This Is Cinerama' exploded onto the silver screen on October 10, 1952, marking a pivotal moment in cinematic history. Premiering at the Broadway Theatre in New York City, this groundbreaking film wasn't just a movie; it was an experience. It introduced audiences to the revolutionary Cinerama process, a triple-projector, ultra-widescreen format designed to envelop viewers in a panoramic spectacle. Its launch date heralded the beginning of a new era of immersive entertainment, drawing massive crowds and setting impressive box office records. The film quickly became a phenomenon, revitalizing the movie-going experience in an age increasingly dominated by television, and reminding the world of cinema's unique power.
What it is
'This Is Cinerama' is a non-narrative documentary and travelogue designed as a showcase for the Cinerama process itself. Directed by a collective including Merian C. Cooper (supervising director), the film opens with a traditional black-and-white sequence, then bursts into vibrant, three-panel color as it plunges viewers into exhilarating experiences. From a thrilling roller coaster ride at Rockaways' Playland to breathtaking aerial sequences over the United States, and cultural performances from around the world – including a grand finale involving the Vienna Boys' Choir and the Milan Cathedral – the film was a dazzling display of sights and sounds. Its intent was purely to demonstrate the awe-inspiring capabilities of the new widescreen format, making the audience feel like they were truly 'there.'
How it came to be
The genesis of Cinerama traces back to Fred Waller, who conceived of a multi-projector system during World War II for aerial gunnery training. After the war, this technology was adapted for entertainment by Hazard E. Reeves and Lowell Thomas, with Merian C. Cooper joining the team. The production of 'This Is Cinerama' was a monumental undertaking, requiring specialized three-lens cameras and complex editing to seamlessly merge the three separate film strips into one continuous image on a massive, deeply curved screen. The challenges extended to projection, necessitating three synchronized projectors and a multi-channel sound system. The objective was to create an unparalleled immersive experience, a direct response to the rising popularity of television which threatened traditional cinema.
How many it sold
'This Is Cinerama' was an astounding commercial success, grossing an estimated $20,000,000 during its initial theatrical run. This figure is particularly remarkable considering the limited number of Cinerama-equipped theaters available. Each venue required extensive and costly modifications to accommodate the massive curved screen and triple projection system, meaning the film's reach was initially restricted to major metropolitan areas. Despite this, the novelty and immersive quality of Cinerama led to exceptionally long engagements in these few theaters, with some runs lasting for years. The film's profitability was immense, proving that audiences were willing to pay premium prices for a truly unique and spectacular cinematic event, establishing a new benchmark for event cinema.
Why it resonated
The film resonated profoundly with audiences for its sheer spectacle and immersive quality. Viewers were captivated by the sensation of being surrounded by the image and sound, a stark contrast to the small, flat screens of television. The opening roller coaster sequence, in particular, famously elicited gasps and even screams from the audience, many of whom felt genuine vertigo. Critics lauded the technical achievement and the visceral impact of the Cinerama experience, even while acknowledging the film's lack of a traditional narrative. It offered an unparalleled form of escapism, transporting viewers to exotic locales and thrilling adventures, proving cinema's ability to offer something television simply could not, thereby re-establishing the magic of the big screen.
Impact today
'This Is Cinerama' left an indelible mark on film history, pioneering the era of widescreen cinema. Its tremendous success spurred rival studios to develop their own widescreen formats, such as CinemaScope, VistaVision, and Todd-AO, ultimately leading to the widespread adoption of anamorphic and large-format projections that persist today. While the original three-strip Cinerama process proved too cumbersome for widespread adoption and was eventually superseded, its legacy endures in modern immersive experiences, from IMAX theaters to virtual reality. The film itself is celebrated as a cultural touchstone, a testament to technological innovation in entertainment, and a reminder of a period when cinema pushed the boundaries of what was possible to deliver truly unforgettable spectacles.
Historical content researched and generated by Gemini 2.5 Pro.