It's a Wrap

Michael Dvorak

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• Rob Nelson
• Harold Arlen
• Louis Prima
• Cannes
• Al Milgrom

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Indeed, Milgrom remains indefatigable in his methods, and committed to hunting the elusive ticket buyer and roping her into a seat. He believes nothing less than this kind of effort will work. If you leave a flyer on a ledge, Milgrom explains, it doesn't always get picked up. Statistics on newspaper reviews demonstrate that you can't rely on press alone to build an audience. Local radio coverage of the cultural scene is, in his opinion, poor. In short, absent any radical shift in the public appetite for foreign films or a sudden infusion of cash for a promotional budget, Milgrom is likely to continue exactly as he has for decades.

"We owe a lot of money," he says. "And if I didn't do [what I do], we wouldn't get an audience. I don't do it for exercise."