Some movie box offices had taken a "nose dive," Variety reported, and there was at least one reason for it: "film shoppers were cagey."
Last week Columnist Hedda Hopper, in a patient, motherly tone, read the moviemakers a mild warning: "Every picture, whether good, bad, or stinky, is labeled 'colossal' or 'stupendous' . . . We must try to persuade those who have stopped seeing movies to form the habit again by telling the truth about our product, and rating a picture honestly, as fair, good, or perhaps great. Few are colossal, you know."
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