reissue – The Magnificent 60s

Charlie Chaplin: All-Time Reissue King

Next month in my home-town of Glasgow, they are holding a centenary screening of Safety Last! (1923), the movie in which Harold Lloyd made his name. No doubt the centenary revival machine will swing into action for Buster Keaton the following year for The Navigator (1924). But nobody thought a couple of years back to revive The Kid (1921), the first great film by Charlie Chaplin.

It was always so ever since academics got their teeth into the silent era and decided which stars should be venerated and who should be left by the wayside. Luckily, for the public, academics weren’t in charge in the 1960s. For in that decade – as in the previous half century – Charlie Chaplin had reigned supreme in the silent move reissue business. This was in part because long after the industry had switched to talkies, Chaplin stuck to making his movies silent.

The Charlie Chaplin reissue phenomenon dated back to 1915 and was synonymous with his rise to instant fame. Cinemas that could not afford his new films promptly re-hired his old ones. Old or new the public didn’t seem to care. They flocked to the cinema just the same. When there was a production slump in the aftermath of World War One, Chaplin oldies were to the fore, as they were once again in 1921. In 1926 Pathe paid $500,000 for the rights to four pre-United Artists Chaplin oldies – as much as studios were paying to make a new film.

Part of Chaplin’s deal with United Artists, the studio he helped to form, was that he owned the copyright to his movies so he could control when they were revived and prevent another studio from bringing them back to capitalize on his newer movies. That didn’t always work out because he didn’t own the rights to most of his shorts, allowing a dozen to be reissued, with sound and music, in the 1930s.

With the advent of television, where other older stars, believing their careers were in abeyance if not at a full stop, succumbed to the financial lure of the small screen, Chaplin point blank refused. Oddly enough, it was the centenary angle that played into his hands in the 1950s. He was 70 in 1959, although that decade had not proved as welcoming to his new pictures, Limelight (1951) excepted, and he was so out of favor with the establishment that his name was not among the 1500 initially considered for the Hollywood “Walk of Fame.”

By this time he was viewed as an arthouse darling. His oldies were so successful in 1959 that Modern Times (1925) after its re-launch in New York transferred successively to larger arthouses, each time setting a weekly record with finally, in an unprecedented switch, it ended up on a Broadway first run house.

The 1960s saw a general revival of interest in comedians spurred by the Robert Youngson compilations, a jukebox of silent movie snippets.

But in 1963, Chaplin struck again, this with an original reissue format that proved catnip to arthouses, and eventually, mainstream. Key to this was the idea of a “season” of his films. This was a sea change. Arthouses regularly brought back old movies, but only for a day or two at a time, and screened in this fashion a “season” of a star or director’s old hits could run for two or three months.

Chaplin decided his movies should run individually for as long as there was public demand for each movie. In other words, they would play like a new movie in a major first run house, which could hold onto pictures for as long as the owner wanted, retained “by public demand,” until they were played out. The “season” would last as long as the public deemed fit.

The experiment was launched at the mainstream Plaza in New York with City Lights (1931). The record opening of $35,600 beat highs set by Never on Sunday (1960). All the rest opened at the high end of expectations, figures met in Variety’s weekly box office roundup with headlines of “socko” or terms of disbelief. By letting the “retained by public demand” notion run to its limit, the entire season ran for 41 weeks – longer than most roadshows – and collected receipts of $658,000, as much as a long-running roadshow without any of the financial investment. It was boom-time for arthouses.

Amazingly enough, the story was repeated in the 1970s after former Columbia sales chief Mo Rothman paid $6 million (plus a percentage of the gross) for world rights to Chaplin oldies for 15 years. US rights were hived off to independent producer Oliver Unger who set about marketing The Chaplin Festival. Unger was something of a marketing whiz. He tied up a deal with the Arts Guild circuit in 15 cities – in arthouse terms this was as close to wide release as you could get. He organized a six-page feature in Vogue and a nationwide tie-in with Franklin Simon stores.

The re-launch was helped by news Chaplin would visit New York for the first time in two decades, receive a special Oscar in 1972 and finally be inducted into the Hollywood Walk of Fame. Unger lined up radio play of songs from the films and an album by Dave Brubeck consisting of theme music. As another publicity gimmick, he dreamed up a special rating – “E” for Everybody. He came up with the idea of discount tickets – in Chicago alone 34,000 moviegoers opted for the cheaper season ticket.

The consequence of Unger’s endeavors was that before the first movie was even screened he had tied up bookings with 36 cinemas for the Chaplin Festival. Modern Times (1936) was selected to spearhead the Festival, opening on December 18, 1971, at the 580-seat Lincoln Art Theater in New York to a record opening week of $26,000, an achievement repeated across the country. Modern Times ran for 14 weeks in New York and Boston. The series was so successful that the last film in the season, The Great Dictator (1940), didn’t hit New York till June 1972 and scored an opener of $26,800 and ran for another 10 weeks.

The arthouse runs were so successful that Unger managed to sell the concept to Columbia for $2 million. That shifted emphasis from arthouse to first run and showcase (multiple-run in a city or region). Modern Times beat Gone with the Wind to the title of the oldest film given showcase release in New York. Modern Times ran two weeks in showcase. The Great Dictator did so well in showcase it was the first silent film to appear in the weekly box office Top Ten. Limelight also went down the showcase route. The movies were also shown on airlines.

