What the Exhibitor Did

Movie studio publicity teams bombarded exhibitors with gimmicky promotions via the Pressbooks used to publicize movies. Some of the ideas were so outlandish it is easy to imagine that exhibitors’ eyes glazed over at the prospect.

But that would be to misunderstand the character of the cinema manager/owner on the 1960s. They often referred to themselves as “showmen” (ignore the gender slip) because they saw themselves as hustlers of the old school, required to come up with all sorts of schemes to ensure moviegoers were aware of what was showing.

So they weren’t short of coming up with their own ideas.  To promote Billy Wilder comedy The Apartment (1960) with Jack Lemmon and Shirley Maclaine, Loews State in New Orleans set up a replica three-room apartment within the Hurwitz-Minze furniture store in the city. A female model was hired to live there for a week during opening hours. She cooked, washed dishes, watched television and listened to records. “Her daytime routine was complete even to changing her clothes – behind a screen, of course.” The store advertised her presence daily and explained why there was model in the window. The Monteleone Hotel joined in the promotion by providing the model with free accommodation.

Handcuffs were handed out to customers going in to see Psycho (1960) at Proctor’s Theatre in Schenectady, New York, on the basis that it would be advantageous for patrons to handcuff themselves to their seats in case nerves got the better of them and they tried to dash out before the end.

Of course, that was a long way from offering patrons a dead body, raffled off in the intermission between the movies on a midnight horror program, as carried out by the Super 422 Drive-In in Pittsburgh. A dead body was given away – it just turned out to be a turkey.

Exhibitors pushing a horror picture might plant a coffin in the lobby – more effective if there was a hand sticking out – or, as indicative of the terrors that lay ahead, have a white-coated nurse prominently positioned or park an ambulance outside. Certificates of bravery might be issued to attendees.

To promote Macumba Love (1960) – starring Ziva Rodann from The Giants of Thessaly – which featured cannibals and shrunken heads, Loews State in Cleveland put their own shrunken head on display in the lobby behind reducing glass which made it seem even smaller.   

Love takes people the strangest places. Two cycling enthusiasts planning to get married were persuaded by Twentieth Century Fox to travel from New York to Juneau, Alaska, a mere 4,776 miles to promote john Wayne picture North to Alaska (1960).They were paid, of course, and had the honor of being married by the Governor of the state, William Egan. They passed through a hundred towns and cities, stopping off to talk to interested media about their unusual adventure and, in case anyone missed the point, their bikes were plastered with publicity material for the film.

SOURCES: “The Midnight Show,” Box Office, Aug 1, 1960, p64-65; “Girl Keeps House in Window for a Week Prior to Opening of The Apartment,” Box Office, Aug 8, 1960, 118; “Handcuffs Go to Patrons in Advance of Psycho,” Box Office, Oct 3, 1960, 103; “Couple in Bicycle Trip North for To Alaska,” Box Office, Nov 14, 1960, 73.

The Giants of Thessaly (1960) ***

Spoiler alert – this film contains no giants unless you count the one-eyed Cyclops. It’s the Jason and the Argonauts story with a lot of political shenanigans thrown in.

Even lacking the Ray Harryhausen special effects of the film covering the same ground a few years later and without the kind of budget dropped into the lap of a Stanley Kubrick it’s not a bad stab at retelling the myth. And Carlo Rambaldi (later the creator of E.T.) does a decent job of the Cyclops at a time when special effects were primitive.

This belongs to the Italian-made “peplum” genre, out of which came Hercules (1958). What struck me most was the director’s use of the camera, very often tracking a character in scenes that would otherwise have been static. There are virtually no close-ups and hardly any medium close-ups.

It’s quite strange to see. On the one hand a moving camera is an expense and on the other hand lack of close-ups saves money, so it’s possible the money spent on one technique was the result of saving money from another. Alternatively, much of the director’s work has gone into arranging characters in group scenes in such a way that dramatic impact is sustained while not moving the camera.

There’s enough political chicanery going on to keep two different plots going. Back in Jason’s homeland, where he is a king, an usurper not only seeks his throne but wants his wife and tries to deceive the population into thinking Jason is dead. Meanwhile, Jason faces mutiny on board the Argo and then the temptations of the Siren, battle with the Cyclops, and then a final bold act to reclaim the Golden Fleece.

Possibly the best scene is kept for the end, when the Argo arrives home with its own brand of deception. The film is topped off with a clever trick. Sometimes what we would now view as a B-film, ideal Saturday matinee material, sticks in the mind because it has been the proving ground for a future director or star but writer-director Riccardo Freda had already turned out Spartacus the Gladiator (1953) and Theodora, Slave Empress (1954).

Star Roland Carey was unusual in this field because he was actually a trained actor rather than hired for his torso, but this did not exactly stoke his career – his appearance in Fall of the Roman Empire (1962) was uncredited. Female lead Ziva Rodann was unusual, too, in that she was Israeli rather than Italian, had appeared in Samuel Fuller’s Forty Guns (1957) and second- billed in exploitationer Macumba Love (1960) and would later play Nefertiti in the Batman television series.

If you go in not expecting much, you might get a surprise, though, be warned the acting is wooden and other special effects, such as the storm, not quite in the Rambaldi class.   

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