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have talked about the preview
giveaway, broadcasting the
name of the product to count-
less listeners. Meanwhile, the
ads are also playing.
The momentum begins to
build in the crucial week prior
to the opening. "The task is to
make the screening — and the
whole promotion — as big and
exciting as we can," says Mr.
Droz. "It's to create awareness
as well as a desire to see — a
`wannasee,' you might say. It's
to complement all the advertis-
ing. It's all about hitting the av-
erage fan with the message as
boldly as possible."
For Mr. Droz, public rela-
tions director and account su-
pervisor with Robert Solomon
& Associates Advertising in
Bloomfield Hills, exposing Hol-
lywood's magic to the Detroit
market is a 65-hour-a-week job.
The Solomon Agency, which
had $31.6 million in billings in
1992, represents Walt Disney
Co., Paramount, Samuel Gold-
wyn, MGM, New Line and Uni-
versal by negotiating and
buying print and broadcast ads
(and receiving a commission
from the stations or the papers),
as well as pitching feature sto-
ries and coordinating press
screenings for local media.
Founded in 1954, primarily
representing studios, Robert
Solomon is one of two so-called
field agencies here. Marontate
& Company, in Detroit, repre-
sents Warner Bros., 20th Cen-
tury Fox, Columbia, Tri-Star
and Miramax.
Half of Robert Solomon's
business is movies, the section
Mr. Droz oversees with a staff
of nine. The full-service adver-
tising agency also handles local
concerns for Kentucky Fried
Chicken, 7-Eleven, Englander's
Furniture, Tuffy, among others,
and maintains an office in San
Diego.
Defining the Detroit
moviegoing market is some-
times difficult, says Mr. Droz,
because the area is so polarized
by race and income.
"We've got a very diverse
market, " he says, "You've got a
very blue-collar area; you've got
the east side, Oakland County.
They have different tastes and
different incomes."
Mr. Droz sometimes finds
himself in the position of edu-
cating distribution executives
about "certain idiosyncrasies in
the Detroit market.
"They're all isolated in New
York and L.A. and a lot of times
they really don't know the over-
all personality demographics
and psychographics of the mar-
ket," explains Mr. Droz, 36.
"We'll try to be the city's
staunchest defenders," he said.
"There was a person from Co-
lumbia, when we had Colum-
bia, who came to town to look
at markets. She was really cu-
rious to see the Maple Theatre
(in Bloomfield Township) and
that area of town.
"The concept of an art movie
house in Detroit was kind of
surprising to them. They go by
Detroit's image in the media.
They forget that Oakland Coun-
ty is one of the fourth or fifth
richest in the country."
How does Detroit contribute
to the overall success of an in-
dividual film?
"If there's a real mainstream
crossover film for white and
black audiences — A Beverly
Hills Cop 2, we would do be-
tween 2-1/2 to 3 percent of the
country," says Mr. Droz.