Beatles 1963 Promotional EMI Records Countertop Store Display
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http://www.postercentral.com A beautiful 1963 Beatles Parlophone Records promo display used to market the Fab Four's records in their native country of England, half-a-year before they stormed the shores of America.
This Beatles EMI Records merchandising display is made of thick cardboard and was die-cut to fold in thirds, so it stands up all on its own. It doesn't have, nor need, any easels on the back.
The version of this Beatles Parlophone Records in-store display that I show you in the video has been flattened out and framed. Its usual state, however, is somewhat three-dimensional, as the two folding hinges are what allow it to stand free on any flat surface.
It was easy to pinpoint the exact month this Beatles EMI Records window display was rolled out, because down in the fine print in the lower left-hand corner it clearly says "8/63." Don't we wish every vintage promo piece gave us that information!
Bright Day-Glo colors of orange and yellow highlight this Beatles Parlophone Records stand-up, with the latter color being used only for the band's name and "Now On Sale Here." Some would call it more of a yellow-green color.
Dezo Hoffman's famous posed photograph serves as the striking centerpiece of this Beatles EMI Records record-store display. The center orange box/rectangle, just as you see it, was also sent out individually as a small paper poster to retailers. As a collectible, it is much more common than this bigger, heavier cardboard merchandising piece.
One thing's for sure, the label wasn't being shy on their Beatles Parlophone Records countertop display. It prominently states "EMI" once, "Parlophone" twice and carries the Parlophone Records logo as well (down in the lower right).
From an American standpoint, it's interesting how 45 RPM singles were ignored by this Beatles EMI Records retail display. It plugs "LP & EP Records" only, for some odd reason, even though "She Loves You" was a current smash single in Britain.
In fact, here's the entire wording on this Beatles Parlophone Records display, from left to right:
Here They Are -- The Fabulous Beatles
The Beatles -- Parlophone Records. EMI -- The Greatest Recording Organisation in the World.
Hear Their Latest Parlophone LP & EP Records -- Now On Sale Here
Some versions of this Beatles EMI Records standee were made without the right-hand flap, using just the two bigger panels. Interestingly, that version uses a slightly different frame (shot) of Hoffman's famous picture, and lacks the orange background this photo has.
The record label purposely -- and wisely - designed their Beatles Parlophone Records promotional display to not become quickly dated... thus is doesn't mention the Fab Four's records, such as the "She Loves You" single, by name.
The label can't really be blamed for that; it's obvious that significant manufacturing costs went into this Beatles EMI Records 3-D display. Thick cardboard, Day-Glo inks, folding parts and more surely added up to a pretty penny to make this.
And in 1963, the boys were releasing a new EP about every eight weeks, so it would've been pointless for this Beatles Parlophone Records store display to try to name them... obsolescence would have been right around every corner. Better to just leave it generic.
Six months after the appearance of this Beatles EMI Records point-of-purchase display, Capitol Records over in America would counter with a similar item using the same photo prominently, but up the ante considerably by adding battery-driven moving parts. I have already blogged that item separately.
In case you're wondering, this Beatles Parlophone Records counter display is 27.5 inches wide. Its height actually consists of three different measurements, due to the "stair step" nature of its design.
This Beatles EMI Records standup is discussed at length by Pete Howard (that's me!), who can be contacted from anywhere in the world by writing to firstname.lastname@example.org or calling (805)-540-0020.
To see a couple of other early British Beatles marketing pieces, those being concert posters from 1961-62, just visit http://www.postercentral.com/beatles.htm