Showing a new, anticipated film at a minute after midnight on opening day has become commonplace these days. In 1990 it was practically unheard of. To promote the blockbuster Dick Tracy, Disney's Touchstone Pictures decided to hold a special showing of the film at 12:01 AM on June 15th, 1990.
Lucky guests received an exclusive T-Shirt that served as their ticket into the special midnight showing. It was an ingenious promotion that put the film on everyone's radar. The promotion was successful, catapulting Dick Tracy onto 1990's Top Ten list.