Last week weather-frightened Hollywood, eyes cocked on horizontal thunderheads, unfurled a million-dollar umbrella. Theatre attendance had been falling off; reports had come from Manhattan that Marie Antoinette, which cost MGM $2,500,000, was actually being hissed; exhibitors had called some of the studios' most valuable properties "poison at the box office"; in Washington the ground was being leveled for Thurman Arnold's anti-trust suit against the major Hollywood studios. Hollywood's answer to all this was characteristic.
Appearing this week in U. S. and Canadian newspapers were the first advertisements of an institutional campaign,...
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