20th Century-Fox Dynamo (December 1953)

Record Details:

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DESIGN FOR PROSPERITY U NTIL the public launc hing of "The Robe” we, of necessity, had to content ourselves with the imagination of showmen in evaluating the limitless potentialities of CinemaScope. However, during demonstrations of Cine- maScope we advanced certain claims, predictions and definite promises. Among them was the statement that we had deliberately chosen the most challenging story to accentuate the unmatchable magnificence of the CinemaScope process. Today we can look at the record and in it find fruition of every prediction, every promise, every statement we made last spring and summer. Today millions of ticket-buyers and thou- sands of exhibitors will bear witness to the claim that CinemaScope, as exemplified by "The Robe,” is all we envisioned it to be. Today we can refer to box office performance for corroboration of the claim that CinemaScope will re'-vitalize and expand motion picture pa- tronage, and develop grosses far above those earned by any e ntertainment vehicle. Today we can delve into attendance statis- tics and know that public acceptance of Cine- maScope, as a revolutionary advance in screen entertainment, is wholehearted and unconditional. T HIS historic surge of patronage at theatres that have presented "The Robe” has been and is being paralleled with swiftly mounting orders from exhibitors who chose to test public reaction before proceeding to equip for exhibition of CinemaScope attractions. We never for a single moment doubted such would be the exhibition aftermath to the first public showing of the introductory CinemaScope production. Because of the revolutionary aspects of CinemaScope we, at the demonstrations, made predictions of accomplishments without prece- dent in our business. Hence, we expected some would feel that "seeing is believing.” "The Robe” and the resultantly record- shattering public response, I am confident, sup- ply answer to every question any erstwhile skeptic may ask. But, all this is now past history, for Cine- maScope is today a demonstrated, true milestone. It has, as Martin Quigley of the Quigley Publi- cations so appropriately put it, led "the motion picture to a new position of authority in the entertainment world.” Q UITE naturally exhibitors, who have already equipped their theatres to present Cinema- Scope attractions and those who contemplate doing so, will ask the question: "After 'The Robe’ what?” The answer to that is given in detail in this book. This is a report of exactly what has been done and what will be accomplished by our own studios in the production of CinemaScope films for the months ahead. When you have thoroughly digested the con- tents of this report you will know there will be no scarcity of CinemaScope productions. Moreover, you will be impressed with the bigness and importance of the stories that have already been or are to be adapted to Cinema- Scope production. I T is with pride that I call the attention of theatre operators to this product. This is no report of intentions or of mere aspirations. This is a report on performance, for our studios have already completed the first 12 CinemaScope pro- ductions scheduled for 1954 release. Others will go before the cameras this winter. Still more are in various stages of preparation. Because every theatre has a stake in the future of CinemaScope we are frank in our ex- position of what is to come. Of "The Robe” it may truly be said that "coming events cast their shadow before,” for in the months ahead 20th Century-Fox will pro- vide theatres with an array of CinemaScope at- tractions that will measure up to showmen’s highest expectations. We sincerely believe you will, after reading this report, be as convinced as we are that "The Robe” spearheads a period of unparalleled pros- perity for motion picture theatres the world over. Al Lichtman, 20th Century-Fox