Since launching Twin Peaks Blog in February 2018, I’ve been documenting all historical aspects of my favorite television show and David Lynch movie, no matter how obscure. That’s why I’m thrilled to share this latest gem from late August 1992. If you were in Southern California at the time, you could have raised a glass to Twin Peaks: Fire Walk With Me during happy hour at Manhattan Coolers Bar and Cafe locations. Wait, what? That was my reaction too, so let’s take a deeper dive into this unique promotion from LA Weekly and New Line Cinema.
NEW LINE CINEMA’S MARKETING PLAN FOR TWIN PEAKS: FIRE WALK WITH ME
New Line Cinema had a different approach to marketing David Lynch’s 1992 film. The long-standing rumor about the film being “booed” at the Cannes Film Festival in May that year still hung in the air (Dugpa and I provided a different view of the film’s reception last year). The film was released in May for the Japanese market where it was a box-office sensation. The U.S. premiere was held on Sunday, August 16 at the North Bend Theater during the 1992 Twin Peaks Fan Festival. But unlike other film releases of the time, additional screenings were pretty much non-existent.
Sandra Ruch, New Line Cinema’s president of marketing, explained the strategy in a Los Angeles Times interview on August 28, 1992. She insisted that “New Line has opened films without screening them for critics before – most recently the last installment in the ‘Nightmare on Elm Street’ series.’
As a small independent film company, they were “forced to try unorthodox strategies to create a ‘must-see, event-like atmosphere’ for its films.” Rauch added they had “maintained a tight lid on the film as part of a marketing plan designed to heighten the ‘mystery, mystique and element of surprise’ that drove the ‘Twin Peaks’ phenomenon in the first place.” She denied that the company was afraid of negative reviews.
One of their “unorthodox strategies” included hosting a happy hour at Manhattan Coolers Bar and Cafe in Southern California.
TWIN PEAKS: FIRE WALK WITH ME HAPPY HOUR
While conducting research into Lynch’s 1992 film, I stumbled upon this full page advertisement in LA Weekly. Folks living in Southern California could celebrate a “Twin Peaks – Fire Walk With Me Happy Hour” at one of four Manhattan Coolers Bar and Cafe locations. In addition, people could receive two passes for the film by visiting one of three Los Angeles shops. I had never heard of this promotion in my nearly 30 years of being a Twin Peaks fan.
Unfortunately, I did not find what was included at happy hour. Did they offer special themed cocktails? Did they give away promotional items or ephemera? Were there photo opportunities? If you attended this event, I’d love to know more.
But why did they partner with Manhattan Coolers, a now defunct restaurant in California? Clientele who frequented the establishment may off a clue.
WHAT IS MANHATTAN COOLERS?
Opened in 1987, Manhattan Coolers was the spot for a younger, hip crowd. It was an irreverent establishment which, as one reviewer described, posted uncomplimentary comments from customers down a hallway from the parking lot. It was loud, filled with televisions and blaring music. This was the place to be seen. Peter Moffett, president of the restaurant group which owned Manhattan Coolers, explained the concept to Charles Britton from News Pilot in October 1987.
“People have tried to put a label on it. Themes come and go as fast as you can turn your head. What we want is a comfortable place, and that’s what people call it,” said Moffett.
You can read Britton’s restaurant review above, which he recommended with a one-star rating.
Since this location catered to a younger audience who was most likely in-tune with television and movies, it makes sense why they would host a happy hour. New Line’s Ruch said they attempted to “make the film appear accessible to those who have not followed ‘Twin Peaks’ closely in the past.
The film’s posters and advertisements included a beautiful photo of Sheryl Lee as Laura Palmer versus more obscure, disturbing or questionable characters or events from the film. Laura Palmer was the girl-next-door that everyone loved so audiences should love her too.
MANHATTAN COOLERS MENU
I found a menu from the restaurant which captures a magnificent late 1980s, early 1990s vibe. Britton mentions the spot had a “Southwestern look with elegant simplicity.” Manhattan Beach artist Michael Faye provided some graphics for locations. It feels like Southern California see that menu cover above.
A look inside the menu. They did serve coffee … but not black as “midnight on a moonless night.”
Food offerings from Manhattan Coolers. Sadly no cherry pie.
WHERE WERE MANHATTAN COOLERS LOCATED IN SOUTHERN CALIFORNIA?
In 1992, there were four Manhattan Coolers locations in Southern California. By November 22 that year, they would suddenly close according to a December 6 article in the Los Angeles Times. The reason – a lingering recession.
“The closing of the restaurant Nov. 22 came quickly. The owner gave the word Sunday night to those working, and Monday morning there was a letter taped to the locked door, thanking patrons for their business. Those scheduled to work Monday were not even notified by the management.”
While none of the locations exist today, you can still visit the spots where they were located. Many have been replaced with new hangouts.
The Manhattan Beach location was found at 309 Manhattan Beach Blvd and is now home to Esperanza.
The Sherman Oaks location was found at 14649 Ventura Boulevard which is now Mr. Furley’s Bar.
The Marina Del Ray location has changed the most. The building was originally found at 13490 Maxella Avenue as seen in this 2008 Google Street View image.
Today, it’s home to Stella luxury apartments.
Finally, we have the West Hollywood location at 120 N. Robertson Boulevard (as in “son of Robert”), which is now a mixed-use office and retail space.
WHAT ABOUT THOSE FREE TICKETS TO TWIN PEAKS: FIRE WALK WITH ME?
The advertisement mentioned that people could visit one of three shops to get two tickets for the new film. It appears these locations were used often as a distribution point for free tickets, which makes me think there was a connection with them to LA Weekly (advertising sponsor dollars?) or New Line Cinema (more “unorthodox” promotion spots).
I would love to see if they were specially designed tickets similar to the one created for Japan.
Z Line, advertised as “the fun watch shop” was located at 1021 Abbot Kinney Boulevard in Venice. Interesting loose connection to the film, especially when Agent Sam Stanley asks Agent Chet Desmond what time it is after completing the Teresa Banks’ autopsy.
Today it’s a building located behind Felix Trattoria restaurant.
Motor On In referenced “damn good cup of joe” in this black and white advertisement. Seems like a spot I would have loved!
The coffee shop was located at 3716 Motor Avenue. I found references to the location now housing a photo studio. The building was for sale a few years ago.
The final spot was Sensations! on Melrose, an erotic shop at 7377 Melrose Avenue.
American Superior Vintage now occupies the location.
But we have time, coffee and lingerie … all things that appear in David Lynch’s 1992 masterpiece.