Later in the 1970s Paramount acquired many of Chaplin’s earlier shorts and sent them into the 16mm university campus market. Towards the end of the decade, with Chaplin to the fore, Kino international created a Silent Clowns Festival to coincide with the Water Kerr book of the same name. It ran for five weeks at the Eighth St Playhouse in New York.

Without doubt Chaplin was the all-time reissue champ. For over six decades, the public turned out in droves to see his movies and his revival box office was more than all the other silent stars in reissue combined.

SOURCE: Brian Hannan, Coming Back to a Theater Near You: A History of Hollywood Reissues, 1914-2014 (McFarland, 2016), p10, 20, 22, 23, 25-29, 32, 35, 37, 39, 40, 70, 75, 193, 212, 222, 232, 255, 256, 281, 285. In the book – which runs to 250,000 words – there are pages and pages of references to Chapln reissues so forgive me if I don’t quote them all here.

The Magic Vault – Return of the Reissue

You are probably aware by now that Hollywood reckons the very movie to fill the Valentine’s Day gap this year is the love story that took Leonardo DiCaprio and Kate Winslet to a watery grave – Titanic (1997). The date might be a surprise but with Avatar: The Way of Water conquering box offices worldwide a re-run of his previous gigantic success was always on the cards.

What might come as a shock is how much Hollywood has come to rely on oldies to fill gaps in the release schedule – so much so that a reissue of a biggie has been slated for every month in the forthcoming year. As you are probably aware from my discursive writings on the subject, the reissue has been a staple of the industry since the 1960s, and as often as not appearing when stocks of new films were at a low ebb.

Covid was an unexpected production disaster and with new films in short supply and audiences falling short of the norm the studios felt it better to hold on to big films until cinemas were back to something approaching normality. Thank goodness someone in Hollywood can count because anniversaries make up a hefty chunk of the excuses to trot out old pictures. Anniversary used to mean a celebration of a classic made 25 or 50 years ago, but that notion has been taken to extremes, so any year seems fair game, 20^th, 45^th now pretty common.

But anniversary was not in the main the driving force last year. Some pretty big fish were summoned from the vaults to work their magic. The original Avatar (2009) brought in another $76 million worldwide – positioning it just outside the global top 50 for 2022. Interstellar (2014) knocked up another $72 million, Harry Potter and the Chamber of Secrets (2002) $45 million, Leonardo DiCaprio in Scorsese’s The Wolf of Wall Street (2013) worth an extra $14.8 million and the original Jurassic Park (1993) added $10 million to the coffers.

What must have seemed like nothing short of frantic experiment clearly struck a chord with audiences, so studios are taking to the reissue on a regular basis.

For a time it was Casablanca (1942) that had been the unexpected filler of the St Valentine’s Day gap. But it could hardly compete with Titanic, but rather than lose the opportunity for another annual outing, this has been re-scheduled for the beginning of March.

In April there will be a further chance – in a genuine 25^th anniversary big bang- to see Jeff Bridges and John Goodman in the Coen Bros cult favorite The Big Lebowski (1998). Musical Grease (1978) – 45^th anniversary? – with John Travolta and Olivia Newton-John is the May pick. Hardly an unusual notion this, Grease has already had more than its fair share of reissues.

You might think it’s Travolta again in June, in Hairspray (2007), but actually it’s the John Waters original, made in 1988 – 35^th anniversary!! – that became the basis of the Broadway musical. It boasts an all-time cracker of a cast – Sonny Bono (of Sonny & Cher fame), Divine (Pink Flamingos, 1972), pop star Debbie Harry (Videodrome, 1983) of Blondie, future talk show host Ricki Lake in her movie debut, and comic Jerry Stiller (father of Ben).

For the holidays what could be better than a 40^th anniversary outing for National Lampoon’s Vacation (1983). Chevy Chase and Beverly D’Angelo fire up their engines for July and look out for Eugene Levy, John Candy, Jane Krakowski and Christie Brinkley in small parts.

It’s a straight-out 50^th anniversary slam-dunk for Enter the Dragon (1973), the kung fu actioner that cemented Bruce Lee’s reputation and sent the world into a brief glorious paroxysm of kung fu exploitation vehicles that even impinged on James Bond. Catch it in August.

You’d never guess it’s 35 years since Rain Man (1988), but don’t worry that will surely form the main plank of the marketing for its revival in September. Tom Cruise is of course still a big noise, less so Dustin Hoffman and director Barry Levinson, but they both won the Oscar, and fans of Hans Zimmer (Oscar nominated) will be more than happy to celebrate the score that brought him worldwide attention.

There’s been more than enough publicity attached to the filming of The Birds (1963), what with Tippi Hedren’s accusations of her treatment, but this 60^th anniversary re-release might provide opportunity to reassess what I consider to be Alfred Hitchcock’s greatest achievement. That’s out in October.

