Cinema: A Lot's in a Name

Two days after the hardboiled, sardonically titled Farewell, My Lovely (TIME, Dec. 18) opened in Minneapolis, Audience Research Inc., a Gallup offshoot, persuaded its client RKO to change the title. Reasons: the old title was confusing, unattractive to murder mystery addicts. The new, informative, alluring title: Murder, My Sweet.


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