Since The Wizard of Oz premiered in 1939, its characters, symbols, and songs live on in popular culture. To drum up excitement and buzz for Warner Home Video's new 70th anniversary Blu-Ray and DVD collector's edition, Warner Brothers Consumer Products mounted a yearlong campaign that presented the film's iconic elements in new light.
From interpretations of Dorothy's famous red shoes to a seven-story-tall hot air balloon, the marketing push put The Wizard of Oz back in the spotlight with tours that included stops at major festivals across the country. To end the effort, Warner Brothers held a fund-raising dinner—aptly titled the Emerald Gala—at Tavern on the Green last Thursday and on Saturday screened the remastered movie at Alice Tully Hall as part of the New York Film Festival.
Indeed, all the components of the national tour came together at the gala in Central Park. On display and up for auction that night was the Ruby Slipper collection, 20 pairs of Swarovski-studded shoes that debuted during last September's Mercedes-Benz Fashion Week, as well as the Inspirations of Oz fine art collection, which was unveiled at last year's Art Basel Miami Beach. (Proceeds from the auction benefited Warner Brothers' charitable partner, the Elizabeth Glaser Pediatric AIDS Foundation.) The Wizard of Oz-branded 75-foot-tall hot air balloon, which was launched in Kansas in May and hit San Diego for Comic Con, hovered over the parking lot.
The restaurant itself served as a tie-in to the film as current operator Jennifer Oz LeRoy is the granddaughter of the movie's producer, Mervyn LeRoy. Tavern on the Green was outfitted with familiar Oz elements for the occasion, with a yellow brick road-style path that replaced the typical red carpet, baskets of artificial poppies topping the tables, and Dorothy lookalikes to welcome guests.
Much like the film, the evening also involved plenty of song and dance. Members of The Wizard of Oz national touring company—a musical production from NETworks Presentations that will open next month in Chattanooga, Tennessee—performed "If I Only Had a Brain" and Ashanti, who recently starred as Dorothy in the New York City Center Encores Summer Stars production of The Wiz, entertained with a rendition of "Over the Rainbow." As a rare treat, five of the original actors who played munchkins in the movie made an appearance, and in honor of her mother, Judy Garland's daughter Lorna Luft gave a special musical tribute.
As a parting gift, all attendees received the DVD set, copies of which will go on sale tomorrow.
