Gone are the glory days of movie promotion, when roadshow engagements at prestigious theaters would often play for many months - and in some cases over a year. Case in point, the following article we came across in the November 5, 1964 issue of Film Daily. It relates the success of Stanley Kramer's $9 million blockbuster comedy It's a Mad, Mad, Mad, Mad World and its long-running engagement at the Pacific Cinerama Theatre in Hollywood:
"(The film) celebrates its first anniversary today at the Pacific Cinerama Theatre where it had it's world premiere. Chamagne party, with four stars of the picture, Edie Adams, Milton Berle, Dorothy Provine and Phil Silvers in attendance, will be one of the highlights of the birthday celebration as will a press conference at the theater attended by producer-director Stanley Kramer, representatives of the Los Angeles City Concil, the Chamber of Commerce, William R. Forman, president of Pacific Theatres and others. Film, which will continue its run at the Pacific Cinerama, opens its 50th hard ticket engagement at the Cooper Cinerama in Minneapolis November 20."