The full story will be linked to here when completed, but in chatting to Caroline it's clear that Penguin effectively bet the house on the success of the paperback of Funeral in Berlin, judging by the scale of the expenditure and the enormity of the marketing programme.
Tony Godwin was appointed as fiction editor of Penguin to boost the brand, which was coming under pressure from companies like Pan. He was to invigorate Penguin - not just the covers, but the marketing too. One of this first ideas - hire two planes to take journalists, reps and booksellers over to Berlin and see the city and film being made, having been met on the tarmac by none other than Harry Palmer himself, Michael Caine.
The stunt cost the company £15,000 - a massive sum at the time - but it undoubtedly helped sales to associated the paperback with the new film and the brand already building behind Len Deighton's name on the shelves.
As well as the press kit featured already on the Deighton Dossier website, Caroline shared with me other ephemera from this whole press event which gives a guide to the push behind the book and the cachet associated with both the film and Michael Caine, at the height of the 'sixties spy thriller trend.
Check the photos out below:
|A German phrase book given to the journalists|
|Guests were flown out in two planes from Southend Airport|
|The invitation sent out to booksellers and journalists|
|The press kit background to the film|
|The cover of the press kit|
|A crossword competition which ran in shops at the same time|
|A film premiere tie-in|