Motion Picture Daily (Oct-Dec 1956)

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want Celebrities Attend "Giant" Bow GIANT ARRAY of internationally famed celebrities were among the more than 6,000 people who filled the Roxy Theatre last night for the glittering benefit World Premiere of George Stevens' production, GIANT, from the novel by Edna Ferber, for Warner Bros, presentation. Tickets were scaled from $5 to $100 for the event, with proceeds going to Muscular Dystrophy Associations of America, Inc. Premiere, which was given elaborate tv, press, radio and newsreel coverage, attracted thousands of celebrity-seekers who jampacked the streets surrounding the Roxy Theatre for hours before the activities started. Picture was ushered into the theatre with one of the greatest barrages of advance publicity ever accorded a motion picture. Elizabeth Taylor, Rock Hudson and James Dean star in the WarnerColor production which was directed by George Stevens. Benjamin Kalmenson (left), Warner Brothers executive vice-president; Moe Silver (center), Stanlev Warner Corp. executive, and Jack L. Warner, president of Warner Brothers, attend the opening festivities at the Roxy. Semenenko, member of the Warner Brothers board of directors, and fe were among those at the premiere, which drew a veritable galaxy ;brities. George Stevens, Jr.; George Stevens, producer-director of "Giant," from the Edna Ferber novel, and Dimitri Tiomkin, composer of the musical score for the picture. Hudson, who stars in "Giant" in the role k Benedict, here is shown with Mrs. Hudthe theatre lobby prior to the start of the mance. From left to right: Roy Haines, Warner Brothers general sales manager; Mrs. Haines, Mrs. Lapidus and Jules Lapidus, WB eastern and Canadian division sales manager. Samuel Rosen (left), Stanley Warner executive vice-president, and Mrs. Rosen are here pictured at the premiere with Barney Balaban, president of Paramount Pictures. (Advt.)