IN THE YEAR 1946 the British public provided cinema box offices throughout the country with $484,ooo,ooo00'roughly one-fifth of the nation's annual clothing bill, one-seventh of its yearly outlay on rent and light, or onethirteenth of what is paid for food. Altogether the British people spent on movies just under 2 per cent of its total expenditure on all consumer goods and services. So much and no more the British Treasury tells us about motion picture audiences in Great Britain. Until recently nothing else was available. But in the first five months of 1947 a revealing survey was carried out on behalf of Hulton Publications, the publishers of some half dozen magazines, including the British equivalent of Life. The survey began as a straightforward readership study, but the questionnaire was extended to cover most forms of leisure activity-reading, drinking, gambling, gardening, holidays, smoking, filmgoing, ownership of pets, use of cosmetics, etc. The survey ended by providing a full picture of the pattern of the ordinary, commonplace life of the British people. The sample used for the enquiry consisted of 10,200 persons at least i6 years of age. It reflected as accurately as possible the known characteristics of the total adult population in terms of age, sex, economic status, region, size of community, and marital status. The over-all results from the questions dealing with filmgoing show that in an average week British adults2 buy 26,ooo,ooo tickets at the box offices of Britain's 4,800 cinema houses. This means that the average cinema takes $1,940 per week and sells 6,250 admission tickets at an average price of 30 cents.' Who are the adults who buy these 26,ooo,ooo tickets each week? According to the survey, the tickets are bought by a little more than half the adults in the country-by only 19,ooo,ooo out of the total adult population of 36,ooo,ooo. The survey shows that in an average week nearly half the adults in the co ntry do not go to a movie. On the other hand, one adult in every five goes at least twice each week, thus accounting or just more than half of all tickets sold weekly. How often do these British adults go to the cinema? What the Hulton Survey has to say is presented in the first table given below (p. 156). Thus, for 44 per cent of the adult population, going to the movies is a regular item in the weekly schedule of relaxation; for another 43 per cent it is very much of an exception; and for a