Advertising executives of Seattle's major daily newspapers have refused to run advertising for Trimark Pictures' French film "Romance," deeming the film pornographic.
This decision flies in the face of the success the film has generated in its New York opening and the critical acclaim the film has received from every paper in New York, including The New York Times, New York Post, Village Voice, Newsday and New York Daily News. None of these publications refused to carry advertising for the film.
"It's interesting to note," said Dennis O'Connor, Senior Vice-President of Theatrical Marketing for Trimark, "the decision was made by these executives without seeing the film which sends a dangerous message to all artists who choose to explore serious adult themes within their works."
O'Connor added, "It brings to mind the current controversy regarding Mayor Giuliani's announcement to cut funds to the Brooklyn Museum of Art."
"Romance" received its North American premiere at the prestigious Lincoln Center in New York this past February. It also screened at the Berlin Film Festival, Rotterdam Film Festival, Montreal Film Festival and the Toronto Film Festival.
The Art Institute of Chicago and The Museum of Fine Arts, Boston, are holding screenings of the film, along with retrospectives of the director's previous works. The film has received critical reviews from such prominent national publications as Newsweek, Vogue, Harper's Bazaar, and Film Comment.
Trimark Pictures has made a conscious decision to release "Romance" without a rating from the Motion Picture Association of America.
"We feel that the film going public is confused by the current MPAA rating system, particularly the meaning of the `NC-17' rating, which replaced the former 'X' rating. (These ratings) were never meant to connote pornography," said O'Connor. "They were meant to distinguish films aimed at an adult audience.
"Unfortunately the true meaning of these ratings has been misunderstood and distorted, which is why we felt we had no choice but to release 'Romance' without a rating."
In addition to opening in Seattle, the film opened theatrically in Los Angeles; San Francisco; San Jose, Calif.; and San Diego this past weekend. According to O'Connor, "In no city, other than Seattle, have newspapers refused to run our advertising."
On hearing the position taken by the Seattle Times and Seattle P-I, Newsweek Magazine's chief film critic David Ansen stated, "It's disturbing, and more than a little baffling, that in 1999 a newspaper in a large and sophisticated U.S. city will not accept advertising for a film that seriously and frankly explores sexuality."
Trimark Pictures has theatrically released such critically acclaimed films as "Eve's Bayou," "Billy's Hollywood Screen Kiss," "Another Day in Paradise," and "Chinese Box." Upcoming features include: "Joe the King," starring Noah Fleiss, Val Kilmer, John Leguizamo, Ethan Hawke, and written and directed by Frank Whaley; Cannes Film Festival Award Winner "Beautiful People," written and directed by Jasmin Dizdar; and "The Last September," starring Maggie Smith and Michael Gambon. Trimark Pictures produces approximately 10 pictures per year.
Trimark Home Video releases approximately 35 titles per year to the home video rental market, approximately 15 new titles per year to the sell-thru market and is expanding rapidly into the DVD market. The Company recently entered into a multi-year deal with NBC Home Video to distribute their product line into retail outlets. Recent releases include the NBC mini-series "The 60's," "Another Day in Paradise," Stephen King's "Storm of the Century," and "Happiness."
In February of 1999, Trimark became the first motion picture company to form a partnership for the exhibition of movies via the Internet. Its deal with broadcast.com in which the companies exchanged equity allows Trimark titles, such as the cult-classic "Leprechaun," to be streamed on the Internet and positions the Company as the first studio to embrace this new entertainment medium.
