Saturday, May 13, 2017

1962 ads for the Rialto: Louisville's million dollar movie palace

The 'new' Rialto's Christmas engagement was Cinerama's second feature, Cinerama Holiday (1955), and in my opinion the best of the travelogues.   South Seas Adventure (1958) was the fifth to be released. The Rialto strove to catch up with the older releases all through the year.  Prior to this, the nearest Cinerama theater was the Capitol Theater in Cincinnati. It closed in 1967 and was torn down in 1970.  This ad ran January 14, 1962.
 It's curious that some Cinerama features were reserved seat and others were not.  January 21, 1962.
                                                                      March 11, 1962.
                 Search for Paradise (1957) was the fourth Cinerama feature.   April 8, 1962.
                                                                    April 15, 1962

April 25, 1962
Windjammer (1958) was from a competing company, Cinemiracle, which was engineered to have just one projection booth instead of Cinerama's three. Cinerama later acquired the film and passed it off as their own, as they did with the Soviet Kinopanorama film Cinerama's Russian Adventure (1966). The best thing about Windjammer is its score by Morton Gould, who also wrote the score for Cinerama Holiday.  This ad ran May 20, 1962.  At this point the Rialto had caught up with all the Cinerama three panel travelogues.
                                                                    May 27, 1963

                                                                   May 30, 1962
And then the first Cinerama movie to tell a story, or in this case, three stories...or four, depending upon whether you count the story of the Grimm Brothers themselves.  The Wonderful World of the Brothers Grimm was released August 7, 1962, so compared to those old travelogues, this was brand spanking new Cinerama. The reviews weren't great, but I certainly wanted to see it. I did eventually see it in the cafeteria of my church in an anamorphic print.  Even as a kid I thought it was pretty corny stuff. I did finally see it about five years ago at the Cinerama Dome. Russ Tamblyn, who was also in How the West Was Won, introduced it.  This ad appeared on August 26, 1962.
                                                                  September 30, 1962
       I wonder who sprung for the cake and ice cream, the Rialto or Cinerama?  November 4, 1962
Sometime during the filming of How the West Was Won, Cinerama determined that the big three panel features were becoming too expensive, though they did start to film The Greatest Story Ever Told with three cameras. After three days, they switched to Ultra Panavision 70. Since Cinerama travelogues were piecemeal with no stories, it was easy to select bits here and there into a new feature.  This ad appeared November 11, 1962.
                                  It would run through the new year. November 18, 1962

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