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Detail from 1974 Staff Art Show sign |
by F.T. Rea
On
a pretty day in July of 1971, I went to a construction site on the
north side of the 800 block of West Grace Street. It was mostly a big
hole in the orange ground between two old brick houses. A friend had
tipped me off that she’d heard the owners of the movie theater set to
rise from that hole were looking for a manager who could write about
movies. Most importantly, she said they wanted to hire a promotion-savvy
local guy.
Chasing the sparkle of that opportunity I
met David Levy at the construction site. He was the Harvard-trained
attorney who managed the Biograph Theatre at 2819 M Street in
Washington. D.C.
Levy was one of a group of five men
who had opened Georgetown’s Biograph in what had previously been a car
dealership in 1967. Although none of them had any experience in show
biz, they were smart young movie lovers whose timing had been impeccable
-- they caught a pop culture wave. The golden age of repertory cinema
was waxing and they picked the right town.
With their
success in DeeCee a few years later they were looking to expand. In
Richmond’s Fan District they thought they had discovered the perfect
neighborhood for a second repertory-style cinema.
A
pair of local players, energy magnate Morgan Massey and real estate
deal-maker Graham “Squirrel” Pembroke, acquired the land. They agreed to
build a cinderblock building just a stone’s throw from VCU’s academic
campus for the Biograph partners to rent. The cinema's owners had
decided to use the same longtime cinema-related name in Richmond as they
had in Georgetown. If it was good enough for D.W. Griffith it was good
enough for them a second time.
Some 10 weeks after my
first meeting with Levy he offered me the manager’s position. I don’t
remember how many competitors he said I beat out, but I can remember
trying not to reveal just how thrilling the news was. At 23-years-old, I
couldn’t imagine there was a better job to be had in the Fan District.
At the time I was working for a radio station, so I had to keep it a
secret for a while.
Levy and I got along well right
away and we became friends who trusted one another. He and his partners
were all about 10 years my senior.
Three years after
Richmond Professional Institute and the Medical College of Virginia had
merged to become Virginia Commonwealth University in 1968, there were
few signs of the dramatic impact the university would eventually have on
Richmond. Although film societies were thriving on campus in 1971, the
school was offering little in the way of classes about movies or
filmmaking. A few professors occasionally showed artsy short films in
their classes.
Mostly, independent and foreign features
didn’t come to Richmond. So, in 1971, the coming of the Biograph
Theatre to Grace Street offered hope to optimistic film buffs that even
in conservative Richmond the times were indeed a-changing.
My
manager’s gig lasted until the summer of 1983. Grace Street’s Biograph
Theatre closed four years later. A hundred miles to the north the
Biograph on M Street closed in 1996. David Levy died in 2004.
In
2014 there’s a noodles eatery in same building that once housed the
repertory cinema I managed for 139 months. Now it’s the oldest building
on the block.
*
On
the evening of Friday, February 11, 1972, the venture was launched with
a gem of a party. In the lobby the dry champagne flowed steadily as the
tuxedo-wearers and those outfitted in hippie garb happily mingled. A
trendy art show was hanging on the walls. The local press was all over
what was an important event for that bohemian commercial strip. The
feature we presented to the invited guests was a delightful French
war-mocking comedy — “King of Hearts” (1966); Genevieve Bujold was
dazzling opposite the droll Alan Bates.
With splashy
news stories about the party trumpeting our arrival the next night we
opened for business with a double feature: “King of Hearts“ was paired
with “A Thousand Clowns“ (1965). Every show sold out.
The
Biograph’s printed schedule, Program No. 1 was heavy on documentaries.
It featured the work of Emile de Antonio and D.A. Pennebaker, among
others. Also on that program, which had no particular theme, were
several titles by popular European directors, including Michaelangelo
Antonioni, Costa-Gavras, Federico Fellini, and Roman Polanski.
Like the first one, which offered mostly double features, each of the next few programs covered about six weeks.
Baby
boomers who had grown up watching old movies on television had learned
to worship important movie directors. Knowing film was cool; it could
get you laid.
