The Birds -- advertising, publicity, merchandising (19/Mar/1962)
The following is a transcript of the first page of a document dated 19/Mar/1962 and details suggestions from William Blowitz to Alfred Hitchcock regarding publicity for The Birds (1963).
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Transcript
WILLIAM BLOWITZ - MAGDALENE MASKEL 6305 YUCCA STREET HOLLYWOOD 28. CALIF. HOllywood 2-3291 MEMO FROM: WILLIAM BLOWITZ Date: 3-19-62 TO: ALFRED HITCHCOCK SUBJECT: THE BIRDS -- advertising, publicity, merchandising -- Everything that is done in connection with THE BIRDS must lead to the eventual merchandising of the finished film. We are not talking about a nit-picking campaign, with fragments of stories seeping out during production. In essence, what we are talking about is the PSYCHO campaign, yet done in such a fashion that no one will say "They're doing a good job of copying the PSYCHO campaign." But, rather, "Hitchcock is doing for THE BIRDS in merchandising what he did with PSYCHO, but different." If that appears elliptical, we know of no other way to put it. To re-create the essence of a campaign without appearing to use the same elements is a perfectly acceptable concept. With that in mind, let's take the various elements and examine them: DATE OF RELEASE The focal point of the campaign will be the time of release. All magazine stories and layouts, special TV material, ads, trailers and merchandising concept will be developed to hit this point in time as simultaneously as possible. We are aware of the difficulty in pin-pointing this date this early, but have discussed the necessity for a three-month period in which to plan towards this definite date. In this same area will come the knowledge on our part of the distributor, so we can start to work with (or for) that company. ALFRED HITCHCOCK The star of this picture, as with PSYCHO, is Alfred Hitchcock. Therefore, a pivotal element in publicity and advertising will be Hitchcock, In the notes on the magazine campaign, the trailer and ads, all of this is emphasized. The point of the campaign is to sell tickets to THE BIRDS; Hitchcock will be a principal element. 'TIPPI' HEDREN As discussed several times, the campaign on 'Tippi' is to be handled in such a fashion that she becomes a desirable story, not one