The immediate-early promoters of herpes simplex virus give rise to the first series of transcripts after infection. These promoters are composed of compound sequence elements that govern basal level and regulated transcription. The response of three core (truncated) promoters from the herpes simplex virus type 1 IE-4, IE-0, and IE-27 genes to a battery of virus-encoded trans-acting proteins was examined in a short-term transient expression assay system. The results of this study reveal (i) a role for a sequence, 5'---GGGGG---3', flanked by 3 to 5 base pairs of symmetry (the G box), which is present in the upstream region of all immediate-early gene promoters, (ii) a requirement for the consensus sequence protected by ICP4 for autoregulation by this immediate-early gene product, and (iii) an alternative, sequence-independent mechanism for the augmentation of alpha gene expression by the virion-associated transcriptional activator Vmw65, now designated as TIF.