Behind the Scenes: “Flareup” (1969)

Says everything about Raquel Welch’s position in the global box office firmament that she was chosen to head up the launch of a new production company formed by J. Ronald Getty, son of the billionaire oil tycoon. Given she was a lot more affordable than the likes of John Wayne, Paul Newman and Doris Day, nonetheless in terms of audience recognition and fanboy delight, Welch was, thanks to endless magazine spreads, just about the best-known star on the planet, with a popularity among editors that came close to emulating Elizabeth Taylor at her Cleopatra-controversy height. While still the most popular cover star of the popular magazine, she also featured in a 10-page spread in Vogue.

Welch was at a box office peak. The success of One Million Years B.C. (1966) and Fantastic Voyage (1966) had catapulted her into the marquee stratosphere. Bandolero (1968), Lady in Cement (1969) and 100 Rifles (1969) consolidated her position and her involvement guaranteed her films opening in countries that weren’t so keen on private eye capers or even Frank Sinatra for that matter.

She was high on the wanted list for major studios – 20^th Century Fox had signed her up for Myra Breckenridge (1970) and Columbia for Dubious Patriots (renamed You Can’t Win ‘Em All, 1970, but minus her presence). Italian producer Franco Cristaldi had her in mind for An Average Man (not made either after she dropped out) with Karl Malden and Peter Falk.

Commonwealth United, another major start-up, had joined forces with her husband Patrick Curtis to make Tilda, based on the novel by Elizabeth Kate (Patch of Blue, 1965). And Curtwel, the Welch-Curtis production arm, had also set her to star in Laurie Lee in Movies, “a vicious Hollywood love story” to be directed by actor Robert Culp (Bob and Carol and Ted and Alice, 1969).

It didn’t seem odd at the time for someone more familiar with the oil business to be jumping into the Hollywood nest of vipers. The takeover splurge of the 1960s had seen traditional conglomerates such as Gulf & Western enter the movie business.  In fact, Getty was viewed as representative of “one of the most significant developments in the current trend of investment by leading industrial and financial figures.”

Getty (aged 34) teamed up with accountant Richard McDonald and veteran producer Leon Fromkess (57) to form GMF. Best known for Edgar Ulmer film noir Detour (1945), from an industry perspective Fromkess, a former production executive for Eagle Lion and Samuel Goldwyn, was admired for turning out low-budget numbers like Ramar of the Jungle (1952). Getty was determined not to plough a huge chunk of money into risky ventures.

“We intend to become a dominant factor in the industry,” he proclaimed. And like many outsiders considered Hollywood too bloated for its own good. “Sound business practices are equally applicable everywhere. Small hard-hitting outfits with a short chain of command can run rings round (the) major complex studio structures.”

Fromkess averred, “We are convinced that there is always a marketplace for films which are made independently, economically and in tune with today’s entertainment requirements.”

Welch and GMF turned out to be well-suited. The actress wanted to move away from the cheesecake roles on which her fame was based. And while the majors would have rejected the idea of Welch not spending an entire film in skimpy costume, or rolling around in bed with a co-star, or otherwise exuding sex by the inch, a newcomer would be more likely to allow concessions.

A budget of just $1.3 million, a substantial chunk of which ended up in her pocket, did not extend to providing her with a name co-star, so she was happy to be reunited with James Stacy, leading actor in her debut picture A Swingin’ Summer (1965), whose laid-back persona made a change from the testosterone heavy Jim Brown and Burt Reynolds and Hollywood veterans like  James Stewart and Frank Sinatra.

In this film she would not be viewed as an adornment, and in fact was able to exert her authority, demanding that the company change the ending so that she drives away on her own rather than end up as prospective wife. A woman who had just dispatched the villain by dousing him in petrol and setting him alight was hardly going to settle for hearth and home. (The cliché ending, it has to be said, was what made it into the final picture. But the finale chosen by the producers, rather than the one Welch assumed had been agreed, was an expression of male dominance. Originally, the boyfriend had agreed to accompany her to Mexico but when he got cold feet she drove off. And I have to agree that seemed an apposite end. Except, for no reason at all, she turns back.)

The film was shot on location in Las Vegas and Palm Springs with interiors at the Goldwyn Studios. The zoo, focus of a womanhunt, was the original Los Angeles Zoo which had closed in 1966. Although the soundtrack suggested some animals had been left behind, that was a construct. The Los Angeles go-go club featured had been a favorite talent-scouting spot for soft porn king Russ Meyer.

GMF aimed to be self-funding, turning to the majors only for their distribution know-how. It says everything about Raquel Welch’s box office prowess that MGM ponied up for global distribution rights just four months after Flareup began shooting, the studio, at that time, not known for pick-ups. With the tiny budget, that probably spelled immediate profit.

Despite its poor box office in the United States – only one week on the Showcase circuit in New York, with Elvis vehicle The Trouble with Girls (1969) in support – her face on the poster guaranteed the movie opened globally. MGM wasted no time sticking it out on the reissue circuit as a support and it was heavily promoted in the 1972 television feature film season.

While it may have not achieved its aims at the box office, her performance was noted more favorably by critics than ever before. Box Office opined it “proved her dramatic ability,” Kine Weekly maintained that “Raquel Welch who normally is not asked to rely on anything but her looks adds some acting to her performance” and even Variety agreed she did “a good job.”

GMF soon had five more movies set to go –  cop drama Brutes in Brass (later retitled Not Yet a Widow), comedy drama Charlie Olive, World War One adventures Zeppelin and Lion of Africa, and Sheila to star Brenda Sykes. In keeping with its lean operation, budgets remained  modest. Just $1.2 million was set aside for Charlie Olive, $1.25 million for Sheila. Recreating World War One was perceived as more tricky financially, Zeppelin budgeted at $1.7 million but topping out at  $2 million and Lion of Africa with $2.5 million. Warner Brothers had come on board as distributor.

While only two pictures – Zeppelin (1971) and Honky (1971, the former Sheila) of the initial five announced by GMF – went into production, Getty remained in the movie business, the company slimmed down to Getty & Fromkess for George C. Scott vehicle Rage (1972) and just to Getty Pictures for Jack Cardiff horror picture The Mutations (1974).

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