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