The Great Britain (and European) Premiere takes place on February 24, 1938 at The New Gallery Cinema on Regent Street in London. The place remained a movie house until 1953. It is now a Clothes shop.
The program made for this premiere engagement bears many similarities with the New York program. Snow White and the Seven Dwarfs dolls are advertised for Hamleys toy shop, also on Regent Street. Snow White is sold for £20, £12,6 or £7,11 depending on its size, and each dwarf for £7,6. A biography of Walt Disney is offered, and trivia facts about the effects and sound are offered. The same blurbs about the planned foreign versions are used, and the same double page “Inside Story” with pictures showing the animation process is reproduced albeit with British spelling (“colour” instead of “color”).
Among the novelties is a recipe for dumplings by Snow White. Arthur Sanderson ran an ad for a Snow White wallpaper pattern. Finally, an ad for the three His Master’s Voice records of “exclusive recordings from the actual soundtrack of the film” which, we are told, will be available from March 11th.
The program of the shows, which take place daily at 11.30 AM, 1.30 PM, 3.30 PM, 5.30 PM, 7.30 PM, 9.30 PM, and on Sundays at 6 PM and 8.30 PM, includes the Gaumont British Instructional short “Fruit in Jamaica”, the British Movietone News, another Gaumont British Instructional short “Kings in Exile” and the feature. Prices range from £1.6 unreserved to £8.6 reserved seats.
The Program