Al Pacino’s turn as Cuban gangster Tony Montana in Brian DePalma’s Scarface (1983) – 40^th anniversary – was not a huge hit at the time, audiences too easily put off by the violence and the over-the-top performance, but it’s now become a cult classic so expect big numbers to turn out in November.

Rounding out the year, unless someone can come up with something bigger/better before then, is A Christmas Story (1983) – 40^th anniversary. You’ve probably forgotten all about this unless you can remember this is where the iconic “tongue frozen to flagpole” idea originated. Directed by Bob Clark, perhaps in reparation for Porky’s (1981), it sees Melinda Dillon (Close Encounters of the Third Kind, 1977) as the mother appalled her son wants a BB gun for Xmas. Wonder how that idea will play out these days!

I am already trawling through any film made in a year ending in 4 or 9 to see what Hollywood can base an anniversary re-showing on for 2024.

Oldies Every Day of the Week

In the 1960s you could watch old films in the cinema in virtually every country in the world every day of the week. Except in the United States, television had not impacted so much on the availability for booking films made within the last decade, so there was generally plenty of scope to operate a picture house that specialized in old movies. They were called “repertory” theaters. Of course studios dipped in and out of the repertory business themselves, yanking out of the vaults old blockbusters, but on an irregular basis, that particular supply rapidly diminishing as old movies were sold off for small screen presentation.

Pre-television, in the United States in the 1940s a small industry had grown up, both in distribution and exhibition, either buying up the rights to old movies and recycling them as instituted by the Producers’ Releasing Corporation and Realart and PRC or establishing mini-chains of cinemas like the Academy of Proven Hits. But when television made such big inroads into old stock in the U.S. you were more likely to find old pictures turning up in arthouses, and even then that was limited to known attractions like Garbo and Bogart and occasional retrospectives of Bette Davis and Joan Crawford. Or arthouses would slip in a series of oldies one day a week.

In the 1960s “no cinema in the United States except the Thalia in New York and the Cinema Guild in Berkeley has ever made a serious attempt at presenting cinema repertory.” Occasionally, a U.S. distributor acquired a bundle of old pictures as the basis of an ongoing program distributed through arthouses, such as the 27-film series from Janus or Tom Brandon’s batch of 75. Paris, on the other hand, was a paradise for lovers of old movies.

The 1960s saw the beginning of the film studies phenomenon, so cinemas showing old movies found new custom. Prior to that, the most common way to view classics was via a film society, another booming sector. While boasting four million members worldwide, access was limited to one movie – in 16mm not 35mm – a week for one screening only and a program that ran for about half a year.

Surprisingly, Britain was at the forefront of the repertory industry. When I was growing up in Glasgow in the 1960s I was astonished to discover a commercial chain – the Classic – operating three cinemas in the city center. Two of the operations, the Classic Grand and the Tatler Classic, while retaining the company name gradually shifted into the sexploitation business, the latter as a private members’ club. But the flagship Classic, just down the road from the Odeon, one of the city’s most prestigious houses, ran a weekly program of old films.

At the start of the decade, Classic operated ten cinemas in London and another 80-plus throughout the United Kingdom. Programmes changed midweek if showing just one film while a double bill would run a full week. Several cinemas ran late night screenings, usually on a Saturday, but these could also be found on a Wednesday or Thursday.

Sometimes the movies shown were foreign, other times there might be a short season of Marx Bros comedies or Hitchcock thrillers, but mostly they were British or American pictures whose quality or reputation suggested they deserved repeat viewing on the big screen. One print would be enough to feed the entire system, shunted from screen to screen.

Quite a few of the films would be hired on a flat fee basis, no sharing the box office with a distributor or studio. Older audiences, fed up with the sex and violence prevalent in current movies, took refuge in safer, older films. Younger audiences, wanting to catch up with great films, found the screenings an unexpected bounty, especially to see them projected in their original dimensions.

Just how old the offerings were varied. In 1968 over the period March 10-April 6 the youngest film presented on the Classic chain was Bonnie and Clyde (1967), the oldest Animal Crackers (1930), The Lady Vanishes (1938), Carol Reed’s The Stars Look Down (1940) and The Song of Bernadette (1943). In between you could choose between The Third Man (1949), Barbara Stanwyck as The Cattle Queen of Montana (1951), Viva Zapata (1952), The Brides of Dracula (1960), Billy Liar (1963), The Birds (1963), The Pawnbroker (1964) and Peter Sellers comedy After the Fox (1966).

On the foreign front, you could sample Vilgot Sjoman’s My Sister, My Love (1966), Godard’s A Woman Is A Woman (1961), offbeat French film Do You Like Women (1964) about cannibals owning a vegetarian restaurant, and Elke Sommer and Virna Lisi in Four Kinds of Women/The Dolls (1965). It was relatively easy to structure programs to cash in on a current picture by, for example, Peter Sellers or Marlon Brando or directors such as Alfred Hitchcock or Carol Reed.

By the 1970s repertory cinema was booming in America, 400 theaters in operation, major cities accommodating several, while in Britain the Classic chain was acquired by the Tigon production company.

