Security Concerns: Impact on Movie Premieres

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Security concerns are reshaping holiday movie premieres, leading to scaled-back events and cancellations in the film industry.

Security concerns are casting a shadow over the usually extravagant holiday movie premieres. Many in the film industry are questioning whether the era of grand, "Pearl Harbor"-style events has come to an end following the September 11 attacks.


Since that fateful day, numerous high-profile New York premieres have been canceled, and those that have proceeded have been scaled back significantly. Miramax, for instance, has adjusted its plans to ensure everything is done with good taste. While they still plan to host premieres for "The Shipping News" and "Kate and Leopold," other studios, especially those based in Los Angeles, are continuing to reduce the scale of their events.


Universal and Miramax have decided to cancel a Gotham premiere for "K-Pax," and Warner Bros. will screen "Harry Potter and the Sorcerer's Stone" at the Ziegfeld on November 11 without a celebratory party. New Line Cinema is planning a modest event for "The Lord of the Rings: The Fellowship of the Ring" on December 13, which may be turned into a benefit for the World Trade Center.


One of the biggest challenges for New York premieres is the reluctance of talent living in Los Angeles to travel. For example, Drew Barrymore chose not to attend the New York premiere of Sony’s "Riding in Cars with Boys," and Ben Stiller preferred to have one Los Angeles premiere for Paramount’s "Zoolander." Other canceled events include the September 23 gala for Fox’s "Don’t Say a Word" and the October 10 benefit for MGM’s "Bandits."


Jeff Hill, from the publicity firm Falco, has been exploring ways to turn some premieres into benefits, but he notes that the recent events, including the World Trade Center attacks, anthrax scares, and ongoing war, have created an atmosphere of uncertainty. Publicist Peggy Siegal acknowledges that fear has gripped the industry, impacting not only the studios but also ancillary businesses like hotels, catering companies, florists, limousine services, and security agencies.


Siegal points out that instead of organizing one large premiere, the trend now is to host several smaller events. These smaller screenings, each inviting around 100 to 150 people, spread the coverage over a month rather than a single night. This approach is being adopted both in New York and Los Angeles.


Warner Bros. has downsized the premiere for "Harry Potter and the Sorcerer’s Stone," originally planned as a gala in London, to a screening followed by a dinner for the cast. Similarly, "Ocean’s Eleven" was set to premiere with Rat Pack-style fanfare at the Bellagio in Las Vegas, but the event has been moved to Los Angeles with details yet to be finalized.


While scaling back may save money, it could also make it harder for year-end releases to gain early Oscar attention. The current restrained approach contrasts sharply with the all-out promotional efforts of recent years, such as Universal's "Grinch" premiere with a winter wonderland and green-carpet snowball fights, or Disney’s lavish "Pearl Harbor" launch in Hawaii.


This year, studios are trying to be more sensitive to world events, and they stand to save money in the process. As Terry Curtin, Executive Vice President at Universal, noted, the funds might be better spent on targeted media campaigns. Recent examples of this trend include Fox’s "From Hell" and Universal’s "K-PAX," both of which featured red-carpet arrivals and screenings but were followed by intimate dinners.


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