Sunday, September 4, 2022

For a Greater Attendance: 1962 Release Schedule Promotional Book

Last year I came across a great series of annual promotional books called "For a Greater Audience" that were released by American Broadcasting-Paramount Theatres Inc. in the 1960s. Each catalog contained a section devoted to each studio where the current release schedule for that studio was posted along with movie posters, photos or blurbs describing their upcoming projects. 

These books were most likely distributed to theater chains in America in the hopes that the theater owners would take a greater interest in the various studios' upcoming releases. They are wonderful books to look at but, unfortunately, are quite rare. I managed to snag the 1962 book which has a great selection of films in it and I'll be sharing images from the 1964 and 1966 issues in a future post. 

The catalog is made of colored cardboard with tabbed fold-out sheets separating each studio's release schedule between August and December of '62. It begins with Paramount Studios which, as you can see, were promoting their two big releases of the year: Elvis in Girls, Girls, Girls and the ( now forgotten ) Charleton Heston comedy The Pigeon That Took Rome. Also on their release schedule were two Jerry Lewis comedies and several re-releases ( including Rear Window ). 

20th Century Fox had two epics in their late 1962 lineup: The Longest Day and Cleopatra, which was slated for an early 1963 release. The Spartans was due out in September, Gigot in October, and The Lion in November. 

The photos and posters are great to look at, but what I found most interesting about these books were all the films that were being promoted that later had their titles changed or their casts changed. For example, The Grand Duke and Mr. Pimm starring Glenn Ford and Hope Lange later became Love is a Ball; Not on Your Life starring Robert Preston and Tony Randall became Island of Love; Jason and the Golden Fleece became Jason and the Argonauts, and Gidget Goes to Paris eventually was changed to Gidget Goes to Rome. One can only guess what film Touch Fire-Catch Flame starring Cary Grant was ( Father Goose? ) or Monsieur Cognac starring Tony Curtis referred to.

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