SOURCES: Brian Hannan, Coming Back to a Theater Near You (McFarland, 2016) p48-49, 54, 63, 72-73, 77, 80-81, 72; Gideon Bachmann, “A New Generation of Critical Fans,” Variety, June 1, 1960, p5; Advertisement, Films and Filming, October 1961, p2;“One Night Revivals Add to Arthouse Profits,” Box Office, June 29, 1964, pA3; Gideon Bachmann, “International Film Societies Number 2,500,” Variety, April 20, 1967, p13; “Films in Repertory Set for Reade-Sterling House,” Box Office, February 8, 1965, pE5; “Brandon Lines Up Chain of 30 Arties for Medleys of Oldies and Offbeat Pix,” Variety, Septmeber 6, 1967, p5; “Repertory,” Films and Filming, April 1968, p23;“Squeeze More Coin on Last Run of Classic Films,” Variety, April 24, 1968, p7; “Classic Try Switch To Cinema Club,” Kine Weekly, February 8, 1969, p6; “Tigon Aims Complete Classic Deal by End July,” Kine Weekly, June 12, 1971, p3; Marianne Cotter, “Survival of Revival House,” Box Office, March 1, 1993, p24.

Cate Blanchett and The Shawshank Redemption

I assuming you know that the famed Stephen King novella on which the Tim Robbins/Morgan Freeman picture was based was originally entitled Rita Hayworth and the Shawshank Redemption, the poster of that movie goddess used in that version by the wannabe escapee to cover the hole he was making in his prison cell wall.

I’m making a connection to Cate Blanchett because The Shawshank Redemption (1994) was a critical success, seven Oscar nominations including Best Picture, but so conspicuously failed at the box office that it was scarcely shown abroad and only won an audience, and made more than its money back, on DVD and latterly became the poster boy for flops that somehow make a financial comeback.

Tar had all the critical support – with the exception of me, of course – that a movie could wish for and will at least pick up an Oscar nomination for Blanchett. But now that DVD is dead in the water, there’s virtually no chance of it making enough thereafter to cover the losses which are currently in the region of $30 million.

Movies used to have what was known as a “long tail,” meaning that initial box office was only one part of the equation. And a small part at that if the movie was a blockbuster. Reissue and sales to DVD, video rental, television, syndication, and early streaming services on a global scale sometimes amounted to as much as 90% of its overall earnings, especially bearing in mind that VHS/DVD in particular had various levels of revenue.

A big title might first be sold to video rental companies forking out $59.99 for the privilege and the bigger the title the more copies were purchased, so a blockbuster might easily have reaped $20-$30 million on that go-round. Then when it was released to the public, a big film would cost big money – $29.99 to $39.99 – and once that tier had done its job, the movie would be progressively sold in lower price brackets then repackaged again to supermarkets and bargain bins. More recently, the Director’s Cut, remastering and monetising anniversaries have added to that food chain.

Television went through several tiers as well. Studios never actually sold any movie to the small screen. They leased them. Usually for a period of time, say three years, and a limited number of screenings, often just two. And once that deal was done, they leased them again, and again and again. Until streaming killed off the majority of this market, movies made in the 1960s could have been leased a dozen times to television networks and even more in syndication. Cable would pay good money for a slice of that action.

Television famously put The Alamo (1960) and Cleopatra (1963) into the black and then the combination of TV, VHS/DVD, cable etc, made them substantial profits. And studios could always wrap them up as a library and sell them off to movie-hungry stations like TCM. Imax and 3D provided reissue opportunities at the start of this century, but these days a return to a movie theater would be a seriously limited proposition and open only to major successes like The Godfather (1972).

But, in terms of redemption-sized income, virtually all those avenues have disappeared. And critics don’t have the power to turn on the money taps. I’m sure Chantal Akerman’s Jeanne Dielman…(1975) which came out of nowhere, though probably the result of a social media coup, to top the once-in-a-decade Sight & Sound Critics Poll, will bring in extra bucks, no matter that it will scarcely register on streaming and DVD sales will be limited to the arthouse fraternity.

Alfred Hitchcock is often touted as the Comeback King when Vertigo (1958) climbed to the top of the Sight & Sound Poll after initially being largely discounted in that particular race. But in the first place, Hitchcock had already been a box office giant. A very small number of his pictures lost money on initial cinema release and his “critical redemption” if you like was anything but. He achieved Sight & Sound dominance because five of his greatest pictures had been kept from public view for over two decades. When they appeared, in one of the great reissue stories, the public flocked to see them on the big screen, and on subsequent DVD release so it was from there that a new wave of critics found the films contained far more art than previously ascertained.

So, back to Tar – and other box office duds like Corsage ($2.7 million worldwide) and Empire of Light ($3.2 million). Where does it go from here?

One option is tax write-off. The companies that invested in it in the first place might have done so to avoid handing over profits to the taxman. Conversely, they can use losses to offset a future tax demand.

But that’s hardly going to stimulate the movie-making market.

Studios used to test-market films but now production companies like these shovel their pictures into an endless maw of film festivals where their movies receive the kind of reception that fills them with glee but turns out to be the opposite of what the public – even the arthouse public – actually wants.

