Sneak Opening

"I got quite a shock yesterday," Mad About Movies author Shawn Levy wrote early this morning. "Browsing the movie pages in the Sunday Oregonian, I saw an ad for Francis Coppola's Tetro and thought, 'This is opening on Friday [and] we haven't seen it yet?' And then I noticed the phrase "now playing" in the ad and I felt a little sick. The film had opened? And we had missed it?

"I checked Friday's A&E and found a 'now playing' ad for the film, and then i went online and checked the showtimes for the theater in question (the Fox Tower, FYI) and learned that, indeed, Tetro had opened on Friday, July 3 in Portland without anyone involved with the film telling the region's largest media outlet about it.

"I consulted the film pages in the Portland Mercury and Willamette Week -- our alternative weeklies -- and their film editors seemed not to have heard the news either. Tetro had been released into the wild with no warning, no previews, and, of course, next-to-no chance to make a nickel from Portland moviegoers."

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Posted by Jeffrey Wells on July 6, 2009 at 3:33 PM

comment #1

TheJeff Author Profile Page says ...

Probably just fulfilling a contractual obligation, then on to video. Here is where it is playing right now, according to IMDb:

* Regency South Coast Village (Costa Mesa,CA)
* The Landmark (Los Angeles,CA)
* Landmark Century Centre Cinema (Chicago,IL)
* Aquarius Theatre (Palo Alto,CA)
* Embarcadero Center Cinemas (San Francisco,CA)
* Rafael (San Rafael,CA)
* Regal Fox Tower Stadium 10 (Portland,OR)
* Varsity Theater (Seattle,WA)
* Bethesda Row Cinema (Bethesda,MD)
* Landmark Sunshine Cinema (New York,NY)
* Kendall Square Cinema (Cambridge,MA)

Posted by TheJeff Author Profile Page at July 6, 2009 3:55 PM

comment #2

televisiontears Author Profile Page says ...

A friend of mine works at the Fox Tower (the theater it's screening at) and asked if I had been in to see it. I was shocked as well to hear it had already opened, and even more shocked to hear he knew next to nothing about it arriving. Strange.

Posted by televisiontears Author Profile Page at July 6, 2009 3:58 PM

comment #3

EdHavens Author Profile Page says ...

Coppola's too busy selling wine to properly sell the movie. In the weeks leading to its Los Angeles opening, I got more promos for connecting Coppola wines to the movie than for the movie itself, and in most of the early full-page ads for the movie in the Los Angeles Times, a good quarter of the ad was devoted to the wines.

I believe DP had something recently on THB about Coppola partnering with someone like Adam Yauch's Oscilloscope Films whenever he has a film to release, so there is already a marketing and distribution team in place instead of needing to create one every time American Zoetrope is readying a release. That's probably be best.

Posted by EdHavens Author Profile Page at July 6, 2009 4:08 PM

comment #4

erniesouchak Author Profile Page says ...

That's indie distribution for ya!

Posted by erniesouchak Author Profile Page at July 6, 2009 4:13 PM

comment #5

corey3rd Author Profile Page says ...

there's not excuse for not emailing the local weeklies - it's not even like you have to buy a stamp or envelope anymore.

What's the point of spending a year making a film if you're not going to spent an hour to promote it opening.

Posted by corey3rd Author Profile Page at July 6, 2009 4:19 PM

comment #6

berg Author Profile Page says ...

... actually I think a review of the Coppola claret cabernet is in order - playing at a store near you. This wine really does taste like a much more expensive red, I saw it at the grocery store for $13 and it sells by the glass in restaurants for $10 and $30-35 a bottle. The taste is full bodied and pleasant with just the lightest sense of sweetness. When you chug this baby and swish it around in your mouth it actually tastes like you're drinking some fine vino .... recommended for fools who order a malbac or pinot noir like they know what they're talking about ...

Posted by berg Author Profile Page at July 6, 2009 4:23 PM

comment #7

nakedmanatee Author Profile Page says ...

Why drink a Coppola wine when you can swig Newman's Own?

