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Image provided by: Suffolk Cooperative Library System
It's show time. But first, a word from our advertisers This is a good time of year for movies, as studios rush to release their quality pictures in time for con- sideration for next spring's Academy Awards. As an inveterate, lifelong moviegoer (but I describe myself as \screen-struck\ rather than \star-struck because stories and how they're executed matter to me more than actors) I relish this time of year. But lately, I've found movie-going increasingly irksome. Movie theaters have broken their traditional compact with the ticket-buyer. By custom, you paid your admission, took a seat and enjoyed a few min- utes in the semidarkness for reflection, before the magic moment when the house lights dimmed, the curtain opened, music swelled and up on the silver screen the show began. You were left in peace during these moments of anticipation. No more. Now, instead of left in quiet, moviegoers are sub- jected to up to ten minutes of filmed, high-volume commercials - even before having to endure six or seven noisy, obnoxious trailers for coming attrac- trons. During a visit last month to Loew's huge multiplex in Stony Brook. I was irritated enough by the com- merctals to whip out my netebook and take down names of the offending sponsors. Before getting to the previews, I had to sit through pitches for Coca- Cola, American Express, Cingular, Nikon, the Harry Potter video game, Samsung and Toyota. Never mind that, for the most part, they were tastefully filmed. They went on and on, and the sound track that accompanied them was at thunderous vol- ume. Some were shot so as to mike you think you might be watching the preview of a coming movie. \ But soon enough, the pitch came through like a ham- mer blow. 1 object to being held a captive audience. At nine dollars a ticket (okay, six and a half bucks for a geezer like me) I think I'm being had. Most of us grew up with commercials on televi- sion. That was a compact we easily understood: Programs and shows we watched were FREE. This was made possible by advertisers, who \sponsored\ programs, defraying their cost. But we were never truly captive as audiences. During commercial breaks we raided the fridge, used the bathroom, flipped through a magazine. With the advent of the remote and its MUTE button, we were in control. In a good many theaters today (the independently owned Port Jeff Cinemas being the only exception I know ) ticket buyers are regarded as sheep. herded into a dark room to watch commercials Companies that advertise on theater screens aren I \sponsoring\ the movie. The money they pay the the- ater chains has never resulted in lower tiket prices and never will. So how did movie chains come up with the idea of selling commercials? Probably by watching public television stations Stations Ithe Channel 13 and Channel 21 have ever-so-deliberately allowed their \underwriters\ to become actual sponsors. The old simple two-line statement on the screen that Program X is underwnitten by a grant from Company Y has morphed, in a great many cases, into a minute-long visual selling tool for the company's product. With Americans unable to escape commercials almost no matter where we turn, movie chains simply Signals j In some Manhattan theaters, audiences stamp on the floor and boo when commercials appear on the screen. BY JOHN MCKINNEY saw an opportunity And figured. probably correctly. that we'd simply sit stull while they sold our captive eveballs to still more advertisers But maybe we won't be quite so acqgures.ent In sume Manhattan theaters. audiences stamp un the floor and boo when commercials appear on the «wieen When I was a hid. that's what audiences did whenever a movie was late in starting This ploy always brought the theater manager to the stage. for a hasty apology Fat chance of that happening in today's chain theaters Is no place to be sacred from commercials ' I have read that the technology exists to project an ad upon the surface ot the tull mun Shine on Harvest Mewn. indeed Yes, there's a Santa Claus and he lives right here Yes, Virginia, there IS a Santa Claus, and 1 have the pleasure of knowing him. When he isn't out bringing cheer and presents to children, he lives in Stony Brook and has for the past 50 years. This is an Ode to Santa. He has a wonderful white beard, twinkling eyes- especially when children are present-and loves being Santa. He also loves this area, to which he and his wife moved from Queens in order to build a better life for themselves and their children. A manager at the old New York Telephone Company, where staff had to be clean-shaven, he celebrated the lib- eration of retirement by growing a beard. So full and wondrous was his beard, accompanying, as it did. his merry