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Big Brother and the Holding Company Handbill

from Mar 8, 1968

 - FME680308-HB

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Description

It was opening night, and the former Village Theatre, renamed the Fillmore East at the last minute, was ready with its elegant appointments all cleaned up and sporting a state-of-the-art, $35,000 sound system and cutting edge light show. Janis Joplin, the featured attraction with headliners Big Brother & the Holding Company, could be magical on a good night, and by 5:00 there were already close to 100 people lined up outside for the 8 p.m. show. This crowd was different than the San Francisco audience, with shorter hair, more weed and less acid, but that would change. Graham and his staff ushered 2,300 fans into each show, taking the 30 minute turnaround time to clean the theatre, and when it was over, around 2:30 a.m., the organizers sat in the empty hall for a long, long time.

Concert promoters created handbill versions of many of their posters and used them as sidewalk handouts and dashboard fliers to promote upcoming shows. Many of the handbills are double-sided, with poster art on one side and a calendar of upcoming shows on the other. These handbills represent an important element of rock concert history because they were hands-on marketing tools that united promoter and patron.

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