Jonathan Livingston Seagull (film) his beliefs. Eventually, Jonathan himself ends up becoming a mentor for other seagulls who are suffering the same fates in their own flocks as he once did. Director Hall Bartlett first read the book "Jonathan Livingston Seagull" in a San Fernando Valley barbershop when he impulsively decided to call the publisher, Macmillan, and then author Richard Bach, to buy the film rights. Bartlett suggested that the story needed to be told simply, without animation or actors, and acquired the property for $100,000 and fifty percent of the profits. He granted Bach final approval rights on the film and all advertising
Seagull Book Seagull wasn't properly honoring its merchandising programs or adequately utilizing promotional materials, which it requires of all its vendors. Deseret Book announced that its wholesale division would no longer sell to Seagull Book and it was not seeking negotiation before the decision would take effect at the end of the month. This announcement was "a complete surprise to Seagull management" who saw this as "a deliberate attack on its presence in the LDS market" and assumed "discount prices are the reason." Some worried this could crush Seagull's business, which was understood to rely on sales from Deseret Book products. Attempting