you do that in single-image ads?" Jeff Lipsky, vice-president of theatrical at Goldwyn, referred to the first one as "the cheery approach"; ads therein featured the Care Bears on clouds, and carried the tagline "A movie that'll make the whole family care-a-lot". Hauser said, "That's one that a mother can look at and know she can take the 2-year-old to it and not worry." The other campaign, which Lipsky called "more Disney-esque", featured an evil tree whose hands reached out to capture the Bears; its tagline, "What happens when the world stops caring?", was also seen on the official poster. Bingham Ray, Goldwyn's vice-president of distribution, was involved in the promotional efforts. Around opening time, Hirsh predicted that The Care Bears Movie would be its decade's response to Pinocchio and Snow White and the Seven Dwarfs, both from Walt Disney Productions. Loubert added, "These characters say something important to children. Our challenge has been to create a very distinct character for each Care Bear. A lot of effort went into bringing out their individuality." Some time afterward, Hirsh conceded that parents had to come to the film, out of respect for the dark content within. "Frightening scenes," he said, "are a necessity for the reality of the hero and villain—just as it works in nursery rhymes. Kids work out their fears this way." TCFC's Jack Chojnacki offered this vindication in The Wall Street Journal: "We consider a film one of the many products we license. When we started the whole Care Bears project we knew the importance of bears in the market but that there was a void. There were no specific bears. In the movie marketplace there was a void for good family-fare films." And, in the words of Carole MacGillvray, "Toy recognition drives this movie." North America The Care Bears Movie premiered in Washington, D.C., on March 24, 1985, as part of a Special Olympics benefit; Georgia Engel, the voice of Love-a-lot Bear, attended this event. The film opened on March 29, 1985, in the United States and Canada, as Nelvana's first widely released feature. It became surprisingly successful at the North American box office, playing primarily at matinees and early evening showings. At the time, the North American film industry was bereft of children's and family fare; with The Care Bears Movie, Hirsh said, "There's such a large audience for a film that appeals primarily to 6-year-olds."