The U.S. movie box office has not yet completely lost the land-office look it had during wartime. But moviemen suspect that the boom is over. How soon a real slump will come is something that fretful Hollywood has begun to fret about.
But no matter how hard the public is to please, or how hard-to-sell the picture, Hollywood knows that it can count on exhibitors. Last week, as if to keep in trim for tougher times ahead, theater managers were pushing movies with all the zeal, noise and logic of oldtime pitchmen hawking snake oil.
Samples, as reported by the Motion Picture Herald: