Boxoffice barometer (1954)

Record Details:

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JAN. 18 — First CinemaScope anamorphic lenses flown to 20th’s studios. JAN. 26 —20th executives view preliminary CinemaScope test reels. JAN. 28 —20th announces “The Robe” will be first production in CinemaScope. FEB. 2 — 20th adopts CinemaScope for all its productions. FEB. 23 — “The Robe” goes before the CinemaScope cameras. MAR. 18— First demonstration of CinemaScope unanimously acclaimed by exhibitors, industry executives, technicians and world press. MAR. 18— Loew’s, Inc., announces M-G-M will produce in CinemaScope. APR. 24 — CinemaScope demonstrations start in New York, followed by showings in all principal cities of the \yorld. MAY 12 —20th announces perfection of revolutionary single-film 4-track magnetic stereophonic sound system. JUNE 2 — United Artists goes CinemaScope. JUNE 25 —Walt Disney goes CinemaScope. AUG. 11 —Industry and press hail first demonstration of CinemaScope 4-track magnetic stereophonic sound system. SEPT. 16 —Eight months after first CinemaScope tests, “The Robe” has World Premiere Presentation at Roxy, New York. SEPT. 24 —First week of “The Robe” at Roxy grosses world record $264,428. OCT. 22 —Canadian premiere of “The Robe.” OCT. 29 —Columbia goes CinemaScope. NOV. 4 — Warner Bros, goes CinemaScope. NOV. 9 — “How to Marry a Millionaire,” second great CinemaScope production, starts breaking records across the country. NOV. 19 —London premiere of “The Robe.” NOV. 27 —Rome and New Zealand premieres of “The Robe.” DEC. 3 — Paris premiere of “The Robe.” DEC. 9 — Australian premiere of “The Robe.” DEC. 10 —Germany premiere of “The Robe.” DEC. 16 — World Premiere of “Beneath the 12-Mile Reef” at Roxy, N. Y. DEC. 17 —Mexico premiere of “The Robe.” DEC. 22 — World Premiere of “King of the Khyber Rifles” at Rivoli, N.Y. DEC. 25 — 84-theatre day and date Christmas holiday engagement of “The Robe’ starts in New York City area. Cinem*sc0<1k tH0%Hquauty