poet Lord Tennyson, in much the same way as famous defeats like Dunkirk and The Alamo somehow managed to achieve the status of some kind of victory in the public perception. It’s also worth noting that the documentary-style realisation of Dunkirk, (2017) and to that extent Coppola’s Apocalypse Now (1979) owe much to Tony Richardson’s approach, both films more interested in the bigger picture than individual acts of heroism.

And our conscience here, dashing cavalry officer Nolan (David Hemmings), is not quite saintly, engaged in an affair with the wife Clarissa (Vanessa Redgrave) of a friend. Despite the director’s rush to judgement, his approach displays a refreshing change to a genre where acts of selfless courage were the norm. Setting aside the occasional self-reverential artistic lapse, it’s an excellent depiction of class-ridden Britain at war in 1854, an era when military advancement was purchased without any consideration to the leadership skills such high-ranking officers required. I’m never sure if John Ford invented the camaraderie of his Cavalry in westerns, where at dances the officers mixed with the ordinary soldiers, but here the two classes are kept apart.

And while Richardson clearly wants to blame the class system for the military calamity, the outcome is a no-holds-barred ultra-realistic portrayal of war in in all its sordid glory. At its heart are the machinations of senior commanders jostling for position and control and, much as with Field Marshal Montgomery and General Patton in World War Two, allowing personal enmity to affect decisions.

The two biggest culprits are Lord Cardigan (Trevor Howard) and brother-in-law Lord Lucan (Harry Andrews) in charge of the ill-fated charge who openly spout bile at each other, remain deliberately obtuse, and are, nonetheless, a joy to watch. Cardigan is irascible to the point of apoplexy, incredibly brave, vainglorious, a vindictive sex-mad peacock, with an odd selection of principles (refuses to deal with spies, for example). Nothing can beat a quite marvellous spat between the pair over how to pitch tents. Both, however, are a vast improvement on the ineffectual commander-in-chief Lord Raglan (John Gielgud) whose idea of tactics is to “form the infantry nicely” and another commander who refuses to let the simple matter of being under attack ruin his breakfast.

At the other end of the scale are the poor recruits, drawn from the lower classes, so ill-educated they don’t know their left foot from their right (something of a necessity in obeying orders in the field), lured by the promise of glory and a job, and find themselves turned into horsemen in the most brutal fashion.

In the middle is the effete Nolan, initially introduced as the good guy, who believes horses should be treated with kindness and stands up to Cardigan. His romance with Clarissa is a masterpiece of nuance, all furtive glances, hardly a word spoken. And he has a pivotal role in sending the cavalry in the wrong direction at the Battle of Balaclava, causing the fatal charge.

It’s episodic in structure, characters bobbing in and out, some for comedic purposes, and without the battle it’s doubtful the picture would have been made for, excepting the high-level squabbling, there’s little inherently dramatic. And possibly that’s to the movie’s benefit for it clears the way to concentrate on how an army operates and goes to war, the focus, unlike most war or historical pictures, being as much on what goes wrong as goes right. So the horses dying during the voyage and callously dumped overboard and the men marching through Crimean heat and afflicted by cholera take centre stage rather than lavish sequences of soldiers on splendid parade.

On the downside, you have to accept the director’s version of the war’s causes, British imperialism don’t you know, rather than Russian aggression as a result of religious conflict in the Middle East. And there’s narrative indecision, various characters permitted interior monologue for no particular reason except artistic impulse. Mrs Duberley (Jill Bennett) wife of the paymaster (Peter Bowles) is permitted to accompany the expedition for the sole purpose it would appear of being shagged by Cardigan.

The detail of what exactly went wrong on the battlefield is obscured by the fact that Nolan, who hand-delivered the famous order to attack, itself unclear, died in battle, so it’s like one of those Netflix documentaries about unsolved murders, fascinating but ultimately annoying. If incompetence is measured in casualties, apart from this one charge the British came out better than the other participants, 40,000 dead compared to three times as many among their French allies and more than ten times as many among the Russian enemy.

