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SCERA Showhouse
70MM Ads
In the top border of the advertisement are the words, 'Soon to be Utah County's Only 70mm Theatre.' The SCERA logo at the bottom of the ad has the tagline, 'Much More Than a Movie.' - , Utah
At the top of an advertisement for Champions and Pete's Dragon, the SCERA Showhouse announces it is  "Soon To Be Utah County's Only 70MM Theatre."
Provo Daily Herald, page 12, 27 April 1984
A 'Starts Today!!' advertisement for Oliver! at the SCERA Showhouse. Other films in the series are listed with their dates. - , Utah
On 10 May 1984, the SCERA Showhouse started a series of "encore" presentations: Oliver!; Bridge of the River Kwai; Lawrence of Arabia; Tora, Tora, Tora; and Camelot.
Provo Daily Herald, page 39, 10 May 1984
A newspaper advertisement for 'Tora, Tora, Tora!' and 'Doctor Zhivago' at the SCERA Showhouse. - , Utah
A SCERA encore presentation of Tora, Tora, Tora! in "stereo sound."  The ad includes a banner, "Even More Spectacular in SCERA Sound/Screen."  The next film in the series is Doctor Zhivago.
Provo Daily Herald, page 13, 21 May 1984
Advertisement for the SCERA Showhouse with showtimes for 'Doctor Zhivago' and the dates for 'Camelot'. - , Utah
An ad for Doctor Zhivago at SCERA includes the dates for Camelot, "The original 70 mm".
Provo Daily Herald, page 31, 24 May 1984
Ad for a 3-day only presentation of Camelot in 70mm at the SCERA Showhouse. - , Utah
Camelot may have been the first film to play in 70mm at the SCERA Showhouse.  All of the films in SCERA's "encore" series were available in 70mm, Camelot was the only identified as playing in 70mm at SCERA. 
Provo Daily Herald, page 11, 28 May 1984
Advertisement for 'Indiana Jones and the Temple of Doom' in 70mm Dolby Stereo. - , Utah
SCERA showed Indiana Jones and the Temple of Doom in 70MM Six-Track Dolby Stereo for one week, starting 5 October 1984.  "Finally!  The first time a film has ever been shown in 70MM Dolby Stereo in Utah County!"
Provo Daily Herald, page 14, 5 October 1984
Newspaper advertisement for 'Indiana Jones and the Temple of Doom' in 70mm at the SCERA Showhouse. - , Utah
'Hurry, Ends Thursday' ad for Indiana Jones and the Temple of Doom, in 70mm Six-Track Dolby Stereo at SCERA.
Provo Daily Herald, page 31, 11 October 1984
Opening night advertisement for the film 'Return to Oz' at the SCERA Showhouse. - , Utah
Return to Oz, "A SCERA Exclusive", showing nightly in Dolby Stereo.
Provo Daily Herald, page 10, 21 June 1985
Advertisement for 'Return to Oz' at the SCERA Showhouse, presented in 70MM 9-Channel Stereo. - , Utah
On its fourth week, SCERA Showhouse started advertizing Return to Oz as "Better Than Ever, in 70mm, a 9 Channel Stereo Presentation."
Provo Daily Herald, page 8, 12 July 1985
Advertisement for 'Return to Oz' in 70mm at the SCERA Showhouse. - , Utah
Return to Oz at the beginning of its final week at the SCERA Showhouse, "Now a 9 Channel Presentation in 70MM."  The film ended on July 23, after playing in 70mm for two weeks.
Provo Daily Herald, page 16, 19 July 1985
Newspaper advertisement for 'The Black Cauldron' at the SCERA Showhouse. The presentation format is given as 'Dolby Stereo'. - , Utah
The Black Cauldron "Starts Tonight!" at the SCERA Showhouse, showing nightly in Dolby Stereo.
Provo Daily Herald, page 14, 24 July 1985
Advertisement for 'The Black Cauldron', 'Now in 70mm Nine Track Dolby Stereo. - , Utah
At the beginning of its second week, The Black Cauldron started playing at the SCERA in 70MM "Nine Track" Dolby Stereo.
