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Vol. 40, No. 5
June 9, 1948
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THE ARCH OF TRIUMPH REPLICA, ASSEMBLED HERE, WAS THE FEATURE ATTRACTION IN THE RECENT "CRUSADE FOR CHILDREN" PARADE IN NEW YORK.
Support Is Strong For “The Arch’’
A Beauteous Parisian And A Replica Play Their Part In A Mammoth Ballyhoo
A Conover model stands in the Arch, thus giving an idea of its proportions. It weighs eight tons, and presented a major dismantling problem.
WHEN the history of the motion picture industry is written, it probably will be conceded that “Arch Of Triumph” was “one of the last of the big ones,” as far as the post-war period is concerned. With “Arch” and one or two forthcoming epics, the “lush” era comes to a close but good.
The Eric Maria Remarque novelistic sensation was turned into a $5,000,000 job by Enterprise Studios. Originally planned as a roadshow so that the producers and the distributors, United Artists, could see a decent profit, it became apparent on its completion that this was not the time for tickets ranging above the dollar mark, so the film is now being released generally at popular prices.
However, something had to be done by way of an epic promotional campaign to bring in the maximum amount of shekels. And one of the most stupendous cam¬ paigns ever put across for a film came into being.
One of the features of the production was the construction of an exact replica of the famed Arc de Triomphe overlooking Paris. French designers drew exact copies almost two years ago, and Hollywood craftsmen continued by building the Arch to the minutest detail. It stands 15 feet high, measures six feet wide, and is 10 feet long. It took nine workmen two complete days to dismantle the job when it was shipped from the coast to New York in four sections to aid in the selling of the production.
Then, Mile. Lise Bourdin, Parisian model and cover girl, was selected as “Miss Arch of Triumph,” and is following the film around as it bows through the nation, tieing in with a campaign to raise funds for the United Nations Aid For Children, an international charity organization, a most worthy cause.
Whatever the final result, Enterprise and United Artists have done a mighty and magnificent job.
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