Total Time: 63:37 - Chelsea Rialto Studios
Total Time: 63:37 - Chelsea Rialto Studios
Total Time: 63:37 - Chelsea Rialto Studios
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he most popular<br />
American illustrator<br />
of his era, Norman<br />
Rockwell, was engaged<br />
by 20th Century-Fox’s<br />
director of advertising and<br />
publicity Charles Schlaifer<br />
to create a painting for<br />
The Razor’s Edge to be<br />
used on billboards and in<br />
magazines and newspapers.<br />
Schlaifer had previously<br />
hired him to paint the<br />
promotion and advertising<br />
art for Fox’s The Song of<br />
Bernadette (1943).<br />
Rockwell is particularly<br />
famous for his over 300<br />
Saturday Evening Post<br />
magazine cover paintings<br />
that began in 1916 and<br />
ended 47 years later when<br />
he switched to Look magazine<br />
for a ten-year run. The<br />
earlier decades were when<br />
general interest magazines<br />
represented the dominant<br />
form of home entertainment.<br />
Rockwell’s sometimes<br />
poignant, sometimes<br />
humorous scenes of Ameri-<br />
cana depicted life as he (and his audience)<br />
wished it to be. Said the artist: “I unconsciously<br />
decided that if it wasn’t an ideal<br />
world, it should be.”<br />
Immensely prolific over the decades, he<br />
illustrated books, magazine stories, painted<br />
advertisements, Christmas cards, calendars,<br />
postal stamps, playing cards, murals, etc.<br />
The output had an emotional quality that<br />
gave personal meanings to many different<br />
kinds of people.<br />
Rockwell was commissioned to create<br />
the advertising art for a few films over<br />
the decades, including Orson Welles’ The<br />
Magnificent Ambersons (1942) and the 1966<br />
remake of Stagecoach.<br />
“Whenever we got the idea that we<br />
needed outside art, we always went to fine<br />
artists,” recalled Fox’s Charles Schlaifer.<br />
“Norman Rockwell’s art for Bernadette<br />
was one of the most effective pieces . . .<br />
ever created for a motion picture. When he<br />
said that he’d have to charge me a lot of<br />
money – ‘twenty-five’ – I thought he meant<br />
$25,000, but he meant $2,500.<br />
“I used him again on Razor’s Edge and,<br />
after Bernadette, every other film company<br />
hired him at $25,000 for a piece of work.”<br />
For The Razor’s Edge Fox launched the<br />
most extensive billboard campaign in the<br />
history of the corporation up to that time.<br />
—R.B.