Mr. Schlock Bringing Together Bad Movies and Good Times at the Hollywood Theater

Since re-opening two months ago, the has played host to film professionals both onscreen and off, including burgeoning directors, nationally recognized filmmakers, legends of local film, and even a few genuine movie stars.

On Friday, however, the theater will be visited by a very different kind of showbiz character when Bruce Lentz returns as Mr. Schlock, unflappable ham and unrestrained enthusiast of the worst that B-movies can offer.

"Other hosts criticize and poke fun at how bad a movie is, but Mr. Schlock actually thinks they're really good," said Lentz. "He has no clue they're not good. He doesn't know what 'Star Wars' is. All he knows are cheesy 50's and 60's B-movies."

For 12 years, Lentz was the proprietor of Incredibly Strange Video, a bastion of rare horror, sci-fi, and cult films that served both residents of Dormont and film buffs all over Western Pennsylvania and beyond. It was among the rental tapes and underground magazines that Mr. Schlock was born.

"I became friendly with one of my regular customers who happened to run the Bethel Park Public Access channel," said Lentz. "He was so amused by rants and monologues that he suggested I do a show for public access."

Considering the idea with his wife, the two came up with Mr. Schlock, the eponymous owner of "The Shlock Shop." First broadcast on Bethel Park Public Access, then on Pittsburgh Public Access, each episode would feature a condensed thirty-minute version of a notable masterpiece of trash cinema alongside filmed sketches of Schlock-driven zaniness.

Though new episodes have not been produced since 1999, re-runs still occasionally air on BPTV. Thanks to both his past convention appearances and enduring presence on the Internet, Mr. Schlock even continues to receive fan mail.

"I still get fan letters occasionally, which is funny cause it's like nothing," said Lentz. "It's a very underground thing."

In the summer of 2009, Lentz was brought into manage the restored and refurbished Hollywood Theater. In an effort to fight dwindling business, he hosted a double feature as Mr. Schlock, but the event failed to attract a large crowd.

"We got like thirty-one, thirty-two people," said Lentz. "I was so exhausted and I just didn't have time to plan the event."

Despite the disappointment, Lentz is confident this time around is going to be different. Approached to do the event by board members John Maggio and Sandy Stuhlfire, he has been given free reign over his monthly spot. For Mr. Schlock's June debut, Lentz chose to center the showing around a movie known worldwide for its bad quality: "Plan Nine From Outer Space."

"We wanted to do something people had heard of," said Lentz. "When you talk about bad movies, that's the big one."

The showing will include scripted bits by Mr. Schlock before and after the film, as well as trivia, prizes, and a look alike contest for attendees dressed as either Tor Johnson or Vampira. The show could even be family friendly, at least as the host would have it.

"Mr. Schlock is totally PG. He's a square," said Lentz. "He doesn't swear, he doesn't make sex jokes. It's just very silly, very slapstick — Now what the audience is yelling at me, hat's a different story."

Lentz admitted there was some complaining among friends about the Hollywood's no-alcohol policy, but Lentz isn't worried. "I'm living proof that you can have fun while sober. I think the event is going to attract the right kind of people who are really into the cult movie scene."

Depending on the size of attendance and support of the board, Lentz will continue Mr. Schlock's monthly spot, scheduling the creepy gothic classic "Spider Baby" for July and Roger Corman's revered horror-comedy "Bucket of Blood" for August. In his own, kitschy way, Mr. Schlock is trying to contribute to the success of the Hollywood Theater.

"I just want to see this place do well," said Lentz. "It's my job once a month to attract people and get something going down here."

Mr. Schlock Presents "Plan Nine From Outer Space" on Friday at the Hollywood Theater on Potomac Avenue. Tickets are $7 and doors open at 11:55 pm.