joint venture between Hollywood talent agents Craig T. Rumar and Larry Kubik, represented Stallone. He submitted his script to Rumar and Kubik, who immediately saw the potential for it to be made into a motion picture. They shopped the script to various producers and studios in Hollywood but were repeatedly rejected because Stallone insisted that he be cast in the lead role. Eventually, they secured a meeting with Winkler-Chartoff productions. After repeated negotiations with Rumar and Kubik, Winkler-Chartoff agreed to a contract for Stallone to be the writer and also star in the lead role for Rocky. United Artists liked Stallone's script and viewed it as a vehicle for a well-established star like Robert Redford, Ryan O'Neal, Burt Reynolds, or James Caan. Stallone's agents insisted that Stallone portray the title character, to the point of issuing an ultimatum. Stallone later said that he would never have forgiven himself had the film become a success with somebody else in the lead. He also knew that producers Irwin Winkler and Robert Chartoff's contract with the studio enabled them to "greenlight" a project if the budget was kept low enough. The producers also collateralized any possible losses with their big-budget entry, New York, New York (whose eventual losses were covered by Rocky success). The film's production budget ended up being $1,075,000, with a further $100,000 spent on producers' fees and $4.2 million on advertising costs. Pre-production Although Chartoff and Winkler were enthusiastic about the script and the idea of Stallone playing the lead character, they were hesitant about having an unknown headline the film. The producers also had trouble casting other major characters in the story, with Apollo Creed and Adrian cast unusually late by production standards. Real-life boxer Ken Norton was initially sought for the role of Apollo Creed, but he pulled out and the role was ultimately given to Carl Weathers. Norton, upon whom Creed was loosely based, fought Muhammad Ali three times. According to The Rocky Scrapbook, Carrie Snodgress was originally chosen to play Adrian, but a money dispute forced the producers to look elsewhere. Susan Sarandon auditioned for the role but was deemed too pretty for the character. After Talia Shire's ensuing audition, Chartoff and Winkler, and director John Avildsen, insisted that she play the part. Philadelphia based boxer Joe Frazier has a cameo appearance in the film. Outspoken boxer Muhammad Ali, who fought Frazier three times, influenced the