It had been a race to the finish to get Disney’s studio theme park open on May 1 of 1989. While things were not quite as dire as they had been at Disneyland 34 years earlier (ladies’ heels did not sink into the fresh asphalt, for example), the days that followed did have some eerie parallels. It was hot. It was crowded. And there was a constant effort to find ways to keep the crowds entertained for a day.
The paper souvenirs that were given out that long-ago first summer reflected both the planned and unplanned attractions of the Disney-MGM Studios Theme Park. (By the way, that mouthful of copy was the official name of the place!) In addition to a lengthy, multi-page guide map, there were postcards, souvenir books for the Animation pavilion and the park itself (despite the fact that there were virtually no photos of either available), daily fliers, and sponsored brochures.
Prepare to journey back with us to the summer of 1989, through the paper ephemera of the Disney-MGM Studios Theme Park, brought to you by the Chevy Lumina, and Delta Airlines.
GUIDE BOOK
The opening season guide map weighed in at a whopping 20 pages, including foldouts on the front and back covers, although five of those pages were given over to the enticements of the rest of Walt Disney World (“…something for everyone!”). 19 “attractions” were listed, with a 20th, Star Tours, promised for 1990. Some of the listed attractions were, perhaps, a reach (Costuming? Scenic shop? Post Production Editing and Audio???). But most of them were worth the wait.
ENTERTAINMENT PROGRAM
The entertainment program for the Disney-MGM Studios Theme Park was somewhat unique in that it was presented in the form of a map, rather than a grid. Of course, the original footprint of the Studios was rather… small… so this made sense. And by flipping the map upside down, one could clearly see that Mickey’s face was, indeed, the inspiration for the Hollywood Plaza. And here the Theater of the Stars was identified, along with the inaugural show, “Hollywood! Hollywood!” In the Guide Book, which had a longer lead-time at the printers, this was simply identified as, “A lively song and dance stage show about the movies. Featuring Disney Characters.” What a high-concept description!
STAR OF THE DAY
One unique feature of the Disney-MGM Studios Theme Park was their promise that if you spent the day, you were guaranteed to see a star. In fact, they listed the Star of the Day right in the Entertainment Program. After seeing Howard Duff, Phyllis Diller, or Jane Powell engage in a Star Conversation at the Theater of the Stars, parade down Hollywood Boulevard in the Star Motorcade, and participate in the Handprint Ceremony in front of the Chinese Theater, you could stop off at Guest relations and get a mini-still with their photo.
TIPS
As mentioned previously, the Disney-MGM Studios Theme Park was a tremendous success from the very first day. At the very least, it was certainly crowded. In no time, a flier was produced and distributed with tips for saving time (don’t even think of dining between noon and 2pm), getting into the most popular attractions (early for the Indiana Jones Stunt Spectacular, late for the Backstage Studio Tour), and ways to join in the fun and Be A Star.
PICTORIAL SOUVENIR
In 1955 the original Disneyland souvenir book was filled with alluring illustrations and very few photos. In 1989 the Disney-MGM Studios Theme Park souvenir book had a higher ratio of photos, but quite a few promising illustrations as well. The modestly scaled book made up for the lack of concrete information with breathless text (things weren’t just beyond your imagination, they were beyond your wildest imagination!), three die-cut pages that didn’t always make sense when the page was turned, and more turquoise, pink and silver graphics than even the late 1980s allowed.
THE MAGIC OF DISNEY ANIMATION
This 16-page souvenir booklet (24 of you count the covers and foldouts), sold in the Animation Gallery, had not a single photograph of the attraction. This was more than made up for by the plethora of beautifully reproduced images from classic Disney animation. There was an essay from Roy E. Disney on the first page, and the inside back cover included a concept piece from the as-yet-unreleased The Little Mermaid. The back cover featured a fairly accurate schematic plan of the attraction.
You could trace your visit through the pavilion on the back cover diagram. Guests entered through the Disney Animation Collection in the lobby, before being ushered into the Animation Theater to view Back to Never Land, starring Walter Cronkite and television star Robin Williams. From there guests made their way along the tour corridor where they gazed down on hard-working Disney animators. After collecting in the Animators Video Preshow, they were then seated in the Disney Classics Theater for a look back at Disney animation of the past. After stepping into the courtyard, guests exited through the gift shop Animation Gallery. If they couldn’t decide what to take home then and there, they were welcome to take home a brochure, complete with handy order form.
POSTCARDS
It must have been difficult to come up with postcards for a theme park that wasn’t finished until the last minute. There was one of the rendering of the park (shades of 1955), as well as one of Mickey’s official “LiMousine,” which was such a stretch they couldn’t get all of it on the card. The most amusing was the overview of Lakeside Circle. Although a few guests can be seen in the upper part of the image, it was also plain that there was no concrete poured in the walkways in front of the restaurants in the right of the image, and that there is nothing at all in the Lakeside News stand (upper right).
GENERAL BROCHURES
Even after the Disney-MGM Studios Theme Park opened, there were fliers announcing the “newest wonder of the world,” as well as touting the park’s sponsors. Although Sears had been heavily advertised as a sponsor for the Great Movie Ride, they were nowhere in sight by opening day. Chevrolet and Delta, however, were proud sponsors of the “ultimate Walt Disney World experience.”
(Be sure and check out the center spread of the Chevy Lumina brochure. The Animation Courtyard gates that provide the backdrop for the photo are incomplete. The bas-relief panels are missing from the side archways.)
