By RALPH KAMINSKY
West Coast Editor | Boxoffice Magazine | July 9, 1979
HOLLYWOOD - It was "The World's First Premiere For A Motion Picture Trailer." It was a zany, crazy, two minutes - the shortest world premiere the movie industry has ever seen.
Stars, a marching band, valet parking, celebrity interviews - it was the works for Universal's "The Jerk." The offbeat style reflected the mind of comedian Steve Martin and his equally cooky [sic] director, the veteran comic, writer and director Carl Reiner.
Even the mayor's office got imo the act. Deputy Mayor Ray Remy stepped onstage to honor Martin with a tongue-in-cheek citation that proclaimed "two minutes of June 27 as Steve Marlin Minutes in Los Angeles." It sounded just like something that Martin would have written.
THE CURBS WERE jammed with fans at The Village Theatre in Westwood for an event that should rank as just about the most clever promotional gag in recent Hollywood history. At least, it could rank as the most amusing. Like all great ideas, this one started with an unpremeditated thought.
The first trailer to plug "Thc Jerk" was ready for release and one casual remark by producer David Picker set off a chain of events that culminated in the zany premiere.
It happened at the first screening of the trailer. "We were all delighted with it and everyone started talking about how great it was," Picker said.
During the clamor, Picker casually said: "We ought to have a premiere for it." That did it. Charles Powell's advertising and publicity staffers, headed by Buddy Young, ran with the ball.
THEY CREATED THE "historical event" that took place the night of June 27. A full page ad in Los Angeles papers drew a huge crowd of celebrity watchers and Martin fans. The genuine fans were clearly identifiable; they wore the rabbit ears and arrows hrough-the-head that are Martin trademarks. One young man flourished two life-sized cutouts of Martin's picture. The television news cameras had a field day.
More than 500 members of the press, celebrities and "opinion makers" were invited guests of Universal. Many arrived in limousines and were marched up to a podium for interviews conducted by Army Archerd, the Hollywoood columnist who performs the chores at the old-fashioned premieres for real motion pictures.
Each star solemnly intoned that he or she was "just thrilled to be here for the world's first premiere for a trailer. I think it's going to be just terrific."
Steve Martin, left, star of Universal's, "The Jerk," and writer/director Carl Reiner arrive at the Village Theatre in Westwood, Calif., for the world's first premiere for a motion picture trailer. In his usual witty style, Martin said the trailer represented the most exciting two minutes of his life.
THE SCENE OUTSIDE the theatre was one of controlled turmoil. The Whittier Cavaliers Youth Band, drawn up in formation across the street from the theatre played loud and long. Cheering fans whooped it up. Press and free-lance photographers jostled for position.
In typical, offbeat fashion, all the celebrities arrived in informal no-tie attire - except for Martin and Reiner. They sported full evening dress and black ties to provide the proper dignity that the outrageous event merited.
In the theatre a!l guests were handed tiny cups of popcorn, just enough to last through the two-minute picture. On stage, Reiner and Martin were greeted with an exaggerated roar from the 1,000 guests and general public that had paid to get in. They were introduced as "The trailer makers responsible for this great premiere - the world's first for a trailer."
REINER "BOASTED" THAT making the trailer "was one of the toughest things I've ever done." He revealed the awesome news that the trailer originally ran to 2 1/2 minutes. But he reported with deep satisfaction, "I cut it down to two minutes and saved the company $94 dollars."
Imitating the hyperbole in which stars usually extol their pictures, Martin raved that "The trailer was the most exciting two minutes of my life. 1 can only think of one other thing that I can do in two minutes. It will move people to tears. They will laugh and cry."
AND ON THAT NOTE the audience watched the two-minute pitch in which Martin speaks directly to exhibitors, telling what a great picture he has made and how he has taken steps to insure favorable reviews all across the country, giving a meaningful wink and fingering a thick wad of paper bills to indicate how he "fixed" things (that last attempt at humor fell flat with many of the Hollywood press who are sensitive about that sort of thing).
The craziness may not be over, either. Reiner revealed that "There will be another premiere for the coming attractions." Also, he said, New York City may get a premiere for the trailer and, "We'll have six premieres before the movie comes out."
The excitement continued after the two-minute show. The 500 guests crowded into the glamorous Dillon's disco where they took over the entire four floors for drinking, dancing and dining long into the night; four bars and four food tables were the main attractions.
THEATRE MOGUL Ted Mann and his wife, Rhonda Fleming, were among the first to be interviewed. Mann said, "This is like the days of Mike Todd - real showmanship." Said Rhonda, with tongue in check: "I'm sure I won't get tired sitting through this movie."
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