The acting is of a very high quality, David Hemmings (Alfred the Great, 1968) as good as I’ve ever seen him, Vanessa Redgrave (Blow-Up, 1966), except for her deception a Stepford Wife Victorian-style, Trevor Howard (Von Ryan’s Express, 1965) brilliantly outrageous and John Gielgud (Sebastian, 1968) who turns befuddlement into a high art.

Tony Richardson (Tom Jones, 1963) makes some bold choices, not least in what is included and what is left out, the battle of the tents, fake news (from The Times!), soldiers facing the lash, the dashing charge and its terrible aftermath, the animated sequences, and his revolutionary soundtrack. Sergio Leone might have claimed the artistic high ground with the buzzing fly at the start of Once Upon a Time in the West (1969) but there’s little in film music of the time – beyond Bernard Herrmann’s Psycho score – to compare with the sound of a fly playing over the end credits or its inclusion during the march when men are literally dropping like flies. This is a very different kind of curate’s egg, absolutely brilliant in parts, and never dull.

Unfortunately, there’s a topical parallel, Crimea having been invaded several years back by Russia and now the whole region aflame.

This was the first home-grown excursion into the all-star-cast business – other British movies in that ilk, originating from these shores, previously headlined by a Hollywood star like Gregory Peck (The Guns of Navarone, 1961), Kirk Douglas (The Heroes of Telemark, 1965) or George Peppard (The Blue Max, 1966). And I can see why the new box office stars David Hemmings and Vanessa Redgrave, repeating their Blow-Up (1966) teaming, would have, in the narrative sense, occupied center stage. But given nobody knew for certain what caused the disastrous charge and that it would taken place anyway in the picture, the far more entertaining approach would be to concentrate entirely on the likes of the feuding Cardigan and Lucan, two characters who leapt off the screen. Outside of the battle itself, Nolan’s sole purpose, it would seem, was to point out that the army treated its horses badly, a point the audience would have easily picked up without Nolan’s display of alternative horsemanship. Still, all told, at the risk of repeating myself, an excellent watch.

In the News – August 1960

CLEOPATRA VERSION ONE

Producer Walter Wanger headed for Britain to oversee the start of production for Twentieth Century Fox’s Cleopatra. Before the movie was bogged down in illness and budget scandals, Elizabeth Taylor’s co-stars in this initial version were Stephen Boyd, fresh from Ben-Hur, and Peter Finch. Wanger was mulling over taking the production to Egypt where he also intended to film the adaptation of Lawrence Durrell’s Justine. Rouben Mamoulian was the director of Cleopatra. Durrell had written the screenplay for this version. Fox was promising the movie would be on screens in June 1961. Joseph L. Mankiewicz, at this point down as writer of Justine, would later end up in charge of Cleopatra version two with Richard Burton and Rex Harrison replacing Boyd and Finch.

HITCHCOCK FESTIVAL

Although Alfred Hitchcock Festivals would become one of the major reissue talking points of the 1980s and while Rebecca (1940) had been successfully revived in the 1950s, the director’s first major commercial – as opposed to arthouse – retrospective was in the planning stage courtesy of David O. Selznick. He had in mind a rotating double bill based around three features to which he owned the rights – Spellbound (1945) with Ingrid Bergman and Gregory Peck, Notorious (1946) with Bergman and Cary Grant and The Paradine Case (1947) with Peck and Ann Todd. The project would be marketed as an “Alfred Hitchcock Festival.” Interest in the director was at all-time high after the double whammy of the previous year’s North by Northwest and current box office sensation Psycho. The fact that all three movies had already been shown on television was not seen as a deterrent. Selznick aimed to use as a promotional tool that moviegoers could see the pictures without irritating commercial breaks and on a much larger screen than television would afford.

