Double Feature Down

FORTUNE'S latest quarterly survey* contained two questions about the U. S. cinema industry: "Who is your favorite movie star, and why? Which do you prefer, double features or one feature and good shorts?" Last week FORTUNE published the answers.

Men's favorite stars were Clark Gable, Shirley Temple, William Powell, Wallace Beery, George Arliss and Myrna Loy, in that order. Women's favorites were Shirley Temple, Robert Taylor, Clark Gable, Norma Shearer, Jeanette MacDonald, Greta Garbo. More surprising was the survey's answer to the question about the double feature, long a thorn in the side of the industry which thinks the public likes it.

Preferences were divided as follows:

Double feature 21.7% One feature and good shorts. 63.9% No preference, or don't go to the movies 14.4%

*FORTUNE'S Quarterly Surveys are conducted by a staff of 50 field workers who interview 5,000 citizens each quarter. The 5,000-person "sample" is a carefully gauged cross-section of the U. S., proportional to geographic divisions (e.g., 7% from the Pacific Coast), to rural v. urban population (e.g., 56% from cities, 44% from the country), to economic levels, sex, age, occupation, color, size of community. Only adults are interviewed. Results are believed to be accurate for the U. S. as a whole within a 2 % margin of error.

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