MICKEY MOUSE 7TH BIRTHDAY PARTY EXHIBITOR'S CAMPAIGN MANUAL NAMING DAY SEPT. 28TH, NOT NOV. 18TH.
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Winning Bid:
$450.29
(Includes 18% Buyer's Premium)
Bidding Ended:
Thursday, February 25, 2021 9:00:00 PM (20 Minute Clock Begins At Thursday, February 25, 2021 9:00:00 PM)
Item Description
8.5x11" mimeographed, all single-sided pages, w/yellow paper front cover and 19 numbered off-white sheets bound by two staples. The manual front cover is titled "Join Mickey Mouse in his Lucky Seventh Birthday Party! September 28th 1935" plus very tiny text "Printed In U.S.A.--U.A." The specified date alone makes this a fascinating manual. In the early years, Mickey's birthday jumped around several times at the whim of Studio publicity needs. It was not until 1978 that the Walt Disney Archive Founder and Director David Smith declared Mickey's birthday to be November 18, 1928, the day he and Minnie debuted in their "Synchronized-Sound Animated Cartoon Comedy Steamboat Willie" on Broadway in NYC at the Colony Theatre. Manual contents include 10 pages w/Mickey images, including his give-away 7th Birthday button, one page w/six Mickey images, a mock-up Mickey Mouse cartoon movie poster and promotional copy related to Mickey's cartoon career 1928-1935, his 1935 worldwide fame and much more.
Here is a page-by-page highlight summary of this publicity manual -
1. Shows Mickey sitting on stack of calendar pages dated "Sept. 28". Describes nationwide anticipation of event and refers to "90 manufacturers of Mickey Mouse merchandise."
2. Describes how to book the Mickey Mouse Revue and tells exhibitor to make "Your Theatre The Local 'Home Of Mickey Mouse'."
3. Shows Mickey holding "Daily Standard" newspaper and describes advance planning steps.
4. Shows Mickey tied down w/ropes (like Gulliver) w/"Tie-Ups and Stunts" title and details. Specific reference to Disney "Folio of Songs" published by Irving Berlin.
5. More details about Mickey balloons, screening for community leaders, planning a theatre party and/or parade to the theatre and joining the International Celebration.
6. Shows longer more primitive-looking Mickey from 1928 standing next to Mickey of 1935 w/big "Gosh! Was That Me?" text and information for newspaper ad mat.
7. Shows small image of Mickey w/page devoted to "Advertising And Exploitation." Mentions tie-in w/Mickey Mouse newspaper comic strip.
8. Shows full page mock-up of example poster promoting 7th Celebration and "Walt Disney Revue - 60 Minutes Of Mickey Mouse And Silly Symphony In Technicolor."
9. Shows three-quarter page example mock-up "Gift Suggestion/Letter Contest" ad for free tickets w/contest rules.
10. Shows seven cartoon panels including two of Mickey w/Walt Disney, Mickey getting "More Fan Mail" than any Hollywood actor, Mickey in 1928 and now in 1935, and a "What's Wrong With This Picture?" panel showing Mickey w/five fingers.
11. Describes "Special Set Of Six Stills."
12. Shows big 6" drawing of the 1.25" give-away celluloid button w/prices for 100 buttons ($2.50) up to 1,000 buttons ($15)
13. Describes "Newspaper Stories" to provide along w/mats to local editors.
14. Long description of the honors, recognition and accomplishments of Mickey in his brief seven year history.
15. More story ideas including King George V of England refuses movie attendance until assured it includes a Mickey Mouse cartoon; w/giant size Mickey image welcoming ship Normandie on maiden Atlantic crossing to US and the Miracle Mouse story of a Canadian man on crutches supposedly healed by a showing on Mickey cartoons.
16. More praise for Mickey, who when he puts out on Sept. 28 the candles on his birthday cake "It Will Be A Blow Heard 'Round The World."
17. Another page of promotional text for local exhibitor to adapt to local publicity.
18. Another page of promotional text about Mickey making the whole world laugh and how his name is spelled around the world.
19. Shows two Mickey faces as if on two frames of 35mm film and describes the "Special Mickey Mouse Trailer" available from National Screen Service.
Pages 18 and 19 popped off the staples, but page 19 is rejoined on spine by two thin, barely seen, slivers of archival paper tape. Whether there were pages beyond #19 and/or a yellow back cover is unknown as this is the only example we've seen in our 54 years. Due to the labor intensive nature of mimeographing, likely 100 or fewer were produced for major theatres in the United Artists distribution network. Bottom right corner page edges have a narrow line of tan stain at worst ( towards the end) only 2" long and only 1/4" deep at front expanding to 1/2" deep on page 19. Otherwise, just small traces of handling wear including a few very tiny paper edge nicks. Condition overall is VF. Rare.
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