The Needs of Motion Picture Audiences

See Hershman Arlene , “The New Money in Movies,” Dun's Review (February, 1971), pp. 33–36.

Ibid.

Jacobs Lewis , The Rise of the American Film: A Critical History (New York: Harcourt, Brace, 1939), pp. 3–4.

Peterson Theodore Jensen Jay W. Rivers William L. , The Mass Media and Modern Society (New York: Holt, Rinehart and Winston, 1965), p. 49.

Ibid., p. 50.

Peterson , loc. cit.

Jacobs , op. cit., pp. 160–164.

See ibid., pp. 52–66.

Ibid., p. 293.

Ibid., p. 296.

Ibid., pp. 292–293.

U.S. Department of Commerce, U.S. Industrial Outlook 1970 (Washington, D.C.: U.S. Government Printing Office, December, 1969), p. 438.

Conant Michael , Antitrust in the Motion Picture Industry: Economic and Legal Analysis (Berkeley: University of California Press, 1960), pp. 12–14.

Handel Leo A. , Hollywood Looks at Its Audience: A Report of Film Audience Research (Urbana, Ill.: University of Illinois Press, 1950).

Katz Elihu Lazarsfeld Paul F. , Personal Influence: The Part Played by People in the Flow of Mass Communications (Glencoe, Ill.: The Free Press, 1955), pp. 296–308.

Handel , op. cit., p. 3.

Ibid., p. 93.

Ibid., p. 94.

Ibid., pp. 94–95.

Author's estimate based on data from the 1957 Politz study for the Saturday Evening Post. See Quigley Martin Jr. , “Who Goes to the Movies,” Motion Picture Herald (August 10, 1957), pp. 21–22.

Author's estimate based on data from the 1967 Yankelovich study for the Motion Picture Association of America. See “Pix Must ‘Broaden Market,’” Variety (March 20, 1968), p. 78.

Handel , loc. cit.

Variety (January 22, 1958), p. 10.

Handel , op. cit., p. 96.

Ibid.

“Pix Must 'Broaden Market,'” op. cit., p. 78.

Variety (January 22, 1958), p. 10.

Shaw Robert , “Package Deal in Film Opinioins,” The Screen Writer (March, 1947), p. 28.

Lazarsfeld , op. cit., pp. 162–163.

Press release of the Motion Picture Association of America, op. cit., p. 2.

“New Survey: Metropolitan New Yorkers Better Film-Goers than Suburbanites,” Variety (May 10, 1967), p. 11.

Handel , op. cit., pp. 113–115.

Lazarsfeld Paul F. Kendall Patricia , “The Communications Behavior of the Average American,” in Mass Communications, Schramm Wilbur , ed. (2nd ed., Urbana, Ill.: University of Illinois Press, 1960), p. 433.

Blumer Herbert , “Moulding of Mass Behavior Through the Motion Picture,” Publication of the American Sociological Society (August, 1935), pp. 115–127.

Freidson Eliot , “Communications Research and the Concept of the Mass,” American Sociological Review (June, 1953), p. 317.

“Pix Must 'Broaden Market,'” loc. cit.

Gold Ronald , “Folks: Pics Plavoff Too Fast,” Variety (January 24, 1968), p. 28.

Smythe , “Portrait of a First-Run Audience,” op. cit., pp. 396 and 409.

Smythe Dallas W. Lusk Parker B. Lewis Charles A. , “Portrait of an Art-Theater Audience,” The Quarterly of Film, Radio, and Television (Fall, 1953), pp. 28–50.

Press release of the Motion Picture Association of America, op. cit., p. 3.

Lazarsfeld , op. cit., pp. 166–168; also, Katz Lazarsfeld , op. cit., pp. 296–308.

Handel , op. cit., pp. 144–150; and Lazarsfeld , op. cit., pp. 160–168.

Mayer Jacob P. , Sociology of Films: Studies and Documents (London: Faber and Faber, 1946), p. 153.

Maccoby Eleanor E. Wilson William C. , “Identification and Observational Learning from Films,” Journal of Abnormal and Social Psychology (July, 1957), pp. 76–87.

Maccoby Eleanor E. Wilson William C. Burton Roger V. , “Differential Movie-Viewing Behavior of Male and Female Viewers,” Journal of Personality (June, 1968), pp. 259–267.

Anast Philip , “Differential Movie Appeals as Correlates of Attendance,” Journalism Quarterly (Spring, 1967), pp. 86–90.

Ibid., p. 88.

Gans Herbert J. , “The Creator-Audience Relationship in the Mass Media: An Analysis of Movie Making,” in Mass Culture: The Popular Arts in America, Rosenberg Bernard White David M. , eds (Glencoe, Ill.: Free Press, 1957), p. 316.