Cinema: 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:

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

¶ When mixed couples go to the cinema, the woman...