Concentrate the selling campaign on Humphrey Bogart, who plays a dirty, unshaven character, and Walter Huston, whose garrulous characterization is outstanding. Play down the absence of love interest but use photos of Tim Holt and Bruce Bennett, both young and romantic-looking. Make tieups with jewelry shops for window copy reading: "Men Gave Their Lives For Gold in `Treasure of the Sierra Madre' but You Can Buy Gold Jewelry Here at Reasonable Prices."
Bogart at His Best in a Hard-Bitten, Straight-Shooting Portrayal... An Old-Time Prospector Outwits and Outlives Two Hardy Young Adventurers... The Lure of Gold Again Proves Man's Undoing... Action and Adventure in the Wild Mexican Hill Country. Bogart Without Bacall But With Breath-Taking Drama and Fast Action... Fate Plays a Trick on Three Gold-Hungry Adventurers... The Sierra Madre Gives Up Her Gold But The Elements Bring It Back. Warner Bros. 126 mins.