Halloween’s rolled around again and yeah, yeah, it’s a dark and stormy night. The road’s washed out, phone’s gone dead, the mystic’s reading her ouija board, and zombies are popping through doorways left open by a demented kewpie doll.
Been there. Seen that. Got the t-shirt.
In fact, I very nearly designed a t-shirt for this sort of stuff back in the 1970s, before I was a movie critic. My first gig out of college was doing publicity for Roth Theaters, a mid-size, DC-based theater chain that got gobbled up in the ’80s by a bigger circuit. My boss was Paul Roth, an old-school movie guy who by the time I met him had probably forgotten more about showmanship than I’ll ever know.
We staged weddings in the aisle for a movie called The Bride (patrons threw popcorn instead of rice). We dressed a verrrry short usher one December as E.T., and then added a beard and tasseled red hat so he could be Santa’s Helper. And for the opening of Airplane!, an usher and I climbed up on a marquee to attach the back half of a plane fuselage I’d found at a junkyard so it looked like it had crashed into the theater. We knew we were getting the look right when a passing motorist screeched to a halt, leapt from his car, and yelled “is everyone okay?”
But the most fun we had was promoting Roth’s drive-in theaters, especially when audiences dwindled as the weather turned cold. Halloween was both a challenge and an opportunity for drive-ins: Obviously the right place for scares, but hard to find new films for when there was a chill in the air. So Paul dug deep in the B-movie horror vaults, and showed me how to sell the sizzle, not the steak.