What Sex Are Cinemaddicts?

One of Hollywood's most cherished beliefs is that more women go to the movies than men. Many a picture has been made on this supposition-- angling for a female trade often estimated at 70% of all tickets purchased. After a rigorous two-year investigation, Pollster George Gallup's Audience Research Institute (devoted exclusively to making cinema surveys for RKO-Radio and other moviemakers) has published some surprising statistics:

P: Of moviegoers under 30 (65% of all movie audiences), 54% are male; of those over 30, 53.5% are female.

P: When mixed couples go to the cinema, the woman selects the picture more often than the man. But men go alone "much" more often than women. Result: the men choose the picture 51% of the time.

P: In a sample of 114 pictures (attendance range: The Return of Frank James, 69% male, to Rebecca, 71% female), the average box-office performance of the 55 pictures whose audience was predominantly male was greater than that of the 59 whose audience was predominantly female.

Conclusion: despite World War II and the draft, men still outnumber women at the movies--by a nose.

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