Times with Sex Goddess

Amid the ad-rich thickness (12 sections, 5 lbs.) of last Sunday's New York Times, folded between the polite Book Review and the dignified Sunday Magazine, was a new, 16-page section that promised everything from history to sex--with four-color photography. The great stone face of Gary Cooper, garbed as a U.S. cavalryman (circa 1916) frowned from the cover, Vilma Banky and Marlene Dietrich appeared on pages 4 and 5, Rita Hayworth curved across pages 12 and 13.

The Times's Section 10 was a paid ad ($52,000) for Columbia's yet-to-be-released epic, They Came to Cordura, starring Cooper, Hayworth, Van Heflin and Tab Hunter. It was eloquent testimony to Columbia's big bet on Cordura--$250,000 for the book (about "Black Jack" Pershing's punitive expedition against Pancho Villa), $4,500,000 for the production. As for the Sunday Times, it might never completely recover its customary dignity after the headline on the Hayworth article: Sex Goddess Goes Straight. But Columbia feels the ad will "raise the stature of the movie business in general."

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