cultural institutions left downtown as a place primarily dedicated to business, but the loss of another sector, retail shopping, defined the type of business that was done there. The great retail outlets like the department stores had always had the tendency to move closer to the residential districts, to make it easier for their customers to get to them, but after 1920 they started to congregate in secondary business districts on the periphery of the city. The growth of chain stores such as J. C. Penney, F. W. Woolworth, Kresge and W. T. Grant, contributed to the increased importance of the outlying shopping districts, which began outselling those retail stores which had remained in the central business district, and provoked those stores to open branches in the secondary districts in attempt to go to where there customers were instead of having them come downtown to them. Entertainment venues also contributed to the decentralization of commerce which affected the importance and influence of downtown and the central business district. Theaters, vaudeville houses, dance halls and night clubs had been primarily located in downtown, with nickelodeons spread throughout the city. When film became the dominant medium, and exhibitors started to build movie theaters to show them in, they at first built those venues downtown as well, but, as in retail shopping, chain exhibitors such as Loews began to construct them in locations convenient to the mass audience they were seeking; again, it was a matter of bringing their product to where the people were. By the late 1920s, movie houses outside of downtown far outnumbered those in the central district. Not all the movie theaters in the periphery were palaces, but some were, and the net effect was that downtown was no longer the entertainment center of the city. With the loss of manufacturing, the major cultural institutions, much of the retail shopping in the city, and its loss of status as the entertainment center, the nature of downtown had changed considerably. It was still the location of banks, stocks and commodity exchanges, law and accounting firms, the headquarters of the major industrial concerns and public utilities, insurance companies, and advertising agencies, and in its confines continued to be built new and taller skyscrapers housing offices, hotels and even department stores, but it was still steadily losing ground as decentralization took its toll. Its daytime population was not keeping pace with the