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.

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%).

...

So what happened 38 years ago to drive millions of Americans away from movie theaters? In 1966, Mr. Valenti's Motion Picture Association of America quietly dropped its enforcement of the restrictive old Production Code that Hollywood studios had imposed on themselves since 1930. Then, on Nov. 1, 1968, Mr. Valenti introduced the "voluntary rating system" that continues in force to this day. As he proudly declared in his farewell address to the industry on March 23 of this year: "The rating system freed the screen, allowing movie-makers to tell their stories as they choose to tell them." That new freedom allowed the profligate use of obscene language strictly banned under the Production Code, the inclusion of graphic sex scenes along with near total nudity and, more vivid, sadistic violence than previously permitted in Hollywood movies.

[in full at 04.04.06a.htm]

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