BEST BY TEST
CINEMASCOPE BECOMES THE UNIVERSAL "BUY"-WORD OF PRODUCTION AND EXHIBITION
"The answer to every exhibitor's prayer!" concluded Hollywood Reporter. "CinemaScope offers the only solution to the new dimension problem," stressed Harrison's Reports. "Points up to the industry's greatest era," summed up Film Daily. "An advance that augurs particularly well and that will promote greater patronage," stated Film Bulletin.
So much for the industry’s press.
Critics on daily newspapers made these typical observations: "A new cinema thrill that will revolutionize the industry" (New York Daily Mirror). "It seems to this reviewer to be the logical next step in the development of the movies" (New York Post). "The (CinemaScope) system seems fully flexible and some exciting employments of it may be anticipated confidently." (New York Times.) "Everyone concerned with CinemaScope must be walking the clouds today." (New York World-Telegram & Sun). "CinemaScope is a tremendous achievement" (New York journal-American). "CinemaScope is big and imposing and its inventors, as well as 20th Century-Fox, are to be congratulated for adding it to the repertoire of the modern motion picture industry." (New York Herald Tribune). "It is all promised for it." (Chicago Daily News). "Has untold possibilities and its first test was, indeed, a triumph in every respect." (Boston Record). "Gives the movies a new and finer lease." (Baltimore News-Post. "A tremendous achievement deservedly applauded by moviegoers." (Buffalo News.) "Antiquates the standard screen." (Washington, D.C., Times-Herald). "As big as life" (Pittsburgh Press). "The movies assume their greatest stature." (Seattle Post-Intelligencer).
But, the most important reaction has come via the boxoffice. Grosses the most imaginative showmen in the industry never dared dream would one day pile up reflect the overwhelming public endorsement of the new process. Exhibitors, who have Presented "The Robe," and "How To Marry A Millionaire," have been snowed under increasing avalanches of mail from thrilled and satisfied patrons.
Has exceeded our most optimistic expectations" is the typical expression from scores of exhibitors who have presented first two pictures in CinemaScope. Countless newspaper editorials have backed up these exhibitors' and public endorsement of CinemaScope. The soaring number of producers enfranchised to utilize the new process is further evidence that CinemaScope has not only emerged triumphantly from the acid test. . . but has been proved best by that test!