Back in the days of reservedseat 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.