Randy Tuten's "market-the-performers" artwork was an easy read for music patrons when it was slipped into the series of David Singer-designed posters. The Doors were so popular by this time that Bill Graham eschewed his regular venues for the much larger Cow Palace just outside the city.
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The 1st printing poster is identified by the lack of a "W" found on the reprint at the end of the ticket outlets strip. It measures 14" x 21 11/16" and was printed before the concert.
The 2nd printing has a black "W" etched into the poster at the end of the ticket outlets strip after the word "Records". It measures 14" x 21 5/8" and was printed after the concert.
The 3rd printing is on smooth opaque cover stock and has a Wolfgang's Vault notation in the lower right hand margin. It was printed in 2006 by the Bill Graham Archives LLC in a 1000 copy run. This reprint measures 13 7/8" x 21 5/8".
The 4th printing is on glossy cover stock and also bears a Wolfgang's Vault notation in the lower right hand margin. It was printed in 2006 by the Bill Graham Archives LLC in a 1000 copy run, and is larger than the other printings, measuring 21" x 32 1/2".
Randy Tuten is the only poster artist whose work spans five decades of design for The Fillmore. The 23 year-old San Francisco native was hired by Bill Graham in January, 1969, and their mutual taste for traditional, readable design style led to a long-lasting work relationship. Although influenced by the compositions of "Fillmore Five" artists Mouse, Kelley and Griffin, Tuten avoided "... Heavy meaning in my posters." Tuten's style reflected his skill as a draftsman, and his designs evolved into an eclectic mix of graphic imagery, lettering and photographs.