Motion Picture Daily (Oct-Dec 1959)

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SHEBA' GLITTERS IN GALA NEW YORK OPENING r_ EDWARD SMALL'S $6,000,000 Biblical epic "Solomon and Sheba" for United Artists release draws more than 2,700 celebrities of the motion picture industry, the legitimate theatre, television and radio and civic and social notables at its glittering Christmas premiere at the newly refurbished Loew's Capitol Theatre in New York. The gala event, covered by press, radio and television and newsreel representatives of 23 countries, marked the reopening of the Broadway showcase following a $1,000,000 renovation, and climaxed one of the most extensive advance exploitation drives in New York City history. Starring Yul Brynner and Gina Lollobrigida, the Super Technirama-70 production registered a tremendous week-end gross of $51,241. Only two other films in the Capitol's 40-year history have topped the $50,000 mark for two days. Braving rain and chilling temperatures, Broadway crowds converge on New Loew's Capitol, scene of the gala "S. and S." opening. Loew's Theatres president Eugene Picker surveys the Broadway showcase with vice-president Ernie Emerling. Theatre features new screen and projection equipment for presentation of the Super Technirama-70 production. International winners of the Gina Lollobrigida look-alike contest ride the Capitol's new escalator, erected in the center of the grand staircase to carry patrons from orchestra level to divans and balcony. Abbe Lane and band-leader husband Xavier Cugat are among show-business headliners sparking the glittering event, covered by an international press corps of 75 newspapers, TV and newsreel reporters. i Boger H. Lewis, UA vice-president in charge of advertising, publicity and The special theatre preview attracts thousands of New Yorkers, media rep exploitation, with John Murphy, executive vice-president of Loew's Thea resentatives and high school editors from the New York area for the first tres, at a special afternoon press and exhibitor preview. look at "Solomon and Sheba" and completely rebuilt New Loew's Capitol.