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Greg Laemmle on summer 2022 word-of-mouth success stories: RRR, MRS. HARRIS GOES TO PARIS, HALLELUJAH, FIRE OF LOVE and more.

August 24, 2022 by Jordan Deglise Moore 2 Comments

After an amazing start to the summer box office season, things are going out with more of a whimper than a bang. And I’m OK with that. Ticket sales are only going to be as strong as the films that are in release at any given time. And to borrow the joke from the Catskills, the food isn’t so good …and such small portions. But that joke is only half right. Right now, there is a shortage of new films entering the marketplace. It’s largely another example of the supply chain being interrupted because of how the pandemic impacted the production schedule. Also, some of the films hitting the marketplace aren’t the most “commercial” titles. There are, however, some very worthy films that are currently in theatres. And I want to focus in on these films because they demonstrate one of the silver linings in the current marketplace, and that’s the power of WORD-OF-MOUTH.

Word-of-mouth publicity is the thing that gets people to see a film that they might not otherwise see. Maybe the reviews aren’t through the roof. Or maybe the marketing didn’t make it seem like it was a film that they would enjoy. Or maybe there wasn’t enough advertising support to bring a film to your attention. Whatever the case, we are talking about a film that you were initially not going to see. And then you hear something about the film. Someone tells you how much they enjoyed it. Or perhaps you start seeing posts about the film on your social media feed. Or maybe you talk to an employee at your local theatre and they tell you how much people are enjoying the film. However it gets started, enthusiasm and awareness begins to build. And in an environment (like now) where we theatre operators are searching for films that can draw ticket buyers, the ground is more fertile to allow a word-of-mouth success to grow.

This phenomenon is not limited to arthouse films. This summer alone, we have three legit word-of-mouth winners. Number one in the bunch is TOP GUN: MAVERICK, which has been playing in theatres since Memorial Day weekend. Everyone knew about the film. Everyone knew it would be a hit. But in this day and age, it is amazing for a film to still be in theatres over Labor Day weekend after opening in May. Baz Luhrmann’s ELVIS has also outperformed based on the initial opening numbers. The film started off well enough, with about $30M over the opening weekend. Based on that opening, pundits figured the film would top out well under $100M in total. And yet, the film, now just shy of $150M, showing that word-of-mouth around Luhrmann’s fine direction and Austin Butler’s star-making performance overcame the early focus on Tom Hanks’ less-than-successful supporting turn. Not to be left out is the adaptation of WHERE THE CRAWDAD’S SING, which also looks like it will end up grossing five times its opening weekend, well in excess of the usual multiple.

But this is Laemmle Theatres, and what we care about are the arthouse word-of-mouth successes. And we have several to mention. The most commercial of the bunch is MRS. HARRIS GOES TO PARIS, starring Lesley Manville in a fairy tale story. I’m not saying the film deserves to be part of the Oscar discussion, but it is an utterly charming film. And if you don’t want to take my word for that, consider that this semi-wide release is going to gross five to six times its opening weekend business. So clearly, I’m not the only one who had something nice to say about the film after seeing it.

We also have a couple of long-running documentaries that have been hanging around in theatres for a while. FIRE OF LOVE is perhaps the higher profile film, given its acquisition at the Sundance Film Festival, which set the film up with some early Oscar buzz. But there is another doc which opened even before FIRE OF LOVE, and is now heading into its third month of release. That’s HALLELUJAH: LEONARD COHEN, A JOURNEY, A SONG. I’ll admit to being a huge fan of Leonard Cohen’s music. But this story about his most famous (and most covered) song is something more. It’s a film about the search for meaning in our lives, and how this song seems to capture that searching by Mr. Cohen, by the artists who recorded this song, and by extension, by all of us. HALLELUJAH is just playing one show a day at the Monicas this week, but it is absolutely worth seeking out. And, again, if you don’t want to take my word for that, consider the “votes” of random ticket buyers who keep coming out to see the film, now in its ninth week of consecutive release in L.A.!

Last, but definitely not least, is the word-of-mouth surprise hit of the first half of 2022. This is a film that wasn’t even reviewed by the L.A. Times when it first came out (no surprise there), but ended up at the top of Justin Chang’s list of the best films of the first half of the year. And it absolutely deserved to be there. RRR is a Telegu-language film that has taken the entire film world by storm. It started out playing in theatres that cater to the Southeast Asian expatriate audience. But from there, word spread about the amazing special effects, the incredible stunt work, and the overall fun of the experience of seeing the film. That led to the film coming back into theatres on June 1 for a one-night event cinema #EncoRRRe screening. But that didn’t sate audience demand, so we extended our run for several weeks. And now, with students back from summer break, we want to give you one more chance to see this film in theatres. Yes, it is a bit of a commitment to see a three-hour film. But that’s only 20 minutes longer than ELVIS (which we already established as “worth it”), and I can assure that you’ll love every one of those extra minutes. Maybe you heard about this film, and you started watching a bit on some random streaming service. Sorry, but that’s just not the way to see RRR. This film demands to be seen with an audience so you can share in all the oohing, awwing, and laughter. Who knows, you may even need to get up and dance along during the big dance number.

Yes, we are at the end of a long summer of movies. And there are plenty of stories about the box office being down, and the impact that this may have on certain exhibition companies. But don’t believe that there isn’t anything worth seeing at the movies. If you haven’t already seen these pictures, find a theatre that is playing MRS. HARRIS, FIRE OF LOVE, HALLELUJAH or RRR, and make plans to see them. And don’t just take my word for it. Trust the ticket buyers like you that have made them in word-of-mouth winners.

