Cohen became involved in a direct challenge to the major studios’ control over theatrical exhibition. As double features spread during the Depression, audiences could see two full-length pictures for the price of one, while exhibitors relied on inexpensive Poverty Row films to fill the second half of the program. The major studios resisted because they feared their prestige pictures would be devalued when sold alongside cheap films, and Cohen was among the independent producers pressing for changes to the National Recovery Administration code so theaters could legally continue showing second features. The rebellion had an ironic result: once the majors began losing business, they created their own internal B-picture units and adopted the double feature as a standard industry practice, turning a distribution tactic pioneered by struggling independents into part of the studio system itself.
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AI concept artworkArchive Record · 1930s
The Bargain-Night Revolt Against the Major Studios
Maury M. Cohen and the Independent Producers’ Movement / 1930s
Cohen became involved in a direct challenge to the major studios’ control over theatrical exhibition. As double features spread during the Depression, audiences could see two full-length pictures for the price of one, while exhibitors relied on inexpensive Poverty Row films to fill the second half of the program. The major studios resisted because they feared their prestige pictures would be devalued when sold alongside cheap films, and Cohen was among the independent producers pressing for changes to the National Recovery Administration code so theaters could legally continue showing second features. The rebellion had an ironic result: once the majors began losing business, they created their own internal B-picture units and adopted the double feature as a standard industry practice, turning a distribution tactic pioneered by struggling independents into part of the studio system itself.
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