In the Fray: The Mystery of the Missing Moviegoers
With all the gratitude and acclaim surrounding Jack Valenti's recently announced retirement, no one dares confront the long-time president of the Motion Picture Association of America over the chief mystery of his 38-year reign: What happened, Jack, to all those missing moviegoers?</br></br>Despite his unquestioned eloquence, elegance and charm, Mr. Valenti presided over history's most disastrous decline in the audience for feature films. In 1965, the year before he left the Johnson administration to assume his plush position as chief mouthpiece for the entertainment industry, 44 million Americans went out to the movies every week. A mere four years later, that number had collapsed to 17.5 million.</br></br>In other words, some potent, puzzling force drove more than half of the nation's film fans to break the habit of movie going. That same mystical power served to suppress attendance for the next 20 years, with figures on ticket sales remaining flat until they began to rise moderately in the 1990s, reflecting the construction of thousands of new movie screens at multiplex theaters. Most recent figures (from 2003) show weekly attendance today at just over 30 million. As a percentage of the nation's population, however, the numbers on movie attendance remain only slightly improved from the devastating trough of 1970 (10.3% vs. 8.6%) and still vastly lower than the robust box- office years of 1965 (44%) or 1960 (45%).</br></br>It's amazing how many movie professionals remain altogether unaware of this long-term decline in film going -- or, when informed about the depressing but undeniable figures, wrongly attribute them to the advent of television. TV sets began appearing in living rooms in the late 1940s, of course, and by the time the audience for feature films started its sharpest slump in 1966, the tube had already arrived in nearly all American homes.</br></br>Hollywood originally panicked that television would destroy its business by offering for free the sort of entertainment that cost money at the local Bijou, but during the fateful 10 years of the primary TV invasion (1950-60) the audience actually declined 34%, compared with a 60% decline in those nightmarish four years of the late '60s. In later decades, the arrival of the VCR, cable TV and DVD actually corresponded to modest increases in the motion-picture audience, so no theory centered on technological alternatives can solve the mystery of the missing moviegoers.