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Three men and Peeping Tom
It is, said one critic, "the nastiest film I have ever seen" Said another "It's a long time since a film disgusted me as much as Peeping Tom ... beastly picture."
These quotations are proudly displayed in the advertising for the Gala Royal Cinema, Marble Arch (which is showing Peeping Tom at the moment).
I don't know whether the critics were justified. But the fact that their verdicts of nastiness, disgust and beastliness are being exploited to draw customers seemed to me to be one of the most unwholesome gimmicks in film advertising.
Doesn't approve
Yesterday the joint boss of the Gala Royal bought seven more cinemas. he is Mr Joseph Cohen, Birmingham solicitor and head of Jacey Cinemas Ltd. which has just taken over the Monseigneur group for a reported £500,000.
Does this mean that the seamy policy is going to spread?
"Oh, dear" said Mr Cohen, on holiday in Bournemouth, "did the critics say that? Well, I certainly didn't approve of exploiting that kind of thing.
"I am afraid I am old-fashioned. I have asked my son not to associate me with anything like that.........I don't actually deal with any of the advertising"
Over to Mr Cohen Jun., Mr George Cohen, speaking from his home in Birmingham: "Sordid? I think there is something in what you say. this is certainly not a thing we would advocate. But at least it shows people what to expect.
Didn't know
"Let's face up to it. Our business is really a kind of showmanship. We have got to attract the public. This is just one way of doing it. Psychologically, this is quite a good way of exciting their curiosity ........ though I suppose you could say it is rather an unwholesome kind of curiosity.
"We only share the running of this cinema with Gala Films. They do the publicity and select the films. I didn't even know this was in the paper"
Over to Gala Films, London. To Mr. Frank Hazell, who looks after publicity.
"I am afraid you are putting me on a spot here. I was partly responsible for this.
"My line in using these quotations was simply to ask people 'Do you believe this? Come and see' And, incidentally, they are coming.
"Does the fact that they are coming justify my using this kind of draw? Well, let's face it. this is what we are in the business for, to get people to come and see the films."
Three embarrassed men profiting from something they should be ashamed of.
Fred Majdalany called this film "thoroughly nasty." In my view, that goes for this method of advertising it as well.
Pearson Phillips
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