Ira Deutchman, Evangeline Peterson, Ed Rugoff, Ralph Rugoff, Lina Wertmüller, Robert Downey, Costa-Gavras, Peter Broderick, Sarah Kernochan, Bruce Brown, Annette Insdorf, Larry Kardish, Wendy Keys, Warren Liberfarb, Harlan Jacobson, Todd McCarthy, Gary Meyer, Richard Peña, Julian Schlossberg, Bob Shaye.
Yet Rugoff ultimately lost his company, the fabled Cinema 5. Deutchman, as he was starting out to make the documentary, heard a rumor that Rugoff had been buried in a pauper’s grave . He also kept hearing from former Cinema 5 employees, many of whom are interviewed here, that Rugoff had a metal plate in his head, and that this accounted for his difficult behavior; the rumors are part of his cracked-genius-mogul mystique. “Searching for Mr.
Cinema had become a smorgasbord, and Rugoff, designing newspaper ads that made every film look like an event, channeled and shaped that excitement. In 1969, his influential ad for “Putney Swope,” which pictured a giant fist giving “the finger” with the phrase “Up Madison Avenue,” prefigured the famous peace-sign-with-legs studio ad for “M*A*S*H.” After screening “Putney Swope,” Rugoff told the film’s director, Robert Downey, “I don’t get it, but I like it.
In the end, Rugoff proved to be a victim of his success — and his anti-social tendencies. Deutchman interviews his wife, Evangeline Peterson, who tells a crazy-inspiring story about their first date , but who also describes the tyrant that he could be. He also had a way of falling asleep at screenings .
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