The 50th anniversary of the movie "South Pacific" is helping the Kaua'i Visitors Bureau promote the island to new generations of visitors in California and across the country.

The bureau officials met with travel and meetings officials in the San Francisco Bay Area this week to promote Kaua'i, highlighting the theme: "50 Years of Movies in Paradise."

Yesterday, the bureau sponsored "Lucky Friday the 13th Kauai Celebration" at San Francisco's One Market Plaza. It featured entertainers Cyril Pahinui and Nick Castillo, five trip giveaways to Kaua'i, and free samples of Kauai Coffee and Kauai Kookies.

The travel specialists are collaborating with 20th Century Fox on promotional partnerships tied to the March 31 re-release of "South Pacific" on Blu-ray and DVD.

The movie was filmed on Kaua'i, the story thrives in community theater and it has experienced a new wave of popularity in the recent Broadway production with Hawai'i's own Loretta Ables Sayre playing the role of Bloody Mary.

Bureau executive director Sue Kanoho was in the Bay Area and said the movie proves an enduring draw.

"You can't go wrong with romance and natural beauty," Kanoho said.

And Ables Sayre is interviewed in the new release.

The movie's fictional Bali Hai "Mount Makana" backdrop remains a big draw for visitors decades after the movie first came out. "This is something for us that is iconic," Kanoho said. "I think it's a great opportunity for Kaua'i."

The bureau Web site at www.kauaidiscovery.com also is running a "South Pacific"-related sweepstakes with a grand prize from Sheraton Kauai Resort that includes a seven-night stay in the presidential suite, couples massage, helicopter ride and other treats.

This event is tied to the Hawai'i Visitors and Convention Bureau's month-long marketing campaign in the Bay Area called "Hawai'i: A Thousand Reasons to Smile."