personality, that people spontaneously suggested he might be a natural as the Joyful Fella during the holi- day season. At that time, as he has for all of his 50 years here, he was serving in the Stony Brook Fire Department and the women at the flower shop next door was among the first to notice his resemblance to Santa. One of his first public appearances was at the mvita- tion of Gloria Rocchio in Stony Brook Village, which hosts a tree lighting, complete with the arrival of Santa, the first Sunday of every December. That was in 1981, Santa toved the kids and they toved him. At the time he also served as assistant superintendent of highways for Harold Mailkmes in Brookhaven Town, and again, around the holidays, Eric Russo, who was Brookhaven deputy supervisor, tapped him to be Santa for the town. From there he branched out to senior citi- zen homes, nursing homes, the kids in Gordon Heights and hospitals. Between honor Santa, you and me \* Santa, our Santa and every other community's the best instincts of humanity with their selfiess donations of time ay Lean s. punaiee and good cheer. Although he doesn't usually visit private homes. he was once asked if he would come for a video being made of aunts. uncles and cousins to be sent to a temibly sick boy in the hospital. He agreed and they made the video. The young boy loved it Three days later. the boy died. He continues to this day. carrying presents to Stony Brook Hospital just last Thursday on behalf of the Three Village Chamber of Commerce. Santa confesses that the first year he visited the sen- ously ill young patients in the hospital, his makeup ran He confides that the kids are \priceless.\ While he is vis- iting, everything's fine and they regard him with awe Our Santa is quite experienced. having also done commercials in New York City for \Get High on Yourself,\ a drug-related program for young people with Mary Tyler Moore, Morgan Freeman and Dudley Moore Some wishes he has received from kids are funny. others heartbreaking Once he was asked if he could bring the little boy's mommy a new heart Another time. the child asked if Santa could bring his mommy and daddy back together. One year, at the Three Village Inn. a child didn't respond to him when he asked his usual questions and the mother explained that the little girl was deat: During that next year. Santa took a basic course in signing and when the same child returned the following year. he igned her name The mother cred By the way, our Santa has never accepted pay. even tor doing the New York City commercial and has remained pretty much anonymous He is our Secret Santa, the embodiment of compaswon. and he can he reached through the Ward Melville: Hertage Organization, 751 - 2244 Santa, who was a manne during WWI and served at Iwo Jima and Ohinaw a, has a wish of his own He wish es we didn't have the problems in the world ot tsunanus \and carthquakes but acknowledges that we can t do much about preventing thome But he fervently wishes we didn't have to deal with the war in Iraq However he concedes that we can't qui nou. We honor Santa. our Santa and every other commum tv's Santa. representing the best instincts of humanity with their selfless donations of time and god cheer We wish them alt __ and alt of you | - a Merry Chnstmas Happy Chanukah. Happy Kwanzas and a Termfu New Year' See you. hale and hearty we haope in 20006 TIMES BEACON RECORD - fofon Ayp Pususher EDroniat ART AnD PRODuCTion Janis Greene Leah S. Dunmel Katherine Consorte mega» Lois NHovie GENERAL MANAGER «Joshua Diamant F Robin Lemiun NEWSPAPERS Johness Kuisel Cambie Dilieto ASSISTANT ART OiRECTOR Diane Lisberuat? We welcome leliers, photographs, comments and story Execumve Enron foe Leung Wumxgm acre MWW“MWOPOBOX707.M¢LNY Marie Murtagh Peter C. Mastrosimone Rense Alboretii Lyin Tormey 11733 or email to timesnpt@1tbmewspapers.com. Or drop by EDITOR Charles Morgan Vincent CLASSIFIEDS DIRECTOR our news office at 67 Main Street, Northport. The opinions Patricia Proven Kathy O'Sultvan Janet Fortuna Ellen Segal of our columnists are not necessarily those of the paper LEISURE EDITOR Patricia Proven Karen Glick BUSINESS MANAGER Times Beacon Record Newspapers are published Clien Barcet was“ Beth Helier-Mason Mary Fiorentino every Thursday. PRODUCTION EDITOR Laura Annie Marie Hewitt CIRCULATION MANAGER Address: POBox 707, Salim. NY 11733. Nysea Cutter «John Weetermann Karen Paok Diane Wattecamps |- Telephone: (631) 751-7744 Web » timesofnorthport.com SPORTS EDiTon PHOTOGRAPHY ADVERTISING DIRECTOR : Contents copyright 2005. Km Consorte Mmflmm Kathryn Mandracchia wm‘éimmm ml! EDITOR Robert O'Rourk ALDNERTIBING . Butcher Meg Melangone Springer Aino Ruis! Berbera Newman SUBSCRIPTION MANAGER M Chirichelia Terri Caruso mea w an agre s ak w n te wr ub me an se e dam ee n n n m n n n -
