As it is, Willard is just bland enough to comfortably amuse the general run of audiences, kids included, without really disturbing or horrifying them. A director with more of a flair for the grotesque might have turned Gilbert Ralston’s screenplay (from Stephen Gilbert’s novel RATMAN’S NOTEBOOKS) into a ferociously horrible horror classic which nevertheless probably wouldn’t have had the wide appeal this one has. Drive‑in business, especially, will be a smash. Far better horror films have come and gone in recent years, but without Willard’s main distinction‑its rat gimmick, which is bringing out the monster fans, the kids and anyone else hooked by the ads and the exciting TV spots. Willard, the tender story of a boy and his killer rats, is already the surprise hit of the season, thanks largely to a shrewd ballyhoo campaign devised by the showmen at Cinerama releasing which makes the BCP Production a virtually irresistible attraction for a broad range of thrill fans. A big grosser for the broad range of markets thanks to unusually powerful promotion campaign. Currently tearing up ballyhoo market boxoffice records, this generally ordinary horror film has a potent selling gimmick in its rat heavies.
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