Word: paramount
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Dates: during 1970-1979
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...first big promotional step was getting Women's Wear Daily involved in Gatsby as a fashion goal for the 1973-74 season. It is doubtful that Paramount choreographed Designer Kenzo Takada's Paris show in October 1972, but the appearance of Kenzo's V-necked, red-and-blue bordered tennis sweaters and boxy white flannel pants was deftly followed by the announcement that the film was going to be made. Women's Wear Daily promptly translated Paris' le style tennis as "the Gatsby look," and the fashion publicity fairly snowed. It was a case...
...screenplay before it was a book. Evans talked Author Erich Segal into writing a novel from his original screenplay, and then spent $10,000-including cash doled out to studio employees to buy it in their local bookstores-to boost the book onto the bestseller lists. Only then did Paramount release the film...
First choice for an adapter was Truman Capote, but Paramount found his treatment "unacceptable." Godfather Director and Academy Award-Winning Screenwriter (for Patton) Francis Ford Coppola was brought in, and he turned in the script in three weeks...
...Robert Redford compares the set to a tent in the eye of a storm. "We just prayed we could get finished with our work before the tent crumpled in on us or was simply blown away. The storm, of course, was all of that hype and promotional bullshit Paramount arranged that threatened to destroy...
...actors, says Redford, were very much aware that Paramount was trying to steamroll a superhit and that they were expected to cooperate with the game plan by producing superhit performances. If the picture flopped, Redford understood only too well, "there would be a lot of whisperings about how Redford was wrong for the Gatsby role...