Dorothy’s Magic Arts

“The first time you deceive me, you are to blame; the second time, I am”

Arab proverb

A few days later the famous photo of the footprint had been sufficiently leaked and practically the whole of the staff were talking about the campaign: a simple black and white photograph of a mark on cement. It was an ingenious and cheap way of showing that, with a pair of Mugatus, everybody could make it and leave their footprints at the Chinese theatre in Hollywood Boulevard. The provisional slogan, “Reach for the Stars” did the rest.

The production team started to produce black and white photocopies of the footprint with the slogan already made up, to be precise a million of them. The cost of this leaflet was barely ...

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