The fashion of the day elevated certain
foreign movies, selected American classics, a few films from the
underground scene, etc., to a level above most of their more accessible
Hollywood counterparts. As I read everything I could find about what was
popular, film-wise, in New York and San Francisco I learned the
in-crowd viewed most of Hollywood’s then-current products as either
laughingly naive or hopelessly corrupt.
Or both.
What
my job would eventually teach me was how few people in Richmond
actually saw it that way in 1972. After the opening flurry of interest
in the new movie theater, with long lines to nearly every show, it was
surprising to me when the crowds shrank dramatically in the months that
followed.
As VCU students had been a substantial
portion of the theater’s initial crowd the slump was chalked off to warm
weather, exams and then summer vacation. In that context the first
summer of operation was opened to experimentation aimed at drawing
customers from beyond the immediate neighborhood.
That
gave me an opportunity to do more with a project Levy had put me in
charge of developing, using radio to promote it -- Friday and Saturday
midnight shows.
By trial and error we learned it took
an offbeat movie that lent itself to promotion. Early midnight show
successes were “Night of the Living Dead” (1968), “Yellow Submarine”
(1968), “Mad Dogs and Englishmen” (1971), and an underground twin bill
of “Chafed Elbows” (1967) and “Scorpio Rising” (1964).
With
significant input from the theater’s assistant manager, Chuck Wrenn,
who was a natural promoter, off-the-wall ad campaigns were designed
in-house. There were two essential elements to those promotions:
- Wacky radio spots had to be created and run on WGOE, a popular AM station aimed directly at the hippie listening audience.
- Distinctive handbills needed to be posted on utility poles, bulletin boards and in shop windows in high-traffic locations.
Dave DeWitt produced the radio commercials. In his
studio, Dave and I frequently collaborated on the making of those spots
over six packs of Pabst Blue Ribbon. Most of the time we went for
levity, even cheap laughs. Dave was masterful at producing radio
commercials; the best I‘ve ever met.
Now DeWitt lives in New Mexico and is known as the
Pope of Peppers. He has written dozens of cookbooks and countless articles about food.
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Handbill for the event |
On September 13, 1972, a George McGovern-for-president benefit was
staged at the Biograph. Former Gov. Doug Wilder, then a state senator,
spoke. We showed "Millhouse" (1971), a documentary that put President
Richard Nixon in a bad light.
Yes, I had been warned
that taking sides in politics was dead wrong for a show business entity
in Richmond. Taking the liberal side only made it worse. But the two
most active partners who were my bosses, Levy and Alan Rubin, who was a
geologist turned artist, were delighted with the notion of doing the
benefit. They were used to doing much the same up there. So with the
full backing of the boys in DeeCee I never hesitated to reveal my
left-leaning stances on anything political.
Also in
September “Performance” (1970), a somewhat overwrought but well-crafted
musical melodrama -- starring Mick Jagger -- packed the house at
midnight three weekends in a row. Then a campy, docu-drama called
“Reefer Madness” (1936) sold out four consecutive weekends.
The
midnight shows were going over like gangbusters. To follow “Reefer
Madness” what was then a little-known X-rated comedy, “Deep Throat”
(1972), was booked as a midnight show. While we had played a few films
that were X-rated, this was our first step across the line to hardcore
porn.
As “Deep Throat” ran only an hour, master
prankster Luis Buñuel’s surrealistic classic short film (16 minutes),
“Un Chien Andalou” (1929), was added to the bill, just for grins.
Although I can’t remember whose idea it was to play “Deep Throat” in the
first place, it may have been mine. But I’m pretty sure it was Levy who
wanted to add “Un Chien Andalou” to the bill.
It
should be noted that like "Deep Throat," Buñuel’s first film, was also
called totally obscene in its day. Still, this may have been the only
time that particular pair of outlaw flicks ever shared a billing ...
anywhere.
A few weeks after “Deep Throat” began playing
in Richmond, a judge in Manhattan ruled it was obscene. Suddenly the
national media became fascinated with it. The star of "Deep Throat,"
Linda Lovelace, appeared on network TV talk shows. Watching Johnny
Carson pussyfoot around the premise of her celebrated “talent” made for
some giggly moments.
