Cinema: Double Trouble

Cinema theatres that show double features make more money than single-feature theatres. To the motion picture industry that fact is clear indication that double features are what the public wants. But anybody who has ever eaten too much candy knows that what the public wants and what it ought to get may be two different things. Last week in two important cinema centres the double feature was getting a thorough going over, to determine 1) whether the public really prefers the double bill, and 2) whether its eyes are not bigger than its...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!