Riding the Bond Reissue Bandwagon

The 60^th Anniversary celebration of the James Bond phenomenon in British cinemas that has been running for a few months now sent me back to examine the extent of the James Bond Reissue Double Bill.

As I mentioned a few weeks back, the Dr No (1962)/From Russia with Love (1963) revival in 1965 kicked off the biggest-ever demand for a screen character, one of whom the public never seemed to grow tired, certainly for the next decade until the first of the series were sold to television. Prior to United Artists’ approach with the Bonds, unless a picture had Oscar-driven box office power it would not even be considered for revival for around seven years, considered a generation in audience terms.

In Britain, the movies were guaranteed circuit releases on the Odeon chain. However, contrary to the approach in the United States, the movies were not thrown back into circulation right away and it wasn’t until three years later that the next double bill – Goldfinger (1964)/Thunderball (1965) – put in an appearance. But thereafter, there was no stopping the Bond bandwagon. In 1969 You Only Live Twice (1967) went out with either From Russia with Love or Dr No (cinemas could choose their preferred pairing).

In 1970, United Artists took a break from the Sean Connery reissue business by concentrating on the studio’s other big male star Clint Eastwood, doubling up For A Few Dollars More (1965) with A Fistful of Dollars (1964). But by 1971 it experimented with playing Connery and Eastwood together, first pairing You Only Live Twice/A Fistful of Dollars and later the same year Goldfinger/For a Few Dollars More. But in 1972 the studio reverted to type with Thunderball/Dr No and the following year Diamonds Are Forever (1971)/From Russia with Love.

In 1974 it was You Only Live Twice/Thunderball and few months later Dr No/Goldfinger. Come 1975 it was time for two of the later offerings to enter the revival business – Live and Let Die (1973) and On Her Majesty’s Secret Service (1969) followed at the end of the year by The Man with the Golden Gun (1974) and Live and Let Die. The next year brought a programme change – Diamonds Are Forever teamed up with new Bond Roger Moore in the non-Bond adventure Gold (1974).

In 1977, for the first time in nearly a decade the Bond reissue was absent from British cinemas although the following year saw a re-teaming of Live and let Die and The Man with the Golden Gun. But that pretty much spelled the end of the annual James Bond double bill, television by now too quickly eating up new product.

The British approach was almost conservative compared to the way the Bond revivals were handled in the US. After the sensational performance of Dr No/From Russia with Love in 1965 U.S. exhibitors had to wait only a year for Goldfinger/Dr No. United Artists showed little restraint, following a policy of “play them till they drop,” and launching the Connery/Eastwood combo in 1968 with You Only Live Twice/The Good, the Bad and the Ugly (1967) plus a straightforward Connery item Thunderball/From Russia with Love the same year followed by Goldfinger/Dr No in 1969.

In the U.S. the year of the missing Bond reissue was 1970. But in 1971 United Artists reissued two Bond dualers six months apart. First out was Thunderball/You Only Live Twice and then Dr No/From Russia with Love. Ahead of the television premiere of Goldfinger in September 1972, UA brought back Goldfinger/From Russia with Love and then the triple bill (“Spend a Night with James Bond!”) of Goldinger/Dr No/From Russia with Love plus a double bill of Thunderball/You Only Live Twice, the last program incidentally knocking up a colossal gross of $122,000 – equivalent to $853,000 now – from 14 houses in New York in its opening week.

But the bonanza came to an end when television ponied up $17.5 million – equivalent to $126 million today – for the first seven pictures in the series. And this was before residuals kicked in from VHS, television resale and syndication, DVD, cable and streaming. Even when the MCU can guarantee billion-dollar revenues from many of its movies it’s doubtful if any one of its blockbusters made as much money as the best of the Bonds in their lifetime, much of that extra revenue coming from the way the revivals proved the enduring popularity of the series.

SOURCES: Allen Eyles, Odeon Cinemas 2: From J. Arthur Rank to the Multiplex (Cinema Theatre Association, 2005) p211-220; Brian Hannan, Coming Back to a Theater Near You (McFarland, 2016) p147-151, 175-177, 227.

Behind the Scenes: “The Blood Beast Terror” (1968)

Sherlock Holmes vs Sherlock Holmes was the initial tantalizing casting prospect. Basil Rathbone, the most venerated actor to don the distinctive deerstalker, and Peter Cushing, just signed up by the BBC for a new 16-episode series, the former signed to play the villain, the latter his nemesis in a film that started out with the title of The Death’s-head Vampire, the first film by a new production shingle Tigon Films.

While Tigon was new, with a distinctive logo, its driving force was well-known British producer Tony Tenser who with partner Mike Klinger had initially specialized in exploitation pictures with titles such as Naked as God Intended (1961) and London in the Raw (1964). The pair split after the artistic and commercial success of Roman Polanski’s Cul de Sac, Tenser initially setting up under his own name for Mini-Weekend/Tomcat (1966), mining the exploitation vein as before, and The Sorcerers (1967) a new venture into the horror market. Expanding the business with fresh capital and new partners, Tigon was born.

*Supporting feature to “Witchfinder General” on ABC circuit release in Britain.*

Explaining the new departure, Tenser said, “Films needs to be inexpensive. They need to sell, they need to appeal to an international audience, and one subject that always finds a market is horror.” Horror budgets were low, the genre did not require big stars, and the films had a surprisingly long shelf life.