IN THE PIPELINE

Montezuma was scheduled as Kirk Douglas’s follow-up to Spartacus with a budget in excess of the $12 million spent on the slave revolt epic. John Huston would pen the script and director. Douglas would play Cortez with Marlon Brando being wooed for the title role… Darryl F. Zanuck was setting up The Day Christ Died based on the Jim bishop bestseller in competition to George Stevens’ planned The Greatest Story Ever Told… Steve McQueen was planning to make The Captain under his own production company with Henry Fonda and Ernest Borgnine playing major parts… In fact, only The Day Christ Died ever saw light of day and then only as a television film in 1980.

IN OTHER NEWS

Critic Bosley Crowther declared war on subtitles, an unusual move for a writer long considered a purist where foreign movies were concerned…Pope John XXIII ordered a permanent projection room with air conditioning to be installed in the Vatican on the third floor of the Apostolic Palace because he liked movies more than his predecessor…La Dolce Vita was the top grossing film of the 1959-1960 Italian season with $1.125 million, well ahead of the closest runner-up Some Like it Hot with $725,000…Universal ordered a record fifty 70mm prints for Spartacus…Charlton Heston was announced as El Cid for the forthcoming Samuel Bronston production…John Wayne held a sneak preview of The Alamo at the 900-seat Aladdin theater in Denver on August 5 with Can-Can kicked off the screen for the night…U.S. movie receipts were up for the first time in five years with the week of July 30 1960 the best since August 4 1956…In Britain, Hercules broke records in 36 of the 39 cinemas in its initial playoff.

SOURCES: “Wanger to Britain as Cleopatra and Justine Both May Shoot in Egypt,” Variety, Aug 3, 1960, p3; “Selznick Plotting Hitchcock Festival,” Variety, Aug 10, 1960, 7; “Kirk Douglas Outlines Plans for Mexican Biopic on Montezuma’s Life,” Variety, Aug 3, 1960, 4; “Zanuck Signs Gallico to Write The Day Christ Died,” Variety, Aug 10, 1960, 10; “Reisner-McQueen- Elkins Co-produce Captain,” Variety, Aug 17, 1960, 4; “Crowther’s Subtitles Must Go Stirs Trades, Uh-Huh but on the Other hand,” Variety, Aug 17, 1960, 4; “Vatican Getting Its Own Projection Room,” Variety, Aug 13, 1960, 13; “Italo Film in sharp Upbeat at ’59-’60 B.O.,” Variety, Aug 24, 1960, 11; “UI’s Big 70M Print Order for Spartacus,” Variety, Aug 24, 1960, 13; advertisement, El Cid, Variety, Aug 3, 1960, 16; “Wayne Sneaks Alamo,” Variety, Aug 10, 1960, 5; “Pictures $82,831,000 Take for Week Jul 30 Best Since Aug 4 1956,” Variety, Aug 10, 1960, 3; “Hercules Sets 36 New House Records out of 39 Spots in England,” Variety, Aug 10, 1960, 10.

The “Psycho” Revolution

It wasn’t just that Alfred Hitchcock broke all the rules in Psycho, turning horror on its head with the shower scene, introducing themes like mother-fixation and cross-dressing and delivering the first bona fide serial killer to American audiences.

He also took on the exhibition business by insisting that nobody was allowed into theaters after the film had started.

This went completely against the way films were normally shown. Patrons were accustomed to entering a movie theater whenever they liked, be it beginning, middle or end and then staying on till they came to the section they had seen before. Hitchcock was effectively calling an end to this practice.

Exhibitors were so used to customers going to the movies as a matter of course, as a regular habit, that few cinemas outside of arthouses and those in city centers even bothered to list start times. Although tacitly endorsed by exhibitors, this system was a menace to business since there was no way of knowing how many people were likely to vacate their seats at any given time and the fact that they did so intermittently interrupted the viewing of those still watching the picture.

Exhibitors were already investigating new methods of keeping their customers, including setting up their own production companies and buying up old films to present as reissues to make up for the shortage of new movies.

