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PROVES MORE POTENT THAN BEST-SELLER The publishers of Lloyd C. Douglas’ best-seller, "The Robe,” claim that in the 13 years since that immortal novel first appeared on the world’s book-shelves it has been read by "at least 12,000,000 people.” If attendance figures from the first 193 engagements of the screen version can be taken as the criterion, then the in- troductory CinemaScope production will quadruple the book’s record readership by the time it has completed its first-run en- gagements in all North American key cities! But while the potential life-long pa- tronage of "The Robe” can only be esti- mated on basis of attendance figures at en- gagements so far played, or currently play- ing, there is no guess-work or speculation in the opinion that the story, as dramatized on the screen, is more potent and emotion- ally stirring than the novel. "'The Robe’ will make show business history!” So wrote Abel Green, erudite editor of Variety who added: "This picture and CinemaScope zoom the screen to heightened grandeur. Their combined impact on the public must be boffo-in spades! All roads lead to ’The Robe’ and Fort Knox, for a long, long time as more theatres re-tool for CinemaScope.” "One of the most notable productions of any genera- tion,” observed Box office’s editor, James M. Jerauld. USHERS IN AN ERA OF "Top business and long runs, probably the greatest in the history of the industry, are inevitable for this film that has never been matched,” shouted Barney Stein of Film Bulletin. "It emerges not only as a superior dramatic achievement, but also as a spectacle that will electrify audiences with its overpowering scope and magnitude,” wrote Pete Harrison in his Harrison’s Reports. Film Daily added: "The greatest amount of inspirational drama and stirring development to set this pioneer effort forth in a style and manner to make the resounding impact. . . solid in its cinematic con- struction, calculated in its content. Ushers in a new and greater era in the sphere and times of cinema exhibition.” The scholarly publisher of Motion Picture Daily and Motion Picture Herald, Martin Quidley, editorialized as follows: "The in- augural of ’The Robe’ in CinemaScope spreads a blanket of distinction bordering on glory upon a long list of persons whose scientific, execu- HEIGHTENED GRANDEUR tive and creative talents have made the auspicious result possible. The picture, strictly on its dramatic impact, has warmth, intimacy and understandableness. Richard Barton, Jean Simmons (right) and Victor Mature are a trio whose personalities and talents make the picture a living, breathing document. It is not, however, to be doubted that the CinemaScope process has made an unparalleled contribution, a devel- opment that heightens the impact of the screen and adds immeasurably to the facilities of the producer, writer and director in bringing better and more compelling entertainment to the theatres of the world. 'The Robe is destined to lead the motion picture to a new position of authority in the entertainment world.” Above and left scenes, among the many, that impressed not only newspaper and trade paper critics, but particularly ticket-buyers: the slave market where Marcellus successfully bids for Demetrius, the Greek slave.