![]() Recent pictures had greater value, though the film companies were reluctant to sell them. Films from the 1930s and 1940s, probably considered worthless in the studio account books, suddenly had value as programming for television. There were a few positive signs for the film industry at mid-decade. ![]() Though filmmakers satirized and scolded commercial TV in such films as It's Always Fair Weather (1955), The Girl Can't Help It (1956), Will Success Spoil Rock Hunter? (1957), and A Face in the Crowd this adversary would not go away. Pay-TV experiments featuring movies and other content had failed, at least for the moment (they would be revived, with great success, in the 1980s). New film content might have enticed spectators back into the theaters, but the conservative political mood plus the various censoring groups such as the PCA and the Legion of Decency limited the possibilities for change. However, even the "CinemaScope rebound" lasted only a year or two. ![]() Technological innovation had lifted the fortunes of a few companies, with Twentieth Century-Fox's CinemaScope providing the broadest stimulus. Many excellent films had been made in the first half of the decade, but the downward trend of cinema admissions continued. 9 The Film Industry in the Late 1950s Decline of the Majors Smaller Studios Independent Producers Crisis in Exhibition A Changing Workplace: Musicians and Actors Finding Audiences Conclusionīy 1955 the film industry's attempt to overcome the challenge of television and re-establish its dominance in audio-visual entertainment had clearly failed.
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