The Psycho “see it from the beginning” gimmick was initially viewed as exactly that – a gimmick. But when customers obliged without any particular fuss, standing patiently in line in the lobby or outside while one show vacated, this seemed to many indicative of a change in audience perspective. Many exhibitors wanted to take advantage of the potential to change moviegoing habits.

“A new concept in motion picture promotion – building appreciation of the merchandise by customers – is being undertaken by segments of the industry,” said Hy Hollinger in Variety. “The idea involves a revolutionary change in the presentation of films in theaters with the industry engaging in a vast educational campaign to indoctrinate the public.”

“The public must be taught to accept starting times,” became a mantra. A more orderly approach would lead to greater appreciation of the films being screened. For once, America wanted to follow the Europe. A system of fixed schedules operated in Europe.

There were already “significant signs that the public prefer to see pictures from the beginning.” Exhibitors had registered more telephone calls asking about start times and more tickets were being sold just prior to the film beginning.

The Psycho sensation had kicked off another experiment. The film was being shown in New York nabes concurrent with its ninth week in first run at the DeMille and Baronet theaters in Manhattan. Usually, films were clear of first run commitments before launching on the circuits.

And there were yet other changes afoot. Two circuits in New York – Loews and Century – had shifted back the start time of the main feature from 10pm by an hour or more, in the case of Century to a fixed 8.40pm which allowed moviegoers to get home in time for the eleven o’clock news. New York also led the way in combining first run in big Broadway houses with a concurrent booking in an eastside arthouse – Sons and Lovers (the only genuine arthouse offering), Psycho and Portrait in Black among those benefitting from the practice.

In addition, Psycho was considered responsible for another psychological phenomenon. It was asserted by Paramount publicists that the long lines of people standing outside the theater waiting to see the film “plants in people who had no desire to see the picture the seeds of desire to do so.”

Eroding the double bill mentality was also seen as a way of setting a more rigid approach of start times. The double bill was already under pressure because the number of movies being made was much lower than a decade before. Some theaters had taken to augmenting a single bill with a 30-minute short rather than a full feature.

Arthouse audiences had already accepted that the price of their ticket entitled them to only one movie, not two. Single bills allowed a theater more showings during the day, thus increasing potential receipts. When Psycho went into the circuits it was as a single bill with five or six showings scheduled.

The roadshow was still in its infancy, Ben-Hur and a handful of other films leading the way, although spectacles like Spartacus, Exodus and The Alamo were on the horizon. Roadshows were presented as separate performances so no waste of seating capacity.

Roadshows and a film like Psycho had something else in common that augured well for a future where “grind” was eliminated. People accepted separate performances for roadshow or an uncommonly attractive feature like Psycho because they wanted specifically to see those particular pictures, not because they routinely went to the movies with little regard for what was actually being shown.

In just 38 weeks in a limited number of theaters presenting the picture in a limited number of showings at a set start time, Ben-Hur had already taking $7 million at the box office. At Loew’s State in New York it had rolled up $1.2 million, in Los Angeles crossed the million-dollar mark and close to that figure in Boston, Chicago, Philadelphia and San Francisco. Psycho was on the way to being one of the biggest grossers of the year.

With Hollywood still battling the encroaching threat of television, and television beginning to snare the first tranche of 1950s movies, it appeared that exhibitors had found a way of guaranteeing survival. But whether these new ideas would be sustained was another story.

SOURCES: Hy Hallinger, “1960 Reasoning: Teach Appreciation, Prepare Public for Single Feature European-Style Fixed Schedules,” Variety, Aug 3, 1960, p3; Brian Hannan, In Theaters Everywhere, A History of the Hollywood Wide Release 1913-2017 (McFarland, 2019), 117-134; “May Shift Main Feature Hour,” Variety, Aug 10, 1960, 13; “Gotham Playoff Revolution,” Variety, Aug 10, 1960, 13; “Re Broadway & Eastside Day-Dating,” Variety, Aug 10, 1960, 13; “Is a Queue Itself Best Form of Sell?,” Variety, Aug 10, 1960, 13.