Cinema: Double Feature Down

FORTUNE'S latest quarterly survey* contained two questions about the U. S. cinema industry: "Who is your favorite movie star, and why? Which do you prefer, double features or one feature and good shorts?" Last week FORTUNE published the answers.

Men's favorite stars were Clark Gable, Shirley Temple, William Powell, Wallace Beery, George Arliss and Myrna Loy, in that order. Women's favorites were Shirley Temple, Robert Taylor, Clark Gable, Norma Shearer, Jeanette MacDonald, Greta Garbo. More surprising was the survey's answer to the question about the double feature, long a thorn in the...

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