Tomorrow, tucked within the pages of some 200,000 Playboy magazines on US news stands will be 10 “Golden Tickets” to the Midsummer Night’s Dream Party thrown by the playboy known to millions of readers as “Hef”.
The party, filled with Hollywood stars and Playboy models often wearing little but body paint, is one of the most sought-after invitations each year to Los Angeles’ Playboy Mansion.
Generally, Hef picks the guest list. But for their December issue promotion, Playboy is opening the gates to 10 lucky winners who rip open the adult magazine not for the centrefold, or even to read an article, but for a ticket to male nirvana.
“This is the first time we’ve literally swung the doors open” to the public, Playboy editorial director Jimmy Jellinek said. “The average reader will go home with stories they can’t tell their wives and girlfriends but will last forever.”
Jellinek said he dreamed up the promotion one day when he was thinking about Wonka, of Roald Dahl’s children’s book Charlie and the Chocolate Factory.
Wonka hides five golden tickets in the wrappers of chocolate bars, and children around the world search for them to win a trip to his mysterious factory.
Playboy is flying the winners to Los Angeles, putting them up at the Petit Ermitage hotel and paying for dinner at upscale restaurant, Simon LA and give them access to the mansion.
Like many other publications, Playboy’s newsstand sales have suffered in recent years from competition on the Internet, but having a Hollywood star grace the cover or putting on a promotion like the Golden Ticket can entice buyers.
A recent issue with actress Tara Reid sold more than 200,000 copies and November 2009’s cover of Marge Simpson was snapped up by nearly 225,000 US readers.
Jellinek is hoping for “pandemonium” at the newsstand tomorrow. “We expect people to be fighting in the streets for these copies,” he said.
But he quickly added that being at the Playboy Mansion for the Midsummer Night’s Dream party is completely different.
“It really harkens back to another time when gentlemen were gentlemen, and you had to be invited to get in,” he said. “Plus, it’s sexy as hell.”