To paraphrase John Wayne, Heritage auctions will be hoping that if you've got collectors by the balls, their hearts and minds will follow in Los Angeles on October 3-6.
The auctioneer is selling an "expansive collection" of Wayne's never-before-released personal and professional memorabilia offered by the Hollywood legend's family. Online bidding is available.
Pieces from the movie star's personal archives include one of the iconic black eye-patches worn by John Wayne in his 1969 Academy Award winning role in True Grit, and the cowboy hat he wore in the film's 1975 sequel, Rooster Cogburn.
Wayne's world: collectors can't get
The sale will offer more than 400 other costumes, scripts, personal documents and awards that will be available to fans for the first time.
John Wayne Enterprises has appointed Heritage Auctions, the world's third largest auction house, to conduct the first ever single-owner auction from John Wayne's personal archive.
Public exhibitions of the John Wayne collection will be held in Dallas, September 16-18, 2011, and in New York, September 23-25, 2011. The auction will take place at the Hyatt Regency Century Plaza Hotel in Los Angeles and online, October 3-6, 2011.
"My father's fans were very important to him. He was open and accessible to them, and making these items accessible to the public is something that feels right," said Ethan Wayne, President of John Wayne Enterprises in a statement.
"Museums have large collections of my father's personal property, and our family has had a chance to select and keep items sentimental to us. There is no need to keep this memorabilia locked away when it can be enjoyed by his fans."
"The John Wayne collection is a time capsule of classic Hollywood and U.S. history that has remained carefully preserved by his family since John Wayne died 32 years ago in 1979," added Greg Rohan, President of Heritage Auctions.
"We anticipate attracting a wide range of people to the auction, from serious collectors and loyal fans to movie fans and the simply curious."
Other items in the auction will include John Wayne's Golden Globe award for Best Actor for his role in True Grit; costumes from Sands of Iwo Jima and The Green Berets, and more than 50 movie scripts.
Watch this space for more news on the sale, Pilgrim.
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