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the front curtain slowly opened there were “oh’s” and “ah’s” from the entire audience, for it
appeared as though the curtain would never stop unfolding.

To further emphasize the novelty and importance of stereophonic sound, theatres in the
Fox Midwest circuit also used auditorium horns as an outlet for music played during
intermission. This gives the audience an entirely new effect and causes much favorable
comment. There is a Decca Sound Track Album of THE ROBE theme music, which can be
used to advantage by theatres for lobby music as well as intermission music. (See Page 27
- ROBE Press Book)

To round out your program use a special CINEMASCOPE Short Subject to follow the
feature presentation - Twentieth Century-Fox has five such subjects - CORONATION
PARADE, VESUVIUS EXPRESS, FINALE FROM TCHAIKOVSKY’S SYMPHONY #4,
DANCERS OF THE DEEP and POLOVETZIAN DANCES FROM PRINCE IGOR that can
be used to supplement your program. They are unusual short subjects, produced lavishly in
color by Technicolor and will further point up the wonders of CINEMASCOPE and
stereophonic sound.

Theatre managers should take a special interest in this presentation of CINEMASCOPE
and should instruct their staff to give special attention to all details connected with it. It is
also important that the whole program be rehearsed thoroughly before the opening night
performance,

Remember, it is important to launch CINEMASCOPE properly by utilizing all the
showmanship possibilities it presents.

ADVANCE BUILD-UP IS IMPORTANT

The publicity campaign on the installation of CINEMASCOPE and stereophonic sound
should start as soon as equipment is ordered and kept up until premiere night. Let the
public know that your theatre is the first in the city to present this new and revolutionary type
of motion picture entertainment.

Plant newspaper stories in the following manner:

1. When it is announced that CINEMASCOPE is going to be installed in your theatre, do
not give any date. Tell what it can do. Let the people know that it has four sound tracks
and a gigantic screen. Press book on THE ROBE contains plenty of material that you
can use for this purpose.
2. When your equipment arrives, plant a story that the equipment is town. It would be a
good idea to bring a reporter to the theatre. Show him the back stage, speakers in the
house, etc.
3. There will also be a story when the engineers start installations. Bring out the fact that
your theatre is ideal for the new system and the engineers will cooperate on this,
helping to get over the idea that it is something big.
4. The Sunday before your opening an “almost ready” angle is suggested. In this story you
can have a resume of the preparations as well as advance publicity on THE ROBE on
what a great picture it is.
5. The day before opening, invite a reporter over and take him through the theatre.
Perhaps you can run a test reel that the engineers carry and show him an idea of how
wonderful CINEMASCOPE, stereophonic sound and THE ROBE are. Give the reporter