See you at the movies!

~ GL

Promote the general welfare: mask against COVID.

July 27, 2022 by Jordan Deglise Moore

From Laemmle Theatres President Greg Laemmle:

As we are going to press with this week’s eNews, we don’t know what, if anything, will be mandated by the L.A. County Department of Public Health. But we believe in the rule of law. And if the agency that is charged with protecting and promoting health in this county determines that indoor masking is required under the current circumstances, we hope that you will join us in respecting their knowledge and experience in the field of epidemiology, and comply with the regulations. Scientists aren’t infallible. But they know more about the subject at hand than some clown with a podcast.

But beyond the question of mandates and their effectiveness as implemented in this country, let’s just consider some basic science about the spread of airborne viruses.

We believe that wearing a proper-fitting mask does provide protection. Protection for the wearer. And ,perhaps more importantly, protection for others in the auditorium if the wearer is unknowingly infected.

When I’m in a crowded theatre, I wear one. Ditto for when I’m on a plane or a bus. It’s really not a big deal.

For most people, and especially those who are vaccinated and boosted, getting infected does not seem to lead to great risk of hospitalization or death. This is especially true given the availability of treatment options like Paxlovid. But the new variant is highly contagious, and there are still people who are getting ill and dying from this virus.

Leaving aside the question of government intrusion on issues of personal health and safety (which necessitates opening up a huge can of worms these days), can’t we all just see that it would benefit the common good to help slow the spread of this disease?

It’s right there in the Preamble. “…promote the general Welfare…” Yes, that’s a power that we entrust to the government that we are (deliberate use of present tense) establishing. But it’s also one of the prime reasons why we are agreeing to this communal endeavor that is the United States. Because we care about each other, and we can accomplish more and greater things as a country if we show that care and compassion.

So mandated, not mandated, vaccinated, not vaccinated, whatever. If you’re in a theatre, and there are others close by, please mask up. Every little bit helps.

L.A. Times Calendar section: bring back movie reviews!

June 15, 2022 by Jordan Deglise Moore

From Greg Laemmle:

The movies are back! Or at least, Hollywood blockbusters are back. But if you pay attention to the pundits (always with a grain of salt), you’ll see story after story about how the arthouse audience still hasn’t returned. And to a large degree, this is true. But why? Is the older audience still staying away because of Covid fears? Did they discover streaming during the 13-month shutdown of moviegoing, and they are slow (or never) to come back. Or is there something else contributing to the situation?

Our theatres have been open for over a year since the 13-month shutdown, and every week we present an array of smaller foreign-language films, documentaries, and indie features. Distributors aren’t advertising in print like they did pre-pandemic. But if you look in the LA Times every day, you’ll see our Laemmle Theatres directory ad listing all these titles. But beyond the ads, there is something missing in the paper. Something of vital importance to creating awareness of smaller films. That thing …REVIEWS.

I’m prompted to write this because last week, on Friday, June 10, there was not a single film review in the print edition of the L.A. Times Calendar section. Among other films, the paper completely ignored the French literary adaptation LOST ILLUSIONS, a huge, award-winning hit in France and a critical success here. (The New York Times, which did review it, called the film “sensational.”). Some weeks, the Times has run reviews, but published them days after a film’s opening. And for films that might only end up playing for a week in LA, running a review after the weekend is not particularly helpful, either for the film or for an interested viewer.

Compare this to the pre-pandemic period when a reader could expect to find multiple reviews in the Friday paper, and then plan their weekend (or weekly) moviegoing accordingly.

We know that the newspaper industry has its challenges. We at Laemmle Theatres are pushing our partners in distribution to return as advertisers because we understand that we work in an ecosystem made up of press, advertising, and programming. But having the programming without the press badly depresses turnout. And without ticket sales, distributors are loath to advertise.

It is a sad state of affairs when the paper of record in the movie capital of the world has a film section that is a shadow of its former self, reviewing one or two films per week. The L.A. Times once employed two lead film critics at a time, notably such heavyweights as Charles Champlin, Sheila Benson, Kevin Thomas, Kenneth Turan, and Manohla Dargis. Those writers were backed up by a stable of talented freelancers to cover the plethora of cinema Angelenos are fortunate enough to have access to. Current lead film critic Justin Chang is just as gifted a writer but he’s only one person and can’t cover all the big studio releases in addition to foreign and American indie films too.

We’re going to continue doing what we do, working with filmmakers and distributors to bring the world of cinema to Los Angeles.

What can you do? If you aren’t already a subscriber, subscribe to the Times. Supporting local journalism, even a big city paper like the Times, is important. But as a subscriber, contact the paper and ask for the return of Friday reviews, ideally in the print edition.

They can also look to other local outlets for film coverage. KPCC’s FilmWeek is one excellent resource, with a panel of critics reviewing many of the week’s new attractions. But there are others.

I know I’m preaching to the choir here, but you can pay more attention to our eNewsletter, website, and social channels, where we keep you informed of the hundreds of different films we screen annually, for long and short engagements. And when you see something you like, don’t keep it to yourself. Please share your enthusiasm so that others will be encouraged to find the film in question.

But ultimately, these alternatives cannot fill the void left by a newspaper that has abandoned its leading role. To the publisher and editors of the L.A. Times: to be the paper of record for a megalopolis like Los Angeles means covering the arts, especially film. And we hope that you will return to your pre-pandemic policy of reviewing films that are opening theatrically in Los Angeles on (or before) the date of their theatrical opening. Together, we can rebuild the audience for the world of film in the movie capital of the world.

Laemmle Theatres

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