Posted by nakedmanatee Author Profile Page at July 6, 2009 4:25 PM

comment #8

lazespud Author Profile Page says ...

According to Coppola's interview on either the Howard Stern show or the Adam Corrolla podcast (can't remember which), he said he was releasing the film entirely himself. I'm not sure exactly what that means in terms of practicality, but it sure meant that Coppolla is turning up in a lot of odd places for interviews (the two outlets above being an example). He was also interviewed in the Seattle times as well when it opened here last month.

He basically said that Tetro is basically paid for from the profits of his vineyard and he is using his company's private jet to go around and promote the thing. He also seems to be relying entirely on his interview for the promotion, so the end result being some cities like New York and Seattle are generating considerable local coverage and others, like Portland, are having Tetro treated like the ugly red-headed step-sister.

Posted by lazespud Author Profile Page at July 6, 2009 4:45 PM

comment #9

TM Author Profile Page says ...

Well somebody in the Boston area got the memo since Wesley Morris reviewed it (3 out of 4 stars). Of course I don't put much stock in what he or Ty Burr say. Burr gave Public Enemies 2 stars.

Posted by TM Author Profile Page at July 6, 2009 6:00 PM

comment #10

Chicago48 Author Profile Page says ...

It's in Chicago. I went to a screening about two weeks ago. Very good movie, a little too slow for my taste, I kept looking at my watch....just very slow....but a good drama.

Posted by Chicago48 Author Profile Page at July 6, 2009 6:19 PM

comment #11

Chicago48 Author Profile Page says ...

The young man in the movie is very very good.Alden Ehrenreich. Sorry for the double post.The girlfriend is good too, but I was cool to Vincent Gallo, maybe it's the way he looks, almost werewolf like.

Good cast. But it's in the art houses. I think Alden could get an Oscar nom.

Posted by Chicago48 Author Profile Page at July 6, 2009 6:22 PM

comment #12

lazarus Author Profile Page says ...

Tetro is my favorite of the year so far. Not a bulls-eye by any means, but Coppola's shooting more interesting arrows than anybody else I can think of. I love how it goes from this early Visconti vibe to the decadence of La Dolce Vita-era Fellini, and then just goes off into its own crazy territory.

It is deliberately paced, but the world wasn't one I was in much of a hurry to leave.

Posted by lazarus Author Profile Page at July 6, 2009 8:01 PM

comment #13

corey3rd Author Profile Page says ...

best is Michael Bay;s toilet wine.

Posted by corey3rd Author Profile Page at July 6, 2009 8:11 PM

comment #14

frankbooth Author Profile Page says ...

Yeah, after you drink it the bottle turns into a car and goes "Wooo-eeeee! Gimme some crack, bitch!"

Posted by frankbooth Author Profile Page at July 6, 2009 10:25 PM

comment #15

mizerock Author Profile Page says ...

Hmmm. Makes me feel like I should maybe make the trek to Bethesda, if only because it's not that common for a movie with a limited opening to be in the DC area.

But seriously, I would have to think that someone doing your own distribution would be able to send an email / fax / snail mail (signed by the famous director?) to the local papers announcing the opening. A book of stamps is a lot cheaper than a private jet.

Posted by mizerock Author Profile Page at July 7, 2009 7:56 AM

comment #16

Ty Burr Author Profile Page says ...

Pish-tush, TM, just because "Public Enemies" is less than meets my eye has no bearing on "Tetro," which I like very much, overreaching and all. I'm happy to see FFC engaged in his material again, now that the pressure to Be A Genius is off, and Ehrenreich could turn out to be the real deal based on his work here. I've liked Gallo better in his own movies but not so much that it seriously throws the movie off for me. Above all, it's the kind of movie that NEEDS to be seen in this year of cookie-cutter crap -- a reminder of what a personal filmmaking sensibility is all about. Which I'm not getting from "Public Ebnemies," as much as I respect the parties involved.

Posted by Ty Burr Author Profile Page at July 7, 2009 3:09 PM

comment #17

Natali Watson Author Profile Page says ...

Great article!) Thank you!
music

Posted by Natali Watson Author Profile Page at June 24, 2011 12:26 AM

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