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SUPPLEMENT
The Producer
UA SHOWMEN KEEP THE CONTROVERSY BOILING
Typical of the aggressiveness of the United Artists promotional staff is its ability to come to firm grips with a thorny problem and, more often than not, end up by turning the situation to its advantage. That is exactly what happened in the recent heated controversy over publication of the "Anna Lucasta" ads in the Chicago dailies immediately before the picture's opening in that city. Turned down without an explanation by the editors, chief showman Roger H. Lewis leveled charges of "censorship of the press" which set off a small blaze and resulted in acceptance of the ads, with some minor changes in the copy. More important, from a promotion standpoint, the flames began to spread throughout the industry, and even beyond. Film BULLETIN published a feature story on the controversy, questioning the morality of the newspapers' attitude and commending UA for its decision to stand on its ads instead of "serving up a slice of Tennessee Williams to people looking for a pleasant family picture." Advertising Age picked up our story, and admitted that "there seems to be some merit to this argument " by Film BULLETIN.
Controversies about Anna have raged all over the world wherever the play has been staged. By now, everybody knows what kind of a woman she is... that there are woman like Anna -and always will be.
Soon you'll see her on the screen!
Q/Kim
Tht advertising which has been prepared (or this film has been rejected by this newspaper. The words that describe the woman known as ANNA LUCASTA will not be seen by the readers of this newspaper. World renowned as a stage play, ANNA LUCASTA was always controversial... but never successfully banned. As a film it is still utterly frank and still an exciting piece of entertainment.
Above: One of the special ads used to contest the Chicago newspapers' censorship of UA's regular campaign. Left: a teaser ad that plays up controversy angle.
A staunch advocate of the theory that movies in today's selective market must aim abo\e the so-called "12-yearold mentality, " Sidney Harmon has deli \ered, in "Anna Lucasta," what amounts to a vital, breathing testimonial to this position. Like his previous production for United Artists, "God's Little Acre", from the controversial Erskine Caldwell novel, "Anna Lucasta" bears the Harmon stamp of offbeat artistry. And this latest offering of the 51 year-old producer represents even more of an experiment, from its bold theme to its unusual casting.
The Director
Director Arnold Laven's road to success as a director has been marked by hard, grind-it-out experience ever since he began his film career in the mail room of Warner Bros, in 1940. In the Army he gained valuable practical know-how in a motion picture unit. In 1945, he returned to Hollywood as a script super\isor and dialogue coach, tried his wings in TV, then back to movie making. "Anna Lucasta" is the high point of his career thus far. Above, Laven explains a scene to star Eatrha Kitt, while Henry Scott looks on.
Page 20 Film BULLETIN December 22. 1958