 The media blitz included about two dozen 30-second advertisements airing each night on prime-time network TV between June 18, 1975, and the film's opening two days later.Beyond that, in the description of film industry scholar Searle Kochberg, Universal "devised and co-ordinated a highly innovative plan" for the picture's marketing.As early as October 1974, Zanuck, Brown, and Benchley hit the television and radio talk show circuit to promote the paperback edition of the novel and the forthcoming film.