by F.T Rea
Ed. Note: What follows is an episode of Biograph Times, which is a work-in-progress that hopes to one day become a book. Part memoir, part pop culture history, part folderol, the stories revolve around the Biograph Theatre (1972-87), as seen through the eyes of its original manager. The Biograph was an independent repertory cinema, located at 814 West Grace Street in Richmond, Virginia. It opened in an era that seemed ready to give the baby boomers, who were becoming adults, whatever they wanted.
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| Still of Jimmy Cliff as Ivan. |
In the fall of 1973, David Levy, then the most active managing partner/owner of the Biograph Theatres in Georgetown and Richmond, asked me to look at a film to evaluate its potential. From time to time he did that for various reasons. In this case he had a new 35mm print of “The Harder They Come” shipped to me. I managed the Biograph in Richmond.
In those days we had frequent after-hours screenings of films we came by, one way or another. Usually on short notice, the word would go out that we would be watching a movie at a certain time. These gatherings were essentially impromptu movie parties. A couple of times it was 1940s and '50s 16mm boxing films from a private collection.
Sometimes prints of films that were in town to play at another venue, say a film society, would mysteriously appear in our booth. In such cases the borrowed flicks were always returned before they were missed ... so I was told.
Although I don’t remember any moments, in particular, from that first screening of “The Harder They Come,” I do recall the gist of my telephone conversation with Levy the next day. After telling him how much I liked the Jamaican movie, he asked me how I would promote it.
Well, I was ready for that question. I had smoked it over thoroughly with a few friends during and after the screening. So, I told David we ought to have a free, open-to-the-public, sneak preview of the movie. Most importantly, we should use radio exclusively to promote the screening. Because of the success of the radio campaigns for the Biograph's midnight shows, over the last year, he liked the idea right away.
In this time, long before the era of giant
corporations owning hundreds of stations, a locally-programmed daytime
radio station with a weak signal played a significant role in what
success was enjoyed at the Biograph. For a while we
had a sweet deal -- a dollar-a-holler -- with WGOE-AM, the most popular
station for the under-35 set in the Fan District and environs. In the first half of
the 1970s, the station at the top of the dial, 1590, owned the hippie
market.
Subsequently, on a Friday morning in November the deejays at WGOE began reading announcements of a free showing of “The Harder They Come” that would take place at the Biograph that afternoon at 3 p.m. Then they would play a cut by Jimmy Cliff, the film’s star, from the soundtrack. This pattern was continued maybe three times an hour, leading up to the time of the screening.
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“The Harder They Come” (1972): 120 minutes. Color. Directed by Perry Henzell; Cast: Jimmy Cliff, Janet Bartley, Carl Bradshaw. In this Jamaican production, Cliff plays Ivan, a pop star/criminal on the lam. The music of Cliff, The Maytals, The Melodians and Desmond Dekker is featured.
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Of course, Reggae music was being heard in Richmond before our free screening, but it was still on the periphery of popular culture. As I recall, some 300 people showed up for the screening and the movie was extremely well received.
In previous runs in other markets, “The Harder They Come” had been treated more or less as
an underground movie. As it was shot in 16mm and blown up to 35mm for
its American distribution, it had a grainy, documentary look to it that
added to its allure. Upon hearing about the audience's approval, Levy got excited and wanted to book it to run as a regular feature, rather than as a midnight show.
While it didn’t set any records for attendance, “The Harder They Come” did fairly well and returned to play several more dates at the Biograph, at regular hours and as a midnight show.
Levy became a sub-distributor for “The Harder They Come.” When he rented it to theaters in other cities within his region, he urged them to use the same radio-promoted, free-screening tactic.
Over the next few years Reggae music smoothly crossed over from niche to mainstream to ubiquitous. Bob Marley (1945-81), dead for over 30 years, still has a huge following to this day. Reggae's acceptance opened the door for the popularity of the still-fresh fusion sound of the 2 Tone bands, like The Selecter, The Specials, the (English) Beat, Madness, and so forth, in the early-1980s.
Looking back on it, watching a mostly-unknown, low-budget Jamaican film with that impromptu after-hours crowd was about as cool as it got in those days ... at least in the Fan District.
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Ed. Note: Click here to read more of the completed episodes of Biograph Times.
