The rule applied then just as much as now. But in 1960 we were offering something the people wanted - then. And dressing it up as we were in the "alternative" clothes in vogue at the time, it was attractive to the young audiences. But 2010 audiences don't want the same as 1960 ones, see what difference 50 years has made in the tastes in films, theatre, music, comedy, entertainment etc.

Also, what counted as a decent environment in 1960 would not wear long in 2010. Expectations in this have changed too.

And with plenty of entertainment to be had for free on the internet, prices are under pressure now also.

So, the rule remains constant. But the parameters did not.