Okay, one more look back at the extraordinary legacy of films at the United Artists theater, with fond memories. This story is about movie competition. Ben-Hur and Spartacus, two mammoth productions, each a mature take on the sword and sandals offerings of the times, went toe-to-toe, when Spartacus was in pre-release marketing mode. Ben-Hur at the UA had already been playing for eight months, when Spartacus started buying ads in October, 1960. The Ben-Hur ads had been much smaller for a number of weeks after winning all those Oscars. But once Spartacus showed up in the amusement pages, the Metro-Goldwyn-Mayer office in Detroit was forced to go big once more. The Metro people or perhaps the Universal International team, requested that their ads be placed side-by-side or one above the other through the rest of the year.
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