Provo Daily Herald, page 13, 2 August 1985
'Hurry... Ends Soon!' ad for 'The Black Cauldron' at the SCERA Showhouse. - , Utah
SCERA advertised "Hurry... Ends Soon!" forThe Black Cauldron, on 6 September 1985, still in 70mm 9 Track Dolby Stereo.
Provo Daily Herald, page 13, 6 September 1985
Newspaper ad for 'The Black Cauldron' at the SCERA Showhouse, held over for four more days. - , Utah
On 13 September 1985, The Black Cauldron was "Held Over!!! 4 More Days!  Absolutely Ends Sept 17."  Ads for the final week did not mention a film or sound format.
Provo Daily Herald, page 15, 13 September 1985
A 'Starts Tonight!' advertisement for 'Young Sherlock Holmes' in 70mm Dolby Stereo at the SCERA Showhouse. - , Utah
Young Sherlock Holmes played at the SCERA Showhouse in 70mm Dolby Stereo for one week only, starting 21 February 1986.
Provo Daily Herald, page 8, 21 February 1986
Black and white photograph of a man holding a metal cannister. A dozen other canisters are stacked on the floor nearby. - , Utah
Brandon Miller, marketing director for SCERA Showhouse, lifts one of 13 canisters holding the $35,000 500-pound 70mm print of Lawrence of Arabia.
Provo Daily Herald, page 8, 15 September 1989
Newspaper advertisement for the Cultural Arts Benefit at SCERA. The right portion of the ad was a 'reservation reply card', where patrons could mail the form and payment to reserve seats for the series. - , Utah
A "reservation reply card" for the Cultural Arts Benefit at SCERA Showhouse, starting with a 70mm presentation of Lawrence of Arabia on October 6.  Other films in the series were The Navigator, Gone With the Wind, and The Wizard of Oz.
Provo Daily Herald, page 19, 29 September 1989
Advertisement for 'Lawrence of Arabia' in 70mm at SCERA, featuring an image of Lawrence in desert garb and quotes from two movie critics. - , Utah
Opening day ad for the "Newly Restored Director's Cut" of Lawrence of Arabia, presented in 70mm Dolby Stereo SR.  "Speciual Affordable Prices!"
Provo Daily Herald, page 15, 6 October 1989
Newspaper advertisement for 'Lawrence of Arabia' at SCERA. A diagonal banner across the lower right corner reads, 'Held Over!! 7 More Performances. Ends October 26th!' - , Utah
SCERA scheduled Lawrence of Arabia for a one-week run, but the restored 70mm film was held over for two addtional weeks.
Provo Daily Herald, page B7, 20 October 1989
Newspaper advertisement for the Little Mermaid at the SCERA Showhouse. - , Utah
The Little Mermaid opened at SCERA on 17 November 1989 in 35mm Dolby Surround SR.
Provo Daily Herald, page B7, 17 November 1989
Advertisement for 'The Ten Commandments' and 'The Little Mermaid', both in 70mm at the SCERA Showhouse. The benefit for 'The Ten Commandments' sold out. - , Utah
The Ten Commandments opened at SCERA on 2 March 1990 in 70mm 6-Track Dolby Stereo.  The Little Mermaid continued at SCERA, starting in 70mm on March 3.
Provo Daily Herald, page C7, 2 March 1990
Newspaper ad for 'The Ten Commandments' and 'The Little Mermaid', both in 70mm at the SCERA Showhouse. - , Utah
The Ten Commandments was held over for a third week, with its run ending on March 22.  The Little Mermaid continued in 70mm, with a "new lower price" of $2.00.  "Thanks for making The Little Mermaid our biggest hit!  New Lower Price!  All seats, all shows $2.00."
Provo Daily Herald, page D7, 16 March 1990
A tall vertical advertisement for 'The Little Mermaid' at SCERA. 'But Hurry! Only 11 More Days. Must End April 5th.' - , Utah
The Ten Commandments ended its run at SCERA on 22 March 1990, while The Little Mermaid continued alone, in 70mm, with a "New $25,000 Print!"
