DALLAS — This June 20 marks the golden anniversary of the legendary film ‘Jaws,’ which left audiences across America with a mix of exhilaration and trepidation as shark fever gripped the nation.
In a cinematic revolution reminiscent of Alfred Hitchcock’s influence on showers in ‘Psycho’ fifteen years prior, Steven Spielberg’s ‘Jaws’ transformed the perception of the ocean itself.
The film did not merely entertain; it significantly altered both moviegoing experiences and the filmmaking industry, establishing a new paradigm that Hollywood would follow for decades.
Believed to be the origin of the modern summer blockbuster, ‘Jaws’ began its trajectory not in the heart of Hollywood but at a singular screening in Dallas, Texas.
Legend has it that The Medallion Theatre, located at 125 Medallion Center, was handpicked to host a critical event—the very first public showing of ‘Jaws’ on March 26, 1975.
This screening occurred a full two months and three weeks before the film’s official release, generating interest and anticipation among unsuspecting moviegoers who had no clue what was in store.
At that time, the film’s title was kept secret, underscored by a mysterious newspaper ad in The Dallas Morning News.
The ad featured artist Roger Kastel’s iconic poster of the shark lurking menacingly below a swimmer, yet bore no mention of the film’s name:
**“TONIGHT 8:30 P.M.
MAJOR PREVIEW
FIRST TIME ANYWHERE!
The Nation’s No. 1 Best-Selling Book now the screen’s SuperThriller
NO CHILDREN TICKETS SOLD”**
Before the preview, attendees had the opportunity to catch a 5:30 p.m. showing of ‘The Towering Inferno,’ starring Paul Newman and Steve McQueen—both of whom were rumored to be Peter Benchley’s ideal casting for the feature film adaptation of his novel.
Paul Adair, a projectionist and advocate for preserving stereoscopic cinema, was present at the screening.
Although Adair passed away in 2019, Texas-based film publicist and friend Kelly Kitchens recalls him sharing tales of that special night with her.
Adair had initially been at the Medallion watching another film when an usher announced the secret presentation following the show.
Intrigued, he decided to linger and experience whatever this unknown movie had to offer.
The venue itself was ideal for a spectacle of such caliber; The Medallion Theatre featured the largest indoor screen in Dallas at the time.
With an expansive auditorium, adorned velvet curtains, and hundreds of seats, it was truly a sight to behold.
Among the attendees was a young filmmaker named Steven Spielberg—barely a household name at the time—who was in the throes of anxiety as his career hinged upon the audience’s response to his major motion picture.
This screening served as the first true test of his filmmaking craft following his debut film, the crime drama ‘The Sugarland Express’ from 1974.
Reports say that Spielberg stood at the back of the theater, pacing nervously as he awaited audience reactions on the film that could either solidify or ruin his career.
Little did the audience know the impact that night would have on the landscape of cinema as they dimmed the lights and the screen flickered to life.
One could imagine the scene when the melodious yet foreboding score of John Williams resonated through the auditorium, enveloping the crowd in a gripping tension.
For those fortunate enough to be present, this was an experience that rekindles a deep yearning for the magic of first screenings—the phenomenon of collective awe as crowds witness a cinematic masterpiece for the very first time.
Dallas-born author Kurt Eichenwald was also among the initial audience members, recalling how he was brought along by his cousin.
At the time of the screening, Eichenwald was merely 14 years old; he noted that the most horrific scene in the film had yet to be edited out.
The gruesome attack on young Alex Kintner was so disturbing that it led to some individuals leaving and even one man vomiting in reaction to the material.
In a post shared on a Cinema Tour group, Eichenwald recounted: “Kenny and I wrote that the one scene ruined the movie.”
In his 2023 book ‘Spielberg: The First Ten Years,’ filmmaker and author Laurent Bouzereau recounted Spielberg’s own memories of that fateful night.
During the chaotic scenes, Spielberg found himself at the theater’s entrance when he witnessed a man standing up and rushing toward the exit.
He recalled thinking, “Oh my God, our first walkout,” only to realize moments later that the man was heading for the bathroom—a journey he didn’t complete, as he vomited on the floor.
In that moment, Spielberg registered the visceral impact his film had on viewers.
However, the audience’s reaction soon shifted, as Spielberg noted, with laughter morphing into screams during climactic moments—most notably when the shark made its grand debut.
“It was my proudest moment,” Spielberg reminisced, adding that the chaos inside the auditorium felt like nothing he had ever imagined.
Ultimately, the audience’s overwhelmingly positive response confirmed the film’s potential, leading to Spielberg’s conclusion that he had indeed created a hit.
As the viewing progressed, attendees were also handed cards to fill out with feedback, contributing to the film’s subsequent edits and cuts.
These cuts would ultimately refine ‘Jaws,’ achieving the same horror with much less gore—an iconic brand of suspense that continues to resonate in cinemas today.
Following the Dallas screening and a second preview in Long Beach, ‘Jaws’ officially debuted on June 20, 1975.
With final touches from audience feedback, the film launched into theaters with unprecedented success, swiftly surpassing the $100 million mark at the box office and dethroning ‘The Godfather’ as the highest-grossing film until that date.
Dubbed a “super-blockbuster” by Variety, ‘Jaws’ marked the dawn of a new cinematic era, crafting a distinction between pre-Jaws and post-Jaws.
In many ways, Steven Spielberg became the unofficial ruler of “Shark City,” as alluded to by the character Chief Brody in the film.
The Medallion Theatre, once the site of this groundbreaking premiere, transitioned through various ownerships following its initial success.
Over its 32 years of operation, the venue transformed from a single-screen to multiple screens to accommodate changing audience demands, ultimately shifting to second-run films, art house showings, and classic retro screenings.
However, with the rise of megaplexes in the Dallas area, the Medallion struggled to retain its audience.
The theater closed its doors on December 13, 2001.
As a fitting tribute, one of its final showings was the film that first graced its screen in October 1969—’Butch Cassidy And The Sundance Kid.’
After lying vacant for four years, the theater was demolished in May 2005, making way for a Kohl’s department store.
The legacy of the Medallion endures within the local community, encapsulating memories of the unique connection between audiences and films like ‘Jaws.’
As such, the experience of sharing cinema transcends location or time, allowing viewers to congregate and delight in the magic of movies.
So, the next time you find yourself near the old Medallion Center shopping area on your way to Target, pause for a moment to acknowledge the cinematic history that once resided there.
Raise a toast to the Medallion Theatre, a vessel for cinematic heritage, and here’s to the 50 years of ‘Jaws.’
P.S.: To celebrate this auspicious anniversary, ‘Jaws’ will return to theaters this summer, allowing fans to relive the magic on the big screen as it was originally intended.
image source from：wfaa
