‘Howards’ Ads

We protest the way writer David Fox has put words in our mouths in your Film Clips section (March 7). In the telephone interview with me, at no time did I say my partner, Ismail Merchant--currently in India directing a film, and always far more diplomatic than myself--was “not exactly thrilled” by Sony Classics’ handling of “Howards End” since the Oscar nominations. Did Mr. Fox telephone Mr. Merchant in Bhopal? I think he did not.

You quote me as saying: “This seems to be the time they (Sony) would hit with a campaign--but they seem to be quite set in their ways.” This is just selective editing to make a story. At all times, I was careful to praise Sony’s “canny” ways in prolonging the theatrical run of the film. I said this again and again, always expressing a general satisfaction with their efforts. Worst of all, Mr. Fox tries to link our signing a distribution agreement with Disney to Sony’s “low-key marketing approach” for “Howards End.” There is no such link.

As for the advertising budget, perhaps I should have specified that my “moaning and groaning” had to do with the ads bought by Sony in the New York area, and not in Los Angeles, the size and number of which I could not have known about as I was also in India when the academy nominations were announced. I think I also said to Mr. Fox that from my very first film, which came out in 1963, I have always “moaned and groaned” about the size of the newspaper ads, right on down to today, as most directors do, this being some sort of matter of ego and “image.” This was the context of my remarks about Sony during my conversation with Mr. Fox.

JAMES IVORY

New York