Cinema: The Promotion of Marty

The block-square, million-dollar Shoppers Market in Santa Monica, Calif, was having its grand opening. Behind the butcher counter stood Actor Ernest Borgnine, a smile on his face and a meat cleaver in his hand. The man who proved, in Marty, that butchers are nice people, was being spurred on by throngs of movie fans and pressagents and a group of scantily clad models with placards announcing, "I Love Marty." Reporters, newsreel cameramen and photographers were on hand, and two representatives of the Santa Monica Bay District Meatcutters Union, Local 587 (the Amalgamated Meatcutters...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!