In this photo, we get to be a part of the West Coast premiere of “White Christmas.” It was held on October 27, 1954 at the Warner Bros Beverly Hills Theater on Wilshire Blvd, which is odd because it was a Paramount release. And not just any old movie, either, but their first movie in VistaVision, which was their wide-screen process. Made for $2 million, the movie earned 15 times that, making it the most successful movie of 1954. So I guess naming it after the biggest-selling song in history was a pretty smart move.
Mark D says: “The reason it’s at this theater was due to the 1947 law (or Supreme Court ruling) that stripped the Studios of the theaters due to it being a monopoly.”
Susan M says: “The Warner Beverly Hills along with the Paramount downtown were the first two theaters in the Southland to get the special VistaVision projectors installed. The film ran through horizontally, not vertically like previous projectors. There had been tons of buzz over the film release, it was apt to be a big hit most said. Thus, it also opened the day after the Beverly Hills premier at the downtown Paramount.‘