"The Deep" was released on June 17, 1977, and was well received by the public. For the first time in film history the audience saw the real underwater world filmed in Panavision. The film reportedly cost $8.5 million to market having assured promotional partners that by opening day over 200 million people would have read, seen or heard about "The Deep" more than 15 times. Upon its release, the film was noted for its opening scene of Jacqueline Bisset swimming underwater while wearing only a thin, white T-shirt and a black bikini bottom. A possibly opportunistic photo of Bisset in character taken underwater by the wreck of RMS "Rhone" was used to target the men's lifestyle market without her approval. Producer Peter Guber claimed this helped make the film a box office success, and said "That T-shirt made me a rich man!"