1999 marked the 25th
anniversary for Landmark Theatres. Starting with the Nuart, a single screen
theatre in Los Angeles, California, Landmark has developed into the premiere
exhibitor for specialized films in the United States. With 52 theatres
representing 162 screens, coast-to-coast, Landmark is the only national
theatre circuit devoted to exhibiting independent movies, foreign language
cinema and non-traditional studio films.
To commemorate the company’s
25th anniversary, Landmark set for itself two primary objectives.
First, the company desired to include its loyal customers in any planned
program and second, it wanted to promote the programming that distinguishes
Landmark from its competition.
Some time ago, an assistant
theatre manager in one of the circuits’ Houston theatres sent e-mails throughout
the company to survey other employees as to their favorite foreign language
titles. The solicitation was not an unusual one for the company, since
so many of Landmark’s employees--at all levels--are diehard film enthusiasts
with opinions about film and filmmakers that range from the reserved to
the very strident. Landmark’s Marketing Department thought the idea was
too good to restrict it to just the company’s employees. Why not share
it with the filmgoing public? Thus, "Landmark’s Theatres’ Favorite Foreign
Film Poll" was conceived. It was perceived as an ideal vehicle to fulfill
our quarter century celebration goals. As we stated when we announced this
project, "There is an enormous body of influential and entertaining work
from the world of international cinema that merits greater recognition.
Having played virtually more foreign films than any other exhibition company
in the U.S., honoring international filmmaking is a wonderfully appropriate
way to celebrate our own 25-year history." In addition the poll would also
serve as a complement to the much-reported American Film Institute’s Top
100 list of the greatest American films of all time.
In order to turn this into
a national survey, several major undertakings were necessary. Because Landmark
is not represented in every U.S. city, the company needed to find a way
to extend its outreach into those markets where it isn’t physically present.
To accomplish this, we re-launched our long dormant website—www.LandmarkTheatres.com.
A major investment in terms of money, time and labor was made toward redesign
and programming to enable us to have the site available for people to participate
by the poll’s launch date. Secondly, we engaged the support and participation
of Borders Books and Music, one of the country’s largest retailers of books,
music and video. With approximately 300 locations across the U.S., we were
truly capable of having a national presence. Furthermore, a few non-Landmark
Theatres participated, motivated by the potential for customer interest
and united by the cause of raising the profile of international filmmaking.
Included in this latter group was Dan Talbot’s vaunted Lincoln Plaza Cinema
in New York City.
Landmark created a ballot
that consisted of 600 titles. (We actually came up with a list of over
1200 titles, but pragmatically we could only list 600 on the four-page
ballot.). Filmgoers were asked to nominate their five favorite foreign
films of all time. If one or all of their favorite titles weren’t listed
on the ballot, they were invited to write-in their nominees. In order to
be eligible, a film had to be made by a foreign filmmaker in a language
other than English. We also asked for the participants’ names, addresses,
phone numbers and e-mail addresses in order to better communicate with
them in the future about foreign film availability in the U.S.
As part of the celebration
and to encourage the greatest amount of participation possible, Landmark
offered some very significant prizes to give away via a random drawing
to eligible voters. The Grand Prize was a six night/seven day trip for
two to Hong Kong provided by the Hong Kong Tourist Association. We also
awarded four First Prizes--trips for two to the Maui Film Festival in Hawaii.
Trips to the Seattle International Film Festival, gift certificates to
Borders, annual passes to Landmark Theatres and a myriad number of local
prizes (including foreign language classes, dinners at restaurants featuring
international cuisine and internationally made products at local specialty
stores) were all part of the celebratory prize giveaway.
In order to elicit interest
among the public, we also understood that an aggressive marketing effort
would be required. A vigorous advertising program was implemented with
a primary focus on print media. Hefty buys were made in alternative weekly
publications and mainstream daily newspapers. In some locations, radio
was also utilized. For critical television support, we secured the participation
of the Bravo Channel, the Film and Arts Network, which features a weekly
World Cinema program. As a sponsor of the poll, Bravo created a very original
sixty-second TV commercial which was broadcast nationally for six weeks.
Landmark transferred the spot to 35mm film and ran it in all of its theatres
for the duration of the survey period. A massive publicity effort was simultaneously
put into effect. Locally, Landmark theatre managers who, unique to Landmark
also serve as local marketing coordinators, worked with their local film
journalists while Rogers and Cowan coordinated the national publicity effort.
On August 1, 1999 Landmark
Theatres Favorite Foreign Film Poll was launched. The poll ended three
months later on October 31, 1999. ConsumerQuest, an independent, market
research firm in Los Angeles tabulated the results. Over 35,000 ballots
were received at Landmark’s theatres, Borders’ stores, other participating
locations and on-line. More than 650 films from 21 countries (France, Italy,
Japan and Germany receiving the most nominations) featuring 16 different
languages (mostly French, Italian, Japanese and Spanish) received votes.
On January 16, 2000 Landmark
announced the survey results at the Palm Springs International Film Festival
at a seminar sponsored by Daily Variety and Landmark Theatres featuring
top rank international filmmakers including Pedro Almodovar, Hector Babenco,
Milos Forman, Carlos Diegues and Tony Bui. The results were reported in
local, national and international media. Not surprisingly, many journalists
took issue with the results. As we stated when we announced how the voters
responded, "Many enthusiasts of foreign language films will debate the
results of the poll, which we wholeheartedly encourage. Ultimately, public
dialogue about these films can only enhance the appreciation of, and interest
in, this vast body of influential and entertaining work from the world
of international cinema."
There are several, but by
no means definitive, interpretations of the voting trend. The most obvious
conclusion is that the films most widely seen in the States received the
most votes. This shouldn’t be surprising given that there is a likelihood
that many people voted with only a limited exposure to foreign language
films. The argument that the films most recently released in the U.S. also
had an advantage is refuted by such titles as "Wings of Desire" and "Ran"
receiving more votes than later releases such as "Kolya" or "The King Of
Masks". But timing may indeed have played a role in the selection of Vittorio
De Sica’s "The Bicycle Thief" as a member of the top 10. The fact that
"The Bicycle Thief" was recently reissued in this country speaks volumes
about the value of re-releasing older masterpieces. This principally allows
new audiences to be exposed to such artistry, as well as satisfying the
interest of filmgoers already familiar with the work but desiring to see
it again on the big screen, rather than on video or DVD. That classic films
like "The Bicycle Thief" and Kurosawa’s "The Seven Samurai" received such
a large number of votes across a variety of demographic segments suggests
that older foreign films can resonate with today’s filmgoers. A host of
other conclusions could easily be made by looking at how people voted,
from the obvious dominance of European Cinema to the more esoteric observation
that films about food, such as "Like Water For Chocolate," "Babette’s Feast"
and "Eat Drink Man Woman" were highly ranked.
One must remember that the
poll was seeking to learn what were filmgoers’ favorite foreign
films, not necessarily what they thought were the best. The distinction
is an important one, though it’s fair to say there would be considerable
overlap between the two criteria. It’s also important to remember that
unlike the American Film Institute’s 100 Best American Films poll, Landmark
Theatres Favorite Foreign Film Poll was not restricted to film critics,
journalists, scholars and industry professionals. This was a popular poll
open to all that wished to participate.
If a wider discussion about
the relative merits of individual foreign language films resulted from
the outcome of the poll, raising the interest of new and old films alike,
among both veteran foreign filmgoers and those new to the experience, the
profile of international films will have been enhanced. That was a primary
objective of this exercise and one that Landmark Theatres achieved in a
most unique and successful way.