ALICE, SWEET ALICE (1976) ***

They really tried hard with ALICE, SWEET ALICE, the horror film that’s best known for being Brooke Shields’ film debut.

It appeared in November 1976 at the Chicago International Film Festival, where it competed against such films as ALLEGRO NON TROPPO, GREY GARDENS, SMALL CHANGE, THE DEVIL’S PLAYGROUND, and Best Feature winner KINGS OF THE ROAD.

It received theatrical release (and mostly negative reviews) in 1977, 1978, and 1981. Viewers might have seen it as either ALICE, SWEET ALICE or COMMUNION (the original title) or HOLY TERROR depending on when they watched it.

The promotional forces especially played on the Brooke Shields angle in ‘78 and ‘81.

One of the ‘78 ALICE, SWEET ALICE ads proclaimed at its top, “PRETTY BABY Brooke Shields, America’s New Star,” a reference to Shields being in Louis Malle’s contemporaneous PRETTY BABY.

Three years later, the film returned as HOLY TERROR with a hard sell promotional campaign again built around exploiting Shields’ notoriety from her Calvin Klein advertisements and her film projects like THE BLUE LAGOON. Shields put up a fight, though, because she had more clout and ENDLESS SUMMER coming down the pike; “Brooke was concerned that film goers could only be disappointed if led into the theater with the promise that the film was of recent vintage or that she had a central part in it,” said her attorney. See, the original HOLY TERROR ads used a photo of Shields circa ‘81 rather than one of her from the film that was made during a different administration. Those naughty ad men, they did a bad, bad thing.

Roger Ebert made the advertising campaign for HOLY TERROR his “Dog of the Week.” “The ads promise that it stars Brooke Shields,” Ebert said. “That’s where the trouble begins, because HOLY TERROR was first released five years ago under the title of COMMUNION and then it was released three years ago as ALICE, SWEET ALICE. Now, when this movie was originally shot, Brooke Shields was a little girl, only 10 years old, and as Calvin Klein can tell you, she’s not 10 years old anymore. Shields has a supporting role in the movie as an apparently demented little girl and it’s an effective thriller alright, but how many title changes is it going to go through in an attempt to cash in on Brooke Shields’ recent popularity?” Gene Siskel replied, “Maybe they ought to try GONE WITH THE WIND.”

Truth in advertising: Shields, listed 10th in the cast in the end credits, appears in the picture for about the first 10 minutes. For those of us who think she’s one of the worst mainstream actresses ever committed to celluloid, that’s a major blessing in disguise. She’s not a demented little girl, though, but the first murder victim. Attending her first communion, her character Karen gets killed real good before she can receive it, strangled to death and then incinerated by a masked figure in a costume that should make one think back to the superior thriller DON’T LOOK NOW. Only this raincoat is yellow rather than red like DON’T LOOK NOW.

Deceptive promotional campaigns are not anything new. They’ve happened before and they will happen again. It happens all the time, and not only (but especially) during election years.

For example, John Travolta made his debut (briefly) in the ridiculous 1975 thriller THE DEVIL’S RAIN, which features Ernest Borghine, Eddie Albert, Ida Lupino, Tom Skerritt, William Shatner, and Keenan Wynn in the cast, as well as the special participation of Anton LaVey, high priest of the Church of Satan. Anyway, in the original 1975 ads, not a mention of Travolta. Instead, we have mug shots of “Satan on Earth” (Borghine), “Devil Destroyer” (Albert), “Demon Sacrifice” (Lupino), “Tortured Soul” (Shatner), and “Faceless Follower” (Wynn) right above the claim “Absolutely the most incredible ending of any motion picture ever!”

Preying on Travolta’s success in SATURDAY NIGHT FEVER and GREASE, THE DEVIL’S RAIN made a comeback. Siskel named it a “Dog of the Week” the same week in 1978 his colleague Ebert picked that awful monster movie SLITHIS. “My dog this week is a four-year old film named THE DEVIL’S RAIN that’s suddenly come back to a lot of theaters advertised as starring John Travolta,” Siskel said. “Well, that’s a complete lie. THE DEVIL’S RAIN stars Ernest Borghine as a Devil’s helper trying to hang on to some lost souls. Travolta is on screen for less than a minute, this was his first film. He had only one line of dialogue in it. Most of the time, he has red and green wax melting all over his face. Looks like he fell asleep on a pizza. … Beware of films you’ve never heard of promising big stars. One reason you’ve never heard of them, they’re lousy.”

These promotional campaigns definitely backfired in the case of ALICE, SWEET ALICE, because it’s a good little thriller often compared with the works of Alfred Hitchcock and called a prototype of the slasher film. That should have been more than enough to sell the film.

ALICE, SWEET ALICE involves a series of murders in 1961 in Paterson, New Jersey, around a church and an apartment building. Our title character, a 12-year-old girl played by a 18- or 19-year-old Paula Sheppard, becomes the first suspect and she’s sent to a psychiatric institution for evaluation. She was always mean to her little sister and besides, she’s just plain “weird.” Their parents are divorced and they live with their mother Catherine (Linda Miller) and attend St. Michael’s Parish Girls’ School. We also have the girls’ father Dom (Niles McMaster) and their aunt (Jane Lowry), Father Tom (Rudolph Willrich), his housekeeper Mrs. Tredoni (Mildred Clinton), the creepy obese landlord (Alphonso DeNoble), and assorted policemen and minor characters. Dom leaves behind his new wife to more or less become a detective on behalf of his oldest daughter, and that leads to his demise in a scene that echoes Donald Sutherland’s death at the end of DON’T LOOK NOW.

ALICE, SWEET ALICE reminds one of not only DON’T LOOK NOW, but also any number of giallos or Italian thrillers because of the anti-Catholic themes, dark humor, and familial dysfunction. Lucio Fulci’s DON’T TORTURE A DUCKLING and Dario Argento’s PROFONDO ROSSO quickly come to mind. Of course, all these films have their roots in Hitchcock.

Director, producer, and co-writer Alfred Sole, who shared the screenplay with Rosemary Ritvo, reveals the real killer around the two-thirds mark and that’s a departure from the modus operandi of the thriller.

ALICE, SWEET ALICE stands up long after the promotional campaign has become a faded memory. Anyway, I’ll still call it Brooke Shields’ best movie.