John Baxter - Steven Spielberg

‘Our early ads were our own,’ said Zanuck. ‘Spielberg himself shot one of them.’ They featured the image of a road leading to an empty horizon which he would use again for Close Encounters . In the middle distance was a police car. In the foreground, scattered over the centre line, were broken glass, handcuffs, a policeman’s Stetson, a handgun, a rifle and a teddy bear. The advertising copy was ambivalent: ‘It’s Not Every Day You Take a Ride Like This!’

These ads barely survived the press and trade screenings in the first weeks of March. ‘Our campaigns didn’t work,’ Zanuck admitted. ‘We learned that any ad with a gun is anathema to the East Side public on Third Avenue in New York City. On Broadway, however, show lots of guns. We learned a great deal.’

Zanuck and Brown took Sugarland , and Spielberg, to Cannes. Benchley was also in Europe to promote his novel, so the four men met in a cabana at the Hôtel Cap d’Antibes to chew over Benchley’s screenplay, which Spielberg was due to start shooting almost immediately. After Benchley left, the film-makers gloomily contemplated the chasm between their perception of Jaws

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