For three consecutive nights, evening entertainment at Rockefeller Plaza came in the form of outdoor film screenings. Inspired by the era of drive-in movies, the setup included vintage convertibles flanking rows of seats facing a giant 27- by 48-foot screen. To add authenticity to the occasion, Starlight Screeningsand Star Cinema Systems projected the films from a 50's-style mobile home. Film sponsor IFP/New York selected three independent films for the magazine to preview before their release.

During the day, the magazine staged a live fashion show with beauty and fashion tips from In Style editors. And the magazine, always in the habit of giving away free gifts emblazoned with its logo, collaborated with nearly 60 retail brands for a shopping promotion. Shoppers could stop at In Style's anniversary headquarters in Rockefeller Plaza to collect booklets with discounts and a map of participating stores. After getting their books stamped at the retail outlets, shoppers could redeem the stamps for free gifts back at the headquarters. Among the offerings: Redken handed out hair care and styling product samples and offered consultations with stylists.

Some attendees had already been clued-in on the event through an ad in the June issue of the magazine, but many were just happy passersby. The curious crowds who wandered into the Plaza at Rockefeller Center couldn't miss the specially constructed stage with its big white In Style banner flapping in the wind.

—Anna Sekula