'The Harder They Come' Sneak Preview

Jimmy Cliff as Ivan.

One autumn day in 1973, some 18 months into my job as manager of Richmond's Biograph Theatre, one of my bosses in D.C., David Levy, asked me to look at a new movie to evaluate its potential. From time to time he did that for various reasons. In this case he had a new 35mm print of “The Harder They Come” (1972) shipped to me, via Clark Transfer.

Note: "The Harder They Come": Color. 120 minutes. Directed by Perry Henzell; Cast: Jimmy Cliff, Janet Bartley, Carl Bradshaw. In this Jamaican production, Cliff plays Ivan, a pop star/criminal on the lam. The music of Cliff, The Maytals, The Melodians and Desmond Dekker is featured.

In the after-hours we occasionally had screenings of films we came by, one way or another. For instance, being in the same city as three universities meant access to 16mm films that could be borrowed briefly. Usually on short notice, the word would go out to friends that we would be watching a particular movie at a certain time.

These gatherings were essentially impromptu movie parties. Once it was 1940s and '50s boxing films from a private collection. The Beatles' then out-of-release "Magical Mystery Tour" (1967) in 16mm was the centerpiece to another one of those parties. Such watch parties happened more often in the Biograph's early days

Although I don’t remember any moments, in particular, from that private screening of “The Harder They Come," I do recall the gist of my telephone conversation with Levy the next day. After telling him how much I liked the Jamaican movie and its music, he asked me how I would promote it.

Well, I was ready for that question, as I had smoked it over thoroughly with Dave DeWitt (my collaborator in making Biograph radio spots) and a few friends after the screening. Consequently, I told Levy we ought to have a free, open-to-the-public-on-short-notice, sneak preview of the movie. Most importantly, we should use WGOE exclusively to promote the screening, since its engaging music made this film a natural for radio.

Because Levy liked the comedic radio campaigns for the Biograph's midnight shows that DeWitt and I had produced over the last year, he went for the idea right away. DeWitt was easily the best radio production guy I have known.

Note: In the early-'70s, long before the era of giant corporations owning hundreds of stations, a locally-programmed daytime radio station with a weak signal played a significant role in what success was enjoyed at the Biograph. For a few years we had an especially good business arrangement with WGOE-AM, the station that then owned the hippie market in Richmond.

Subsequently, on a November Friday morning the DJs at WGOE began reading announcements of a free showing of “The Harder They Come” that would take place at the Biograph that afternoon at 3 p.m. Then they would play a soundtrack cut by Jimmy Cliff, the film’s star. This pattern was continued maybe three times per hour, leading up to the time of the event. Since we presented it as a "WGOE-presents sneak preview," the announcements cost the Biograph nothing.

Of course, reggae music was being heard in Richmond before our free screening, but it was still mostly on the periphery of popular culture on the East Coast. As I recall, some 300 people showed up that day and the movie was extremely well received.

In a couple of previous runs in other markets, “The Harder They Come” had been handled as an underground movie. As it was shot in 16mm and blown up to 35mm for its American distribution, it had a grainy, documentary look. Upon hearing about the test-audience's approval, Levy got excited and decided to book it to run as a first-run feature, rather than as a midnight only show.

Later on Levy became a sub-distributor for “The Harder They Come.” He told me that when he rented it to theaters in other cities within his region, he advised them to use the same radio-promoted, free-preview tactic.

While it didn’t set any records for attendance at the Biograph, “The Harder They Come” did fairly well and returned to play several more dates, both at regular hours and as a midnight show.

As it happened, in late-1973, watching a then-virtually unknown, low-budget Jamaican film -- after operating hours -- with a small group of co-workers and friends had seemed somewhat exotic that night. Of course, on that occasion, we had no idea how popular reggae music was about to become ... in some part because of that movie's influence.

-- 30 --