Word: selznicks
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People & Money. A.R.I.'s top-drawer clients include such shrewd and seasoned manufacturers as Sam Goldwyn, Walt Disney, MGM, David 0. Selznick, Hal Wallis, J. Arthur Rank, RKO. After ten years of cautious experimenting and testing, A.R.I, is equipped with everything from Gallup interviewers to electrical gadgets that measure audience boredom. Its trade lingo glitters with professionalisms: A.P. (Audience Penetration), Want-to-See, Don't-Want-to-See, Word-of-Mouth...
...actor, was thrust on a blond, dark-browed, sensationally handsome young man whose entire previous acting experience consisted of one movie bit part. Guy Madison, 24, ex-telephone lineman, was allowed a seven-day leave from the Navy in 1944 to speak a few lines in a David O. Selznick production. The volume of ecstatic bobby-sox fan mail (some 62,000 letters, many addressed simply to The Cute Sailor in Since You Went Away) was staggering...
...Year for Oaters. The first Successful storytelling movie made in the U.S., The Great Train Robbery (1903) was what the trade calls an oater-a Western. David O. Selznick's Duel in the Sun, which at $6,000,000 will outcost any other film ever made, is essentially another oater. Inspired less by Duel than by the end of war and the insatiable appetite for action, the major studios are this year spending some $20,000,000 on "class" oaters...
...David O. Selznick was bombarding U.S. cinemaddicts with ads about a movie they would not see for some five months, based on a book that few had read, about a subject (the Wild West) ordinarily reserved for B or C pictures. Reason for the early build-up of Duel in the Sun: to help pay the most colossal production-promotion costs in cinema history ($5,069,000 to date...
...Selznick's dizzy, gee-whiz advance publicity campaign is spearheaded by Anita ("The Face") Colby (TIME, Jan. 8,1945), and three other I.Q. glamor girls who know how to win friends and influence editors. The girls are already on the road, whooping up the picture's merits and trumpeting the number of Gone With the Wind records already shattered. Some of them: shooting time, eight months and three weeks, about a month more than Selznick's GWTW; extras and bit players, 3,000; nine stars, including Joseph Gotten, Gregory Peck, Walter Huston, Lillian Gish and Jennifer (Bernadette...