Tag Archives: Cinema 5

Evangeline Peterson – Rest in Peace

Photo by Jacques Perrin

I’ve just been made aware of the passing of Evangeline Peterson. Some of you may know Evangeline as the wife of Don Rugoff, the subject of my film “Searching for Mr. Rugoff.” It is no exaggeration to say that Evangeline was (is) the star of the film. She added parts of the story that no one else would have known, and her intelligence and radiance jump off the screen. 

When I first thought about making a film about Don Rugoff, I had no idea how his family would feel about it or if they would be willing to cooperate. I first reached out to Don’s son Ed and, over an extended lunch, we discussed the project. It seemed as if he was willing. He also mentioned that his mother, Evangeline, was still alive and living in Medford, Oregon. I remembered Evangeline from brief encounters at the Cinema 5 offices when I worked there in the ’70s. She was a beautiful and classy woman; one wondered what she saw in Rugoff, who was not the least bit attractive and a not-very-nice person. Ed promised that he would approach his mother about doing an interview for the film. (more…)

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A Gamble in 1970 Set the Stage for a Win in 2020

Throughout this Oscar season, as I watched the smart and aggressive campaign that the folks at Neon were mounting for “Parasite,” I couldn’t help but think about the campaign that Don Rugoff orchestrated for Costa-Gavras’ film “Z” in 1970.

Before Rugoff, no one had attempted to get a foreign language film into any of the main categories, and Rugoff pulled it off by doing some things that Oscar marketers are emulating to this day–touring the filmmaker to theaters all over the country, spending lavishly on trade ads, holding private screenings for Academy members and most effectively, getting enormous amounts of press to position the film as the long shot people could root for. The end result was a literal bombshell in its time. “Z” was the first film ever nominated for both Best Picture and Best Foreign Language Film, and also received nominations for Best Director, Best Adapted Screenplay and Best Editing. It walked away with two wins–Foreign Language and Editing.

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World Premiere of “Searching for Mr. Rugoff” Slated for DOCNYC

Big news in my personal universe today! I’m pleased to announce that the documentary film that I’ve been working on for the last five years is completed and will be having its World Premiere at DOCNYC. The title is Searching for Mr. Rugoff and it’s the story of art film maverick Donald Rugoff, the legend behind the mid-century film exhibition/distribution company Cinema 5 and a notoriously difficult (some would say crazy) person. He was my first boss in the film business and the movie is about my search for the truth about the man who had such a major impact on my life and on the history of art films in America.

I’ve also just launched the official website for the film at http://mrrugoff.com. Check it out, and get tickets for the premiere. Here’s the info:

World Premiere – DOC NYC

Friday November 8, 7:00 pm
IFC Center
Tickets

Tuesday, November 12, 12:30 pm
Cinepolis Chelsea Cinema
Tickets

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More About Don Rugoff and Cinema 5

Film Comment, May/June 1975In my speech at the Art House Convergence, I talked a great deal about Don Rugoff, who was a crazy, arrogant, difficult genius, and was my first boss in the movie business. Given the impact the man had on the business, it astounds me that he is almost a forgotten figure at this point. Reid Rosefelt wrote about him back in 2011, and ignited my urge to share more of what I knew about the man. So for those of you who would like to know more about the history of independent film marketing, here is a bunch of material to chew on.

This first piece is an audio recording of a seminar that Don did in 1976. It was moderated by Julian Schlossberg, who at the time was a VP at Paramount and had a radio program called “Movie Talk.” You’ll notice that during the Q&A, some of the questions from the audience were not intelligible, so whoever put this tape together dubbed them in. This is a fascinating glimpse into Don’s way of looking at the distribution business, the exhibition business, and mostly about his unique take on marketing specialized films. This was the school I went to, where I learned just about everything I’ve used throughout my career. (more…)

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Keynote from the Sundance Art House Convergence

Below is the video of the keynote speech I gave this past January at the Art House Convergence, an annual event that brings together many of the independent art houses from all over the U.S. and with some representation from the rest of the world. I used the opportunity to give a kind of personal history lesson about the distribution and marketing of indie films, and to draw some lessons for the world we currently live in. A big thank you to Russ Collins of the Michigan Theater for giving me the opportunity to speak, and to Doug Tirola and his team at 4th Row Films for recording it.

These video originally appeared on Thompson on Hollywood, part of the Indiewire network.

PART 1: Don Rugoff and Unplanned Beginnings

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