In this extremely simple ad, Fox is describing CinemaScope 55 as a true wide screen process with the benefits enjoyed by VistaVision. But without the type of printing done by Technicolor, Fox's DeLuxe Labs would never have been able to truly take full advantage of the large negative area. In about another year Technicolor would introduce Technirama, which did the job pretty well and shortly thereafter MGM's Camera 65 used Technicolor dye transfer printing as an inherent part of their high quality system.

Note that while Fox was providing theatre owners a new high quality image, they weren't going to cave in on the stereophonic sound requirement this time. No stereo, no CinemaScope 55. Prints of Carousel and The King and I were strictly four-track magnetic stereo, with no mono optical track.

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