If Elvis Were Alive, He’d Sing ‘Are You Sincere’ : Television: ‘Tonight Show’s’ ad congratulating ‘Honeymoon in Vegas’ is seen by some as the latest shot in the Jay Leno-Arsenio Hall rivalry.

The makers of “Honeymoon in Vegas” hit the jackpot with more than critics and moviegoers last week.

The comedy, which shot to the top of the box-office charts in its opening weekend, received an unusual congratulations from Jay Leno and “The Tonight Show” in the form of a full-page ad on the back page of Wednesday’s Daily Variety.

In the words of a certain deceased rock ‘n’ roll star prominently featured in the movie, some entertainment insiders have “suspicious minds” about the sincerity of the show’s kudos for the success of the Castle Rock Entertainment-New Line Cinema film.

They said the real intent of the ad was to fire the latest shot in the bitter war between “The Tonight Show” and “The Arsenio Hall Show” to attract viewers to their respective late-night talkfests.

An executive at one major studio, who asked not to be identified, said the ad was definitely targeted at studios to draw a connection between the film’s performance and the three stars’ individual guest shots on the show during the week before the Aug. 29 opening.

Sarah Jessica Parker appeared on Aug. 25, James Caan on Aug. 27 and Nicolas Cage on Aug. 28. Usually only one star from a film will appear on a particular talk show within one week.

“It definitely speaks to how competitive things really are out there,” said the executive. “Each show has to do a little more to show they have the competitive edge. Not only are they willing to do whatever it takes to get the edge, but when it works out, they really want to get the word out.”

The rivalry between NBC’s “Tonight Show” and the syndicated “Arsenio” has increased dramatically since Johnny Carson’s departure last May. There have been reports of the shows pressuring guests into exclusive appearances, the release of misleading ratings and disparaging remarks between the two hosts.

The ad in the trade paper last week was comparatively subtle and low-key. The black-and-white ad featured separate photos of Caan, Cage and Parker with Leno. Above each performer was a caption: “Sarah Giggled,” “Nicholas Teased,” “James Cracked Up.” (Nicolas’ name was misspelled.)

The bottom of the ad read “The Tonight Show congratulates ‘Honeymoon in Vegas’ for its 1 box office weekend.”

The comedy, about a yuppie couple’s misadventure with a professional gambler on their way to the altar, grossed $7.3 million, knocking Clint Eastwood’s “Unforgiven” out of the top spot after three successive weeks.

A spokesperson for “The Tonight Show” said that there was no hidden message or slap at “Arsenio” intended with the ad.

“Our intent is to always have topical guests on the show, and we were fortunate to be able to book three of the stars,” said the spokesperson. “It all fell into place, and when it premiered, we were glad it wound up as number one. So we just wanted to congratulate everyone. That’s all.”

When “The Tonight Show” was hosted by Carson, the show never took out an ad congratulating a film for being a hit, said Peter Lasally, a former “Tonight Show” executive producer who is now executive producer of “Late Night With David Letterman.” Lasally declined further comment.

Publicists and other observers of the late-night scene said that it is uncommon for a late-night show to have three stars from the same film in the same week, although “Arsenio” has often played host to several stars from one particular film or television show on the same night.

Usually, early-morning shows are the principal programs to spotlight one film during a week by showing interviews with various stars.

“This certainly didn’t hurt the movie,” said Pat Kingsley, president of the PMK public relations firms, which did publicity on the film.

“The booking of all three in one week is very unusual, except for morning shows,” Kingsley said. “They’re saying they contributed to the success. But they’re telling us that all the time, not just in ads.”

Charlotte Kandel, vice president of publicity for Warner Bros. Pictures, agreed that the ad was unusual but said that she did not feel “The Tonight Show” was taking significant credit for the success of “Honeymoon:” “It got terrific reviews and terrific word of mouth. I would be surprised if they thought they were the sole reason. That’s not the point of view behind the ad.”

John De Simio, vice president of publicity and promotion for Castle Rock Entertainment, one of the makers of “Honeymoon in Vegas,” said he was surprised by the ad.

“It was a nice, happy surprise,” he said. “We did not know they would be doing that. I feel it’s encouraging that they feel they are participating in the marketing of the movie.”

But he and others associated with studios added they did not feel “The Tonight Show” had an advantage in a film’s promotion.

“We want maximum exposure in all available media,” De Simio said. “ ‘The Tonight Show’ is an important arrow in the publicity quiver. This time, it worked to our benefit. At the same time, our goal is to be on every talk show possible. Each film is a distinct situation and negotiation.”

The appearances of all three stars--none of whom is considered to be potent box-office material--on “The Tonight Show” was at least partially due to timing. “Arsenio” was on hiatus.

“If Arsenio had been on, Sarah Jessica Parker would have definitely gone on his show,” said a film executive.

Hall and others with his show could not be reached for comment on what they thought about the ad.

Some studio officials and publicists said that the ad will not have any effect in their dealings with the late-night shows. “We just couldn’t survive by playing favorites,” Kandel said. “Each show has its strengths and demographics.”