Most studios, especially the major ones, try to avoid such a designation at any cost.

But no other Hollywood executive or studio has tried anything quite like it.

Other studios also tried to find their own version of Monroe.

By 1960 the studio had done it all in this genre and might have been trying too hard.

It would be five years before a studio again tried an Oscar ad.

A scholarship has been created to send a local student to college, and the studio is trying to build an endowment.

The other studios are trying to do the same thing with their films.

Perhaps, he said, the studio was trying to distance the release from the bad publicity the film had received late last year.

The only answer, he and others said, is to cut costs, so that's what the studios, to varying degrees, have been trying to do.

This is how five studios are trying to solve those problems.