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STUDIO SURVEY
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Harold Hecht confers with UA's Roger Lewis, advertising manager; Fran Winikus, national advertising, publicity and exploitation head; Mort Nathanson, publicity; and Mori Krushen, exploitation.
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Producer On The Move
TV star Ed Sullivan confers with Hecht and "Vera Cruz" stars Burt Lancaster and Gary Cooper.
Hecht, president, Hecht-Lancaster Productions, and UA vice-president Max Youngstein look over layouts of color ads for national magazines on "Vera Cruz" campaign.
Lige Brien, UA director of special events, shows Hecht colorful merchandising accessories for store
window and counter displays all over the country.
Hecht and James Hill, "Vera Cruz" producer, wind up a 29,000-mile location jaunt.
I Fehruary 16, 1955
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ri
Hecht-Lancaster’s current program of seven important features for United Artists release has made Harold Hecht, president of the fast-growing organiza¬ tion, one of the industry’s busiest execu¬ tives and a seasoned international traveler.
To PLAN, PRODUCE and promote “Vera Cruz,” the Superscope spectacle which is currently coining the greatest grosses in United Artists’ history, Hecht racked up more than 29,000 flying miles between UA’s New York home office, Hollywood and Mexico, where the big-scale action scenes were filmed.
Sandwiched between the producer’s trans-continental shuttle runs were a series of conferences with UA’s top-level executives and ad-publicity-exploitation
MOTION PICTURE EXHIBITOR
Hecht is greeted at the UA home office by Robert Benjamin, chairman of the board.
heads that resulted in a no-holds-barred, all-media campaign pegged on a whop¬ ping budget of $500,000.
The detailed handling from story idea to subsequent run has paid off hand¬ somely for both Hecht-Lancaster and United Artists. “Apache,” first release under the seven-picture package, was the Krim company’s top money-maker of 1954. “Vera Cruz” is expected to nose into the neighborhood of $10,000,000 be¬ fore the end of this year.
With two big ones in the bag and “The Kentuckian” and “Marty” being readied for UA release, Hecht is on the go again. This time it’s Europe, where he’s scouting locations for “Trapeze.” Italy’s Gina Lollobrigida has been set to co-star.