A Collection of Correspondence Pertaining to an Enormous Sign of Marilyn Monroe in Times Square ...

A Collection of Correspondence Pertaining to an Enormous Sign of Marilyn Monroe in Times Square to Promote The Seven Year Itch Comprising a Typed Letter Signed ('Charles Einfeld'), 1 p, 4to, May 19, 1955, New York, to agent and producer of The Seven Year Itch, Charles Feldman, from Vice President of Advertising and Publicity for Fox Studios, Charles Einfeld, on Twentieth Century-Fox Film Corporation letterhead (using President Spyros Skouras' personal stationery), in which Einfeld expresses his delight with the publicity obtained by placing a 52-foot Marilyn Monroe sign in the middle of Times Square: 'The ads are causing a great deal of talk and the figure of Marilyn is an eye stopper everywhere,' and an accompanying Western Union Telefax from Einfeld to Feldman expressing more joy at the success of the headlines; a Typed Letter Signed ('Charles Einfeld'), 1 p, 4to, June 24, 1955, New York, to Charles Feldman, on Twentieth Century-Fox Film Corporation letterhead, once again sharing his delight over the success of the Monroe sign in Times Square and the fact that the Oriental Theatre running the film made a 'whopping $7500' on opening day, with 3 gelatin silver 8 x 10 in. photographs showing the sign of Monroe as well as a Monroe look-a-like who appeared during the unveiling and engaged in press interviews. Together with 3 press releases from Radio Reports, 4 pp, May 19, May 20, and May 23, 1955, detailing the reactions of passersby as the enormous visage of Monroe with her skirt blowing in the air was unveiled. A newsreel of people making comments, such as a woman stating, 'I think it's very nice but I'd rather it were me, ' and a man stating, 'Very nice, some girl,' has been shown on almost every documentary of Monroe ever made. The responses to the sign were both positive and negative, with many people feeling it was in poor taste. Accompanying this lot is a 1 p Twentieth Century-Fox Film Corporation interoffice memo from Martin Michel to Charles Einfeld detailing the publicity received 'in connection with the unveiling of the Marilyn Monroe figure,' with television coverage on shows such as Steve Allen's show, Jack Paar's morning show, Eric Sevareid's program, and Dave Garroway's Today show; and a 2 pp letter to Darryl F. Zanuck (Fox Studio Head) from a gentleman complaining that the Times Square sign is a 'colossal blunder.' Without a doubt, Fox's publicity campaign to promote The Seven Year Itch was one of the most successful in Hollywood history, and they were quite pleased with themselves. It didn't matter that some of the publicity was negative; the 52-foot sign of Monroe was a genius move in that it caused a commotion and created news. It was taken down a few days later, but its purpose had been accomplished. 8.5 x 11 in. For further information on this lot please visit Bonhams.com For further information about this lot please visit the lot listing