Who knew Arnold Friberg’s art would ever be used as a publicity stunt for a major motion picture. The success of an extremely high-budget film like The Ten Commandments depended in large measure upon generating substantial publicity. Arnold Friberg was hired to produce 12 art pieces that would be used in a calendar. Paramount pictures made a deal with Brown & Bigelow Company, a giant in the calendar field. Today it is common for a movie company to partner with and another company to cross promote, but this was rare in the ’50s. Paramount stood to gain extensive publicity, and Friberg would collect royalties on the calendar sales, which were projected at close to fifty million copies. Each month had one of the 12 Biblical art piece.