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Dec. 8. 1934
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UNIVERSAL WEEKLY-;
Imitation of Life' Held Third Week At Roxy!
THIS WAS THE W AY THE ROXY LOOKED EVERY DAY AT OPEISIISG.
AS we go to press, word comes that the second week at the Roxy theatre in New York was within a few thousand dollars of the record breaking $42,600 first week. I 13,000 people jammed the Roxy that first week for a record intake of $42,600, according to Variety, which refers to this figure as "terrific and gigantic." This is the greatest intake the theatre has had since the change-over from its higher price scale five years ago. It is no wonder that the Claudette Colbert show which was booked for two weeks should be held for three. This announcement was just made by the Roxy.
In referring to the remarkable business achieved at the Roxy, Regina Crewe, motion picture editor of the New York American, had this to say of the opening of the picture:
^^Imitation of Life''
Sets New Records
"Looks as though records are falling at the Roxy Theatre this week, where "Imitation of Life," the Claudette Colbert, Warren William,
Louise Beavers, Freddi Washington, Fannie Hurst — Universal Picture has lined up a column of fours at its doors in a lengthier queue than the town has seen in some time.
"It was almost as exciting as election night to see the "returns" come in. And what an imposing list of figures the checkers compiled! Nearly 5,000 patrons for the first show, more for the second, close to i 0,000 another. That's the way the film is seli
A Magazine for Motion Picture Exhibitors
Paul Gulick, Editor Published Weekly by the Motion Picture Weekly Publishing Co. Rockefeller Center, New York City Universal Pictures Corp. Copyrighted 1934
(All Rights RetervedJ DECEMBER 8, 1934 Voi. 35 No. 26
ing and more than once the doors of the world's largest motion picture theatre have been closed by the police with every nook and cranny crowded with paying guests and a sidewalk full awaiting their turn.
"On Friday the deluge began, and with one exception, the day's receipts topped any in the past two years. Up to date the crowds have kept coming."
And here's what the Showman's Round Table of December I says about the first showing of "Imitation of Life." It is carried in a box on page 4.
"GRAB IT"
"Imitation of Life," playing the New York Roxy, broke a five year attendance record at that house, making it necessary at one time to close the box office for an hour.
" "Imitation of Life,' said our Joe Blair in his review from Hollywood, "is a smash. It will plow through all records . . . Grab it!"