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Rivoli Theatre chosen for "Oklahoma!" 1955 release

This article first appeared in 70mm
The 70mm Newsletter

Reprinted from: The Independent Film Journal 15.10.1955. Issue 42 - December 1995
New screen masking at the RivoliNew York's 40-year old Rivoli Theatre, which was completely modernized and remodelled for the two-a-day reserved seat performances of Todd-AOs "Oklahoma!" will also serve as a sales room, in the mornings, to demonstrate Todd-AO equipment. Interested exhibitors may inspect the Todd-AO projector and screen at close hand and may view the film as projected from either a high or low booth, depending on weather a slanted or straight throw is desired for his particular theatre. Jules Catsiff, who supervised the reconstruction of the famous Broadway house, revealed that the rehabilitation job cost about $ 350.000, not including the Todd-AO equipment. For example, wider seats were installed measuring 22 inches as against 18 and 19 inches for the replaced chairs. The decision reduced the seating capacity of the theatre from 2094 to 1650. The mohair-covered seats are the Bodiform type made by American Seating Co.

New Leedom carpeting and a special "Oklahoma!" curtain have been installed. New screen measurements were given as 66 feet x 27 feet (20 x 8,23m), with the curve of the screen measuring 13 feet at the center.

No popcorn is sold at the Rivoli, and only 25 cent candy and ice-cream bonbons are available to the patrons. The theatre is getting a $ 3.50 top for evening performances, and a $ 2.75 top for matinees. Balcony and mezzanine prices are $ 2.25 and $ 1.75 evening, and $ 1.75 and $ 1.50 for matinees.

Further in 70mm reading:

The Rivoli Presents: You are in the Show with Todd-AO

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Updated 07-01-21