The wide format largely settled into a 2.35:1 aspect ratio of a technology that Fox called Cinemascope. The first film using the technology was 1953’s The Robe, which was a massive box office success. Cinemascope was widely adopted in the film industry, with the notable exception of Paramount, which used a format called Vistavision. Rather than compressing more image data into the same area, Vistavision pulled the film horizontally through the camera and exposed negatives that were eight perforations across. These bigger negatives led to smaller film grain on the images, which translated into higher image quality. It was, however, decidedly more expensive because of all the film it required. Some truly iconic films used Vistavision’s 1.85:1 aspect ratio, including Alfred Hitchcock’s classic Vertigo. Interestingly enough, flipping that 1.85:1 aspect ratio 90 degrees very closely mimics the vertical aspect ratio viewers get if you watch vertical video on the iPhone X.