Variety (July 1953)

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Wednesday, July 22, 195,1 %-wfwM ■ of the motion picture Bros, to make the surest WarnerSuperScope is not a sudden discovery presented to meet a sudden new interest in 1C as a of things to come. as a science is the result of a Warner research development long merit is here and ready; perfected to the ultimate of modern scientific screen size, for clarity, for the closer-to-nature values it gives to WarnerColor the tonal enhancement of WarnerPhonic Sound so that WarnerSuperScope will be welcomed as a magnificent new sensation in the motion picture theatre, WarnerSuperScope will play its full power and beauty on the largest screens in the largr est theatres, or the next to largest screens, or the screens next in size — any size within the 2.66 to 1 ratio on which its photographing and projecting lenses are based. This emphatically is not a blown-up film but a complete new photographic and projecting process produced i fl I t- us Dy z,eiss-upton. sweeping trend, as we know it, is for bigger theatre screens. We are in step with Our own Warner All-Media Camera is now ready to photograph the following produc* tions in WarnerSuperScope, transporting the story to WarnerColor film for projection on every wide screen installation now in use or contemplated for the future: “A Star Is Born’ starring Judy Garland; “Lucky Me” starring Doris Day; “Rear Guard” starring Guy Madison; the classic spectacle of “Helen of Troy”; the worldrrenowned stage hit, “Mr. Roberts”; and John Steinbeck’s current best-selling novel,“East of Eden” produced and directed by Elia Kazan. WarnerSuperScope is not only super in size, but super in its anticipation of our i try’s needs in production and exhibition for years to come. - * '1 i (f. • i 4 1