1953 issue of Variety is all about the new posh 3D Cinema experience. It is like a backwards Deja-vue of todays headlines. Same bold statements, same booga-booga, same PR-Voodoo.
5000 3-D Theatres
Present 20th-Fox plans call for some 50000 3D Theatres equipped to show pix made in the Cinema scope process by the end of 1953.
Cinemascope, which simulates third-dimension to the extent that objects and thesps appear to be part of the audience, is the new trade name for the company’s newly-acquired French large-screen process formerly called Anamor-phoscope. Its single film strip and single projection machine eliminate the use of glasses, a vital component of all other strict 3-D process.
Unless the industry finds ways and means of offering stereoscopic films sans glasses, the next logical technological development in the industry will be large screens and “directional” sound rather than 3-D. That was the opinion expressed /in N. Y. Friday (30) by Fred J. Schwartz, v.p. and general manager of Century Theatres.
Schwartz said he was impressed by what he had seen of 3-D, but added: “A lot depends on what further progress is made in the tri-dimension technique. As long as there are glasses, 3-D will be very big for from four to six pictures. After that, its novelty appeal will fade and the b.o. will depend again on the quality of the films themselves.”
With Hollywood’s helter-skelter entry into three-dimension production employing various methods and processes, Nicholas M. Schenck, Metro prexy, and Harry Cohn, calling for a uniform system of 3-D production and exhibition. Schenck, who returned to New York Monday (2) from Coast huddles relating to 3-D, said Metro technicians have been working on a system similar to 20th’s Cinemascope.
“To make uniform the future presentation of pictures in theatres throughout the world,” Schenck declared, “it is Loew’s intention to join with 20th in making available one system for production and exhibition.” Cohn, issuing a statement in Hollywood, expressed hope for a uniform process which will ease the transformation for both the producer and the exhibitor. “Columbia has been making studies and conducting tests to improve production and projection techniques along 3-D lines,” Cohn declared. “There would be havoc in the industry, particularly in the exhibition field, if several companies come out with varied processes requiring different equipment and theatre screens of different sizes.
Read the whole shebang here: