‘Roadhouse’ Blues

Based on early screenings for members of the press and exhibitors, MGM/UA’s “Roadhouse” won’t be wowing the critics with its cinematic artistry. As Barry Lorie, senior marketing veep at MGM/UA put it, “It’s full of fist fights and dancing and lovemaking. I don’t think the reviewers will be treating it too kindly.”

In fact, the pic, starring Patrick Swayze as a professional bouncer, was 86’d from a June piece in Premiere magazine that predicts the summer’s Top 20 money-makers. A rep for MGM/UA admitted that “Roadhouse” was on that list--until the article’s writers saw the pic. “I think they’ll be sorry,” said the publicist, who promised, “This movie will be a money-maker.” Added Lorie: “Joel Silver (the producer) has a track record for tapping into the heartland of America. Critics may not always approve, but the moviegoers do.”

“Roadhouse” is scheduled to open May 19 in about 1,850 theaters in what is deemed a “soft” weekend, meaning there is light competition. A hefty TV ad campaign is planned. “We’re giving it everything we’ve got,” said Lorie. “This is a major movie campaign.”

In addition, cast members Swayze, Ben Gazzara, Sam Elliott and Kelly Lynch, as well as director Rowdy Herrington, are all media-cooperative. The “Roadhouse” press blitz kicks off this weekend in NYC at a junket for about 60 journalists.