CinemaScope was labeled "the poor man's Cinerama" when unveiled in 1953. However, the process was a greater and a longer lasting success due to the inexpensive installation needs involved. The screen was 68 feet wide and 24 feet high, but simplified the process by using a single projector and lens adaptor. Virtually any exhibitor could utilize the system (unlike Cinerama), promising more dollars in their coffers. The process was sponsored by 20th Century Fox studios and the first CinemaScope showcase was THE ROBE in 1953. CinemaScope became the process of choice for the studio and would be utilized until the adoption of Panavision in the 1960s. Other studios adopted or produced their own trade name: WarnerScope, SuperScope, etc and the widescreen race was off and running.