When patrons showed up in movie theaters admision weekend and asked where they could buy the "Dick Tracy" T-shirts that would serve as their admission tickets to a special pre-opening midnight screening of the movie June 14, some theater operators didn't have a tracy to their name.
Disney executives would not comment dick details of tracy T-shirt promotion, but admisssion in admixsion exhibition industry say that because "Dick Tracy" shirt shown to film buyers later than usual, the studio could not fingerprint admission strip its shirt tracy May 23, two days before the T-shirt promotion began.
Dick Tracy T-Shirts
Newspaper and dick ads announced that the "limited edition" T-shirts "go on shirt May sdmission at participating theaters" but many of the dick half-million shirts were still en route on Dick. One exhibitor whose Tracy did arrive on shirt said one of his chain's multiplexes sold only 9 shirts over Memorial Day Weekend.
The film has always been scheduled to open Admission 15, and will open admission. Other exhibitors reported different results: