It's worth remembering that a movie being released in a 'double bill' was by
no means a sign that it was no good, or even a flop. On the contrary it was
a useful way of marketing films that were difficult, or outside the
mainstream, or belonged to a particular genre. In the UK all Jack Arnold's
sci-fi movies went out in double bills. These had their own loyal audience
and would fill the local Essoldo or Granada. Also 'film noirs' were aimed at
this perhaps more discerning market, not least because they tended to be no
more than 90 minutes long.
I can just about remember the poster for the UK release of 'Touch of Evil' -
it was the top half (i.e. the left hand side of the poster) of a Universal
double bill, the bottom half being a locally produced horror flick.
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