Of course, box-office isn’t the only measure of a motion picture’s success. Howard Taubman, of the Times, agrees that it will outgross even “The Sound of Music.” From its performance thus far, Levine predicts that “The Graduate” will become the highest-grossing film in motion-picture history. Levine indicated the receipts still haven’t peaked. Whereas most films taper off after an initial spurt, its business continues to swell, just as Mr. In its first six months, it grossed more than thirty-five million dollars in the nine hundred and fifty theatres-more than two million of it in New York. In its sixth and seventh weeks, it broke both records again.
In New York, in its first week it broke the house record at each of the two theatres it played in-the Coronet and the Lincoln Art.
“The Graduate” has broken house records in about forty per cent of its engagements. I haven’t seen anything like this in all the years I’ve been in the business. . . .” So far, “The Graduate” has been shown in some nine hundred and fifty theatres, in almost as many cities of the United States and Canada, and from early figures the experts can now accurately project the degree of a movie’s long-term success. And people have been coming back two and three times to see it again. Wherever we’ve played it, whatever the weather, it’s a sell-out attraction. The business just grows and grows and grows. Levine, who is the president of Embassy Pictures, and who was in a large financial hole before “The Graduate” started paying off, marvelled, too, in a press release of this spring: “It’s absolutely incredible. He was marvelling at the success of “The Graduate.” Joseph E. “We thought we had a commercial picture here, but we didn’t know what we had,” an Embassy Pictures official said to me.
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