Provo Daily Herald, page D7, 23 March 1990
'Last Night' advertisement for 'The Little Mermaid' at SCERA. - , Utah
"Last Night" ad for The Little Mermaid at the SCERA Showhouse.
Provo Daily Herald, page D6, 5 April 1990
Advertisement for 'Dick Tracy' at SCERA. 'Exclusive Western States -70MM Stereo Engagement.' - , Utah
"Starts Friday!" ad for Dick Tracy in a "Utah-Exclusive 70mm Stereo Engagement" at SCERA Showhouse.
Provo Daily Herald, page D5, 14 June 1990
Newspaper advertisement for 'Dick Tracy' in 70MM at the SCERA Showhouse. - , Utah
Opening day ad for Dick Tracy at the SCERA Showhouse, in an "Exclusive Western States - 70 MM Ultra Stereo Engagement."
Provo Daily Herald, page C3, 15 June 1990
A small ad for 'Dick Tracy' at SCERA, with two critic quotes and the 70mm logo with 'Utah Exclusive Engagement.' - , Utah
Last advertisement for Dick Tracy in 70mm at SCERA.  The film ended on 13 September 1990.
https://newspapers.lib.utah.edu/ark:/87278/s65n0p9
Provo Daily Herald, page C11, 1 January 1988
Square newspaper advertisement with the the 'Return of the Jedi' logo and showtimes. - , Utah
Return of the Jedi opened at the SCERA Showhouse on a Wednesday, with a relatively small ad.  "Starts Tonight in 70MM!"
https://newspapers.lib.utah.edu/ark:/87278/s65n0p9
Provo Daily Herald, page 23, 22 May 1985
Larger ad for SCERA, with 'Return of the Jedi' at the Showhouse and 'Saturday's Warrior' at the Shell. - , Utah
"Hurry... 'Jedi' Ends Soon" ad for Return of the Jedi at SCERA Showhouse, "First Time in Utah County 70MM."  Saturday's Warrior was "Live On Stage!" at the SCERA Shell.
https://newspapers.lib.utah.edu/ark:/87278/s65n0p9
Provo Daily Herald, page 12, 7 June 1985
Advertisement with logos and showtimes for 'Return of the Jedi' at the SCERA Showhouse and 'Staturday's Warrior' at the Shell. - , Utah
Return of the Jedi "Ends Tonight!" in 70MM at the SCERA Showhouse, while Saturday's Warrior is "Held Over!" at the SCERA Shell.
https://newspapers.lib.utah.edu/ark:/87278/s65n0p9
Provo Daily Herald, page 33, 13 June 1985
Newspaper ad for Cinderella and Baby Boom at SCERA, both with asterisks next to the showtimes. The Dolby Stereo and 70MM logos appeared in the top right, next to the SCERA logo. - , Utah
On 28 January 1988, ads for the SCERA used an asterisk to denote film presented in Dolby Stereo and and a check mark for 70MM.  This continued until 9 June 1988, without a single film playing in 70MM.
Provo Daily Herald, page 30, 28 January 1988
SCERA ad for 'The Chipmunk Adventure', 'Three Men and a Baby', and 'Bettlejuice', all with asterisks next to their showtimes. - , Utah
Starting 10 June 1988, SCERA ads dropped the 70MM logo and used the text, ""(*) Starred Program Denotes Dolby Stereo or Stereo Presentation."
Provo Daily Herald, page 17, 10 June 1988
'Bambi' and 'Who Framed Roger Rabbit' at SCERA, with the Six-Track Dolby Stereo logo below the theater's name. - , Utah
On 5 October 1988, SCERA put a Six-Track Dolby Stereo logo at the top of its newspaper ads, even though films were playing in 35MM, which is limited to Four-Track Dolby Stereo.  Highlighting the theater's maximum capability may have been in response to the opening the Cinemark Movies 8 in Provo, which boasted Utah's first THX certified auditorium.
Provo Daily Herald, page 8, 5 October 1988