DiCinema

United Artists was willing to relegate the film to a second feature, but Paddy Chayefsky insisted it have some kind of first-run engagement, so it premiered at the Sutton Theatre in New York, normally a venue for art films. Hecht-Lancaster's New York publicity chief, Bernie Kamber, conducted a personal campaign for the film, setting up private screenings and convincing major press outlets to feature it positively. His biggest coup was getting influential columnist Walter Winchell to hail the film as one of the biggest sleepers in Hollywood history. The slow build in viewership began with strong reviews. Then the film won the Grand Prix at Cannes, generating more press and more box office. As a result, it played 39 weeks at the Sutton to mostly packed houses. For subsequent openings, UA scheduled two weeks of screenings in various markets for community leaders to generate positive word of mouth. The move paid off, for though the film could not compete with the major studios' big blockbusters, it made a small profit in its initial release. That was helped by its success at the Academy Awards, which led UA to reissue it to 5,000 theaters.

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