Theaters May Shun ‘Temptation’ : Exhibitors Fear Scorsese Film Will Offend Public

Universal Pictures may be hard pressed to find a theater willing to play the studio’s controversial “The Last Temptation of Christ.”

An informal survey of movie exhibitors has found considerable caution and, in some cases, resistance among leading theater chains to exhibiting the Martin Scorsese-directed film that is due in limited release Sept. 23.

Most theater chains surveyed reported that some members of the public have already registered protests about the movie, which has come under fire from conservative Christian leaders for what they call a “blasphemous” portrayal of Jesus. Exhibitors have not had an opportunity to see the film, and most of those surveyed based their reactions on news stories about the controversy surrounding it.

“We’ve been getting a lot of calls,” said Jim Edwards Jr., spokesman for Edwards Theaters. “We haven’t had an opportunity to see the film and there has been no discussion about booking dates. But I can assure you we will not show a film that intentionally denigrates the image of Christ.”

Edwards operates about 140 screens in Southern California.

A spokesman for the 447-screen Mann’s Theater chain, which is owned by Paramount Pictures, original developer of “Temptation,” said: “At this time we don’t intend to play the film because of the controversy surrounding it and the fact that we haven’t seen the film.”

“The movie is tasteless and has a lack of concern for the religious sensitivity of a majority of filmgoers,” said a spokesman for the 2,000-screen United Artists Theaters chain. “It’s not worth it for any theater chain to play a film like ‘Temptation’ or ‘Colors’ that will offend our regular customers. We’re open all year, and we don’t need to upset any community over one offensive film.”

Bill Soady, president of Universal’s distribution division, said exhibitors rushing to judge the movie aren’t giving it a fair shake.

Most objections to the film have been based on early scripts, and few among those who attended a special screening for liberal and mainline Christian leaders this week in New York voiced serious reservations about the movie.

“We have no power to tell exhibitors to buy our product,” Soady said. “This is an extremely controversial subject matter, but for the people now condemning the movie without seeing it doesn’t seem to be fair.”

Soady, who noted that the movie has “no test-run schedule and hasn’t been shown to exhibitors anywhere,” said their objections to “Last Temptation” are based on “pure speculation.”

Nonetheless, some exhibitors are already opposed to showing the movie and others are, at best, wary.

“There is a real possibility every theater booking the film will have pickets protesting outside of it,” said Chan Wood, head film buyer for the 300-screen Southern California-based Pacific Theater chain. “We’ve already had several calls from church groups asking if we’re going to play ‘Temptation,’ which is a little strange considering the film won’t be released for two months.”

At AMC Entertainment, chief film buyer Noel Kendall said: “I have no idea whether we would book the movie or not. It depends on our feelings when we see it.”

Kendall said AMC, which has about 1,500 screens nationwide, had received calls from several religious organizations protesting the movie’s release, “but we told them the same thing we’re telling you.”

“The attitude I’m getting from Universal branch managers is if theaters have problems booking the film, and our markets are anticipating the film’s response, they’ll understand your position not to play it,” said Gary Meyer, head film buyer for the 39-screen Landmark chain.

An exhibitor for a Midwest based chain agreed that Universal is not putting pressure on exhibitors: “Universal knows no chain wants to battle organized religious groups. Who wants to fight all of Christianity over one film? Besides I’m told the movie makes Jesus out to be a playboy. That portrait will excite people in Los Angeles and New York, but in Salt Lake City or Boise, Ida., religious fanatics could burn the theater down that plays the film.”

Bill Spencer, whose 320-screen Moyer chain includes theaters in small Northwest towns, is also skeptical of “Temptation’s” appeal outside of major cities.

“If Universal wants to know if ‘Temptation’ is truly commercially controversial, they should test it in the Bible Belt,” Spencer said. “This is one film (that) exhibitors won’t book unless they absolutely have to or the movie makes tons of money in its initial limited release.”

That, said Landmark’s Meyer, is far from a sure thing, even with the “publicity machine” created by the protests.

“Many exhibitors weren’t high on the movie to begin with,” said Meyer, “because Scorsese hasn’t made a hit film in a long time. Exhibitors always saw this as an art film.”

AMC’s Kendall agreed: “All this stuff in the press is great publicity for the picture, good or bad. People who never heard of it know something about it now.”

Times Staff Writer Jan Herman contributed to this story.