Tommy James and the Shondells also produced a "Mony Mony" video when the song was a hit.
Even though a number of musical groups had already produced videos by that time, there was no market at all for that film in the US.
One label, Roulette Records, gave no initial response because its head, Morris Levy, was out of town until evening; Roulette was one of the last stops on their visit.
By the next morning, Mack, Rubin, and James were now receiving polite refusals from the major record companies after the enthusiasm for the record the day before.
Top 40 program formatting, based on 45 RPM single records, drove popular music on the radio.
After working out a marketing strategy for their new sound, James visited WLS when the group was in Chicago to play a concert, bringing along a rough cut of "Crimson and Clover" to the station.Television stations would not air it, and it was originally shown between double features in movie theaters in Europe.