WEST SIDE STORY at the ATLANTA theatre (formerly Martin Cinerama)

StanMalone on August 17, 2016 at 2:37 pm

This ad is from mid December 1970 and was for a two week filler booking leading up to the Christmas attraction which I believe was Alex In Wonderland, or maybe Brewester McCloud, I forget which. This booking was the first time I saw West Side Story, and what a great experience that was.

A couple of corrections. While it was in stereo, it was unfortunately not 70MM but 4 track 35MM mag. At this time The Atlanta still had the 36X95 foot ribbon screen with the 146 degree curve and while the 35MM image did not take up the entire screen, the deep curve always caused the edges to be out of focus. No matter, great movie.

Second, West Side Story did not have its initial run here, but just up Peachtree at the Rhodes Theater. At that time The Atlanta was still the Tower, or may have been undergoing its reconstruction as Martin’s Cinerama. One other note about the tag of “Original Roadshow Version.” The print was in good shape but the projectionist did not show the image during the overture or the closing credits, only the sound. When I started working here a little over a year later, I asked when why they did that. The answer: save having to change the carbons as often. Even in a nice house like this you would still find people too lazy to do the job right.

Thanks for posting the ad.