First movie on the new company’s agenda was not The Death’s-head Vampire. Instead, Tenser had hooked Raquel Welch for a ghost story The Devil’s Discord to be produced by her husband Patrick Curtis, who had performed a similar task on The Sorcerers, and star Peter Cushing (The Skull, 1965). When that fell through, he held onto Cushing for a proposed Horror of Frankenstein and when that also bit the dust turned to him for The Death’s-head Vampire on a budget of just £40,000 (about $100,000). Offered the choice of playing villain Dr. Mallinger or Detective Inspector Quennell, the actor plumped for the “goodie,” Basil Rathbone lined up for the other role. The concept of older man/younger woman with action concentrated on an isolated house and the surrounding countryside was a horror trope.

Vernon Sewell (Strictly for the Birds, 1964), entering his third decade as a director, had worked with Cushing on Some May Live (1965) and was primarily known for low-budget and B-movies, and more importantly from Tenser’s perspective, sticking to a budget without any artistic pretensions or improvisation. He didn’t waste time on anything that would not be captured by the lens. He was calm on set, “nothing fazed him.” Cushing was a kindred spirit, never complaining, except famously, on this picture, when he told Sewell it was the “worst picture” he had ever made. The pair, however, had a very good working relationship to the extent that Sewell never offered Cushing any advice on the role –“he didn’t need my input.”

*The Sherlock Holmes connection is promoted in this poster*.

Just over two weeks before the August 1967 start date, Basil Rathbone died of a heart attack. Robert Flemyng, the last-minute replacement, was Cushing’s opposite, complaining all the time. The cast was rounded out by 32-year-old Doctor Who star Wanda Ventham (mother of actor Benedict Cumberbatch) and 18-year-old Vanessa Howard whose career highpoint thus far had been a duet with Cliff Richard for a television presentation of Aladdin (1967).

Interiors were shot at Goldhawk Studios, a converted three-story building in London’s Shepherd’s Bush, with exteriors at Grims Dyke, the former home of W.S. Gilbert, in north-west London. The 19^th century manor house had lain empty since 1963.

Roger Dickens, who had cut his teeth on Thunderbirds Are Go! (1966) and worked on 2001: A Space Odyssey (1968) and would be later lionized for the mini-beast bursting out of John Hurt’s stomach in Alien (1979) was responsible for creating the monster. The model for the giant larvae was a much simpler task than creating a believable female giant insect. He took a mold of Ventham’s face, giving the features a repellant slant, using costume jewelry for the eyes, adding a furry cap and two-foot long antennae, a representation that would only really work if you scarcely saw the creature. For art designer Wilfred Woods his woods set turned into a disaster when the trees wilted and lost their leaves.

Opinions differ as to whether Tenser interfered with production. He saw his role during the film process to ensure that the project followed the script. “Sometimes you can put something in a film which will hinder the selling, sometimes you need to put something in which will help the selling.”

Comedian Roy Hudd, playing the morgue attendant, thought the script so awful he was delighted to work with Cushing on improvements.

When John Ford’s boast that he never shot an extra foot of film in order to prevent a producer turning in a different film has resulted in many a masterpiece, the same did not hold true for Sewell. Sticking so close to the script, not filming anything that was not absolutely necessary meant that the movie was too short. Editor Howard Lanning commented: “I put in everything that was available. Even with expanding the lecture scene and the amateur dramatics as long as possible, to the detriment of pace, the picture clocked in at just 81 minutes, not the length expected of a main feature.

To ensure the movie came in at the required length, Tenser added the African sequence at the beginning (an extra five minutes) and re-shot the morgue material (two more minutes), encouraging Cushing and Hudd to improvise. The final product was over-budget and a week late. The version shown to the censor was 87 minutes though the official running time was a minute longer.

Tenser now deemed the working title as insufficient, preferring “something catchy and something that told people what you were selling.” His first stab at a new title was Blood Beasts from Hell. But in the final analysis it was altered to The Blood Beast Terror. Hoping to sell it to a circuit as a main feature it was originally shown in a double bill with Castle of the Living Dead, but despite the supposedly attractive title, audiences were not interested. To cut his losses, the film was repackaged as the support to another Tigon production Witchfinder General (1967) which meant Tenser would not have to share receipts with another distributor.

The Blood Beast Terror did not prove so sellable overseas either. It was shelved in France until 1971, although, sold for a flat fee, it did well in South America. A.I.P. who had U.S. distribution rights to Witchfinder General – title altered to The Conqueror Worm – had no interest in The Blood Beast Terror but it was picked up by Pacemaker Pictures who were also in title-changing mood and released it in summer 1969 as Vampire Beast Craves Blood on a double bill with Curse of the Blood Ghouls (1964).

Tenser’s predictions of long shelf life were correct. In Britain, the movie was reissued on a late night double bill with The Secret of Blood Island (1961), and then was revived with The Devil’s Hand (1961) before being re-teamed with Witchfinder General on a Sunday’s-only screening. Although none of these would be circuit releases in the sense of a nationwide day-and-date opening, they were nonetheless likely to get reasonable bookings to fit specific engagement profiles. In the States where there was endless demand for horror triple- and quadruple bills and all-nighters, The Blood Beast Terror received ongoing bookings.

SOURCES: John Hamilton, “The Making of the The Blood Beast Terror,” Little Shoppe of Horror, Issue No 43, p67-91; John Hamilton, “Regretting Nothing: John Sewell, Little Shoppe of Horror, Issue No 43, p92-98.

Humphrey Bogart: 1960s Revival Champ

When Billy Wilder’s Sabrina (1954) was reissued in 1963 the star attraction was undoubtedly Audrey Hepburn, hot after Breakfast at Tiffany’s (1961) and Charade (1963), rather than William Holden, tumbling down the box office charts, or Humphrey Bogart, six years deceased. When the film was reissued two years later on the back of an even hotter Hepburn after My Fair Lady (1964), Bogart was assuredly the star. What happened in between was one of the oddest twists in motion picture history and one that would turn the actor into the biggest revival star of the 1960s.

But if you were to select the Bogart picture most likely to reignite public interest in the star, it would not be John Huston’s Beat the Devil (1953), a flop on initial release and by 1965 for legal reasons never shown on television. But in one of those quirks of programming the old Bogart found a new lease of life. Opening in spring 1964 at the 250-seat Avenue Cinema in New York it racked up $7,000 – equivalent to $65,000 today, totting up $30,000 ($279,000 equivalent) in a six-week run – phenomenal amounts for such a small venue. It shifted over to the 55^th St Playhouse where it remained for another four weeks. The Art Cinema chain picked it up for wider release, sending it out in its thirty-six houses with, once again, outstanding results ($7,000 in one week in Boston, $5,000 in Washington). In Philadelphia it ran simultaneously in two houses.

In 1965 Dominant Films, part of United Artists, reissued a package of nineteen Bogart oldies, available on a rental rather than fixed price basis, and bookings were conditional on cinemas undertaking a two-week engagement, one film for the whole fortnight or the entire supply over the period, or any kind of program arrangement in between. There was no shortage of takers, especially after it became known that the 8^th St Playhouse in New York, generally a second-run arthouse, and the 495-seat Carnegie in Chicago had each seen receipts hit the $10,000 ($93,000 equivalent) mark. The former double-billed fourteen pictures from the selection available, switching programs every two days.

Demand for the program was so high, prints were rationed. In the next fourteen cinemas on the release schedule, venues were allocated a maximum of six movies over the two-week period, sometimes limited to just two. When it became obvious that this gold mine was being given away too cheaply, a new strategy emerged: weekly double bills. In what amounted to a Humphrey Bogart greatest hits package the Carnegie in Chicago cleared nearly $15,000 ($139,000 equivalent) over three consecutive weeks with the following programs: The Petrified Forest (1936)/Key Largo (1948), Treasure of the Sierra Madre (1948)/Casablanca (1942), and The Maltese Falcon (1941)/High Sierra (1951).

These grosses were even more astonishing in light of the fact that nearly all his seventy-five pictures were available on television, free of charge, on constant rerun, demand highest in the late-late slot. In 1966, United Artists Associates, a division of UA TV, referred to its portfolio of forty-five Warner Brothers features as “the most significant phenomenon of this era of entertainment history” It was estimated that screenings of his movies totalled two hundred per year.

Although there had been sporadic screenings of golden oldies in the U.S., exhibitors did not appear to share the same penchant for classics. Certainly, the U.S. lagged behind Europe in that respect. Wuthering Heights (1939), a huge rerun favourite in Europe, in 1963 in Paris attracted 30,000 admissions in three days in a trio of cinemas. In February 1963 half the cinemas in the French capital were given over to classics.

The most successful classics operator in the U.S. was MGM which in the early 1960s set up the Perpetual Program Plan. Investing in new prints of MGM oldies and a distinct marketing plan, the studio offered a package on an innovative basis. Rather than tying cinemas down to one-week or two-week contracts, as would be standard for arthouses, and therefore limiting potential bookings over fears that audience demand would peter out after a few days, MGM had hit on the idea of showing the films once a week on the same day of the week – Wednesday the most popular – for a season of six-eight weeks. Patrons could book a “season ticket” to see all the films. This approach made it far more appealing to the ordinary cinema, rather than the arthouse specialist, since a special showing could lift the midweek quiet period.

The first offerings from the Perpetual Program Plan were “Golden Operettas” – Rose Marie (1936), The Merry Widow (1934), The Great Waltz (1938), Sweethearts (1938), The Chocolate Soldier (1941) and The Student Prince (1954). The package played in over 3,500 cinemas. Expecting little more than $60 for their Wednesday income, cinemas found themselves taking in $300-$900 a night. The Chocolate Soldier could bring in as much as $2,200 a night, The Student Prince $1,500. MGM followed up with a program of films based on famous books such as Little Women (1949) and a third package revolved around musicals like Singing’ in the Rain (1952) and The Bandwagon (1953).

