Theaters that don't adhere to strict guidelines about how to show the "Star Wars" prequel may feel the power of the Dark Side

April 21, 1999
Web posted at: 6:08 p.m. EDT (2208 GMT)

From Dennis Michael
CNN Entertainment News Correspondent

HOLLYWOOD (CNN) -- Every modern war has its rules of engagement, and "Star Wars: Episode One -- The Phantom Menace" is no exception. The rules of engagement include a long list of demands that George Lucas' Lucasfilm is making on theater owners lucky enough to have "The Phantom Menace" scheduled to run, starting May 19.

"He isn't going to be maneuvered like other producers, in that if his picture opens in the biggest theater in the megaplex, it's going to stay in that theater for as long as 12 weeks," says Peter Bart, the editor of Daily Variety.

"Or, if it opens on three screens, it's going to stay on those three screens for much of the summer. He's not going to be pushed around like most studios are pushed around."

Onscreen advertising before the movie? Forget it, for at least two weeks. Trailers? No more than eight minutes' worth before the film starts -- and Fox, which is distributing the film, plans to take up two and a half of those minutes already.

Lucas

And if you break the rules, you might just get your print confiscated.

"Lucas is in a unique position himself to create these rules and enforce them," says Paul Dergarabedian, the president of box-office stats collector Exhibitor Relations. "He paid for the entire film himself, and he and Fox are just trying to maintain absolute control over the film."

"Phantom Menace" is getting a far smaller initial theatrical release than your typical blockbuster would usually get, because exhibitors must have a projection system, sound system and environment that meets Lucasfilm's standards.

"Lucasfilm wanted to make sure this film was shown with the best possible projection and sound, in order to take full advantage of the film," Dergarabedian said.

Lucas isn't only picky about where his film runs -- he's picky about which media outlets get interview access to the film's stars, and to him. Many Internet-related interviewers aren't getting through the door.

"A lot of journalists who'd never dealt with Lucas, when they started competing ferociously for these stories, what they discovered is the land of Lucas is a very tightly controlled, rather rigorous domain," says Bart.

The guidelines include showing the film on the best quality projectors and sound systems

Fox and Lucasfilm have shown flexibility in some areas. A ban on advance ticket sales has been softened, but not so much that a scalping business will be able to thrive. Some fans are starting their second week waiting in line.

Exhibitors may grumble -- until the tickets start selling by the millions, as they are expected to do.

And that's the bottom line, says Dergarabedian. "When you pay the whole bill for a movie, and you have a track record like his, you can do these types of things."