United Artists decided to release the film without the PCA seal of approval, the first major American film to do so, initially in major urban markets where they hoped its success would encourage exhibitors in rural areas to book the film. The film premiered for an "adults only" audience at the Woods Theatre in Chicago on June 22 and opened at the "United Nations Theater" in San Francisco on June 25. On June 30, "Variety" reported three major nationwide theater chains were willing to exhibit the film, and it went into general release on July 8, and was in the top five box-office successes of that week. (In its year-end report, "Variety" said the film had ranked #15 at the box office with a gross of $3.5 million.)