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Disney’s Pinocchio Premiere: A Whimsical Dream Turned Rooftop Ruckus

When Walt Disney released Pinocchio in 1940, he wasn’t just unveiling a film—he was orchestrating a spectacle. The New York premiere at the Center Theater was designed to be magical, brimming with charm and childlike wonder. But what unfolded on the marquee became one of the most bizarre and unforgettable publicity stunts in Hollywood history.

The Plan: Eleven Pinocchios, One Marquee

To bring the wooden boy to life, Disney’s team hired eleven little people to dress as Pinocchio and wave to passersby from the theater’s rooftop marquee. The idea was simple: a living tableau of the beloved character, charming crowds and drawing attention to the premiere. The performers were provided with food, wine, and costumes designed to mimic Pinocchio’s iconic look.

It was supposed to be whimsical. It was supposed to be heartwarming. It was anything but.

The Heat, The Wine, The Unraveling

As the day wore on, the costumes—made of heavy fabric and layered accessories—became unbearably hot. The performers, left to their own devices with ample wine and little supervision, began to shed their outfits. By mid-afternoon, the rooftop scene had transformed from fairy tale to farce.

Eyewitnesses reported that the Pinocchios were now shirtless, drunk, and shouting obscenities at pedestrians below. What was meant to be a charming display of Disney magic had devolved into a rooftop riot.

Curtain Call: Police Intervention

Eventually, the chaos reached a tipping point. Police were called to the scene to restore order and escort the performers off the marquee. The premiere continued inside the theater, but the rooftop antics stole the spotlight—and cemented the event as one of the most surreal moments in Disney’s promotional history.

A Legacy of Theatrical Mayhem

Jung-in-ta-bi (衆人打鼻): Having one’s nose struck by many companions

Ja-chang-ja-eum (自唱自飮): Singing and drinking all on one’s own

Eum-jin-dae-so (飮盡大笑): Finishing an entire cup and laughing loudly

Geum-seong-jak-mu (禁聲作舞): Dancing alone, with no music

Yu-beom-gong-gwa (有犯空過): Staying still without flinching, even when being charged at

Nong-myeon-gong-gwa (弄面孔過): Staying still without flinching, even when one’s face is tickled

Gok-bi-jeuk-jin (曲臂則盡): Finishing an entire cup while interlocking arms with a companion

Chu-mul-mak-bang (醜物莫放): Drinking from a cup without removing something dirty   from it (presumably placed there by a companion)

Weol-gyeong-il-gok (月鏡一曲): Singing the song “Weolgyeong”

Gong-yeong-si-gwa(空詠詩過): Reciting a poem

Im-eui-cheong-ga (任意請歌): Asking a companion to sing a song of one’s choice

Ja-chang-Goe-rae-man (自唱怪來晩): Singing the song “Goeraeman”