Word: paramounts
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...Jewel. No one markets a movie better than Paramount's own odd couple (see boxes pages 88 and 89). An industrial-diamond-in-the-rough, Yablans, 38, orders the world around like a drill sergeant and employs a primal scream as casually as most people sneeze. The slight, agile Evans, 43, given to longpoint collars and cashmere sweaters, projects a kind of artless charm and wide-eyed aestheticism. But he is as obsessive about what he wants and is credited with being the figure who has, in show-business parlance, turned Paramount around. He runs day-to-day production...
...decided we would avoid the old Louis B. Mayer v. Irving Thalberg-style battles for power," says Evans. "We wanted to be like brothers." To post some fraternal boundaries, the men decided to split tangible rewards evenly. Both have the same amount of Paramount stock and make equal base salaries (a reported $250,000). It is hard, however, for two aggressive men not to covet the major credit for a success as gaudy as Paramount's. A recent 16-page advertising flyer-approved by Yablans -for new studio productions displays his photograph but fails to mention Evans...
...setting." Yablans calculates that the "totally choreographed" campaign has created some 1.5 billion impressions of Gatsby in the collective moviegoing mind, a statistic as unprovable as it is absurd. More important to Yablans, who is tightfisted as well as two-fisted in his business dealings, "the price was right." Paramount has spent a mere $200,000 for publicity and promotion so far, and it dipped into its $1.5 million paid-advertising budget for the first time only two weeks ago. The rest has been free...
...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...