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.
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.