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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.

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