Eventually, to be sure of getting
in to see this midnight show, patrons began showing up as much as an
hour before show time. Standing in line on the brick sidewalk for the
spicy midnight show frequently turned into a party. There were nights
the line resembled a tailgating scene at a pro football game. A
determined band of Jesus Freaks took to standing across the street to
issue bullhorn-amplified warnings of hellfire to the patrons waiting in
the midnight show line that stretched west on Grace Street. It only
added to the scene.
Playing for 17 consecutive
weekends, at midnight only, “Deep Throat” grossed over $30,000. That was
more dough than the entire production budget of what was America’s
first skin-flick blockbuster.
The midnight show’s
grosses conveniently made up for the disappointing performance of an
eight-week program of venerable European classics at regular hours. It
included ten titles by the celebrated Swedish director, Ingmar Bergman.
The same package of art house workhorses played extremely well up in
Georgetown, underlining what was becoming a painfully underestimated
contrast in the two markets.
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Handbill for the Richmond premiere in 1973 |
Even more telling, over the early spring
of 1973 a series of imported first-run movies crashed and burned. The
centerpiece of the festival was the premiere of the Buñuel masterpiece,
“The Discreet Charm of the Bourgeoisie” (1972). In what Levy and I then
regarded as a coup, gambling it would win the Best Foreign Film Academy
Award, he booked it in advance to open in Richmond two or three days
after the Oscars were to be handed out.
We had guessed
right, “The Discreet Charm of the Bourgeoisie” took the Oscar, but it
flopped in Richmond. The one-year-old cinema’s management team was more
than bummed out.
We were stunned by the extent of our miscalculation.
Money
had been put up in advance to secure a print, which was in demand
because it was doing brisk business in most other cities. The failure of
this particular booking and the festival that surrounded it finally
forced a serious reassessment of what had been the original plan. The
Georgetown Biograph couldn’t prop up its Richmond counterpart forever.
*
To
stay alive Richmond’s Biograph needed to make adjustments in it’s
booking philosophy. After much fretting on the phone line between M
Street and Grace Street the Faustian deal was struck -- another film was
booked that had been made by the director of “Deep Throat,” Gerard
Damiano. Significantly, this time the picture's distributor imposed
terms calling for “The Devil in Miss Jones” (1973) to play as a
first-run picture at regular show times, every night, rather than as a
midnight-only attraction.
At this point no one could
have anticipated what we were setting in motion by agreeing to expand
the availability of “adult movies” beyond the midnight hour. As we
hadn't been promoting our midnight shows in the same way we did our
regular fare, for the first time the title and promotional copy for a
skin flick was included on a Biograph program.
Then an
aggressive young TV newsman took Biograph Program No. 12 to Richmond's
new Commonwealth’s Attorney, Aubrey Davis. The reporter asked Davis what
his office was going to do about the Biograph’s brazen plan to run such
a notorious film, especially in light of the then-freshly-minted Miller
Decision on obscenity by the Supreme Court. (Miller basically allowed
communities to set their own standards for obscenity.)
Eventually,
the provocateur got what he wanted from the prosecutor -- a quote that
would fly as an anti-smut sound bite. Other local broadcasters jumped on
the bandwagon the next day. By the mid-summer evening “The Devil in
Miss Jones” opened in Richmond it had already become a well-covered
story.
Once again I saw what publicity could do. Every show sold out and a wild ride began. Matinees were added the next day.
On
the third day all the matinees sold out, too. By the fourth day the
WRVA-AM traffic-copter was hovering over the Biograph in drive time,
giving live updates on the length of the line waiting to get into the
theater. The airborne announcer helpfully reminded his listeners of the
upcoming show times.
Well, that did it!
The
following morning a local circuit court judge asked for a personal look
at what was clearly the talk of the town. Management cooperated with
his honor’s wishes and the print was schlepped down to Neighborhood
Theaters’ private screening room, at 9th and Main Streets, for the
convenience of the judge.
As Judge James M. Lumpkin
admittedly hadn’t been out to see a movie in a theater since sometime in
the 1950s, this particular moving picture rubbed him in the worst way.
Literally red-faced after the screening, the outraged judge looked at
Levy and me like we were from Mars.
Maybe Pluto.