The Humphrey Bogart concept was a considerable step up from this once-a-week program. The Bogart craze reached its commercial height in 1967. But there was one Bogart picture that audiences had been denied a showing for a decade. The African Queen (1952) had been made by British company Romulus and distributors had been put off taking up an option to show it due to a technical issue with the color prints. The impetus for its revival was the tenth anniversary of Bogart’s death, an event that stimulated an avalanche of newspaper articles and books. Producer Sam Spiegel sold reissue rights for The African Queen to Trans-Lux, a small arthouse chain in expansion mode planning to move into distribution. When the Los Angeles Times held a poll to identify the oldie most moviegoers wanted to see, The African Queen topped the poll. The buzz surrounding Guess Who’s Coming to Dinner (1967) created massive interest in the picture’s co-star Katharine Hepburn.

It was no surprise that The African Queen launched – in November 1967 – at a New York arthouse, the 600-seat Trans-Lux East, but the box office blew the industry away. An opening week of close on $20,000 ($186,000 equivalent) put the oldie into the cinema’s all-time top ten. What was astonishing was that it received as many bookings outside the expected release route of arthouses and the college circuit and was taken up by local theaters all over the country, shown in four houses in San Mateo, for example. It formed double and triple bills with other Bogart films, as well as The Quiet Man (1952) and topped bills that included films like Waterhole 3 (1967). After the first flush of first run and nabes, it turned up as support to contemporary pictures like Dark of the Sun (1968) and underwent another revival in 1969 before being sold to television in 1970.

SOURCE: Brian Hannan, Coming Back To A Theater Near You; A History of Hollywood Reissues, 1914-2014 (McFarland, 2016) p127-133, 198-206.

The Box Office Equalizer: Part Two

Variety’s revolutionary new box office tracking system, introduced in 1969, allowed it to include far more films in an annual assessment of performance. The “Annual Rentals” chart that appeared every January still covered how much of the box office pie was returned to studios and therefore gave a good indication of potential profit. But that was limited to only those pictures that met that chart’s criteria i.e. they had to return $1 million rentals. That usually meant only 80-odd films.

But now, in addition, from the computerized information gathered every week from hundreds of cinemas, Variety was able to give a pretty accurate estimate of the box office gross for ten times as many movies. In 1969, the survey covered 1,028 pictures. This wealth of information was of enormous value to exhibitors. Not only did it cover the obvious titles – the roadshows and those with top stars – but also the run-of-the-mill movies on which most cinemas now depended. In the current severe product shortage, reissues played a vital role. As did sexploitation.

Among films reviewed so far in the Blog annual grosses were shown for: They Night They Raided Minksy’s $1.9 million, Mafia picture The Brotherhood $1.9 million, Anthony Newley number Can Hieronymous Merkin Ever Forget Mercy Humpe and Find True Happiness $1.3 million, Hard Contract $1 million, Mayerling $980,000, Justine $536,000, Les Biches $391,000, Assassination Bureau $146,000, Fraulein Doktor $114,000 and The Sisters $50,000. (Multiply these figures by 50% for an accurate estimate of their rentals).

Other figures worth noting were: The Fixer $1 million, Secret Ceremony $1 million, The Italian Job $614,000, Marlon Brando in The Night of the Following Day $424,000, Shalako $78,000 and The Extraordinary Seaman $61,000. Bottom of the box office pile was motor racing documentary Hot Rod Action with just $1,000.

Given it was widely considered a flop, these are interesting figures for Hieronymous Merkin, rentals now estimated as being in the region of $2 million against a budget of $1.6 million – although other sources put the budget as low as $500,000 thus making it extremely profitable. Secret Ceremony had grossed $617,000 the previous year so its rentals would have approached $2.5 million, far more than was previously assumed. Fans of cult British thriller The Italian Job will perhaps be astonished how poorly it did in the U.S.

The top-grossing reissue was Bonnie and Clyde/Bullitt ($1 million) followed by a pair of Clint Eastwood double bills – A Fistful of Dollars/For a Few Dollars More ($912,000) and Hang ‘Em High/The Good, The Bad and The Ugly ($740,000). Also in the mix were Goldfinger/Dr No ($323,000), A Man and a Woman ($226,000), Belle de Jour/A Man and a Woman ($199,000), a revival of Lola Montes from 1955 with $148,000 and less successfully, from 1961, A Cold Wind in August with just $21,000.

As previously noted, the impact of sexploitation was becoming more obvious. The biggest hit was The Libertine which crossed the $1 million mark followed by Camille 2000 ($868,000), Inga ($819,000) – bringing in three times as much as the previous year – Swedish Heaven and Hell ($458,000) and The Female ($279,000). Others charting included Vibrations, Without a Stitch, Erotic Dreams and The Sex Perils of Pauline. In addition, sexploitation movies were ripe for reissue, I, A Woman/Carmen Baby clocking up $363,000.

More importantly, what the chart did show and what the new weekly Top 50 was beginning to recognize was how often cheaply-made exploitation pictures held their own or even outgrossed big studio pictures for which exhibitors were often held to ransom. If ever there was a sign of the direction in which the business was now heading, this annual survey was it.

SOURCE: “Variety B.O. Charts’ 1969 Results,” Variety, April 29, 1970, p26.