The marketing campaign promised something much more daring, even transgressive. What mattered more at the time was perception rather than reality. In addition to bringing in many eager viewers, the Times Square sign, like the subsequent newspaper spreads and posters that used the same image, was such an obvious provocation that the church, and its lay defenders, could not and did not ignore it, especially during the Christmas season. Hollywood's Tennessee , R. Barton Palmer & William Robert Bray, p. 131