The Treasure Of The Sierra Madre (1948)

on January 24, 1948 by BOXOFFICE Staff
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Humphrey Bogart is at his best in this grim, unrelenting adventure drama which winds a tortuous way through more than two hours of footage. Totally devoid of romance, the picture must depend on Bogart's draw, plus that of Walter Huston and Tim Holt. Both Huston, who gives a performance of Academy Award stature as a grizzly prospector, and his son, John Huston, who directed his own screenplay in down-to-earth, intensely realistic fashion, deserve the highest praise. However, the picture would benefit by judicious cutting. The intense heat, thirst and near starvation suffered by the three main characters may prove wearisome to some women patrons. Males will best appreciate this "red meat" fare. Two down-and-out Americans team up with an old-time prospector in an ill-fated gold-hunting expedition in mountainous Mexican country. Magnificent photography.

SELLING ANGLES:
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."

CATCHLINES:
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.

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