The year is 1969. 20th Century Fox is gearing up for the release of a Korean War comedy that no one expects to be a hit: MASH.
Their initial marketing strategy? Exploitative photos of shirtless actors and voyeuristic scenes. They even took a jab at the source material, Richard Hooker’s novel, claiming their movie was "faster, funnier, and more fantastic. ADVERTISEMENT
But then something unexpected happened. Sneak previews started generating buzz. Word of mouth spread like wildfire. Fox realized they had a potential goldmine on their hands.
They bumped up the release date by two months. January 25th, 1970, MASH premiered at the Baronet Theater in New York.
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