By 1956, there were 50% fewer people going to the movies than before the war. At the end of 1960s, numbers bottomed out. Appeared to outside observers that movie was on its way out becoming obselete form of entertainment. Then for interesting reasons, rebounds in the 1970s. One main reason: a shift to a more consumerist culture at the end of wwii: consewquences of a consumer culture that had been stopped during. Movie theatre owners had spent lots of money building theatres in city centres not easy to move them to suburbs. Became inconvenient to go to the movies: in a few years, owners realize this is a problem begin building gin suburbs (suburban mall movie theatre complex) Even tried drive-ins (drive car to open theatre and watch movie through car speakers), But these attempts did not stop the decline. Didn"t have control over the product or what movies they could show.