To promote the film, the "Los Angeles Herald-Express" serialized the film's script throughout April 1955. The film also received an extensive promotional campaign from United Artists, but they weren't sure about the best way to promote it because it didn't fall into any typical film genres, and the promotional material didn't give a good sense of what the film was about. However, one of the film's ads won an award for being in the top 50 best ads of 1954 from the American Institute of Graphic Arts. According to Paul Gregory, "absolutely no money was spent on promotion...United Artists didn't have the muscle, desire, or intelligence to handle the picture." He originally had the idea to tour the film "road show style", stopping at certain cities that were familiar with Laughton's plays, but he couldn't convince the studio.