Double feature

The double feature, also known as a double bill, was a motion picture industry phenomenon in which theatre managers would exhibit two films for the price of one, supplanting an earlier format in which one feature film and various short subject reels would be shown.

Opera houses staged two operas together for the sake of providing long performance for the audience. This was related to one-act or two-act short operas that were otherwise commercially hard to stage alone. A prominent example is the double-bill of Pagliacci with Cavalleria rusticana first staged on 22 December 1893 by the Met. The two operas have since been frequently performed as a double-bill, a pairing referred to in the operatic world colloquially as "Cav and Pag".

Movie theaters suffered a downturn in business in the early years of the Great Depression. To attract customers, managers would offer additional features to the main attraction. The tactic worked, audiences considered the cost of a theater ticket good value for several hours of escapist and varied entertainment, and the practice became a standard pattern of programming. By the 1960s - when cinemas were experiencing another downturn in trade due to competition from television and the shunning of downtown centers in favor of suburban domestic entertainments - an evening at the cinema would often consist of the following:

Theater owners decided they could both attract more customers and save on costs if they offered two movies for the price of one. In the typical 1930s double bill, the screening began with a variety program consisting of trailers, a newsreel, a cartoon and/or a short film preceding a low-budget second feature (the B movie), followed by a short interlude. Afterward, the high-budget main feature (the A movie) ran. Although the double feature put many short comedy producers out of business, it was the primary source of revenue for smaller Hollywood studios, such as Republic and Monogram, that specialized in B movie production.

Attracted by business a neighborhood theatre running a double feature obtained over a higher-priced first-run theatre with only one feature film, the major studios began making their own B features using the technicians and sets of the studio and featuring stars on their way up or on their way down. The major studios also made film series featuring recurring characters.

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