Joseph E. Levine's timing when he decided to capitalize on this low-budget Italian epic was so right that it has become a legendary example of film promotion. That aside, it's amazing still how the dynamic image of Steve Reeves and a multimillion dollar saturation campaign was able to make this one of the most profitable films of it's time. That bad word of mouth didn't kill this picture's boxoffice only goes to show you that kitsch can be appreciated when it delivers, and HERCULES is colossal kitsch that delivers sensational, fetishistic, sexist spectacle in it's cheapest, most primitive form. Tastelessly tasteful.