By the summer of 1981 (June–September), the film industry had been in decline for over a year. There had been few box office successes and rising film production costs, diminishing audiences, and increasing ticket prices were taking a toll. The season was predicted to be down 10% or $250million against the previous year. Studios were desperate to make the next blockbuster film, that could generate as much revenue in a short period as an average film could in a year. Over 60 films were scheduled for release—more than the previous year. This increased competition to attract an audience, mainly those aged 12 to 24, at the most profitable time of the film year.