Pressbook for 'The Long Goodbye', Robert Altman’s adaptation of Raymond Chandler’s sixth Philip Marlowe novel. 'The Long Goodbye' opened unsuccessfully, both critically and commercially, in America during March 1973, and was withdrawn a couple of weeks later by United Artists, the producing studio.The same cut was rereleased in October 1973 with a new advertising campaign, as set out in this pressbook, by Jack Davis, one of the five artists responsible for most of 'Mad' Magazine’s' hilarious movie parodies, and which uses the trademark 'Mad' splash page and word balloons to promote the movie. Parody as promotion, it seems unamerican to me. I wonder was it a first? 'Mad Magazine' movie parodies have happily reached institutional proportions: 495 since 1954, and counting.
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