Elvira's Movie Macabre

Peterson dressed as Elvira at the 2006 San Francisco Gay Pride parade

In 1981, six years after the death of Larry Vincent, who starred as host Sinister Seymour of a Los Angeles weekend horror show called Fright Night, show producers began to bring the show back.[1]

The producers decided to use a hostess. They asked 1950s' horror hostess Maila Nurmi to revive The Vampira Show. Nurmi worked on the project for a short time, but quit when the producers would not hire Lola Falana to play Vampira.[2] The station sent out a casting call, and Peterson auditioned and won the role. Producers left it up to her to create the role's image. She and her best friend, Robert Redding, came up with the sexy goth/vampire look after producers rejected her original idea to look like Sharon Tate's character in The Fearless Vampire Killers.[3] They created the Elvira look by drawing inspiration from a Kabuki makeup book and the hairstyles of The Ronettes.[4][5]

Shortly before the first taping, producers received a cease and desist letter from Nurmi. Besides the similarities in the format and costumes, Elvira's closing line for each show, wishing her audience "Unpleasant dreams," was notably similar to Vampira's closer: "Bad dreams, darlings..." uttered as she walked off down a misty corridor. The court ruled in favor of Peterson, holding that "'likeness' means actual representation of another person's appearance, and not simply close resemblance." Peterson claimed that Elvira was nothing like Vampira aside from the basic design of the black dress and black hair. Nurmi claimed that Vampira's image was based on Morticia Addams, a character in Charles Addams's cartoons that appeared in The New Yorker magazine.[6]

Peterson's Elvira character rapidly gained notice with her tight-fitting, low-cut, cleavage-displaying black gown. Adopting the flippant tone of a California "Valley girl", she brought a satirical, sarcastic edge to her commentary. She reveled in dropping risqué double entendres and making frequent jokes about her cleavage. In an AOL Entertainment News interview, Peterson said, "I figured out that Elvira is me when I was a teenager. She's a spastic girl. I just say what I feel and people seem to enjoy it." Her camp humor, sex appeal, and good-natured self-mockery made her popular with late-night movie viewers and her popularity soared.[7]

Elvira was a frequent guest on The Tonight Show Starring Johnny Carson and other talk shows. She also produced a long-running series of Halloween-themed television commercials for Coors Light Beer and Mug Root Beer (her trademark cleavage was concealed for the Coors campaign). She appeared in guest roles on television dramas such as CHiPs, The Fall Guy and Fantasy Island and appeared on numerous awards shows as a presenter. Although she is known primarily as Elvira, Peterson has made out-of-costume appearances as herself for television interviews and specials.

In 1982, with the success of Movie Macabre, Knott's Theme Parks hired Elvira to replace Seymour as the host of its annual Halloween Haunt during October. Elvira appeared nightly at the park, live on stage with a Halloween-themed musical comedy revue similar to her Mamma's Boys act from the 1970s.

The Elvira character rapidly evolved from obscure cult figure to a lucrative brand name. She was associated with many products through the 1980s and 1990s, including Halloween costumes, comic books,[8][9] action figures, trading cards, pinball machines, Halloween decor, model kits, calendars, perfume and dolls. She has appeared on the cover of Femme Fatales magazine five times. Her popularity reached its zenith with the release of the feature film Elvira, Mistress of the Dark, on whose script, written directly for the screen, Peterson collaborated with John Paragon and Sam Egan.[10]

• List of films in the public domain in the United States
• List of Cinema Insomnia episodes
• List of Mystery Science Theater 3000 episodes

• Movie Macabre at IMDb
• Elvira's Movie Macabre at IMDb
• 13 Nights of Elvira at IMDb
• Elvira's 40th Anniversary, Very Scary, Very Special Special at IMDb
• Elvira's Movie Macabre E1 Entertainment releases via TVShowsOnDVD.com