On 12.8 Ava DuVernay's Origin, an instructional drama about a writer exploring the racial caste system in this country, opened theatrically.
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Back in the days of reserved–seat roadshow engagements of big-budget, prestige-level films during the ‘40s, 50s and 60s, theatres would sell glossy, cardboard-fortified booklets that had lots of high-end images and smelled of fresh publisher’s ink.
This is the Spartacus program they sold at the DeMille theatere (B’way at 47th) when it opened on 10.6.60 — a month before JFK’s election.
They charged at least 75 cents if not a buck for these souvenir programs -— in 2023 terms they were charging $7.50 to $10 a pop.
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