Cinema: The Power of a Woman

Whenever Hollywood's box office slips, as it did last month,* puzzled moviemen ponder such possible causes as the weather, the crops and the local bingo games. Last week a fledgling producer, Novelist Polan (There Goes Lona Henry) Banks, offered a fresher theory: Hollywood has been underestimating the power of a woman. Banks told the Motion Picture Herald:

"No other American industry, great or small, has forgotten that women own about 70% of the nation's wealth and control an even greater percentage of its buying. More than 90% of the country's advertising is directed at the woman . . . but postwar [motion]...

Want the full story?

Subscribe Now


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

Learn more about the benefits of being a TIME subscriber

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