To confer on world exploitation of Quo Vadis, M-G-M last week brought its managers from 37 countries to Rome. But since no mere managers' meeting could possibly spark the proper promotional fire, M-G-M put on a $100,000 show called "Colossal Quo Vadis Conference" that nearly rivaled the blaze of the $6,500,000 picture itself.
When they arrived at Ciampino airport, the visitors got a preliminary taste of U.S. pressagentry. Robert Taylor's old Roman chariot led the planes off the runway and carried baggage to the waiting room. During the next few days the delegates:
¶ Took over Rome's Grand Hotel, where the ballroom had been turned into a massive theater lobby containing blown-up Quo Vadis displays, exhibits of tie-in merchandise, a seemingly endless 16 mm. trailer of the picture (which many of the managers had not yet seen). ¶ Attended a luncheon which wound up with a roaring tribute from a caged lion.
¶Went to a costume banquet enlivened by a group of pretty "vestal virgins" (Italian extras).
¶Shook paws with two three-month-old lion cubs named Quo and Vadis.
¶Were blessed by Pope Pius XII.
M-G-M decided at the conference that Quo Vadis will open this fall—at advanced prices—in theaters the world over (it is now playing only in the U.S. and London); MGM's home-office agents will personally supervise exploitation, e.g., parades of vestal virgins, chariot-borna gladiators charging through the streets. M-G-M has decided against using the Colosseum for the Roman premiere of Quo Vadis. Acoustics and lighting conditions are just not up to the picture.