Lumpkin
promptly filed a complaint with the Commonwealth’s Attorney and set a
date for issuing a Temporary Restraining Order, to halt further showings
as soon as possible.
The next day a press conference was staged in the Biograph’s lobby to make an announcement.
Every
news-gathering outfit in town bought the premise and sent a
representative. They acted as if what was obviously a publicity stunt
was news because it served their purpose to play along. After DeWitt --
who was then representing the theater as its ad agent -- laid out the
ground rules and introduced me to the working press, I read a prepared
statement for the cameras and microphones. (No record of this
performance is known to exist.)
The gist of it was that
based on demand -- sellout crowds -- the crusading Biograph planned to
fight the TRO in court. Furthermore, the first-run engagement of “The
Devil in Miss Jones” would be extended -- it was being held over for a
second week.
During the lively Q & A session that
followed, when Dave scolded an eager scribe for going too far with a
follow-up question, it was tough duty holding back the laughing fit that
would surely have broken the spell we trying to cast over the
reporters.
The TRO stuck, because Judge Lumpkin still
had all the say-so. “The Devil in Miss Jones” grossed about $40,000 in
the momentous nine-day run the injunction halted. Technically, the legal
action was against the movie, itself, rather than anyone at the
Biograph. Which obviously suited me just fine.
The
trial opened on Halloween Day. Lumpkin served as the trial judge too. I
was surprised that the person whose original complaint to the
Commonwealth’s Attorney had set the whole process in motion could then
hear the case. Objections to that affront to justice fell on Lumpkin’s
deaf ears.
*
On
November 13, 1973, Lumpkin put all on notice: If you dare to exhibit
this “filth” to the public, then stand by for certain criminal
prosecution. So it was that “The Devil” was banned by a judge in
Richmond, Virginia.
The plot to answer the judge's
decree was hatched in early January of 1974 in the office on the second
story, next to the projection booth. Having finished the box-office
paperwork, or whatever, I was browsing through a stack of newly acquired
16mm film catalogs.
As it was after-hours, the scent
of recently-burned marijuana may have been in the air when a particular
entry -- “The Devil and Miss Jones” -- jumped off the page. It was
instantly obvious to me the title for that 1941 RKO light comedy had
been the inspiration for the banned X-rated movie’s title -- “The Devil
in Miss Jones.”
It
should be noted that the public had yet to be subjected to the endless
puns and referential lowbrowisms the skin-flick industry would
eventually use for titles. This was still in what might be called the
seminal days of the adult picture business. Culturally, because there
was still a blur in the line between edgy underground films and outright
porn the somewhat oxymoronic term "porno chic" was in currency. It
didn't last long.
The prank's plan called for using
the upcoming second anniversary as camouflage. Early on, DeWitt and the
theater’s resourceful assistant manager, Bernie Hall, were in on the
scheming/brainstorming in the office. Then, in a deft stroke --
suggested by Alan Rubin over the phone -- a Disney nature short subject,
“Beaver Valley” (1950), was added to the birthday program, to flesh it
out.
The stunt’s biggest problem was security. The
whole scheme rested on the precarious notion that the one-word
difference in the two titles, which spoke of the Devil's proximity to
Miss Jones, simply wouldn’t be noticed. It was something like hiding in
plain sight. We believed people would see what they wanted to see, but
the staff fully understood the slightest whiff of a ruse would mean our
undoing.
Thus, absolutely no one outside our group could be told anything. No one.
The
Biograph announced in a press release on DeWitt’s ad agency letterhead
that its upcoming second anniversary celebration would offer a free
admission show. The titles, “The Devil and Miss Jones” and “Beaver
Valley,” were listed with no accompanying film notes. Birthday cake
would be free, too!
Somehow, a rumor began to circulate
that the Biograph might be outmaneuvering the court’s decree by not
charging admission. The helpful rumor found its way into print -- the
street gossip section of The Richmond Mercury. I don't know if they knew
what was really going on, or not.
The
busier-than-ever staff fielded all inquires, in person or over the
telephone, by politely reciting the official spiel, which amounted to:
“We can tell you the titles and the show times. The admission will be
free. No further details are available.”
