Cinema: Change of Heart

After deep soul-searching and some well-considered arithmetic, the movie industry is cuddling up to the little monster that gave it such a scare a few years ago. Items:

¶ 20th Century-Fox announced that it will completely overhaul a ten-stage Hollywood studio at a cost of "several million dollars" for full TV film production.

¶ One exhibitor (National Theatres, Inc.) proved that TV advertising can be a more effective box-office draw than newspaper ads. A spot check of 20.000 Denver and Kansas City- moviegoers indicated that 35.1% were drawn by newspapers to see Walt Disney's 20,000 Leagues Under the Sea, 38.5% were drawn...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!