Word: cinerama
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...also the year of 3-D, Cinema-Scope, Cinerama, big screen, stereophonic sound and other technical tricks designed to make Marilyn Monroe look 64 feet long (couchant) and intended to lure back, by sheer gigantism, the public that had been lost to 17-inch TV screens. This too was sometimes called progress...
...half, and box-office receipts were down nearly 30%. Then, early in 1953, came the 3-D craze, launched in December 1952 by Arch Oboler's inept Bwana Devil, and seeming to prove that audiences would look at anything that could leap out and bite them. Cinerama, playing in only seven cities, grossed a staggering $6,000,000. But no sooner was Hollywood retooling for 3-D than Cinema Scope rocked the industry with its widescreen, multiple-sound-track productions of The Robe and How to Marry a Millionaire...
Which of the new projection systems will win out-3-D, CinemaScope, Cinerama or some new system? Most of the theater owners thought that no one system will dominate the field, but that theaters will be equipped to handle a variety of projection methods depending on the film. Harvey Fleischman, district manager of the Wometco theater chain (32 theaters) in southern Florida and the Bahamas, summed up: "Cinerama, because of the size of its equipment, is impractical for most theaters. It will be confined to special productions in certain big houses. CinemaScope is impractical for some small theaters, fine...
...This Is Cinerama (Independent...
...revolution against "flatties" (two-dimensional movies) is one year old; 3-D, which temporarily saved Hollywood from bankruptcy and scared most cine-moguls out of their ulcers, began its second year last week. Cinerama celebrated its birthday playing to capacity crowds in New York, Chicago, Detroit and Los Angeles. It had not only grossed a phenomenal $4,300,000 but had also become a social phenomenon. Travel bureaus this summer were flooded with requests from people who wanted to see the original of what they saw in Cinerama: the Grand Canyon, the canals of Venice, the bull rings of Spain...