The evening
before the event the phones were ringing off the hook. Reporters were
snooping about. One, in particular, stuck around trying to claw his way
toward the key to the mystery. In the lobby, as I manned my familiar
post at the turnstile, in a conspiratorial tone he said: “It has
something to do with the title, doesn‘t it?”
Uh-oh! He was getting too close. To fend him off I decided to take a chance.
So,
talking like one spy to another, I told the newsman that what was going
to happen the next day would be a far better news story than a story of
spoiling it the day before -- that is, if there really is a trick of a
sort in the works.
Gambling that it would work, I asked
him to leave it alone and trust that once it all unfolded he wouldn't
regret it. Fortunately, he agreed to say nothing and he kept his word.
His identity must remain a secret.
|
Feb. 11, 1974: 800 block of W. Grace St. |
Up until the box office opened no one else outside
our tight circle appeared to have an inkling of what was about to
happen. Amazing as it may sound, the caper’s security was airtight. It
was absolutely beautiful teamwork!
On
the day of the event the staff decorated the lobby with streamers and
balloons. We laid out the birthday cake. We tested the open keg of beer,
just to make sure it was good enough for the patrons waiting in line to
drink. Spurred on by hopes the Biograph was about to defy a court
order, by lunch time the end of the line along Grace Street was already
reaching Chelf's Drug Store -- which meant about 500 people.
It was suggested to me that we could eventually have a riot on our hands. What would happen if we lost control of the situation?
Nobody knew. That’s what made it so exhilarating!
My
collaborators on the staff that one-of-a-kind night on the job were:
Bernie Hall (assistant manager); Karen Dale, Anne Peet and Cherie Watson
(cashiers); Tom Campagnoli and Trent Nicholas (ushers); Gary Fisher
(projectionist). Some dressed up in costumes. Trent wore a clown mask.
In case trouble broke out he wanted to be able to take it off and
disappear into the lynch mob.
The box-office for the
6:30 p.m. show opened at 6 p.m. By then the line of humanity stretched
almost completely around the block. It took every bit of a half-hour to
fill our 500-seat auditorium. We turned away at least six or seven times
that number.
The sense of anticipation in the air was
electric as the house lights in the auditorium began to fade. Outside,
on the sidewalk, many of those who couldn't get in to the first show
stayed in line for the second show at 9 p.m.
The prank
unfolded in layers. Some caught on and left while “Beaver Valley” was
running. Most stayed through the first few minutes of “The Devil in Miss
Jones.” Only about a third of the crowd remained in their seats through
both movies. Afterward, there were lots of folks who said it was the
funniest prank that had ever happened in Richmond.
Of
course, a few hardheads got peeved. But since admission had been free,
as well as the beer and cake, well, there was only so much they could
say.
Even though those in line for the second show were
told about the hoax by people leaving the first show, the second show
packed the house, too. By then it seemed a lot of people just wanted to
be in on a unique event, to see what would happen and be able to
(honestly) say they were there.
The rush that came
from living in the eye of that day’s storm of activity was intense, to
say the least. After the second show emptied out, gloating over the
utter success of the gag, as the staff and assorted friends finished off
the second keg, was as good as it gets in the prank business.
|
The birthday cake was free while it lasted |
Meanwhile, thoroughly amused reporters
were filing their stories on what had happened at the Biograph. The next
day wire services and broadcast networks picked up the story. We
returned to business as usual with an Andy Warhol double feature.
A
few days later NPR’s All Things Considered went so far as to compare
the Biograph’s second anniversary prank to Orson Welles’ mammoth 1938
radio hoax. Which was fun to hear, but I had the good sense to tell the
interviewer that in comparison our stunt was "strictly small potatoes."
Congratulatory
mail came in from all over the country. Six months later the Biograph
closed down for a month to be converted into a twin cinema. With two
screens to fill the manager’s job became more complicated. As an
independent exhibitor, prank or no prank, it wasn’t always easy to rent
enough product to fill two screens. The repertory “mission” become
increasingly blurred over the next few years.
Thinking
back about what an effort it took just to keep the Biograph's doors
open in those days, now it seems like it was all sort of an elaborate
stunt … pranks for the memories.
* * *
Ed. Note: This piece is an excerpt of F.T. Rea's "Biograph Times," a work in progress, soon to be published.