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DEMONSTRATIONS’ REACTION: CINEMASCOPE “55” BREATHES NEW LIFE INTO EXHIBITION! Not only the industry to which he supplies concededly inspiring and courageous leadership, but also thousands of others outside the business are again conunending the foresight of President Spyros P. Skouras (above) in dedicating himself and this company to "continuous research” to insure greater screen entertainments. The above picture was taken at the first demonstration at New York’s Roxy theatre. Pag* 4 I Most significant feature of demonstrations of CinemaScop^ "55” held up to press-time was the enthusiasm of production ex- perts in that photographic advance. This is important because it augurs eventual adoption of CinemaScope ”55” in filming of future outstanding attractions by other companies. This development is particularly heartening to the numerous operators of present single-track optically equipped theatres who have already placed orders for, or have expressed their intentions of purchasing, the penthouse attach- ments. Further indicative of the speed with which CinemaScope ”55” is advancing is the announcement of Production Vice- President Darryl Zanuck that he already has selected the next six important story properties to be photographed in the new process. Just when it will be possible for this company to convert wholly to CinemaScope ”55” production of all its wares is something that can not be determined right now. But, Mr. Zanuck, at the studio, has stated that there will be at least two major attractions of the same story possibilities and boxoffice potential of "Carousel” and "The King And I” photographed and available for road-showing in full CinemaScope ”55” for the next several years. However, conversion to CinemaScope ”55” filming of all attractions will keep pace with availability of the required photo- graphic lenses. Another factor in that phase of-the future of Cine- (Continued on paqe 10, column 2) Distribution executives turned out en masse for the first Cinema- Scope ”55” demonstration at the Roxy. Not since the CinemaScope pro- cess was first trade shown there in 1953 had so representative a group of distribution and exhibition leaders turned out for an industry event. Director of Distributor A1 Lichtman (left, above) is pictured with Ned Depinet, one of the industry’s great pioneers, and Columbia s sales chief, Abe Montague.