Where Vincent Price Steals A State

The Baron of Arizona (1950) Is Lippert Spelled Deluxe

A fascinating historic premise that Sam Fuller, a student of America's colorful past, dug up and proposed to Robert Lippert as one of his budget trio for the producer's B factory. Fuller's yarn told of a sharpie who faked documents toward ownership of the entire state of Arizona, a page from the past that had surprisingly not be addressed by movies before 1950, a natural for Believe It Or Don't telling. Lippert committed larger-than-ever spend of between three and four hundred thousand, according to Variety, a meaningful step up from an average $70K that went into that company's output. Taking titular, and unexpected, lead was Vincent Price, who'd from there on call this his favorite role. It was departure from character and chill work the actor would be associated with, something of a tour de force that Price could point proudly to on his resume.

The rented Nassour studio, where Africa Screams had lately wrapped, was host to the Baron crew. Filming wrapped a day ahead of schedule in November, 1949, at which point Lippert took a look at a rough cut, then sent the crew back to Arizona location for "four-to-five days" (Variety) of additional shooting, the producer having decided to boost the budget on what shaped up as a special for his low-cost company. Lippert thought enough of the finished product to fly himself and a print to New York for arrange of countrywide Baron bookings which he'd oversee personally. This was still an era where an independent could roll up sleeves and stump for product on man-to-man basis with exhibs. Many such dates were settled over drinks in management offices, guys like Lippert calling many a far-flung showman by first name and knowing his favored brand of liquor. Bob stayed busy into 1950 with not only Baron business, but thirty-two other releases flowing through the thirty-four exchanges he maintained in the US and Canada.

Quality turnout of the film led to beefed up campaigning on Lippert's part, even a tie-in with postal inspectors who'd print up and display "wanted" posters showing Vincent Price in Baron guise. $100K was pledged toward exploitation for The Baron Of Arizona, an unprecedented layout for Lippert. Ad placement in nationally distributed magazines was also a first for the company, which till then had kept bally regional. A gala Phoenix premiere was arranged for February 29, 1950 to which a "planeload of stars" was sent. Live television coverage played a part in events as well, a possible first linkage of on-the-spot vid to a film opening in that state. Variety expressed doubt as to boxoffice prospects, its reviewer cautioning that Baron's "drama slant mitigates its chances in the general action market." It was also suggested that the film's 96 minute run time be "tightened." New York's Palace Theatre took the brunt of Baron's weakness in urban markets --- only $14K for a first (and only) week wherein vaudeville was tendered with the feature. By June '50, however, Lippert was said to be "flushed" by overall Baron success as he addressed a national meeting of the exchange force, excitement over the pic surpassed only by the larger splash made by Rocketship XM, a hit that dwarfed everything so far offered by Lippert's shop. The Baron Of Arizona was released on DVD by Criterion among three Samuel Fuller features in their "Eclipse Series 5." Other titles were The Steel Helmet and I Shot Jesse James. Quality is excellent for each. The Criterion set may be out of print, as I did not see it offered at Amazon, although there is at least one listing on Ebay.