WONDERING WHERE THE MOVIE AUDIENCE HAS GONE

In another story from Hollywood, Jack Valenti is retiring as head of the Motion Picture Association of America after 38 years. In an OpinionJournal article today, Michael Medved asks what happened to the audience?

So what happened 38 years ago to drive millions of Americans away from movie theaters? In 1966, Mr. Valenti's Motion Picture Association of America quietly dropped its enforcement of the restrictive old Production Code that Hollywood studios had imposed on themselves since 1930. Then, on Nov. 1, 1968, Mr. Valenti introduced the "voluntary rating system" that continues in force to this day. As he proudly declared in his farewell address to the industry on March 23 of this year: "The rating system freed the screen, allowing movie-makers to tell their stories as they choose to tell them." That new freedom allowed the profligate use of obscene language strictly banned under the Production Code, the inclusion of graphic sex scenes along with near total nudity and, more vivid, sadistic violence than previously permitted in Hollywood movies.

The resulting changes in the industry showed up with startling clarity at the Academy Awards. In 1965, with the Production Code still in force, "The Sound of Music" won Best Picture of the Year; in 1969, under the new rating system, an X-rated offering about a homeless male hustler, "Midnight Cowboy," earned the Oscar as the year's finest film. Most critics, then as now, welcomed the aesthetic shift and hailed the fresh latitude in cinematic expression, but the audience voted with its feet.

And now we have Kill Bill, Vol. 2. Ironic?