• 1939 – Gone with the Wind (highest inflation adjusted grossing film) receives its premiere at Loew's Grand Theatre in Atlanta, Georgia, United States.

Gone with the Wind (film)

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Release

Preview, premiere, and initial release

On September 9, 1939, Selznick, his wife, Irene, investor John "Jock" Whitney, and film editor Hal Kern drove out to Riverside, California to preview the film at the Fox Theatre. The film was still a rough cut at this stage, missing completed titles and lacking special optical effects. It ran for four hours and twenty-five minutes; it was later cut to under four hours for its proper release. A double bill of Hawaiian Nights and Beau Geste was playing, but after the first feature it was announced that instead of the second bill, the theater would be screening a preview of an unnamed upcoming film; the audience were informed they could leave but would not be readmitted once the film had begun, nor would phone calls be allowed once the theater had been sealed. When the title appeared on the screen the audience cheered, and after it had ended the film received a standing ovation. In his biography of Selznick, David Thomson wrote that the audience's response before the film had even started "was the greatest moment of [Selznick's] life, the greatest victory and redemption of all his failings", with Selznick describing the preview cards as "probably the most amazing any picture has ever had". When Selznick was asked by the press in early September how he felt about the film, he said: "At noon I think it's divine, at midnight I think it's lousy. Sometimes I think it's the greatest picture ever made. But if it's only a great picture, I'll still be satisfied".


The premiere of the film at Loew's Grand, Atlanta

About 300,000 people came out in Atlanta for the film's premiere at the Loew's Grand Theatre on December 15, 1939. It was the climax of three days of festivities hosted by Mayor William B. Hartsfield, which included a parade of limousines featuring stars from the film, receptions, thousands of Confederate flags, and a costume ball. Eurith D. Rivers, the governor of Georgia, declared December 15 a state holiday. An estimated 300,000 Atlanta residents and visitors lined the streets for seven miles to view the procession of limousines that brought stars from the airport. Only Leslie Howard and Victor Fleming chose not to attend: Howard had returned to England due to the outbreak of World War II, and Fleming had fallen out with Selznick and declined to attend any of the premieres. Hattie McDaniel was also absent, as she and the other black cast members were prevented from attending the premiere due to Georgia's Jim Crow laws, which kept them from sitting with their white colleagues. Upon learning that McDaniel had been barred from the premiere, Clark Gable threatened to boycott the event, but McDaniel persuaded him to attend. President Jimmy Carter later recalled it as "the biggest event to happen in the South in my lifetime". Premieres in New York and Los Angeles followed, the latter attended by some of the actresses who had been considered for the part of Scarlett, among them Paulette Goddard, Norma Shearer and Joan Crawford.

From December 1939 to July 1940, the film played only advance-ticket road show engagements at a limited number of theaters at prices upwards of $1—more than double the price of a regular first-run feature—with MGM collecting an unprecedented 70 percent of the box office receipts, as opposed to the typical 30–35 percent of the period. After reaching saturation as a roadshow, MGM revised its terms to a 50 percent cut and halved the prices, before it finally entered general release in 1941 at "popular" prices.[35] Including its distribution and advertising costs, total expenditure on the film was as high as $7 million.

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