Cinema Canada (Feb 1982)

MONTREAL — René Malo is gearing up to give Heartaches his best shot, as he makes final plans for the film’s launch in Toronto January 22. The film’s distribution by Les Films René Malo.probably represents the first time a nationwide break has been or ganized by a Quebec-based company, having no offices in Toronto and usually associated with French-language films. Malo will use the services of Citadel as sub-distributor, but will make all strategy decisions himself. “We're releasing it at the Uptown, using the smaller theatre which has 400 places. The objective is to make people line-up, to create that word-ofmouth that a film like Heartaches generates. To open it in four theatres simultaneously would kill it,” says Malo. He is convinced that audiences react best to Heartaches, a bit tersweet comedy, if theatres are overflowing. “It’s hard to laugh out loud if you’re seeing a film alone in‘a big room,” he com-_ ments, explaining why he is reluctant to allow film critics to view the film singly. Malo’s strategy is not simply to release a film but to create an event. A huge press screening, coupled with a party at the restaurant Heart to Heart is planned, and radio and television hosts will be invited as well as the usual specialized film critics. Director Don Shebib will be present as will actors Winston Reckert and David Carradine. Ceramic hearts with a band-aid will be given out to underline the theme. “The music of the film is terrific. Going back to the days when I made records, I remixed the music and made an instrumental version for the second side, getting ready to issue a Atlantic City bows in Montreal day and date, French/English MONTREAL — Thanks to the Institut québécois du cinéma, independent distributor Maurice Attias at Ciné 360 will have a crack at the release of the French version of Atlantic City at the same time as Paramount releases the English version for its first run in Quebec. “The IOC had arole in the interim financing, and insisted that the English version of the film not be released before the French version,” explained Attias, Although the IOC ruling did not specify that an independent distributor get the film, Paramount only has the English rights in Canada. Since the French version was not ready for the North American release last Spring, Quebec will get its first taste of the critically ac claimed film in January, when Ciné 360 and Paramount will open the two versions simultaneously. “There has been no effort to coordinate the releases, expect to divide up the advertising territory,’ relates Attias, who spoke once to the Paramount general manager Robert Lightstone. “We agreed that they would _ advertise in the Gazette while I took La Presse, and that they would stick to the English television stations while I covered the French,” he says. Although no government agency seems interested in the situation, Atlantic City presents the first-ever occasion to measure the effectiveness of two differing campaigns within the same territory. “1 took a look at the North mediately changed the ad. It might work well in the States, but not in Quebec, I also redid the television ads to better suit the Quebecois market,” Attias reports. Ciné 360 will spend between $15,000 and $20,000 to launch the French version of the film, and Attias thinks there is no way he can measure the overall impact his campaign will have on the attendance in the theatres. “There will be the ‘cinephiles’ who will see my ad and who will prefer to go to see the English version, released by Paramount, because it is the original version. Outside of Montreal, however, Paramount will make little difference because of the limited market for English films,” Canadian-French co-production Atlantic City won four National Society of Film Critics awards, including best picture; it was announced at their annual meeting in New York in early January. Director Louis Malle was the critics’ selection as the year’s best director, while Burt Lan caster, whose performance as _ . an aging, small-time hood was passed over in favour of Jack Lemmon at last year’s Genie Awards, was chosen best actor. As well, writer John Guare’s script was voted the year’s best screenplay. The NFSC awards add to the long list of credits Atlantic City has received, including sharing the top prize at the 1980 Venice Film Festival, The Los Angeles Film Critics voted the film best (cont. on p. 37) record whose launch will coincide with the release of the film,” says Malo, who has taken in hand the release of the record as well as the film. In all, Malo commissioned three posters for the film, and tested them in shopping centers before making his final decision. Although the title, Heartaches, may not be ideal — it will probably be changed in the States — Malo isn’t worried about it. “The title may be a bit negative, but we’ve counterbalanced it with the slogan, “Can you laugh until your heartaches ?” to get across the message that the film is a funny tear-jerker, and not just a sad film. Besides, although you can’t get a bad film to work just because it has a good title, you can certainly get a good film to work with a bad title. Do you think Raiders of the Lost Ark is a good title ?’, he asks, rhetorically. The film will be backed up with a heavy promotional campaign on Global Television, and will open in the second week in the five major cities served by Global: Kitchener, London, etc. If the film plays strongly, it will continue to spread across the country. Should the film not perform, Malo will hold on it, waiting to see how Avco Embassy plans to release it this Spring. “Avco’s approach will be very different from mine. Although I think ours is the best one, it’s only fair to give the film a second chance if things don’t turn out well,” he concludes. Malo reports that he is working on Heartaches with the same enthusiasm he felt on his first film, and feels that his experience in Quebec is standing him in good stead. “In Quebec, we're used to preparing entire campaigns for the films we launch. In English Canada, most of the films come ready with the U.S. marketing campaign, and there is less need to work from the ground up.” Since no U.S. deal was in place when Malo began to Malo brings Heartaches to English Canada, hig event work on the launch, he has been responsible for every element of the campaign. “I’m a stickler for detail, a real maniac,” says Malo. It is this attention to detail which will make the difference, he feels. Malo is president of the Quebec Association of Independent Distributors, and as such, he means to convince the government that distribution of Canadian productions must be put in the hands of independent Canadian distributors. He feels that only Canadian distributors, for whom Canada is not simply an extension of the U.S. market, can give the films the special attention which will guarantee them top revenues from the Canadian market..In this context, the successfull launch of Heartaches takes on added importance. Heartaches was made by Rising Star producers’ David Patterson, Pieter Kroonenburg and Jerry Raibourn ; executive producers were Nicole Boisvert and Joseph Beaubien. PATHFINDING Many Canadian producers have been hindered by limited professional contacts outside our borders and they may Rave missed out on market opportunities that were out of their sights. Film Canada Center is uniquely positioned to monitor the various distribution outlets and to use To advantage Los Angeles sources for U.S. and foreign placement. Our contacts (V.P,’s of Acquisition, Directors of Programming, Distributors, Marketing Agents) are looking for good theatrical and television productions with entertainment value to satisfy their respective audiences. If you would like to send us a %” cassette and an information kit on your film, we will approach our market sources to assess the potential of your film and advise you of the oufcome. The Center is sponsored by the National Film Board as part of its mandate to support the Canadian film community. Kindly write or Wigs FILM AC CANADA phone for more defails. CENTRE FILM de® CENTER CANADA 144 South Beverly Drive, Suite 400 Beverly Hills, CA 90212 (243) 859-0268 Telex: 673-688 FILM CAN BVHL _ American campaign, and im Cinema Canada February 1982/5